marketing management red b_ull
DESCRIPTION
TRANSCRIPT
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
