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J. Pabst

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J. Pabst

  1. 1. Re-branding projectRed Bull<br />Joanne Pabst<br />
  2. 2. <ul><li> Fast-paced
  3. 3. High Energy
  4. 4. Strong</li></ul>Think Red Bull<br /><ul><li> Fashionable
  5. 5. Youth
  6. 6. Wings
  7. 7. Bulls
  8. 8. Bird
  9. 9. Red/Blue</li></li></ul><li>http://www.youtube.com/watch?v=TeFAEKDadCc&feature=player_embedded<br />Red Bull Spokesperson – Scott Speed<br />
  10. 10. Red Bull<br />Unhealthy<br />Too much sugar<br />Vitalizes body and mind.<br />Improves performance, especially during times of stress and strain.<br />Increases endurance.<br />Increases concentration and improves reaction speed.<br />Stimulates the metabolism.<br />Obtains vitamins and minerals.<br />Red Bull Energy Drink has 27g of sugar in a 8.4 oz can; however, Red Bull also makes sugar free.<br />Misconception<br />Actually<br />
  11. 11. Red Bull SWOT<br />Strengths<br />Pioneer of the energy drink category worldwide.<br />In 1984, Red Bull was the brand that created the energy drink.<br />Market Leadership – RB is the industry leader around the globe.<br />Marketing Efforts – Numerous promotions and well targeted campaigns/sponsorships help expand the brand and increase consumer brand awareness.<br />Strong, fresh, &fashionable brand identity.<br />Weaknesses<br />Above average prices.<br />Lack of innovation<br />Many competitors in this industry who have their own unique selling propositions.<br />
  12. 12. Red Bull SWOT<br />Opportunities<br />Different drinks for different people:<br />Red Bull Energy Drink<br />Red Bull Energy Drink Sugar Free<br />Red Bull Simply Cola<br />Red Bull Energy Shot<br />Intense advertising and promotion.<br />Consumer recognition through sponsorship of sports events.<br />Threats<br />Health concerns.<br />Tougher rules on high caffeine content from government.<br />Consumer awareness of health and well-being.<br />People may start to drink other alternatives as it is associated with healthier lifestyles.<br />
  13. 13. Stakeholders’ View<br />Fun atmosphere.<br />Enthusiastic, young team with strong marketing support from company.<br />Free red bull, fun job.<br />Need to be flexible. Management is not always organized.<br />No professional process set up within company yet.<br />Company always “wants your time.”<br />Pros<br />Cons<br />
  14. 14. A New Red Bull<br />

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