Red bull sharan k - nit trichy
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Red Bull is the largest energy drink company globally, available in 162 countries since 1987. It pioneered experiential marketing through sponsoring extreme sports and stunts to build brand awareness among youth. Red Bull's non-traditional marketing focuses on millennials through events generating social media buzz and word-of-mouth, communicating its rebellious brand personality. This integrated approach across sponsorship, digital, and experiential channels effectively positions Red Bull as authentic and original.
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Red bull sharan k - nit trichy
- 1. Background of Red Bull • Created in Australia in 1987 • Largest Energy Drink company in terms of market share & volume sold • Products available in 162 countries • World renown for their advertising campaigns o “logan: Red Bull gi es you ings • Red Bull Offers 4 Products: o Red Bull o Red Bull Sugar-Free o Red Bull Cola o Red Bull Shots Quick Facts 1 Not Pictured: Red Bull Sugar-Free
- 2. HISTORY 2 In 1984, Red Bull was co-founded and turned it into an international brand
- 3. 3 $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 Competition Comparison Red Bull 4 products, 169 countries Monster 30 products, 47 countries Rock Star 15 products, 28 countries 60 +Billion cans US $7.9 Billion Market Share and Success
- 4. SECERT MANTRA 4 HOW DID THEY DO IT ????
- 5. Red Bull’s Marketing Communication Mix 5 Event and Experience
- 6. Red Bull’s Marketing Communication Sponsorship of Stunts and Extreme Events Purpose of this Communication? Target market : Youth Brand personality : Authentic & Original Global Attention 6
- 7. Red Bull Stratos Exposed to 8+ million people 40 TV Stations, 130 digital outlets Broke record for most views of a live event 7
- 8. Red Bull Flugtag 300,000 young consumers Relevance to Brand slogan Massive Social media bonus 8
- 9. Red Bull’s Development of effective communication 9 TARGET AUDIENCE COMMUNICATION OBJECTIVES COMMUNICATION DESIGN COMMUNICATION CHANNEL
- 10. RED BULL’s TARGET AUDIENCE Millennial Age: 22 & below 10 Y Generation Age : 20 – 30 Enjoy Action Sports
- 11. RED BULL’s COMMUNICATION OBJECTIVE Build brand awareness 11
- 12. MESSAGE STRATEGY : Red Bull Gives you wings MESSAGE SOURCE : Expertise -athletes CREATIVE STRATEGY : Transformational appeals 12 RED BULL’s COMMUNICATION DESIGN
- 13. RED BULL’s COMMUNICATION CHANNEL WORD OF MOUTH PSERSONAL COMMUNICATION 13
- 14. RED BULL’s Management of Integrated marketing communication process Perfectly Implemented IMC 14 EVENT SPONSHERSHIP PROJECTS WORD OF MOUTH SOCIAL MEDIA
- 15. REACH THE RIGHT CUSTOMERS WITH THE RIGHT MESSAGE AT THE RIGHT TIME & IN THE RIGHT PLACE CONNECTION BETWEEN THE EVENT AND THE MESSAGE R B ll gi s y i gs
- 16. What are Red Bull- greatest Strengths ? Brand Value : Good Connection with the youth around the globe Design : Size and style, being non- traditional in nature for soft drinks . Product : Highly caffeinated and energizing formula 16
- 17. What are Pros and Cons of Redbull non-traditional Marketing tactics ? 17 Vertical market Limiting its market to certain groups Product sales No sales at that instant Word of Mouth Best suited as new experience creates more buzz Brand Value creative and authentic
- 18. How Effective is the Red Bull sponsorships Global attention Action sports is globally understood & appreciated Brand value creative and authencity Social Media Rich content for its social media 18
- 19. Conclusion R B ll gi s y i gs NON-TRADITIONAL MARKETING COMMUNICATION STRATEGY YOUNG CONSUMERS UNIQUE , ORIGINAL & REBELLIOUS 19
- 20. Summary Marketing Communication Mix Development of its effective communication Management of its IMC Conclusion
- 21. DISCLAIMER This presentation was created by Sharan K , NIT- Trichy during a marketing internship , by Prof.Sameer Mathur, IIM Lucknow.