Redbull
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Red Bull currently dominates the energy drink market for 18-24 males but needs to expand to new audiences. It proposes repositioning itself for "urban professionals" and developing an all-natural product called "Instinct" based on coconut water, ginseng, and other natural ingredients to appeal to health-conscious consumers. Instinct's marketing will emphasize trusting one's instincts and gaining natural energy immediately through the product's secret formula. The new target audience for Instinct will be those seeking a natural energy option.
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Redbull
- 2. What the Hell is Red Bull? “For those thrill seeking urban adventurers living on the edge, Red Bull is the leading original performance enhancing beverage that is ahead of the curve because only Red Bull provides the cool and aggressive attitude while stimulating the body and mind.”
- 4. Sounds The brand does not currently have a single distinctive sound because being the anti-brand brand it is not one to utilize this form of traditional marketing strategy. Instead most of the sport related TV spots by Red Bull utilize classical music and Rock music that easily transitions from one to the other. The music is usually by a not well-known artist. + =
- 5. Company Website // www.redbull.com
- 8. Red Bulletin
- 9. Red Bull Events Extremely important to the brand Embody the company’s philosophy best Core communication method How does the Facebook page relate?
- 10. Created an new market segment Dominated for over a decade Ahead of competitors Current major market is 18 – 24 male What’s Next?
- 11. Industry is maturing Expand and adapt to new market Old Target Market
- 12. Re-Positioning Statement For those on the go successful balanced urban professionals, Red bull is the original instant energy source that is ahead of the curve because only Red Bull stimulates the body and mind in a portable, sleek, compact 8.3 fl oz can.
- 13. Product 8.3 fl oz of 80 mg caffeinated energy beverage Premium based on differentiation of packaging, brand image, and brand value Holds intangible product quality above competition Offer a Red Bull koozie with every 4-pack of the cold drink making it easier to hold while being active
- 14. Price Currently 8.3 fl oz can suggested retail price is $1.99 Keeping the current price would maintain reputation a cut above the rest who sell larger volume (16 fl oz.) for the same price The psychographic effect Higher price benefits Red Bull brand Sell limited edition reusable sport bottles shaped like a normal Red Bull can next to the signature red bull shaped dispenser containing both regular and sugar free Red Bull and offer discount on Red Bull if they show their reusable bottle.
- 15. Do you trust your instincts?
- 17. Tag-line All-Natural Energy Drink “Trust your insticts” Alteration to color-scheme Based on coconut water and ginseng Healthy alternative to energy drinks with caffeine and taurine
- 18. NOTE: The next slide is highly classified. It contains the secret formula for the new Red Bull product codenamed “Instinct”
- 19. Red Bull Instinct Formula Coconut Water Ginseng and Royal Jelly Blackcurrant Concentrate Lemon Juice Carbonated Water Component “X”
- 20. What’s in a Name? Instincts are primal The first thing you go for Implies something natural Still has an edgy vibe to the name Name implies immediate energy, but naturally
- 21. New Target Audience: Instinct
Editor's Notes
- Two thick necked Herculean crimson bulls in opposing charge against a yellow sun is the epitome of the kinetic virility and pugnacity the beverage claims to provide. Which targets the current demographic of energetic, living on the edge risk taking young adult male who likes to party. An anti brand brand its underground even when its above ground The creator while traveling in Thailand, Austrian Dietrich Mateschitz came across very popular “energy drinks” he took some samples back to Europe. Called Krating Daeng. Krating is the reddish brown bovine, also known as indian bison, native to South Asia and Southeast Asia. Daeng is Red in Thai. Between the logo and the creation of the slogan “Red Bull gives you wings” the creative director at the time quit twice during the creation process before coming up with the pair, citing the founder’s over commitment to perfection as his reasoning.
- Here we have our original positioning statement. The attitude and mindset that introduced Red Bull as the premiere performace based energy drink to the world, and has led to a decade and a half of utter dominance in the now maturing energy drink market segment.
- Adiitionally to the internationally known Bull logo there are several affiliated Icons associated with the brand such as the Red Bull Trucks. Which promote the beverage giving out free samples. Reinvented the sports marketing landscape by creating properties unique to the brand. Sponsers counteless personalities, musicians, and some 500 athletes in 97 sports so extreme that three have died in the last 20 years.
- Can anyone identify a specific sound that is instantly associated with the brand? No because Red Bull does not believe in 'jingles' The brand does not currently have a single distinctive sound because being the anti-brand brand it is not one to utilize this form of traditional marketing strategy. Instead most of the sport related TV spots by Red Bull utilize classical music and Rock music that easily transitions from one to the other. The music is usually by a not well-known artist. A possible point of improvement is to have a signature ending for each commercial that is distinctively Red Bull, something fast and short to relay the energetic feel of the brand
- One of the most interesting aspects of Red Bulls, website is it’s complete lack of focus on the actual product. Instead opting to focus on brand image, happenings, and events. The company website offers a wide variety of interactive tools, information and is quite engaging. There are many things to do on the website including reading blogs by some of the sponsored athletes, learning about new music that Red Bull thinks is cool, the latest information on games and the various sporting events they sponsor. The Red Bull colors are utilized heavily within all sections of the website and the branding message is clear, this is where cool happens, the cutting edge of fringe-sports, underground music, videos everything that is exciting about Red Bull is effectively displayed on their website. Interesting to note is their separate webpage for redbull.tv which is a pseudo youtube device that posts all their various videos by "channel" giving easy access to hours of entertainment for consumers and fans. All of this serves to showcase how Red Bull is able to utilize their extremely strong image in order to promote their product.
- Red Bull’s Facebook presence is massive: they have almost 24 million likes. It seems to be well designed as it has videos from various events and tie-ins, and it links to other, more specific Red Bull pages, such as Red Bull Racing. Wall postings are consistent with the brand as it feels like you’re being shown videos by a snowboarder-casual language, etc. They are very engaged, they have on average one post per day, and each one has thousands of comments and likes. It’s a very active page, and should be, given the youthfulness of the brand’s target audience. The page is well laid out and has a very clean look to it.
- The ones that you can find online show a similar angle to them as the viral advertising: usually edgy pictures of extreme sports stunts with a tagline at the bottom. The introduction of Red Bull Cola has also sparked the first ad campaign focused on what’s in the drink rather than what it represents.
- Red Bull’s response to their former lack of conventional print media, by showcasing ‘the world of red bull’ in their own magazine. The Red Bulletin, an action that aside from offering an additional medium to showcase the brand image, also spoke volumes about the brands commitment to independent and group leader image. The Bulletin serves to compliment the existing youthful presence that exists in the rest of our marketing stratagy by showcasing our athletes, musiians, events, and actions. Additionally it focuses on events, people, and places that embody the brand image of Red Bull, whether it be the original bad ass Clint Eastwood, or graffiti art galleries in San Francisco. The magazine is distributed for free around the world at Red Bull events, and at specific retail location, as well as being available for free online.
- Red Bull’s events and competitions are likely the most important way of advertising for the company and the best way for them to maintain the appearances of an edgy, youthful, and somewhat extreme company. They are the core of the communication for Red Bull. In my opinion, they really work for the brand as they directly show their commitment to the extreme sports angle. The main function of the Facebook pages mentioned earlier seems to be to advertise the events in both live and video form, which suggests the Red Bull recognizes the importance of this area.
- When Red Bull first entered the market, it created an entirely new market segment. A trait which it utilized to its fullest in order to not only dominate that segment for over a decade but also re-invent ways you can market, distribute, and sell a beverage. This point has kept Red Bull unique and ahead of now hundreds of different competitors including those from soft drink giants like Coca-Cola and Pepsi. But with the former target audience maturing, a new target audience seeking different product traits than their predecessors, and a new position in this mature market is required. Red Bull should expand to a new target market that demonstrates more promise for growth. The current target market is very narrow to a specific niche. Currently the target demographic consists of 18 to 24 year old males looking to be “hip” and is often associated with the party scene. The major consumer demographic ican be narrowed further to 18 to 22 year old males in university. Red Bull is quickly becoming known as the over the counter narcotic.
- The entire industry is moving into its mature phase of the product life cycle To maximize growth, the brand will need to expand to reach new demographics, shifting the product life cycle curve to a younger stage. The combination of a matured industry, a narrow niche, and controversial health concerns provoke a need for a complete reconstruction of a target market., and healthy eating to see substantial growth.
- We do not want to alienate the current Red Bull users but evolve with them. As the partying university students graduate and enter the work force and become professionals we want them to continue to drink Red Bull. We want to move the focus of Red Bull away from the partying scene and association with alcohol and integrate it more into the busy healthy balanced life style of a professional. With concentrating the focus on the fact that Red Bull is a compact effective energy source perfect for the on the go lifestyle. Additionally the young working professional has much more spending power then the average university student. TA: Old Red Bull users that have entered the work force and are now busy on the go professionals FofR: An Energy Source, here red bull would be competing with all sources of energy including coffee and sugary snacks PofD: its small very portable, sleek and cool looking in its unique shaped can. Support: People are very busy these days especially generation Yers who want to do everything. The young professionals who are busy working and working out and seeing friends they can easily get run down and red bull is the easy way to stay on top of their game by providing a quick energy boost in a very portable, seek form.
- For many consumers the energy drink product offered by Red Bull holds enough value that they will pay upwards of $3 for a 8.3 fl oz can, because it is differentiated by its brand image and packaging it conveys a ‘hip factor’ appealing psychologically to those wanting to project this image of an innovator, offbeat, ‘ahead of the curve’ consumer. The name Red Bull carries a certain intangible quality that can be conveyed to any market, it is a recognized name in innovation and creation of ‘cool’. The current packaging of the product is distinct and does not require change, a bonus that may attract some costumers is to offer a bonus with every 4-pack of Red Bull, a Koozie to keep your warm hands warm while handling the cold beverage outdoors or whilst being active.
- Currently 8.3 fl oz can suggested retail price is $1.99 which is double that of a can of coke but locations such as bars can charge up to $8 Keeping the current price would maintain the reputation of Red Bull as the premier energy drink choice, a cut above the rest who sell larger volume (16 fl oz.) for the same price the higher price is due to the psychographic effect on consumers, buy buying a higher priced drink they convey a cache about themselves We think it would benefit sales to introduce limited edition sport bottles that carry the RB Logo and are specially designed to resemble the can itself but actually are reusable. This can be sold at any location already selling RB but also at sports equipment shops. If customers can show Red Bull sport bottles then they will be able to get a discount encouraging people to try and hopefully continue to buy in the future.
- Here’s our new logo: green to represent the all-natural ingredients, but obviously keeping the extremely distinctive diagonal “quartered colours” background. We’ve added the “all-natural” logo to additionally differentiate the product, and obviously the new INSTINCT tag on it.
- Red Bull Instinct is an all-natural energy drink based on coconut water and ginseng. It is a relatively healthier alternative to the original Red Bull and other drinks with caffaine and taurine in them. It is packaged in a way that reflects its healthy nature. Yet, we kept the original packaging template for Instinct since it has been a key part of Red Bull’s powerful image. Red Bull Instinct colors are natural green and the original Red Bull silver in four split zones. The background also features a “All-Natural” stamp on the bottom right corner of the can.
- We had to classify this section because we suspected someone in the audience of being a Coca-Cola mole. We won’t name any names, but… [look at Ann]
- List the above ingredients here. Component “X” has been kept secret to keep the final formula secret until production.
- Instinct – read the above. When we think of instinctive energy, it sounds and feels like something natural, from within us. It means we don’t feel the crash at the end nor do we feel the unnatural heart-pounding boost of taurine.
- Identifiable: The target market for Instinct is the healthy and active person who leads a balanced lifestyle and is not necessarily a certain age group or gender Responsive: While younger segments of the target market will be highly responsive because they are more willing to try new things the older segments may be less likely to try a new product that is so innovative. Substantial: There is a large segment that is available for Red Bull to attain profit from, 73.4% can potentially translate to several billion in profit for the company Profitable: Since Instinct is an all inclusive product it is suitable for the entire family thus there is a significant portion of the population that is made up of both couples with and without children that can afford to buy packs of the product. Reachable: The TV and magazine imperative is quite low which is why we will recommend that Red Bull follow its current strategy of promotion through non-traditional methods such as sporting, dance, yoga events and the highly effective sample distribution by student ambassadors.