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Red Bull and its communication strategy
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- 2. About the product AnEnergy Drink sold by RedBull GmBH Contains amino acid taurine, B-Complex Vitamins, Caffeine and Carbohydrates Known for energizing effects
- 3. The Selling Idea Symbolizingit with performance and energy The Name comes from “gaur” which mean Bull Mixing with Youth’s Rebellious Nature
- 4. How does thecompany connect? Red Bull’s pre-marketing strategies Micro-targeting trendy shops, clubs & bars Dealing individual accounts & word of mouth promotion Influencing through celebrity endorsements
- 5. Target Segment Generation Y Consumers Teenagersand Youngsters Age: 18-30 Possess impressionable opinions Red Bull lacks behind its competitors like Pepsi, Coca-Cola because of its narrow target segment. Companies like Coca-Cola have a wide spectrum and can serve people of any age.
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- 7. Connecting with masses throughSporting Events and promoting extreme sports to inculcate word to mouth buzz
- 8. Red Bull FlugTag Anaerial event. Contestants have to build a homemade 450 pound airplane. Staying true to “Gives you wings” slogan.
- 9. Skydiving Fred Frugen andVince Reffet known as Soul Flyers performed a B.A.S.E. jump where there flew into an airplane in mid-air. Events like these appeal to the audience and fan-base creating a gutsy and daring image.
- 10. Sampling Programs Sampling eventsset up at parties, concerts, festivals, sporting events etc.
- 11. How is themarketing medium decided? Once the market has grown mature, the company starts using advertising mediums The company uses non-direct means of advertising The brand occasionally uses celebrity endorsement as a mean of reaching out to followers Bjergsen is a Danish League of Legends player, mid-laner for team SoloMid
- 12. Which Red BullCelebrity Athlete are you?
- 13. Social Media Marketing Thebrand has a well known presence on Facebook It has over 6.6 Million Subscribers on Youtube, posting videos of their adventures The brand is also well known on other platforms such as Instagram, Twitter, tumblr etc.
- 14. Red Bull ProductLine
- 15. Managing the Communication Process Determiningthe target audience, design of message and apt communication channel. Observing results and managing the expenses. Tip Connecting with the target audience through apt communication channel while balancing expenditure on advertising and sales.
- 16. STRENGTHS Market Leadership Increasing Popularity VisionaryLeadership WEAKNESSES Considered Unhealthy Expensive Limited Range of Products THREATS Intensifying Competition Health Implications Increasing Marketing Costs OPPORTUNITIES Enhancing Nutritional Aspects Product Diversification SWOT Analysis
- 17. Pros & Consof Traditional Marketing in case of Red Bull PROS Brand Recall Consumer Loyalty Reflection of Pop Trend setting style CONS Male Skewness Less Niche Share Small Market Segment
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- 19. Upcoming Events 2018 2015 6-13Jan 18 Red Bull Kite Fighting 27 Dec 17 - 23 Jan 18 Red Bull Mahjong Masters 15-18 November 18 Rally Australia 15-17 Dec 2017 Red Bull Music Academy at Magnetic Fields
- 20. Conclusion Red Bull issuccessful amongst its competitors due to its anti-marketing strategy By conducting several events it has built its name in the extreme sports community Red Bull has been extremely successful due its advertising campaigns However the company needs to widen its spectrum of target segment
- 21. Disclaimer Prof Sameer Mathur IIMLucknow Marketing Professor Created By Hitkarsh Vikram Singh Dr. B.R. Ambedkar National Institute of Technology Jalandhar Under the Guidance of