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Red Bull mini case presentation
- 2. Founded by Dietrich Mateschitz in Austriain 1987 Red bull was the birth of completely new product category âThe ENERGY DRINK!
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- 4. Ingredients ď§ Caffeine ď§ Sucroseand Glucose ď§ Taurine ď§ B-group vitamins ď§ Alpine spring water Fans call it LIQUID COCAIN & SPEED IN A CAN
- 5. YESâŚRedbull Improves Vigilance Stimulates metabolism Improves emotional status Increasesphysical endurance Increases concentration and Reaction speed
- 6. NOâŚRedbull Not good forpregnant woman High caffeine=miscarraige Not good for health if consumed while going to bed Dangerous for people with high blood Pressure or anxiety disorders
- 8. Objective To be seenas unique and rebellious product. To build its brand image of authenticity, and originality.
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- 12. Advertising Red Bull alignswith a wide variety of extreme sports, athletes, teams, events and artists in music, dance and film.
- 13. An art fellowship program held in multiplecities all over the world.
- 14. Fly home-made, size- andweight- limited, human- powered flying machines.
- 15. Series of airraces to navigate a challenging obstacle course in the fastest time over water , airfields or natural wonders.
- 16. And now, RedBull sells 60 billion cans each year in over 165 countries all over the world.
- 17. To Ponder Strengths ⢠Sponsorship-RedBull sponsors various concerts, adventure sports ⢠Brand Positioning-Red Bull vitalises Body and Mind- confident and energy giving drink ⢠Celebrity endorsement- Sports athletes and various entertainment celebrities Risks ⢠Competition- Energy drinks of other companies with reduced price may decrease its market share ⢠Health concerns- tougher rules from government on high caffeine content ⢠Failure in the new product/service or market category ⢠Negative impact from extreme sports What are Red Bullâs greatest strengths and risks as more companies (like coco cola, pepsi, and Monster) enter the energy drink category and gain market share ??
- 18. To Ponder ⢠Redbull should not do more traditional advertising. ⢠Sticking to newer forms of advertising like online, and social media works better for Red bull. ⢠Their target demographic is young adults, mostly college age people who are more likely to be heavier users of technology and thus more likely to see these ads. ⢠Red Bullâs sponsored events are extreme and expensive , but they also bring brand awareness targeting the Generation Y. Therefore, it should continue this way of non-traditional advertising Should Red Bull do more traditional advertising ?Why or why not??
- 19. To Ponder ⢠Redbulls sponsorships such as Stratos are quite effective. Red bull strategically used Stratos as a means of having their catchphrase âRed bull gives you wingsâ resonate more. ⢠By sponsoring daring high energy events it gets the point across to consumers that Red bull energy drinks can also invoke such high energy and power to the consumer. ⢠Red bull should draw the line if the costs of the sponsorship are too high and they do not foresee themselves being able to make up the costs in the near future and it shall also draw a line when the current marketing strategies become ineffective Discuss the effectiveness of Red Bullâs sponsorships , for example , Bull Stratos. Is this a good use of Red Bullâs marketing budget? Where should the company draw the line??
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- 21. Disclaimer Created by SUHANICHANDRA, IIITD&M Kancheepuram during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (see www.IIMInternship.com)