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Redbull case analysis
Red Bull originated in the 1980s from a Thai energy drink. It created a new category of "functional foods" that improve physical endurance, mental alertness, and overall well-being. Red Bull uses athlete endorsements, event sponsorships, and sampling programs to target students, drivers, clubbers, business people, and sports people who are mentally or physically fatigued. The brand plan objectives are to extend the Red Bull brand into new areas like music festivals and sports academies, diversify its brand association with different events, and bring the product to the growth stage by increasing consumption. This will help address challenges like market saturation from competitors.
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Redbull case analysis
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- 2. RED BULL • “Wedon’t bring the product to the people, we bring people to the product.” • Originated in 1980s from a Thai energy drink “Krating Daeng”. • Created a new category of “functional foods”. • 7th leading carbonated soft drink company in terms of market share.
- 3. PRODUCT BENEFITS RED BULL Improves physical endurance Improves overall feeling of wellbeing Increases mental alertness Improves reaction speed and concentration Stimulates metabolism and helps eliminate waste substances.
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- 6. TARGET MARKET • Allwho lie in the categories of : – Students, Drivers, Clubbers, Business people, and sports people. • And are mentally or physically fatigued or both. • Or need an adrenalin rush.
- 7. Challenges • Facing astrong competition from other carbonated drinks. • While the competitors are improving and innovating, Red Bull stays the same. • Product has completely oversaturated the market – losing the ‘cool’ factor. • Red bull is one tricky pony – if sales start to slump, the party goes in serious jeopardy. • Being ignorant and unaware about their competitors.
- 8. BRAND PLAN OBJECTIVES •To extend the Red Bull brand. • To diversify the association of the brand with different events and activities. • To bring the product from saturated market to growth stage. • To increase the consumption of number of cans per person per year.
- 9. BRAND PLAN OBJECTIVES •To extend the Red Bull brand.
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- 13. Last Longer PartyHarder
- 14. BRAND PLAN OBJECTIVES •To diversify the association of the brand with different events and activities.
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- 18. BRAND PLAN OBJECTIVES •To bring the product from saturated market to growth stage. • To increase the consumption of number of cans per person per year.
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- 25. “We Created the market. Ifyou appreciate the product, you want the Real one, the original. Nobody wants to have a rolex made in Taiwan or Hong Kong”
- 26. Thank You Anshika |Karthik | Lohit | Shruti