Download - Edinburgh Napier University Final
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Edinburgh Napier UniversityEdinburgh Napier University
BA(BA(HonsHons) Marketing Management) Marketing Management
Cheng Chi Chung, Jeff
Choi Siu Hang, Daniel
Ho Kwok Tung, Isaac
Leong Ying Ki, Kiko
Lee Pak Lun, Marco
Yam Yeung Him, Jeff
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Dept f r w r eness
Red ll
Good reput tion
Better w reness
Morepromotion inmar et
RedBull & Vodka isalsopopular in ar
S ark Less information in t emarket
W en customers want to uyaener ydrink, t eyaremore willing to uy red ull rat er t anshark
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Breadth of brand awarenesso Red Bull / Shark
Mainly focus on the unique feature
Fulfill the user specific need increase mental and physical exertion,
improve performanceRed Bull Shark
TVAds Y
Frequen y: More
Y
Frequen y: Less
ponsorship Y N
logan Y N
ampling Y N
Promotion Y N
Consumer may be buy red bull rather than shark
when they are considering to buy a drink.
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Primary characteristic and Supplementary featureo An energy drinks which is a functional beverage
o Improve working performance and reaction speed
o
Energy continuouslyRed bull and Shark are not only an energy drinks
Red Bull ith Vodka hark up Al ohol drinks
Red Bull Cola hark Lite
Red Bull ith mo ha hark ugar free
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Style & Design
$14 $15Price
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User Profiles Gender: Male Age: Young adult Lifestyle: Outdoor, Sporty
Purchase and Usage Situation Types of channel: Red Bull > SHARK
Ease of purchase
R
edB
ull :Vending machines &G
as station,7-11(POP display), Supermarket SHARK: 7-11, Supermarket
Location: Outdoor Context of usage : Sports, Pub, Study, Work
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Personality and Values
Excitement
Red Bull: Flugtag, Xgame
SHARK: Ad in Hong Kong
Ruggedness
History, Heritage and experience
Memories :
Red Bull: Xgame, Flugtag or Ads (Give you Wings)
SHARK: Sports, Beach parties/events
Experience: When they drank
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Red Bull Sharks
Brand Quality Ingredients Ingredients
Brand Consideration Relevan e ( orld eries)Po er = Red Bull
N/A
Brand Credibility 53 Judges form
30countries
N/A
Brand uperiority
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Attitudinal attachment : ord of
mouth Facebook
ense ofcommunity: Event
Active engagement: Contact ith
the customer- TastingFacebook, Hit-rate of ebsite
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ConclusionConclusion
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ReferenceReferenceRed Bull
http://www.redbullflugtag.hk/switchLanguage.action?iso=en#
http://www.redbull.com/cs/Satellite/en_INT/Events/001242745950157
http://www.redbullillume.com/insight/featured-stories/the-jury-up-close-j-grant-
brittain.html
http://www.redbullillume.com/people/judges-2010.html
Sharks
http://www.surfersvillage.com/surfing/32903/news.htm
http://www.sharkenergy.com/shark.html
http://www.sciencepunk.com/2006/02/shark-energy-drink/
http://www.facebook.com/pages/Shark-Energy-Drink/7403271650
SMI Index
http://vitrue.com/blog/2009/01/29/the-vitrue-100-top-social-brands-of-2008/
http://biz.yahoo.com/ic/101/101316.html