...Approximately 4 billion cans of Red Bull are consumed each year; the product is available in 160 countries. Red Bull is the leader of the energy drink market and performs an annual turnover of more than 3 billion Euros. As we will see in this report, polemics, nonconformist, genius marketing are, among others, the ingredients that made Red Bull the star product of Energy Drink Segment in the world. For more than 20 years, Red Bull has managed to establish itself brilliantly in the world, which, despite the widespread economic gloom, has always taken a growing interest for this drink. In this report, we will analyse Red Bull and the environment in which the company evolves, its target and positioning trough marketing tools. It will enable us to understand how Red Bull managed to reach its leader position and to think about some recommendations to further improve its strategy. The Product Red Bull is a lightly carbonated drink that enhances mental and physical activity. It is a blend of ingredients found naturally in your body. The standard serving size of Red Bull is 8 ounces, conveniently found in the standard 8.3 ounces can. The serving contains 110 calories, 27 grams of sugar, and 80mg of caffeine. The sugars found in Red Bull are sucrose, commonly known as basic table sugar, and glucose, a simple sugar that is found naturally in the body,...
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... The mix also relies on various factors such as competitors and market research. 2- Within promotion of a product or service there are various techniques used by companies to communicate with their target audience, such as above and below the line promotion. Above the line promotion is used to advertise their product to a mass audience using tools such as the mass media and online advertising. However below the line promotion focuses on their target consumer and not so much the mass public. Below the line promotion is more likely to be seen closer to the point of sale on a much smaller scale. A further difference to these types of promotion is that above the line promotion generally used by larger firms as it is more costly whereas below the line promotion is seen to be more cost effective. 3- Redbull is one of the largest international businesses and are known for the exciting brand image and for their sponsorship tactics. Red Bull's international marketing campaign mainly aims at young men and extreme sports. These can be anything from mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating, freestyle motocross and of course Formula 1. Infiniti as a car brand can utilise their sponsor with Sebastian Vettel and Redbull as they are now associated with the Rebull image. Formula 1 is one of the most widely televised sport in the world, and the fact that Infiniti have constant advertisement...
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...Introduction The original formula for Red Bull was developed in 1964; however, the Red Bull company was not founded until 1984 after a merger between Dietrich Mateschitz, marketing guru, and Chaleo Yoovidhya, the owner of the Red Bull formula. Categorized as an energy drink, Red Bull was initially designed to “treat jet lag and boost energy for truck drivers” (Hollensen, 2012). In today's era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jägerbomb. This aligns with the company's focus on the younger generations of partygoers and post-secondary students. Red Bull’s marketing strategy is one of the key factors in their success, they created Mobile Energy Team that consists primarily of young university students driving around in specially designed Mini Coopers with large Red Bull cans on top to attract the younger audience. The students are Red Bull’s team out in the field that attend different events and provide sampling of the energy drink. Oftentimes, the Red Bull representatives host parties with cases of Red Bull. These representatives collect data from these parties and send it back to the company as a form of low cost market research. In 2010 Red Bull had 7,758 employees of which 5,000 were university students. Red Bull is also known globally for hosting extreme sporting events and sponsoring some 500 athletes. Over the years they have acquired four soccer teams, a Nascar team, and two Formula...
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...Alternative Beverage Industry Analysis PepsiCo Justin Baumgartner Cover Letter: To: Mr. Morgan From: Justin Baumgartner Re: Environmental and Industry Analysis – Alternative Beverage Market Recommendations for PepsiCo’s strategy in Alternative Beverages Date: September 19, 2012 Attached you will find my analysis of the alternative beverage markets in 2009. The analysis includes an assessment of the competition in the alternative beverage market using Michael Porter’s Five Competitive Forces framework. I have also identified key drivers for change and key success factors for competing successfully in this market. Using information, I have then provided a set of recommendations for PepsiCo’s future strategy in alternative beverages. Briefly, my analysis of competition in alternative beverages shows the market to be very competitive. The drivers for change that will influence competition in this industry in the future are technology/globalization and changing in societal concerns, attitudes, and lifestyles. The key success factors that all firms competing in this market must be addressed are product differentiation, size of their organizations, and brand loyalty. This analysis suggests my recommendation to you regarding PepsiCo’s strategy to be brand loyalty, globalization, and product innovation. I hope you will find this information to be valuable to your firm and I thank you for the opportunity to provide this service. Alternative Beverage Industry...
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...Analysis of Marketing Strategy of Redbull in India STUDENT’S CERTIFICATE Certified that report is prepared based on the term paper undertaken by me in “analysis of marketing strategy of redbull in indiaunder the able guidance of Dr..Sunit Balani in partial fulfillment of the requirement for award of degree of B.Com (H) from Amity University, Uttar Pradesh. Date – 31-10-2014 Harsh Kumar Lalwani Dr..Sunita Balani P rof.V.P.Sahi (Student Name ) (Faculty Guide Name) (Director ABS) FACULTY CERTIFICATE Forwarded here with a term paper report on “general marketing strategy of red bull” submitted by Harsh Kumar Lalwani Enrollment No.A7004613066, student of B.Com (H) III Semester (2013-2016). This project work is partial fulfilment of the requirement for the degree of B.Com (H) from Amity University Lucknow Campus, Uttar Pradesh. Dr. Sunita Balani Amity University, ABS Lucknow Campus ACKNOWLEDGEMENT I wish to express my sincere gratitude to Prof.V.P.SAHI, Director ABS, Amity University Uttar Pradesh, Lucknow for providing me an opportunity to do my project on“Marketing Stratey of red Bull”. I sincerely thank my faculty guide Dr.. Sunit Balani(ABS), Amity University Uttar Pradesh, Lucknow for the guidance and encouragement in carrying out this term paper. Last but not least I wish to avail myself of this opportunity, express a sense of gratitude and love to my friends and me beloved parents for their manual...
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...#10points (House Event) 1. Opening/Why Hey, how’s it going guys. My name is Christian Torres. I’m from a small town called Tehachapi, CA. I went to Bakersfield College for 3 years and I transferred San Diego State this fall. I could not be more excited. New city, new people, new opportunities. Well during this summer, I was presented an opportunity that I can honestly say changed my life and my way of thinking. I was presented an opportunity that will not only allow myself to be time and financially free, but eliminate worry from my family forever. You know, I want to retire my parents and help pay off my sister’s law school debt and so on. But, if you’re new on the call tonight I encourage you to keep an open mind to the concept we’re going to present to you. It’s going to sound different and new because it is different and new. That concept is social network marketing, now known as affiliate marketing. It’s something we’re already doing and it’s something we’re already REALLY good at. Everyone is social. Everyone has a network of people in their lives. And everyone markets themselves everyday whether it’s the clothes you where, the car you drive, or the people you hang out with. And after the call tonight, get your questions answered. Our goal here is to simply educate and present an opportunity that is ALREADY WORKING and literally changing thousands of kids’ lives across the country! ***************(PLAY VIDEO)*************** 2. Economy Story So today, we’re in the...
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...Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-colored 8.3-ounce can. The drink has been an enormous hit with the company’s target youth segment around the globe. For the year 2001, Red Bull boasted sales of $51 million in the United States alone and captured 70% of the energy-drink market worldwide. From Stanford University in California to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising. However, today, due to certain health issues and the growth in competitors in the market, several doubts and issues have come across for Red Bull such as Whether Red Bull is able to maintain its lead and its point of differences or the brand may simply lost its edge and become “slate”, Whether the concern of health and bloggers might have a huge negative impact on Red Bull, Whether Red Bull’s target audience move on as it ages is an issue due to its limited product line, and so on. The matter of maintain a company lead in the market is always present as same as for its point of differences in products. In the case of Red Bull, according to recent records of energy drinks product companies in 2015, Red Bull owned 60% to 70% market shares which means globally Red Bull is one of top brands, establishing over 167 countries with approximately 5 million cans selling per year in...
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...REPORT ON Submitted To Submitted By TanziaNasrin. ID#123 051 057 Adnan Hasan. ID#123051058 Afsana Zaman . ID# MD.Niaz Morshed. ID#123051039 Date Of Submission Index Particulars | Page No. | Objective, Methodology, Scope | 3 | Executive Summery | 4 | MNE, Red bull Strategy | 5 | Foreign Direct Investment in Bangladesh | 6 | Key Factors for Red Bull’s Market Strategy in Bangladesh:(Challangeges) | 7-9 | Investment Climate | 10-13 | Reference | 14 | Objective · To Analyze the Global strategy of Red Bulls’s to enter in Bangladesh · To identify the position of Red Bulls’s in the consumers mind relative to its competitors. · To recognize how Red Bulls’s can compete with other brands · Analyze the branding strategy of Red Bulls’s · Identify the legal issue · Analyze the international challenge · To make recommendations, how Red Bulls\s can...
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...http://www.ft.com/cms/s/0/8733b030-de30-11e0-9fb7-00144feabdc0.html#ixzz1nQtJndIR During 2010, the privately held company saw sales in Brazil grow by 32 per cent, while Turkish and Japanese consumers increased their intake by more than 80 per cent. Overall, the group posted sales last year of €3.78bn ($5.17bn), compared with €3.26bn a year earlier. In spite of its size, however, the group is still steeped in the sort of folklore and philosophical quackery that most large multinationals eschew in favour of efficiency of production. In one example of the group’s unusual approach to mass production, the caps on its bottled mineral water can be sealed only on nights when the moon is full in the sky. This is the kind of behaviour that could infuriate shareholders of a publicly listed company. Mr Mateschitz is unambiguous about the likelihood of Red Bull appearing on the stock market in the future, however. “Never. Thanks to our financial philosophy, we are not and never have been in need of additional capital, nor does anybody want to cash in. If we were to go public, the company would lose all of its benefits and in turn we would be left with numerous disadvantages,” he says. http://www.ft.com/cms/s/0/8733b030-de30-11e0-9fb7-00144feabdc0.html#axzz1nQrxHXt1 Some observers say that Red Bull's branding is revolutionary, calling it an 'anti-brand' strategy. The company faced additional problems in Pakistan where there were already many established drinks available. The firm avoided...
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...Another study of college student consumption found 50% of students drank at least one to four energy drinks a month. This year, research documented a jump in energy drink-related emergency room visits; and politicians and consumers called upon the Food and Drug Administration (FDA) to look into deaths associated with the drinks. So, what are the ingreadients that are causing this harm? * Caffeine Which is a stimulant that acts on the nervous system to speed up the messages to and from the brain. it is the main active ingredient in energy drinks . Caffeine can make a person feel more alert and it also has been shown to help exercise endurance. However, it can also have some negative side effects, such as heart palpitations and insomnia in case of overdose. (Laurent, 2000). There is no official recommended limit for the amount of caffeine a person can consume, but excessive caffeine has been linked to a variety of adverse effects such as high blood pressure, premature birth and possibly sudden death. * Sugars The sugar content in energy drinks ranges from 21 grams to 34 grams per 8 ounces, and can come in the form of sucrose, glucose, or high fructose corn syrup. "Users who consume two or three...
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...Executive Summary This report was written to assess the company Red Bull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close competitors in Monster Energy Drink and Rock star Energy Drink. Although Red Bull has massive internal strengths in being leader in the market share and sponsorship of events, it also has weaknesses in lack of innovation and diversity. Their opportunities however, could be to extend the product line or team up with another company such as Smirnoff. The threats present to Red Bull are the unhealthy image associated to it by society and health critics and the rising competitors. Despite all these possible setbacks Red Bull continues to be the number one seller of energy drinks worldwide. Introduction 1.1 Give a general introduction to the assignment The aim of this report is to analyse the product Red Bull Energy Drink produced by the company Red Bull, and apply theoretical concepts to the energy drink product category, including analysing information relevant to the industry, environment, competitors, customers and brand of Red Bull all done through secondary research. 1.2 Describe...
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...support of Vietnamese customers. 3. Trung Nguyen is a pioneer enterprise in the form of control and franchising in Viet Nam. Trung Nguyen has eight shop in foreign countries such as US, Japan, Singapore, Thailand, China, Cambodia, Poland and Ukraine. 4. Trung Nguyen has solid infrastructure. They has three factories producing coffee with modern technology in the world. Their headquarters and distribution activities are located in Ho Chi Minh city which is the big commercial center of Viet Nam and many stores is placed throughout the country. 5. Young and professional management team contributes greatly in Trung Nguyen’s advantages. By 2012, Trung Nguyen Group has nearly 2000 employees working for Trung Nguyen joint stock companies, joint stock companies and commercial service G7 in three offices, two factories and five branches across the country. In additional, Trung Nguyen has system-wide distribution channels when they have released 500 mini supermarket G7 Mar and 70 distribution center across the country. The firm’s...
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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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...CASE STUDY OF RED BULL OVERVIEW Dietrich Mateschitz, an Austrian businessman founded red bull in 1984 in Austria. He introduced the drink in Hungary, its first foreign market, in 1992. Red Bull currently is the leading energy drink across the entire globe and holds 42% of the markets share worldwide .Today Red Bull has annual sales of around 4 billion cans in 160 countries including Austria, Germany, United Kingdom, Brazil, Japan, India and South Korea and USA. Their target market is centered on the youth otherwise known as the ‘Generation Y’. Red Bull started with the Red Bull Energy Drink (a slick silver 250ml can with a European look and feel) and later added three(3) of it functional product that is the Red Bull Sugar free, Red Bull energy shot and Red Bull cola. Big global companies such as Coca Cola and Pepsi has introduced their own energy drink versions to their product base and are strongly competing with the Red Bull brand. MARKETING STRATEGY It was generally acknowledged that Red Bull's success was the product of the company's integrated marketing communication efforts to constantly develop the brand. The information below discusses the marketing strategy adopted by Red Bull in the case. - The company's effective employment of buzz marketing in new markets that target trendy shops, clubs, bars, stores, convenience stores(gym, colleges and supermarket) to create widespread brand recognition - Sponsorship of sporting activities, especially extreme sports including...
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...VANS MARKETING PLAN Table Of Contents COMPANY HISTORY3 MISSION STATEMENT3 ENVIRONMENTAL ANALYSIS Consumer/Social factors3-4 Economic factors4 Technological factors4 Competitive factors4-5 SWOT ANALYSIS Strengths5 Weaknesses5 Opportunities5-6 Threats6 PRODUCT ANALYSIS Point of difference6 TARGET MARKET 6 Demographics7 Lifestyle7 Psychographics7 MARKETING GOALS AND OBJECTIVES Objectives7 Goals 8 MARKETING STRATEGY AND TACTICS8-9 Product9 Place10 Promotion10-11 BUDGET ALLOCATIONS11 PERSOFMANCE MEASUREMENTS11 SUMMARY11-12 BIBLIOGRAPHY13 COMPANY HISTORY Vans is a very popular skateboard and action sports apparel company. Shoes are what the company is known for but they also sell a variety of products including t-shirts, hoodies, beanies, watches, socks, hats and backpacks. The very first Vans shoe store opened at 704 East Broadway in Anaheim, California on March 1st, 1966 by Paul Van Doren. Van Doren worked with a shoe company on the East Coast, but was unhappy with the company so he and his partners moved to Southern California to create Vans. The Van Doren Rubber Company was unique in that it manufactures shoes and directly sells them to the public. Vans wanted to create a shoe that could stand up to any situation and be strong and durable, so they created their trademark waffle pattern on the bottom of the shoes with extra rubber for strength. The company started to become very popular in Southern California in the 1970’s when skateboarders...
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