marketing management red b_ull

red bull ad first cut.mp4

Marketing Management

Red Bull: - Strategies to Increase Revenue

Red Bull is…

O A caffeinated and carbonated energy drink, that revitalizes body and mind.

O Founded by Dietrich Mateschitz and launched in 1987, in Austria.

Look & FeelO Comes in a silver and blue Cans.

O Logo, representing two bulls colliding head-on in front of a sun.

O ‘Gives you wiiings’.

Existing Marketing Strategy

O Word of mouth or buzz marketing

O Street marketing

O Best way to convince customer is to hire them

Existing Branding & Promotion

O Red Bull presents at every moment of student calendar.

O Visibility by perfect serve

O Use of cartoon for commercials

RedBull Events: India

SWOT Strength Weaknesses

Market Leadership Above average prices

Market efforts Taste

Brand Identity Marketing Expense

Opportunities Threats

Category extension Public Health concerns

Hardcore advertisement and promotion

Organic energy drinks

Sponsorship events in college level

Negative Publicity after the split with Rahul Narang Group

Target ConsumerDemographics Psychographics Usage Behavior Consumption

collection

Age: 15- 60

Content

Image Conscious

Influenced

Spending Power

Youth trends Eat Out 25% of Indians

Customer Insights O Young people are specially open to determine

exhaustion and insufficient energy

O More specifically male teenagers & people in their 20s, are also most likely to believe in the authenticity of the energy drinks’.

O As a result, the majority of energy drinks are developed for and advertised to this younger generation.

O Appeal to very specialized groups, such as gamers, extreme sports enthusiasts, and the hip-hop crowd.

Competitors

70% Market Share in Energy Drink category

New Strategies O Sponsor Tv shows Related to youth

O Social media promotion

O Brand Ambassador

O Use recorded events for making Advertisements

O Energy drinks for audience in different sports events

O Bundling with different drinks in Pubs and Clubs

Economies of ScaleO Decrement of marketing expenses lead to

economies of scale due to which production cost of per unit decreases by which sale will increase.

O Sale of 2013=$3,433millions O Total market share of energy drink in India

500 cr. O Red bull share 200 cr.O Per year growth 50%O Future estimated sales for 3yearO 3,433*50*3/100= $5149.5millions