red bull final case study
DESCRIPTION
about case study of red bull brand managementTRANSCRIPT
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RED BULL: BUILDING BRAND EQUITY IN A
NON-TRADITIONAL WAY
BY:KAMARUL ARIFFIN
NADHIRAHNOORAZLIN BINTI ANI
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INTRODUCTION
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1985
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QUESTION 1
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Describe Red Bull’s sources of brand equity.
Do these sources change depending on the market or
country.
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Brand equity is a set of characteristics that are unique to a brand. In essence, brand equity is the perception that a good or service with a given brand
name is different and better. (Clow & Baack, 2012 )
Brand equity is the added value endowed to
products and services. ( Kotler & Keller, 2012 )
BRAND EQUITY
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SOURCES OF BRAND EQUITY
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AUSTRIA
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“never under estimate what Red Bull can do for
you”
“gives you wiiings”
UNITED KINGDOM
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65% Market Share
UNITED STATES
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QUESTION 2
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Analyze Red Bull’s marketing program in terms of HOW it
contributes to the brand’s equity.
Discuss its strengths and weaknesses.
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BUILDING BRAND EQUITY
RECOGNIZED
PERSUASIVE
FUN
LESS SUGAR
REGISTERED
LINGUISTIC
COMPETITION
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BRAND EQUITY
TWO BULLS COLLIDE
ENERGY
FUNCTIONAL
“GIVES YOU WIINGS”
SHAPE
GRAPHIC
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ADVERTISING
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RED BULL TV AD, SUPERHERO
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SAMPLING
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“ sampling [is a] key element of Red Bull’s marketing strategy. The customer feedback
that they get in invaluable and the conversion rates are huge. “
- Henry Drnec, Red Bull Managing Director United Kingdom
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EVENT MARKETING
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RED BULL FLUGTAG DAY 2012
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SPORTS MARKETING
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RED BULL SIGNATURE SERIES
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POINTS-OF-PURCHASE
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QUESTION 3
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How can Red Bull maintain its marketing momentum?
Would you recommend that Red Bull develops any brand
extensions? If so, what would they be?
Would you use the same marketing strategy?
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Red Bull maintain their marketing momentum thru their Marketing Program
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RED BULL STRATOS 2012 JUMP
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RED BULL STRATOS 2012 JUMP
Felix Baumgartner's epic jump from the edge of space was successful. Supported by a team of experts, Felix ascended in a helium balloon to
an altitude of 120,000 ft / 36,576 m where he took a leap of faith into the unknown in an attempt to become the first person to break the speed of
sound during freefall.
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Source: http://www.youtube.com/user/redbull/featured, as on 18 Oct 2012
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Brand ExtensionsBrand extensions could be
considered, but marketing research needs to be conducted to assess the
effect of such extensions on the image of the brand.
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Primary ingredients and supplementary featuresProduct reliability (consistency of performance), durability (life-span), and serviceability (after sales) Service effectiveness (speed), efficiency (responsiveness), and empathy (caring, trusting) Style and designPrice
Before doing brand extension , refer customer Brand equity pyramid at performance dimension. Red Bull need to cope up:
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Currently there are only four product made: Red Bull Energy Drink, Red Bull Sugar Free, Red Bull Energy Shots, and Red Bull Cola. Each product is in line with the original tagline that makes Red Bull so successful- “Red Bull Gives You Wiings”. In 2005- Thailand launch Red Bull ice coffee.
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Lower-priced extensions as well as extensions to new product
categories are possible options.
One of the pulling buying powers for Red Bull is lower price which
offer by Red Bull compare to other company is same category.
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QUESTION 4
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Evaluate Red Bull’s move into herbal teas, fast-food chains,
and magazines.
Does it make sense for the company to expand into these areas? What are the potential
benefits and dangers?
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There is pro and contra to extend product
development. What Red Bull need to do is to have
proper research in extending product and associate it with other product or services.
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QUESTION 5
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“a Red Bull consumer first attracted to the product as a nightlife enhancer in his or her early twenties might later use the
drink as a morning pick-me up or a revitalizer during a long day meetings.”
How effective is Red Bull at a advertising to these varied
groups ?
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EFFECTIVE!
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CONCLUSION
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“ The reasons for consumptions change, but the basics are always there: the real
benefit.”
- Norbert Kraihamer, Red Bull’s Group Marketing and Sales Director
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Thank You