...Marketing Plan Outline: Red Bull Marketing Background Company and Product Review In 1982, Dietrich Mateschitz, creator of Red Bull alongside Chalerm Yoovidhya, saw 1 where Japan and Thailand were heading in the energy drink market and decided they wanted a piece of the pie. By 1987, Austria proved to be a difficult market for Red Bull to survive in and soon Mateschitz expanded into Hungry and the rest of Germany. After expanding across Europe with a lot of trial and error Red Bull was $12 million in the hole. Rather than scrapping Red Bull as a loss, Mateschitz fired all his staff and hired a marketing firm to help him target nightclubs and students. Buzz marketing became the main focus of Red Bull’s marketing plan, and soon students were pounding campus pavement and driving around in Mini Coopers with a big Red Bull can strapped on top with free samples. His buzz marketing proved to be not only cost effective, but the very thing that gave Red Bull its appeal. Although Red Bull was not welcomed with open arms in all countries, such as France, Denmark and Norway, it was growing and expanding. Mateschitz soon realized that an extreme sporting event was a profitable avenue to take Red Bull down. Red Bull started supporting approximately 500 extreme sports athletes and hosting exclusive parties for these rock star competitors. By 1997, Red Bull’s buzz marketing strategy proved successful in the U.S. as well. Events are now hosed throughout the world ranging from B...
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...The International UNO Summer School 2012 Red Bull: Case Analysis Daniel Mader Andreas Mair Jennie Walker Ellie Walker Macon Blount Marketing Principles Jeffrey R. Foreman, PhD MKT 3501.1 Table of Contents Company Overview 3 Corporate, Business, and Marketing Strategy 5 Market Orientation 6 Marketing Macro Environment 7 Consumer Behavior and Psychology 8 Porter’s Five Forces 12 Pricing Strategies 14 Integrated Marketing Communications 17 Social Media Press Release 19 Future Problems for Red Bull 20 Company Overview I. Mission Statement and Slogan A. Mission Statement * No official mission statement could be obtained, since Red Bull is not a publically traded company. B. Slogan * “Red Bull gives you wiiings.” / “Red Bull verleiht Flüüügel.” * This slogan was popularized via TV commercials in German-speaking countries in the 1990s; the slogan was later translated into English as Red Bull became more internationalized. * Controversy arose over the rights to use the English slogan in the early 2000s when a patent attorney from Sarajevo claimed that he had patented the slogan for his own purposes back in 1997 in Romania. The slogan is still in use today by Red Bull. II. Core Competencies * Needless to say, the brand has developed an image for power, speed, and recklessness, and dominates the energy drink market all across the globe. * As can be seen in Pricing...
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...BRAND AUDIT- RED BULL Index Table of Contents Introduction to brand audit.................................................................................................. 1 1.Background of energy drinks ................................................................................................. 3 2. Market analysis of energy drinks ………………………………………………………………………………. 4 3.Red Bull……………………………………………………………………………………………………………………………. 7 4.Integrated marketing communication channels………………….……………………………..………….13 5.Survey Analysis……….……………………………………………………………….…………………..……………….22 6.Red Bull brand………………………………………………………………………………………………………….……29 7.Competitor analysis………………………………………………………………………………………………………..38 8.Red Bull positioning…………………………………………………………………………………………………..….40 9.SWOT analysis……………………………………………………………………………………………………….………42 10.PESTEL analysis……………………………………………………………………………………………………..…….43 11.Supply and distribution of red bull………………………………………………………………………….…….45 12.Red bull in news…………………………………………………………………………………………………………....46 13.Reccomendations…………………………………………………………………………………………………………. 50 References Exhibit(survey questions)………………………………………………………………………………………………….53 2 INTRODUCTION TO BRAND AUDIT A brand audit is a thorough examination of a brand’s current position in an industry compared to its competitors and the examination of its effectiveness. When it comes to brand auditing, five questions should be carefully examined and assessed. These five questions are how well the...
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... The intention of this Integrated Marketing Plan is to assist Red Bull to spread its wings across the country, eliminate the threat from competitors and increase sales. The IMC plan uses all the available media channels to promote the brand throughout the year because of the market needs. The Red Bull Company cannot afford to stop advertising any given time of the year and thus it has to have good and effective marketing plans to lure the customers. The chances of customers shifting to other competitors are high and thus Red Bull should use this marketing plan to develop loyal customers. Table of Contents INTRODUCTION 4 SWOT ANALYSIS 5 CONSUMER BEHAVIOR & MARKET ANALYSIS 6 CONSUMER POWER: 7 CUSTOMER ANALYSIS 7 MARKETING OBJECTIVES & STRATEGIES 8 TARGET MARKET PROFILE 8 POSITION STRATEGY 8 INTEGRATED CREATIVE STRATEGY STATEMENT 9 ADVERTISING OBJECTIVES 9 CREATIVE BRIEF 10 CREATIVE EXECUTION 11 MEDIA OBJECTIVES & STRATEGIES 12 REACH 12 FREQUENCY 12 ALLOCATION OF BUDGET 12 MEDIA STRATEGY 12 SCHEDULING 13 PUBLIC RELATIONS OBJECTIVES & STRATEGIES 14 PR OBJECTIVES 14 TARGET AUDIENCE 14 KEY TARGET MEDIA 14 EVALUATION PLAN 15 CONCLUSION 15 REFERENCES 16 Introduction In the 1970s, the Red Bull Company took marketing and ingredient ideas from energy drink named Krating Daeng from Thailand (Red Bull, 2015). By the year 1987, An Australian named Dietrich Mateschitz developed the Red Bull drink through the formula of Thailand drink but just not as sweet as...
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...Winning When you were a kid and you played video games and tried to beat your high score, an opponent or a computer. As life goes on, you grow up and during high school you are trying to figure out what you want to be and what to do in the future. When you have that feeling where you just want to quit, push through. The quote that motivated me is “If you want to succeed as much as you want to breathe you will be successful.” That quote motivated and made me a better person than I was in middle school. Maybe it can change everyone. When I was 2 my dad left me and my mom sent me to my grandmas to take care of me. I didn’t have much when I was little. I would always go to the park and watch all the athletic players play basketball. When the players were done, I would get a ball and imitate there moves. I try to play basketball like Jordan from the Chicago Bulls. He inspired me to play the sport and still today I am still playing basketball at Hempstead high school. A reason why I like playing basketball is because I want to win a NBA championship. I want to give a speech to everyone in the world to inspire people. When I play basketball I want people looking up to me, like I did with Jordan. There’s always something in life that you may want to be. Fear is just an illusion. You make that fear in your head. Trust your heart not your mind. Don’t get me wrong your mind can always help you but sometime your mind may fool you. Winning always have to have a why. Why do you want...
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...bad. In fact, many thrive on it. When those pressures exceed a person’s ability to cope, then that is when the problems start. It follows, therefore, that we can tackle stress either by reducing pressures or by increasing coping resources – or a combination of the two. [pic] The graph above shows there is an optimum point – where you have enough pressure to perform, but not so much that you get overloaded. Everyone’s optimum point is different and learning where yours lies can be important. 1. (b) Explain the fight/flight response [pic] Flight or fight is the nervous system priming our bodies to fight or flee. Let's look at this example: You are walking your daughter down the street in her pram when all of a sudden a pit bull hops the fence and starts chasing you. What are you going to do? Are you going to stay and fight, or are you going to run away? This is known as the 'Fight or Flight' response. Your...
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...1927 by Fritz Lang, a master of German Expressionism. Set in a futuristic dystopia divided into two distinct and separate classes—the thinkers and the workers—Metropolis describes the struggles between the two opposite entities. Knowing that it was produced in 1927, viewing this movie today is quite an experience as many “sci-fi” aspects of the plot are eerily close to reality. Metropolis describes a society where the “New World Order” has already taken been implemented and a select elite live in luxury while a dehumanized mass work and live in a highly monitored hell. As we have seen in previous articles on The Vigilant Citizen, Metropolis is excessively echoed in popular culture, especially in the music business. Whether it be in music videos or photo shoots, pop stars are often portrayed as the character Maria, an android programmed to corrupt the morals of the workers and to incite a revolt, giving the elite an excuse to use violence repression. Are pop stars used by the elite in the same matter, to corrode the morals of the masses? Movie Analysis The Workers The workers at shift change. The movie opens by showing the workers and their city, situated deep below the earth’s surface. They are shown dressed alike, walking in sync, holding their heads down in submission, resignation and desperation....
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...1. The problems of Monster Energy Drink The problems of Monster Energy Drink is people perceive Monster Energy drink is unhealthy. The reason is the level of caffeine is high (e.g : 160 mg per can). It is also causes death / health problems. For example, a 14 years old Maryland girl who died from heart arrhythmia after drinking large cans of Monster Energy Drink on two days. Another problem is nowadays, people are become more health - conscious and they are also looking for healthy drinks. Actually, Monster Energy Drink had come out Monster Energy Absolutely Zero, Ultra Zero, and Ultra Red etc. These three products are zero calorie and zero sugar but Monster Energy did not highlight these three products very much. Another problem is lack of awareness in Malaysia market. For example, Monster Energy Drink is already in Malaysia market but they did not advertise their products through print media, out-of-home media, and other media. 2. SWOT Analysis of Monster Energy Drink The strengths of Monster Energy are no.2 top selling energy drink in worldwide and its’ products can found in many countries( United States and Europe). Besides , Monster Energy has strong brand identity. For example, Monster Energy is an aggressive, cool and strength brand. When you go to visit Monster Energy’s website, you can see that its’ website is black , green and gray which are associated to its’ brand identity . Monster Energy is easily to recognized...
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...of marketing those particular functional drinks outside Asia. This was not a new idea, but a variation on the Lucozade theme, another popular energy drink marketed by Smith Kline Beecham. However, Red Bull included other ingredients to achieve a different flavor. (Figure 1: Red Bull Founder- Dietrich Mateschitz) So it was that in 1984, Mateschitz founded the Red Bull GmbH company. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. Red Bull rapidly gained in popularity, giving people wings right from the start. In 1992, Red Bull touched down in its first foreign market, in Hungary. Today, Red Bull is energizing over 100 countries around the globe, such that many superstores have copied the idea with their own brand products, which invariably are inferior in one aspect or another.Red Bull, who is originally from Austria where it is still produced, distributed their energy drink in over twenty countries. Countries like USA, New Zealand, South Africa, Eastern and Western Europe. Today, the slinky 8-3-OZ can has completed its invasion into nearly every cold box in the United States. (Ohio, Tennessee and the Dakotas are among the few states without it.) In less than three years, Red Bull singlehandedly established and then lifted the booming energy drink category from a base of $12 million in (wholesale) dollar sales to $42 million in 1998 and $75 million in 1999, per Beverage Marketing Corp...
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...The Outbreak By: Bekah Y. It all starts on a normal day. Beautiful skies, calm and uplifting weather. I began with an average day of my cycle of getting up and drinking a cup of coffee before I have to put in my hours as a nurse. I come upon the television seeing something odd with today’s news. The reporter mentioned something about a certain virus beginning to spread on the cattle and farmers. None knew what it was and said they are doing testing and research later on. I told to myself while sighing in grief, “Great another busy night for me”. Within that moment I hear my boyfriend Kyle slowly walking into the kitchen. I quickly turn to him and faintly yell out Bekah: Did you hear what’s going on? Kyle only responded with a grunt I continued and said Bekah: The news stated that there is some virus breaking outside of the town. Kyle responds Kyle: which means? Bekah: Which means that I’m going to probably be working late tonight. Kyle: Ok ill scavenge for some food tonight since it’s my day off Bekah: I’m sure you will be fine honey (small giggle) Kyle: Hope so (small giggle) Scene 2 I begin to walk into the hospital and all I see is the same thing with people in pain, coughing, or cant even wake up due to their sickness. The doctor walks along side and asks Doctor: How are you this beautiful day Mrs. Yount? (While looking at paper work) Bekah: Oh same thing, different day you know? Doctor: Well I wish I could agree with you but since this virus has...
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...Critical Argument Analysis Gabriel Martinez ENG/215 November 9, 2015 Professor Stephanie Critical Argument Analysis “There’s not a man that can’t be thrown, not a horse that can’t be rode, a bull that can’t be stopped, there’s not a disco that I Coke La Rock can’t rock”. (DJ Coke La Rock 1973) This line spoken by Coke La Rock was the birth of rap and hip-hop music. This one bar made Coke La Rock the very first rapper in Hip-Hop and birthed a new genre of music, we now know today as Rap music. John McWhorter, Opio Lumumba Sokoni, and Desi K. Robinson all have written about their different views and opinions on the good the bad and the ugly of rap music. They all offer different arguments on the effects of rap music. Rap music began as a way for black families to focus on bringing families together and uplifting each other’s spirits in times of heartache and pain. However, now since its humble beginnings so much has changed and developed but the spirit of its heart and soul stays the same. John McWhorter argues in his article, “Mean StreetsTheater,” (2003) on the negativity of rap music and the violence that it promotes. He argues that the violence of rap music is causing the rappers to be murdered. He goes on to say that not only are rappers being murdered but also they’re being murdered in front of their children, exposing their children to the violence. Today in our society many agree with his point of view and are causing...
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...Social Media Marketing Abstract Keywords: social media marketing, advantages, electronic word-of-mouth (e-WOM), disadvantages. Introduction Marketing is a well-built methodological science and is continuously changing its rules to adapt to the new developments. Internet development and especially social media is one of the recent changes that happened to the market and it has a major impact on the communication between the firms and customers. Internet helps people to share, to create, to adjust content, and to get informed. It has certain characteristics (Peterson et al., 1997) such as: * Stores vast amounts of information at different virtual locations inexpensively * Distributes, searches, and organizes the information powerfully and inexpensively * Serves as a transaction medium * Low cost and easy entrance * Serves as a physical distribution medium for certain goods such as software. Social media is different from traditional media as it provides quality, regularity, usability, proximity, and eternity, which makes it efficient for the firms. According to a report from the Center of Marketing Research (CMR), more large companies are using social media to promote their brand online (Belicove, 2012). The introduction of social media to the market has changed the way businesses operate and advertise. The largest mediums have been pages such as Facebook, Pinterest, FourSquare, Youtube, and Twitter. In 2012, the yearly report showed that large companies...
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...The Walt Disney Co. FINA 4200.002 Nick Camp Nick Meyer Muddasir Sultan Theme: The Walt Disney Co. is an enigma in these rough economic times for the sole purpose that they show minimal signs of slowing down. Mickey Mouse has his hands dipped into everything and from an investor’s standpoint that’s a good thing because that equals diversification, and in turn, diversification lowers risk. The Disney Company operates in several areas of the media and entertainment industry. They have recently acquired Pixar, which consistently provides box office record sales with their animated films. Along media entertainment lines, Disney also operates dominant media channels ABC and ESPN. These are two channels that carry with them a strong loyal following. Sports have always been America’s past time and it’s unlikely to see them ever declining or the viewership that goes along with it. People have always poured capital into sports and will continue to for many centuries to come. Aside from Disney’s ventures, investors focus and confidence should be in the trademark of Disney. Characters such as Mickey Mouse and Buzz Light-year are icons that will never be lost in the pages of time. Kids and adults alike will always want to participate in the next big thing the company has to offer and these kinds of expectations will always lead to Disney having a stable stock price and even unstable in the positive manner because the growth potential is limitless for...
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...Marketing the Weight Loss Industry Carrie Ridner Instructor: Vicki Long BUS 330: Principles of Marketing August 27, 2012 Abstract America is getting fatter with each passing year and the weight loss industry is cashing in on the desire to be skinny. Have you ever dieted, exercised your heart out only to feel like there were not enough results for your effort? Many companies marketing weight loss products love to have famous people endorsing their products. People can relate to Tommy Lasorda and very much want to "lose the weight and feel great." The marketing process involves the following steps: understanding consumers; creating customer values; building strong customer relationships; creating marketing strategy; and capturing the value from customers (Kotler & Armstrong, 2011). Marketing and advertising professionals have tapped in to the ever expanding market of people searching for something to aid in their weight loss efforts. Actors and actresses are abundant in the marketing of weight loss, with their thin, toned bodies. Images of healthy, beautiful people fill television screens bragging to the viewers how they shed the pounds on this product or that diet program. As people continue to struggle with obesity, an ever growing epidemic, they will look for the “quick fix” and marketing of weight loss programs and diet aids will grow at a rapid pace. There are some ethical, legal, and social issues that advertisers should recognize when marketing...
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...Cogavém | Agave ◦ Coconut ◦ Maqui Berry | | Cogavé is an all-natural, healthy, and effective energy drink. The product strategy is defined in this marketing plan. | | Chad Rodriguez, Alvaro Alvarez, John Paul Mejia, Sabrina Casillas, Huda Tanjung | 5/26/2011 | | Table of Contents I. Executive Summary 3 II. Company Analysis 3 Mission Statement 3 Company Location 3 III. Situational Analysis 3 External Market Environment 3 Economic Environment: 3 Technological Environment: 3 Political Environment: 4 Cultural / Social Environment: 4 Natural Environment: 4 SWOT Analysis 4 IV. Competitive Analysis 5 Competitors’ Advantage: 5 Perceived Advantage: 6 V. Customer Analysis 7 Product Market 7 Product Type 7 Customer Type 7 Customer Needs 7 Geographic Area 7 VI. Target Market Strategy 7 Target Market 7 VII. Positioning Strategy 9 Future Target Market 10 VIII. Marketing Mix 11 Customer (Product) 11 Cost (Price) 12 Capabilities (Place) 14 Competition (Promotion) 15 IX. Action Plan 16 X. Long Term Objectives 17 I. Executive Summary The Cogavém brand was inspired by a growing demand for a natural and healthy alternative to the current energy drink market. Our flagship product, Cogavém, includes three essential ingredients: maqui berry for energy, coconut water for hydration, and agave nectar for flavor. Our company recognized the need for something different - an energy drink that is actually...
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