red bull final
DESCRIPTION
TRANSCRIPT
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Greta ŪzaitėJustė VaišnoraitėVytautas Sriubas
Edvinas VyšniauskasAleksandras Čičasovas
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About Company
• In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East.
• In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987.
• However , such energy drinks was first-time invented in Thailand.
• Today Red Bull has become the worlds leading energy drink, selling more than 4.6 billion cans in 2011.
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Marketing Mix: Product
• Red Bull is a sweet, caffeinated drink aimed to give consumers the high energy kick. Available only in rather expensive 250ml cans, 350ml bottles, with 4 packs and only two flavours (original or sugar-free). It contains caffeine, taurine, and B vitamins.
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Marketing Mix: Promotion
• Strategy called word-of-mouth or “Buzz-Marketing”
• “We do not take product to customer. We take customer to the product” Mr. Dietrich Mateschitz
• Promotion job for youth• Promotion through lifestyle
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Marketing Mix: Price
• Price of RedBull is premium price all over the world.
• Highest in the market.• Varies from 2 to 4 dollars per can.
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Marketing Mix: Place
• RedBull are using tactic not to have official shops of their production. Instead of that, company are cooperating with local markets and exporting production by minimalizing sales cost to a minimum.
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Product Categorization
Soft drinks
Hot Cold
Alcoholic Non-alcoholic
Juice Milk Energy Water Etc.
Red bull Monster Burn Battery Etc.
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Segmentation / Target Market
• Age criteria:
Redbull users
14-16
16-25
25-39
39-55
The Student
The Fan of Extreme sports
The Clubber
The Careerist
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Target Market: 16-25Type DescriptionThe Student This group includes all the current students, especially during the
examination time, who are staying late to study and need additional energy to finish their tasks.
The Fan of Extreme sport
This group consist not of actual athletes, but of those, who are extremely into this kind of sport, including motorsport, skiing, windsurfing and all other areas, which are promoted by “Redbull“ brand. They do not miss any competition and for them drinking energy drink is like alternative of being in the real action.
The Clubber This group includes young and active urban youth, who spend most of their leisure in variety of clubs, therefore they need plenty of energy to party all night long. What is more, there was discovered, that “Redbull“ goes perfectly with alcohol in a lot of cocktails.
The Careerist This group includes all the new entrants in the business who have a lot of potential as well as are hardworking persons, and need some additional energy while staying late after working hours
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Redbull37%
Monster27%
Burn15%
Battery14%
Other7%
Market Share / Competitorsin Lithuania
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Direct and indirect competitors
BatteryBurn
MonsterOther energy
drinks
Energetic gum “Blitz”, “Gerimax”Energy ice-cream “ENERGY DRIVE”
Coca-colaPepsi Cola
SpriteFanta
Coffee “Jacobs”Chocolate “Karūna”
Direct Indirect
Direct Indirect
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SWOT analysisStrengths
Market leadership
Marketing efforts
Red Bull brand
Weaknesses
Lack of patent
Only one item
Above – average price
Opportunities
Extension of product line
New ventures
Threats
Health concerns
Can be stolen
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Differential advantage
• Promotion
• Brand
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Summary
• “Red Bull” - well-developed company, undisputed leader in the market of energy drinks.
Recommendation• To expand taste assortment of drinks.
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