The document presents a comprehensive analysis of Red Bull's position in the energy drink market, highlighting its strengths, weaknesses, and market strategies. It details competitor insights, product offerings, and consumer demographics, emphasizing Red Bull's brand personality and marketing approaches. The document concludes with a strategy for re-launching Red Bull in the Indian market to enhance brand awareness and youth engagement.

1. SARAH KAMAL
ST. XAVIERS COLLE,KOLKATA
Kamal.sarah95@gmail.com

6. These are the
words which come
in your mind when
the name of the
world leader pops
in.

7. General Problem
Maturity Phase
Very limited product line
Manufacturing unites limited
Health Conscious
Energy Drinks are banned in many schools
Environment Conscious
Product Availability
Narrow target market

8. Market Insights

9. Mostly for the youth
Started from 1984
Target Markets are mainly the youth
171 countries and 86 billion cans (size)
Alternative to carbonated drink
80% of the youngsters(Us) (9.7 Cr)
Retail Stores, Stalls in events, Mobile
cars(Access)
Globally recognized

10. Market Share
Energy Drink
Sport Drink
Nutrac. Drink

11. Competitor Analysis
Soft Drink (Soda companies like Pepsi Co, Coca
cola)
Fruit Juice Beverages ( Nestle)
Tea Mixes
Alcoholic drinks
Energy Drinks

12. Type of Competitors Dominant Participants Their Segment
Soft Drinks Dominant is Coca Cola
with 48.6% of market
share, followed by Pepsi
Co with a 20.5% of the pie.
Refreshing drink for all age
groups.
Fruit Juices Beverage Massive players like Del
Monte Foods Inc, Dr
Peppel Snapple dominate
the segment.
Mostly for Health
Conscious people and for
children
Tea and Coffee Beverages Drinks like Green tea and
Ice Tea have caffeine and
are extensively associated
with refreshness.
Usually used in offices and
homes. Vending Machines
also exist all across the
city.
Alcoholic Beverages (light) Craft and Cocktail and
many more companies line
up.These are canned
products.
With a rugged
outlook,these
areassociated with
partying and playing.
Other Energy Drinks Monster is catching up
with a market share of
39% ,following up is
Rockstar with 10%
Same as Red Bulls

13. General Overview of my Competitors
Pepsi Co.
Prime attention to
segmentation.
Diverse product portfolio
Economies of scale
A+ Distribution Strategy
Nestle
Perfect Segmentation
Great value to
positioning
Focus on health
nutrition and Wellness
Real Fruit Juice
Diverse product portfolio
Focus on having a vibrant
personality.
Wide spread product
availability.
Coca Cola
Wide target Market.
Right Outsourcing.
Diverse Product Portfolio.
Availability .
Affordability.

14. Global Market Share

15. Closer look into my Competitors
Monster
30 Billion behemoth($)
Devoid of Print Media
Focus on emotional connect.
Monster Girls.
Doing sports events and sponsoring
teams
Conor McGregor (Bad Boy)
Converting target market into Fans
Ex athletes, journalists, artists
“LIFE STYLE IN A CAN”
Rockstar
3.4 Billion
Image: Celebrity, High Energy, Sex
Appeal
No national Campaign yet
No T.V marketing or use of any
medias
Focus more on entertainment
,promising one to have a rockstar
lifestyle.
Offers twice the size of red bull
for the same price.

16. Customer Data Sheet

17. Bull’s Customers
Occupation: 80% are students, sports persons,
working professionals, party goers
Mind Style: Excitement seekers, free spirited,
rugged outlook
Life Styles: Party goers, sports enthusiastic,
outdoor enthusiastic
Personality: Explorers, dynamic, active, risk
takers.

18. SWOT
STRENGTHS
1.Market leadership in the global scale
2. Increasing popularity in emerging
markets
3.Strong and visionary leadership by
Dietrich Mateschitz
4.Solid financial position
OPPORTUNITIES
1. Enhancing nutritional aspects of
beverages
2. Further increasing presence in media
via strategic collaborations
3. Engaging in product diversification
4. Increasing focus on CSR
WEAKNESS
1. Red Bull products considered to be
unhealthy
2. Limited range of products
3.Expensive price
4.Concentrated production facilities
THREATS
1. Negative health implications due to the
consumption of Red Bull products
2. Increase in marketing costs
3. Further intensifying competition
4. Lawsuits against the company due to
consumer health deterioration

19. Bull’s Character
High Spirited
From the onset has been known for its
quirky based comic ads
The cartoon campaign strategy is a well
known character, event or subject, to
which a broad audience can relate, is
found in a “larger than life” story with an
unexpected twist.
Imaginative
It breaks from the clutter of regular ad
campaigns
Elements of iconic personalities, folklore
and fairy tales used in humorous way.
Daring
Trendy and exciting- a motto Red Bull
religiously follows while associating
themselves with athletes and sports.
Up to Date
Over the years has associated it with a
wide variety musical events and grown
with current taste in music
Red Bull tour bus, racings, sound select
and many more.

20. Bull’s Personality
• Active
• Courageous
• Outgoing
• Unpredictable
RUGGED
Associated With
• Athletes
• Musicians
• Events
• Sports
• Team

21. Brand Proposition
The first company to launch with
the idea;
Giving it the FIRST MOVER
ADVANTAGE.
Fights mental and physical
fatigue,
Boosts concentration levels,
Endurance, energy for
physical and mental
performances.
In totality Red Bull gives a
sense of Reliability.

22. Some key insights…
• Increased sales ; Diminished market share
• 2 similar companies are emerging; Monster is
picking up pace.
• Less product range; Competitors have way more
than it.
• Carries a personality where it sponsors extreme
sport events and also uses cartoons with a twist
to promote itself.
• Health conscious people are raining down
• Male attraction to the company is more

23. 10 Words Challenge
ALREADY IN MARKET
Red Bull gives you wings ( false and deceptive advertising)
Larger than life
OWN CREATION
Dive into the uncertain.

24. Communication Strategy
The brand is all about promoting a Lifestyle.
We need to have something new to the brand, which will be able to grab
eyes.
Red Bull’s slogan, gives you wings is a world famous slogan which has
already created a Benchmark.
We have to focus more on direct and creative marketing rather than
spending bucks on print media.
Embrace Street Marketing
Sponsor events related us.
We have to create a communication buzz, broadcast many different events
for brand awareness.
Create a viral buzz to create a tide of fans.
A new type of creation to encourage innovation.
Technique Involved: Both push and Pull strategies..

25. Creative Strategy and their
Components
Target Audience
Excitement Seekers
Young Spirited
Rugged Outlook
Typical Age group( 15-30Yrs)
Basically the young Gen
( detailed information given previously)
Our Promise and Objective
Maximum Energy for the consumers
Refreshment of mind and the body
Health Check( No Red Bull is NOT harmful for the body)
Red Bull ‘Wall to Wall Production’: Environment Check
Also uses 80% of renewable resources

26. Tone
As the slogan is given, Bull is associated with not just refreshments of body and mind
as a drink but much more than that. It is associated with energy, power and it cannot
fall back from it. The strong slogans we have always been using has a very
aggressive outlook to it and in our campaign we will follow it.
Support
Red Bull Energy Drink is available in 171 countries, including every state of the
European Union, because health authorities across the world have concluded that
Red Bull Energy Drink is safe to consume. More than 6.3 billion cans were consumed
last year and over 68 billion cans since Red Bull was created more than 31 years ago.
Also there are surveys which show rise in energy after consuming Bull.

27. Positioning
Red Bull has an array of apps, including Red Bull TV, event pages, links to career with
the company, and apps that’s gives details about various athletes including their
official social medias.
So it has a strong positioning in social medias and through these latest medias it
promotes it self to the best.
Net Impression
Premium Brand: Red Bull is a classic brand, affordable for upper middle class and
upper class, having a ubiquitous impression across globe. We could consider
launching a less expensive product of it in India as India is very price sensitive but
that would do utmost harm to the globally leading brand image.
Not for an Energy Drink
Larger than life
Sending a message that a lifestyle of outdoors, rugged, bold, risk taking,
spontaneous, active is something which everyone can achieve with Red Bull.

28. Idea and its formation into Creative
Expression.
A research by Mbascool.com shows the key
players in the Indian market, which clearly tells
us how is Red Bull perceived in the Indian
Market.
A survey was done to find out what comes to
the youngsters mind when said Red Bull. The
answers: Energy Drink, red-blue cans, sports,
outdoor activities, rugged, the drink for non
alcoholic party people.
Another survey shows how Red Bull is leading markets in most of 171 countries it is in.
Red Bull’s minimum product diversification still keeps it in the sky out of reach of other
competitors.
And hence to rebrand a company which is the world leader and dominant entity in
India’s market can lead to lose of potential and existent customers .

29. The energy drink market is full of
clutter, and this is drink which has
potentials to harm our health, so what
do the customers do while selecting
one?
GO FOR THE BRAND THEY TRUST
And the blue silver cans of Red Bull
symbolizes this trust.
Key Outlook:
•Connect with the youth.
•Keep an air of freshness
•More Brand Awareness
•Energy drink=Red Bull

31. Objective: Re-launching the brand more
aggressively through a Campaign.
•Outdoors
•Not just a campaign but a memory
•Involve sport-Essence of Red Bull
•A campaign which has the maximum reach
•Involves the target consumers
•Creates an extensive Buzz
•Creating fans
•Depicting a Lifestle
•Not mere print media
•Giving a reason for the consumers to consume

32. •Shares a history of spectacular
campaigns
•Held In 4 Cities
•Kolkata, Mumbai, New Delhi,
Bangalore
•Pre two month set up
•Core Promoters: Students
through Campus Placement
•Road Mapping ( Google Maps
collaborate)
•Other Companies collaborates
•Red Bull Balloon Gateways
•Fanfare
•Red Bull Girls
•Carnival Setup
•Gym, sport institutes, colleges
promotion
•Event held on a Sunday
•10am to 2 pm
•Indian edition cans

34. 360* Campaign

37. Campus Promotions and some Other
Avail the limited edition cans
and scan the QR code to know
more .Call in at 22203-8233
Social Media Groups
Campus Posters
Core Team
Certificates and other perks
Student Body Involvement
•Collaboration with Eating
Hubs(most popular in India) and
sending everyone a pamphlet.
•Print Medias
•Banners(But only in the last 10
days)
•Radio etc

38. THANK
YOU
SARAH KAMAL
ST. XAVIERS COLLE,KOLKATA
Kamal.sarah95@gmail.com