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8/13/2019 copyofredbullenergydrink-090910110145-phpapp02

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It Gives You Wiings


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Executive Summary

ed !ull can "e called as a pioneer in t#e energy drinkcategory $orld$ide% In India too ed !ull $as t#e "randt#at created t#e energy drink category%

T#e "rand came into existence in '()*%

T#e "rand came to India in +,,-% Alt#oug# t#e "rand #as"een keeping a lo$ pro.ile compared to t#e Colama/ors ed !ull #as created a category o. energydrinks in t#e Indian market%


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Contd%

According to Economic Times 0 -,%,1%,)2 t#e energy drinkmarket in India is estimated to "e around ',, crores%

T#e market no$ #as t$o main players ed !ull and Po$er3orse%

! #as an assessed market s#are o. +(4 o. t#e glo"al

market o. energy 5rinks%

In t#e 6%S% ed !ull en/oys a *74 s#are o. t#e energy drinkmarket and no$ #as a 1,4 s#are o. t#e 8erman energy

drink market%


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SWOT Analysis

Market leaders#ip9 Wit#in t#e energy drinks market ed !ull ist#e industry leader t#roug#out t#e $orld%

Marketing E..orts9 a lot o. promotions and $ell targetedcampaigns and sponsors#ip e%g% .ormula ' #elps to expand ed

"ull "rand and increase consumer "rand a$areness%

Strong .res# & .as#iona"le "rand identity%

Strengt#s


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Weaknesses A"ove9average prices%

:ack o. innovation9 t#ere are a lot o. competitors in t#emarket and t#ey #ave t#eir o$n 6SP $#ic# leaves ed !ull"e#ind%

eliant on small product "ase9 T#e company only marketsone "randed product ed !ull Energy 5rink 0along $it# asugar .ree variety2%

Inexperience; is only < years old in India%

:ack o. patent on ! =s recipe means anyone can copy it%


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Opportunities

Extension o. product line9 t#is $ill #elp to retain markets#are%

3ardcore Advertising and Promotions%

Consumer recognition t#roug# sponsors#ip o. sportsevents%

>e$ ventures like partners#ip $it# ?ace"ook%


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T#reats

3ealt# concerns9 toug#er rules .rom government on #ig#ca..eine content%

Consumer a$areness o. #ealt# and $ell "eing9 people maystart to drink ot#er alternatives as it is associated $it##ealt#ier li.e style%

5rinks mig#t not "e accepted in t#e ne$ markets%

Organic energy drinks mig#t steal !@s market s#are%


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Promotion Opportunity Analysis

Competitive Analysis Opportunity Analysis Target Market Analysis

Customer Analysis Market Segmentation Strategy


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Share of Energy Drink Market

Red Bull 42.6

Monster 14.4

Rockstar 11.4

Full Throttle 6.9

Sobe No Fear 5.4

Am !.6

Sobe Adrenal"ne Rush 2.9Tab #ner$% 2.!

Monster &&' (.9

)r"*ate 'abel (.9

R" +t (.,

Sobe 'ean (.-

Boo oo (.5

Sobe Su erman (.4

/on 0utch (.4


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eal Competition

ed"ull@s real competitors are t#e market leaders o. colacompanies suc# as ; Pepsi & Coca Cola $#o #avecreated t#eir "rand leaders#ip since several years in t#eIndian market%


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Opportunity Analysis

! #as a nic#e market & is yet to percolate in t#e massmarket%


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Target Market Analysis

Core target market segments .or ! consists o. t#e coreage group o. '1 to


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Customer Analysis

oung people are especially open to determinedex#austion and insu..icient energy%

More speci.ically male teenagers & people in t#eir +,sare also most likely to "elieve in t#e aut#enticity o. t#eenergy drinks@%

As a result t#e ma/ority o. energy drinks are developed.or and advertised to t#is younger generation%

Appeal to very specialiBed groups suc# as gamersextreme sports ent#usiasts and t#e #ip9#op cro$d%


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Target ConsumerDemographics

Psychographics

UsageBehavior

Consumptioncollection

Age; '19


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Market Segmentation Strategy

ed!ull avoided usual met#ods o. marketing relyingmore on $#at is called "uBB marketing or $ord9o.9mout#%

ed !ull advertised directly to Generation Y t#e so9called millennial ; people "orn a.ter '()'%

Student brand managers' $#o $ould "e used topromote ed !ull on university campuses% T#esestudents $ould "e encouraged to t#ro$ parties at $#ic#cases o. ed !ull $ould "e distri"uted%


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Corporate Strategies

Mission Statement

Our mission is to "e t#e premier marketer and supplier o.ed!ull in Asia Europe and ot#er parts o. t#e glo"e% We $ill

ac#ieve t#is mission "y "uilding long9term relations#ips $it#t#e

people $#o can make it "ecome a reality%


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!rand 5evelopment Strategy

Great Strategy Begins #ith Great $esearch%

Once t#e "rand@s core values #ave "een identi.ied t#eroad to$ards e..ective "rand proposition development"egins%

5evelopment o. t#e "rand statement9 commencing a!rand development strategy%


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!rand Positioning Strategy

Clear Engaging 6niDue & elevant to t#e target audience% A"le to incorporate an element o. positive emotional

attac#ment t#at is "etter t#an /ust goodF% Ec#oed $it#in "usiness internally and externally% Consistent across multiple marketing & advertising mediums

0print online presence etc2% Continually toug#ened $it#in t#e organiBation so t#at

employees consistently deliver $#at is promised% A"le to adapt to a c#anging marketplace%


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Media elations 6se Tec#nology Monitor t#e We" Create Pu"lic A$areness


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Integrated Marketing CommunicationsManagement

Sales Promotion;

Must encourage t#e 'st purc#ase o. t#e product in astore%

Make t#em a$are o. t#e product & its advantages%


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IMC !udget


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Internet We" site

Promotions t#roug# social net$orkingsites suc# as; .ace"ook t$itter 3i1%

Also Ad promos on $e"sites suc# as>5TH Boom India%


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Media

Ad Campaigns on Prime TH c#annels suc# as>5TH good times MTH C#annel H oomH3' Star World & a .e$ more%


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*4''4

-4

1-4

-,4

MagaBine>e$spapers

adio

TH

Sampling


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Integrated Marketing CommunicationMet#odologies

3o$ do $e communicateL 3o$ do customers processin.ormationL

T#ere are many models & t#eories%

T#oroug# understanding o. t#e audience s needs emotions &activities is essential to ensure accuracy & relevance o. t#e

message%


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Advertising

W#at target market do you $ant to reac#L W#at image do you $ant to portrayL

W#at product or service do you $ant to emp#asiBeL 3o$ muc# money can you spendL W#en is t#e rig#t time to advertiseL


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ed !ull #as an aggressive mar2eting campaign%

ed !ull uses all t#e availa"le media c#annels meaningcinema TH radio press and t#e internet%

In ot#er $ords t#e company .ocuses on t#e media t#roug#

$#ic# it reac#es its primary target market9young people%

! allo$s t#e consumers to interpret t#e product & t#emoments o. use t#emselves%

ed !ull ac#ieves t#is "y a #umorous and $itty cartooncampaign trans.erring t#e message t#at t#is energy drink#elps you to escape "y giving you $ings N%


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Personal Selling

Sampling is anot#er very important part o. t#e t#ree pillarmarketing system%

As t#e ma/or purpose o. ed !ull is to energiBe t#ecompany samples at t#e rig#t place at t#e rig#t time $#ereit .inds its exact target market%

Examples o. usage are driving studying $orking nig#ts#i.ts and sports%


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Media Plan

TH; Still a staple medium o. advertising% Allo$s to demonstrate t#e advantages o. !%

8ood eac#%

MagaBines; Economical%

Provides #ig#er "rand a$areness%


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TimelinesIMC/Month

Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 Ma10

edBullon the-eb

$rintMedia

Blogs

adio T!

&therMisc.


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Sources

#ttp; $$$%redi..%com money +,,< may +*drink%#tm #ttp; $$$%t#estudentroom%co%uk s#o$t#read%p#pLt ()

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