Market leader; brand ambassadors;synonymous with energy and getting a boost;events; youth brand managers; extreme sports association and premium image Weaknesses: limited product range; expensive. Opportunities: new youth as a target market (16-24); adapt for older matured “Y generation”; events; viral marketing; youth have a disposable income and are easily influenced by peers and trends; “smart energy drinks” energy drinks mixed with a ‘smart drink’ (made from a mix of fruit juices, vitamins, herbal and amino acid supplements.
Threats: ver-growing energy drink market, loss of original customer base as they mature, negative publicity – rumours red bull contains bull sperm, health concerns – ingredient taurine, will the youth adopt the brand? , youth have a lack of purchasing power and ready-made smart drinks. Energy drinks: •Are stimulants •Prevent sleep •Promote mental alertness •Improve physical performance •Increase endurance Brand Architecture: Red Bull is a Branded House. A Branded House is, “A centrally focused group of brands that are clearly connected and coherent. A very large Family of Brands” as defined by http://stealingshare. om/brand_resources/glossary. htm. Red Bull isn’t a large family of brands; it consists of the original drink, a diet version and a cola drink (not yet available in South Africa) but they are clearly connected and coherent and obviously not a house of brands, which is “a business that has multiple brands that are not necessarily part of the same family or are independent from each other and the Parent Brand” (http://stealingshare. com/brand_resources/glossary. htm).
The Term Paper on Red Bull Marketing/Segementation/Pricing
You are asked to address the following questions: 1. Who are the principal target segments for Red Bull and how are they positioned towards these target segments? 2. Analyse the Red Bull brand using any frameworks you judge appropriate. 3. Comment upon Red Bull’s pricing approach 4. Evaluate Red Bull’s distribution channel strategy 5. Would you describe Red Bull as a national, a European or a ...
Visual identity system: •The logo and the bulls from the logo. •Red, blue, silver and a little yellow. •The cartoon-style used in their advertising. Tagline:
Red Bull gives you wiiings! What does the brand stand for? Brand values: •Youthfulness •Passion •Energy •Activeness •Adventure seeking •Spontaneity Brand Essence: Energy. Brand Personality: •Youthful •Energetic •Adventure seeking •Innovative •Nonconformist •Party loving •Witty •Charming •Unpredictable •Intelligent Differentiating factor: Things Red Bull has to offer that other energy drinks don’t: •The brand personality. •Their involvement in extreme sports, events, music and youth culture. •Youth brand managers: Students who drive Red Bull branded cars and give out free cans of Red Bull to people who are in need of energy.
They promote Red Bull on university campuses and are encouraged o throw parties at which cases of Red Bull are distributed. These Youth Brand Managers report back to Red Bull providing them with a low cost form of market research data and an insight into today’s youth. •Their approach to marketing: oNo print, only TV/radio adverts because this creates interest and momentum and has greater impact oBuzz-marketing/ word of mouth, generated by controversial adverts, youth brand managers and guerrilla marketing. oInvolvement in events, not only sponsoring but also hosting and creating events that appeal to their target market.
What is the brand positioning? Market Position: Market leader: Red Bull is the most popular energy drink on the market. Red Bull was the first energy drink, providing a solution to a gap in the market for a drink that supplies the consumer with energy. Competitors: Direct competitors: •Energy drinks from the ever-growing energy drink market. South African examples are Play and V. International examples are Coca-Cola’s Mother and Pepsi’s Amp. Indirect competitors: •Other functional drinks, such as: oSports drinks oVitamin and mineral enriched drinks oACE drinks (fortified with A,C, or E antioxidant vitamins) oWellness drinks Nutraceutical drinks oHerbal drinks •Premixed alcoholic drinks, for example Smirnoff Storm, because vodka and Red Bull is a big selling point for Red Bull. Image and identity: Red Bull’s brand image and brand identity are well aligned, as the way they identify themselves and the way they are seen by the public are one and the same. This is as: •Youthful. •Involved in youth culture, such as extreme and adventure-related sports, and music. •A symbol of glamorous lifestyle. •Energy-giving. Positioning statement: Red Bull revitalises the body and mind. What is my single-minded promise and how did I arrive at this promise?
The Term Paper on Brand’s Market Analysis
However, other brands are engaging in more aggressive advertising and increasing brand awareness, bridging the gap of perceived difference between BRAND’S and their products, and offering buyers more choices, hence buyers have medium power. Supplier bargaining power BRAND’S ingredients are mainly chicken essence and a small proportion of caramel. Although these ingredients are relatively easy to ...
What is Red Bull selling? They are selling the Red Bull lifestyle: youthful, energetic, adventure seeking and nonconformity. As Mateschitz, the creator of Red Bull says, “Red Bull isn’t a drink, it’s a way of life” (Red Bull-Promotional Mix).
To whom is Red Bull selling? They are selling to people who share a state of mind: Consumers who have drive, are active and full of life, who want to be physically and mentally healthy and be alert. There are two target markets within this: 1. Their current consumers, the “Y generation” who have matured since the inception of Red Bull, aged mid-20’s to 30’s. 2.
The current youth market, aged 16 to 24. Both of these have a majority of male consumers. With what aim is Red Bull selling? For brand awareness: to keep Top-of-Mind awareness and maintain the position of market leader. To promote brand values of youthfulness, energy, adventurousness and spontaneity. What is their basic message or benefit? My single-minded brand promise: Red bull revitalizes the body and mind so you can do anything. How and why have I selected the specific target audience(s)? As Red Bull is an already established energy drink, they have a target market already, which is the “Y generation”, aged mid-20’s to 30’s.
This market has matured since the start of Red Bull and now Red Bull must consider marketing differently to them so they don’t lose this market, as they grow older. I think it is important for Red Bull to stay fresh and young to target the current youth who are aged 16 to 24. It is a fact that 65% of energy drink drinkers are males between the ages of 13 and 35, so I have kept this in mind when defining the target market. To maintain the position of market leader. •Top-of-Mind awareness: Whenever a consumer is in need of energy, they must think of Red Bull. To bring people to the brand and not the other way around. As Mateschitz says, “Red Bull does not [… ] bring the product to the people, we bring the people to the product. We make it available and those who love our style come to us. ” (Red Bull-Promotional Mix) •To build a positive brand experience Key issues: 1.
The Essay on Report on Red Bull brand
... Red Bull: http://energydrink.redbull.com/company Red Bull History. (2004). Retrieved April 17, 2013, from Funding Universe: http://www.fundinguniverse.com/company-histories/red-bull-gmbh-history/ Appendix A: Survey sheet Red Bull Brand Questionnaire 1- Age ... this growth, Red bull still manages to dominate and lead the market over ... and mind”. The visual identifier is consist of two bulls butting each ...
The loss of original consumer base as they mature. 2. Staying in touch with the youth so as to keep a youthful, energetic image. SMART objectives: I took these objectives through the 5 mental bins and made sure thay are specific, measurable, achievable, realistic and timeous. . How can Red Bull permanently maintain their current consumer base, aged between 25 and 39? 2. How can Red Bull permanently attract the new youth market, aged between 16 and 24? Strongest concept: A competition to promote Red Bull’s brand values and create brand awareness. The prize is a trip to Nevada, Las Vegas, USA to experience zero gravity. This event captures the values of youthfulness, energy, adventurousness and spontaneity. How does it bring the brand promise to life? A zero gravity experience embodies the brand tagline of “Red Bull gives you wiiings! It brings the brand promise of revitalizing body and mind by giving the winner an adrenaline-pumping physical encounter that will definitely awaken the mind and senses. How does it deliver on the objectives? It will maintain their current consumer base (aged between 25 and 39) and attract the new youth market (aged between 16 and 24) because it appeals to the state of mind of Red \Bull’s overall target market, who have drive, are active and full of life, who want to be physically and mentally healthy and be alert.
Brand contact points inventory: •Shops •Universities •Clubs •Events sponsored by Red Bull] Events hosted by Red Bull •Youth Brand Managers/sampling •Word of mouth •TV •Radio •Opinion leaders (e. g. celebrities) •Red Bull branded cars •Buzz/viral marketing Contact points journey: Word of mouth | shops/clubs/universities | TV/Radio | Events/Web How and why did I select my brand contact points? From personal experience with the brand I selected the contact points of word of mouth, TV, radio, opinion leaders, Red Bull branded cars, shops, universities, clubs and events sponsored and hosted by Red Bull. From my research I selected the contact points of buzz/ viral marketing and Youth Brand Managers/ sampling.
The Essay on Red Bull Marketing Strategy 2
Q1: Explain how Red Bull has been able to arouse and activate the consumer decision-making process. Initially, Red Bull made consumers realize that they need this kind of energy drink by physiological arousal. For blue-collar in Thai such as taxi and truck drivers, they usually have to combat mental and physical fatigue that are their bodily needs at that moment. Red Bull used and interprets these ...
I selected the contact points used in the journey because I felt they were the most important, as they have the highest frequency, resonance and impact. How the contact points align to the objectives: The event will get people from both Red Bull’s current consumer base (aged between 25 and 39) and the current youth market (aged between 16 and 24) talking about Red Bull and the event. Speaking about Red Bull will place it Top-of-Mind and they will purchase it when in shops, clubs or at university. There will be entry forms and promotional items in these areas as well.
Once Red Bull and the competition are Top-of-Mind, the consumers will notice the advertisements on television and radio and the viral marketing on the web. The advertisements will lead them to the competition website and the actual competition event. Prioritisation of brand contact points: Highest resonance: TV/ Radio Highest frequency: Shops, Clubs and Universities Highest impact: TV/ Radio First point of contact: Word of Mouth Last point of contact:
