Red bull success story

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Red bull success story

  1. 1. RED
BULL.A
SUCCESS-STORY.
  2. 2. A
SUCCESS-STORYThe
launch
of
Red
Bull
has
been
the
most
successfulbeverage
launch
of
the
last
decade.It´s
success
is
due
to
partnering
a
quality
productwith
well-thought
out
original
communicationstrategy.Which
resulted
in
establish
Red
Bull,
not
as
fashionphenomenon,
but
as
premium
brand
with
continuesgrowth.
  3. 3. US
SALES
(IN
MILLION
UNITS)140012001000800 Cans600400200 0 97 98 99 0 1 02 03 04 05 an 0 0 Pl 19 19 19 20 20 20 20 20 20 
 06 20
  4. 4. BRAND
POSITIONINGThe
brand
positioning
comes
from
out
of
the
productbenefits:Red
Bull
vitalizes
body
and
mind.This
then
became
the
basis
for
the
unique
brandpersonality
of
Red
Bull:-
Innovative-
Self
Ironic-
Intelligent-
Nonconformist-
Self-confidence-
Witty,
charming-
Polarising-
Unpredictable
  5. 5. DOING
THINGS
DIFFERENTLYAn
innovative
and
unique
product
needs
an
innovativeand
unique
communication
strategy.So
for
Red
Bull
we
questioned
everything.-
Category-
Packaging-
Price-
Distribution
strategy-
Communication
strategy.
  6. 6. ONE
BRAND
-
ONE
PRODUCTIn
order
to
put
the
entire
focus
on
this
oneproduct,
this
one
can,
this
one
brand.We
said:No
diversifications.No
licenscing.No
brand-merchandising.No
umbrella
brand.
  7. 7. ABSOLUTE
PREMIUM
PRICERed
Bull´s
real
product
benefits
justified
a
premiumprice.It
is
by
far
the
most
expensive
non-alcoholic
drinkon
the
market.Red
Bull
is
3
to
6
times
more
expensive
than
Coke.
  8. 8. TARGET
GROUPRed
Bull´s
target
group
is
not
determined
by
ademographic,
but
by
a
„state
of
mind“.Red
Bull
consumers
have
drive,
are
active
anddynamic.
They
want
to
be
physically
and
mentally
fitand
wide
awake.
  9. 9. COMMUNICATION
CONCEPT1)
Above-the-line
Advertising To
build
up
awareness
and
image2)
Opinion
Leader
Marketing To
support
credibility
of
the
product
and
the brand3)
Event
Marketing To
prove
that
the
brand
is
up-do-date
and different4)
Sampling To
convince
consumers
  10. 10. ABOVE-THE-LINE-ADVERTISINGRed
Bull
gives
you
wings.Aim
of
the
campaign
is
to
reflect
the
brandpersonality:Cheeky,
witty,
self-ironic,
unpredictable
andunique.While
the
distinctive

execution
style
helpsestablish
it
as
beyond
fashion.
  11. 11. OPINION
LEADER
MARKETINGOpinion
Leaders,
especially
in
the
sport
andcultural
area,
are
a
perfect
target
group
for
RedBull.Red
Bull
develops
relationships
with
them
and
treatthem
like
friends.
Red
Bull
worldwide
has
over
250agreements
with
top
athletes,
but
not
one
writtencontract.
  12. 12. EVENT
MARKETINGRed
Bull´s
event
marketing
also
covers
both
areas,sports
and
culture,
through
a
variety
of
events
likeFlugtag,
Creative
Contest,
Music
Academy,
Local
HeroTour
and
many
more.Red
Bull
doesn´t
sponsor
events,
Red
Bull
creates,organizes
and
supports
new,
innovative
and
imagebuilding
events.
  13. 13. SAMPLINGSampling
is
done
by
highly
motivated
and
well-educated
emloyees
of
Red
Bull
and
not
“professional”promotion
teams.Their
briefing
is
simple:
Find
tired
and
exhaustedpeople.They
do
it
in
a
charming,
non
offensive
way.
All
wegive
them
is
the
product,
a
free
range
of
clothesand
a
tiny,
but
very
attractive
sampling
car:

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