Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

J. Pabst


Published on

Published in: Business, Technology
  • Be the first to comment

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><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 />