It Gives You Wiings

Best Marketing

A good marketing practice in which marketer rise unconscious wants in consumer’s mind.

Vision Statement:

• People: Be a great place to work where people are inspired to be the best they can be.

• Portfolio: Bring to the world a portfolio of quality beverage that anticipate and satisfy people's desires and needs.

• Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

• Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

• Productivity: Be a highly effective, lean and fast-moving organization.

Mission Statement

Our mission is to be the premier marketer and supplier of

Red Bull in Asia, Europe and other parts of the globe. We will

achieve this mission by building long-term relationships with the

people who can make it become a reality.

Executive Summary

• Red Bull can be called as a pioneer in the energy drink category worldwide. In India too, Red Bull was the brand that created the energy drink category.

• The brand came into existence in 1984.

SWOT Analysis

• Market leadership- Within the energy drinks market Red Bull is the industry leader throughout the world.

Marketing Efforts- a lot of promotions and well targeted campaigns and sponsorship e.g. formula 1 helps to expand Red bull brand and increase consumer brand awareness.

• Strong , fresh & fashionable brand identity.

Strengths

• The market now has two main players Red Bull and Power Horse.

• RB has an assessed market share of 29% of the global market of energy Drinks.

• In the U.S., Red Bull enjoys a 47% share of the energy drink market, and now has a 50% share of the German energy drink market.

Weaknesses

• Above-average prices.

• Lack of innovation- there are a lot of competitors in the market and they have their own USP which leaves Red Bull behind.

• Reliant on small product base- The company only markets one branded product, Red Bull Energy Drink (along with a sugar free variety).

• Lack of patent on RB ‘s recipe means anyone can copy it.

Opportunities

• Extension of product line- this will help to retain market share.

• Hardcore Advertising and Promotions.

• Consumer recognition through sponsorship of sports events.

• New ventures like partnership with Facebook.

Threats

• Health concerns- tougher rules from government on high caffeine content.

• Consumer awareness of health and well being- people may start to drink other alternatives as it is associated with healthier life style.

• Drinks might not be accepted in the new markets.

• Organic energy drinks might steal RB’s market share.

Competitive Analysis

Real Competition

• Red bull's real competitors are the market leaders of cola companies such as : Pepsi

Target Consumer

Demographics

Psychographics

Age: 15- 30

Image Conscious

Influenced

Target Consumer

Usage Behavior Consumption collection

Spending Power

Youth Trends

Physically Active

Eat Out

Market Segmentation Strategy• RedBull avoided usual methods of marketing,

relying more on what is called 'buzz marketing' or word-of-mouth.

• Red Bull advertised directly to Generation Y, the so-called 'millennial': people born after 1981.

• ‘Student brand managers' who would be used to promote Red Bull on university campuses. These students would be encouraged to throw parties at which cases of Red Bull would be distributed.

Brand Positioning Strategy

• Clear, Engaging, Unique, & Relevant to the target audience. • Able to incorporate an element of positive emotional attachment

that is better than just "good”. • Consistent across multiple marketing & advertising mediums (print,

online presence, etc). • Continually toughened within the organization so that employees

consistently deliver what is promised. • Able to adapt to a changing marketplace.

Distribution Strategy

• Intensive distribution aims to provide saturation coverage of the market by using all available outlets such as:

• Super markets,• Gyms,• Coffee Houses: Subway, Barista, Costa Coffee,

Café Coffee Day• In n Out Convenience Stores.• Pizza Outlets.

• Media Relations• Use Technology• Monitor the Web• Create Public Awareness

Internet Web site

• Promotions through social networking sites such as: facebook, twitter, Hi5.

• Also, Ad promos on websites such as NDTV.

Media

• Ad Campaigns on Prime TV channels

Advertising

• What target market do you want to reach?• What image do you want to portray?• How much money can you spend?• When is the right time to advertise?

Magazine 4%

Newspapers 11% Ra-

dio 3%

TV 53%

Sampling30%

Media Plan

TV:• Still a staple medium of advertising.• Allows to demonstrate the advantages of RB. • Good Reach.

Magazines:• Economical.• Provides higher brand awareness.

• Red Bull has an aggressive marketing campaign.

• Red Bull uses all the available media channels, meaning cinema, TV, radio, press and the internet.

• In other words the company focuses on the media through which it reaches its primary target market-young people.

• RB allows the consumers to interpret the product & the moments of use themselves.

• Red Bull achieves this by a witty cartoon campaign, transferring the message that this energy drink helps you to escape by `giving you wings ´.

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