Redbull case analysis

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Red Bull Case Analysis

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Redbull case analysis

  1. 1. Group 3
  2. 2. RED BULL • “We don’t bring the product to the people, we bring people to the product.” • Originated in 1980s from a Thai energy drink “Krating Daeng”. • Created a new category of “functional foods”. • 7th leading carbonated soft drink company in terms of market share.
  3. 3. PRODUCT BENEFITS RED BULL Improves physical endurance Improves overall feeling of well being Increases mental alertness Improves reaction speed and concentration Stimulates metabolism and helps eliminate waste substances.
  4. 4. Gives You Wings
  5. 5. MARKETING STRATEGY Advertisements Athlete endorsing Event Sponsorship Point of purchase Sampling program Word Of Mouth
  6. 6. TARGET MARKET • All who lie in the categories of : – Students, Drivers, Clubbers, Business people, and sports people. • And are mentally or physically fatigued or both. • Or need an adrenalin rush.
  7. 7. Challenges • Facing a strong competition from other carbonated drinks. • While the competitors are improving and innovating, Red Bull stays the same. • Product has completely oversaturated the market – losing the ‘cool’ factor. • Red bull is one tricky pony – if sales start to slump, the party goes in serious jeopardy. • Being ignorant and unaware about their competitors.
  8. 8. BRAND PLAN OBJECTIVES • To extend the Red Bull brand. • To diversify the association of the brand with different events and activities. • To bring the product from saturated market to growth stage. • To increase the consumption of number of cans per person per year.
  9. 9. BRAND PLAN OBJECTIVES • To extend the Red Bull brand.
  10. 10. Red Bull Brand Extension The ‘Wings’ Bar
  11. 11. The RED BULL Xtreme sports academy
  12. 12. The Annual RED BULL Music Festival
  13. 13. Last Longer Party Harder
  14. 14. BRAND PLAN OBJECTIVES • To diversify the association of the brand with different events and activities.
  15. 15. Promote Traditional EXTREME SPORTS
  16. 16. Maha Yudh 2006
  17. 17. Who’s the Real Bull
  18. 18. BRAND PLAN OBJECTIVES • To bring the product from saturated market to growth stage. • To increase the consumption of number of cans per person per year.
  19. 19. BULLY the markets
  20. 20. Last Longer
  21. 21. Last Longer
  22. 22. Go An EXTRA MILE
  23. 23. “We Created the market. If you appreciate the product, you want the Real one, the original. Nobody wants to have a rolex made in Taiwan or Hong Kong”
  24. 24. Thank You Anshika | Karthik | Lohit | Shruti

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