...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 it. The Company expanded into Hungary by the year 1992 and then in United States by the year 1997. The Company rose to billion-dollar Company by the year 2008. The year 1997 was the year when it was launched across many countries around the world. The Company is facing trouble because of health concerns that has resulted in decline in sales. The...
Words: 2290 - Pages: 10
...In the first 40 pages of Life Together, the concept that is most applicable to my life is the importance of a Christian community. Like many other believers, I grew up in a Christian home. However, my parents never stressed the importance of being involved at church. I went to church on Sundays but I never invested in the community provided. I started becoming involved in church my freshmen year of high school by going to all of the camps and attending church on Wednesdays and Sundays. Over time, my youth pastor convinced me to join a small group because it was a great opportunity to have fellowship with ladies my own age. Together we supported each other in our walk and developed true interpersonal relationships and became more than friends—but sisters in Christ. We also learned how important it is to be a part of a community with similar beliefs, but we never knew how lucky we were to be able to practice these things. To have fellow followers of Christ there to pray and encourage you is a blessing I never fully comprehended. Bonhoeffer explains that Christian community is gift. The following sentence opened my eyes to how thankful I should be about community: “It is grace, nothing but grace, that we are allowed to live in community with Christian brethren” (page 20). After reading the first 20 pages, I immediately felt guilty about my view on community. I took Christian communities for granted never once thinking about people in different countries that get persecuted for...
Words: 579 - Pages: 3
...Why does RedBull sponsor so many events when Their primary source of revenue is selling just an energydrink?? Abstract: RedBull sponsors so many events which amounts to almost 50% of its revenue. In the end what benefit does the company get by going out of its way to sponsor these events? In the end was it all worth it? Introduction: It’s highly unlikely that you haven’t heard the energy drink giant named “Redbull”. Redbull was founded in 1984 and has been progressively growing as a giant in energydrink business ever since. Currently it is capturing 43% of the entire Energydrink business in US and 70-75% globally. RedBull company is also known for its sponsorship of a range of sporting events and teams. In 2014, a total of 5.612 billion cans were sold in over 167 countries. 10,410 employees generated €5.11 billion in revenue.The company is known for its ridiculous sponsoring of extreme sport events including cliff diving, BMX, skiing, flying, downhill and free-ride mountain biking and skateboarding .RedBull is known for its “RedBull Stratos” project for which it sponsored €50 million for a skydiver Felix Baumgartner to perform a ‘supersonic free fall’.RedBull has been assosciated with F1 racing since 20 years and currently owns 2 F1 teams ‘Red Bull Racing’ and ‘Scuderia Toro Rosso’ .In the past decade RedBull was expected to...
Words: 886 - Pages: 4
...RED BULL HISTORY In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East. His idea to market these functional drinks outside Asia evolved whilst he sat at a bar at the Mandarin Hotel in Hong Kong. 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. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Meanwhile Red Bull is present in 164 countries. Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.6 billion in 2011. The responsibility for the success of the world's No. 1 energy drink is shared by the company's 8,294 employees around the world (compared to 7.758 in 2010). The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria. [http://www.redbull.com/cs/Satellite/en_INT/How-it-all-started/001242939605518?pcs_c=PCS_Article&pcs_cid=1242937556879] The Target Market 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 . So it would be not very useful to restrict the target market to the geographic areas as well as the psychographic segmentation for the targeted consumer that’s because...
Words: 2404 - Pages: 10
...Question 7 Discuss the four major factors that influence consumer buyer behavior in relation to Red Bull. Cultural Sub cultural: The Red Bull would preferably be for people or teenagers who like to have late nights and also people who is always on the move and people who is still studying who is in there 30 years of age . Social Class Red Bull is an expensive drink so people with an above average will enjoy Red bull. Social Family: Families who have children in their teenage years will buy Red Bull, maybe if their have active lifestyle also taking part in sport. Reference groups Scholars who play sport or even who study late nights take Red Bull to keep theit bodies awake and have a boost. Personal Age and life cycle stage: students between the age of 14 &19 will take the Red Bull energy drink even people who participate in sports or people who drive long distance also make use of it because it long hours and they to be awake. Occupation People that are in a sales environment use Red Bull more often energy drinks especially red bull. They can afford it and have to be alert because they dealing with clients all the time have to be professional. Economic situation The economic don’t play such a big role because it is a luxury product and if a person can afford it they can buy it if necessary. Personality People who study and people who have late nights, drivers or people who are working in a factory who works long extended hours need to be awake take red...
Words: 366 - Pages: 2
...Triet Hoang Online Exhibitions The Carmelite friar Father Jacques de Je was born Lucien Bunel in 1900. He was headmaster of the Petit College Saint-Therese de l Enfant Jesus in Avon, France, which became a refuge for Jews andyoung men seeking to avoid conscription for forced labor in Germanyduring the Nazi .Father Jacques was sent to KZ Gusen I for trying to rescue several Jewish boys in Nazi-occupied France. He had enrolled 3 Jewish boys, Hans-Helmut Michel, Jacques-France Halpern and Maurice Schlosser, as students under false names in 1943 and hid others in the Couvent des Carmes of Avon . Jacques and the 3 Jewish boys were seized by the Gestapo on January 15, 1944. On February 3, 1944 the Jewish boys and another Jewish family were sent to KZ Auschwitz. After being sent to several other Nazi camps, Jacques arrived at KZ Gusen I around July 1944. Here he was forced to engage in the most difficult labor constructing a water-reservoir. He also worked on the final inspection command of "Steyr-Daimler-Puch AG" at KZ Gusen I (Georgenmuehle), where he labored alongside Louis, Jean Cayrol and Professor Roger Heim.According to his comrades, "P re Jacques" was a most optimistic person in the KZ Gusen commands and motivated many of his comrads to share their food and to believe in liberation. So, like "Papa Gruber" , he helped many survive.P re Jacques also gave his comrades spiritual support and even baptized some of them in KZ Gusen I. Young Polish comrades of his also testify...
Words: 1326 - Pages: 6
...Slater White STR 356 Sports Promotion Professor Walpole 5/2/12 The World of Red Bull Red Bull is a sugary, caffeinated drink intended to give consumers a boost of energy. Available in cans ranging from, 8, 12, 16 and 20oz cans. Founded in 1984 by Austrian businessman Dietrich Mateschitz, Red Bull has become the worlds leading energy drink, a staple in many young, and active people’s lives. Much of Red Bull’s triumph in the industry comes from its ability to market itself within the sports industry. The approach is aggressive and exceeds simple sponsorship. Red Bull focuses much of its time on brand management, and ownership allows it to completely control how its brand is connected with a given sport. The drink claims to improve some of the most important attributes of successful sports people – fast reactions, concentration and endurance. Priding itself on these attributes, Red Bull realized how effective the drink would be within the sports industry. As soon as Mateschitz realized the possible profitability Red Bull could generate within the sports industry there was nothing stopping him. Red Bull began supporting approximately 500 extreme sports athletes and hosting exclusive parties for these amazing competitors. By 1997, Red Bull’s buzz marketing strategy proved successful. Brandon Steiner, of Steiner Sports Marketing says, "It's a good relationship with what the drink stands for and what the sport stands for. It doesn't surprise me to see that kind of synergy....
Words: 1640 - Pages: 7
...Contents Stakeholders Analysis 2 Customers 2 Competitors 2 Company 2 Red Bull's key internal stakeholders 2 Red Bull's Strengths and Weaknesses 3 Red Bull's brand appearance, personality and reputation 3 Community 3 Marketing Mix 3 Product 4 Price 4 Place 4 Promotion 4 Positioning 5 Bibliography 6 Reference Material 6 Internet Resources 6 Appendix 7 Stakeholders Analysis Customers Athletes – Red Bull is targeted at athletes serious about their sport and personal performance. Red Bull increases athletes performance, concentration and reaction speed. A good example of Red Bulls support of athletes can be seen with the many extreme and high adrenaline events they are sponsoring, such as the F1 Grand Prix, Moto GP, NASCAR, and FIS Ski Championships. Red Bulls support of athletes shows in their slogan of when to drink Red Bull. “Sport is Red Bull’s natural grazing ground. Whenever athletes are in need of wings you can find Red Bull” (Red Bull, 2011) Students – Red Bull is targeted at students looking to gain that additional performance during challenging days in the auditorium. Red Bull increases students’ concentration, improves vigilance, and stimulates metabolism. Students find these qualities appealing and useful when studying hard or playing harder with fellow students and friends. Competitors Red Bull’s main competitors are Monster and Rockstar. All three are market leaders in the energy drinks market, differentiating themselves with taste...
Words: 2011 - Pages: 9
...IntroductionThe Red Bull energy drink was launched in Austrlia in 1987 by Dietrich Mateschitz. Dietrich Mateschitz grew up in a small village in Styria, Austria. After graduating with a degree in world trade he decided to become a “really good marketing man.” Dietrich Mateschitz met up with Chaleo Yoovidhya at the beginning of 1980s and they decided to start an energy drinks together. Realizing that energy drinks product could have good potential in Western markets, Mateschitz obtained the license to manufacture a carbonated version of Krating Daeng from its Thai owners. Obtaining permission to sell Red Bull in Europe was not easy, as it contained several ingredients whose effects on the human body were untested. However, permissions were eventually obtained, and Red Bull became exceptionally successful in all the markets in which it was launched.It was generally acknowledged that Red Bull's success was the product of the company's innovative marketing efforts. This case study discusses the key strategic challenges that the company faces internationally in the functional drink sector using 12C framework. This case also discuss for either changing or retaining Red Bull current product mix and identify and evaluate the company’s mode of market entry in its non-domestic markets. Finally this case will evaluate the company’s approaches to promotion and distribution and assess to what extent these approaches represent sources of sustainable competitive advantages.II. The key strategic...
Words: 306 - Pages: 2
...MARKET RESEARCH PROJECT BASED ON: RED BULL BY: COLLEEN CHAKAR INTRODUCTION Red Bull is an energy drink that has had a recent impact on today’s market. However, I believe you already know this because even if you haven’t drank red bull at least once in your life, then you know someone that has. It all started in 1982 when a man named Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East. His idea to market these functional drinks outside Asia evolved on a visit to Hong Kong. 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 by 1987. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Since 1987, Red Bull has found its way around the globe and now around 30 billion cans of Red Bull have been consumed, more than 4.2 billion in 2010. The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria. OBJECTIVE There are two main objectives to focus on with a company such as Red Bull. There is the objective of the product itself, and the objective of the company. The objective of the product itself is to increase the consumer’s performance, increase the reaction speed, improve vigilance, and stimulate metabolism. Overall, the main point of Red Bull is to increase the consumer’s energy and improve...
Words: 1181 - Pages: 5
...RED BULL RED BULL LITTLE STORY: Red Bull is an energy drink sold by the Austrian Red Bull Company. It was created in 1987 by the Austrian entrepreneur Dietrich Mateschitz and on market share, Red Bull is the most popular energy drink in the world. Dietrich Mateschitz was inspired by an already existing drink called Krating Daeng which he discovered in Thailand. He took this idea, and to suit the tastes of Westerners, modified the ingredients, and founded Austrian Red Bull. The first marketing plan was to sponsor extreme sports such as mountain biking, snowboarding, while advertising the drink as a performance enhancing energy booster. With the drink gaining popularity in Austria, it was launched in Germany in 1994. The international roll out came in 1997, with expansion to North America, South America and Australia. There are 2 types of energy drinks under Red Bull. One is Red Bull Energy Drink and the other is Red Bull Sugar Free. In addition to the energy drinks, the company offers Red Bull Cola, which is marketed as a strong and natural soda with no phosphoric acid, preservatives or artificial flavors. According to Red Bull's website, all ingredients are synthetically made by pharmaceutical companies to guarantee the highest quality. Red Bull Energy Drink works best when you are experiencing a lack of energy or concentration. It is to be used 30 minutes before a boost of energy or concentration is needed. This is designed to give the drink time to become effective...
Words: 329 - Pages: 2
...Red Bull's Innovative Marketing: Transforming a Humdrum Product into a Happening Brand Abstract: The Red Bull energy drink was launched in Austria in 1987, by Dietrich Mateschitz. He claimed to have experienced the invigorating properties of a popular Thai energy drink, Krating Daeng, on a trip to Thailand. Realizing that a similar product could have good potential in Western markets, Mateschitz obtained the license to manufacture a carbonated version of Krating Daeng from its Thai owners. Obtaining permission to sell Red Bull in Europe was not easy, as it contained several ingredients whose effects on the human body were untested However, permissions were eventually obtained, and Red Bull became exceptionally successful in all the markets in which it was launched. It was generally acknowledged that Red Bull's success was the product of the company's innovative marketing efforts. This case study discusses the marketing strategy adopted by Red Bull GmbH, including the company's effective employment of buzz marketing in new markets, and its sponsorship of sporting activities, especially extreme alternative sports, to enhance its image. The case also talks about Red Bull's target markets, and its pricing and differentiation strategies. It includes a section on the various controversies surrounding Red Bull, and the effects of these on its brand image. The competitive situation in the energy drinks market and Red Bull's position vis-à-vis competitors, is also discussed. The case...
Words: 1797 - Pages: 8
...INTRODUCTION In 1987, the Austrian, Dietrich Mateschitz, in partnership with Thai businessman, Chaleeo Yoovidya, invented an energy drink called Krating Daeng also known as Red Bull. In terms of market shares, Red Bull is the most popular energy drink in the world with 4.5 billion cans sold each year. And it holds 70% share of the world market for energy drinks or functional beverages a category it was largely responsible for building. Marketing is aimed to hip young people with active lifestyle. Over the years, Red Bull hits foreign market and expanded from the U.S. markets to the southern hemisphere via South Africa and Brazil. And in 2002, Red Bull opened a regional headquarters in Dubai. Red Bull’s worldwide sales were estimated at Eur. 1.4 billion ($1.32billion) in 2002. The company expanded into the neighboring countries like Hungary and Slovania in 1992. And in 1994 it was introduced in Germany and it’s claiming a quarter of the sports drink market there, putting ahead of Gatorade. It was priced as much as a can of coca-cola. Then it entered the U.K. where it marketed there as Red Bull stimulation after 1996. Background In 1984 Mateschitz founded Red Bull. Red Bull Energy Drink was first sold on the Austrian market in 1987. Red Bull reached its first foreign markets in 1989 in Singapore and in 1992 in Hungary. In 2008 Red Bull created its own cola, Red Bull Simply Cola. It created a market segment unlike traditional colas, by using only 100% natural ingredients...
Words: 513 - Pages: 3
...Dietrich Bonhoeffer, the Man For many years the writings of Dietrich Bonhoeffer have touched many lives in the Christian community. The impact he has had and continues to have in today’s society is incredible and the reason for this paper is to examine the merits of his work and to look at his life and his particular place in Christian history by closely examining his background and historical setting, and some of his more significant works. This paper will look into Bonhoeffer’s Cost of Discipleship, and Ethics, and his Prison Correspondence. These works are important in understanding the man and as a theologian and they give an accurate picture of what it was like to live back in those times as a Christian. Despite the numerous accounts of WWII that are out there are very few that give us an account from the perspective of a Christian and the hope that all Christians can share even in the darkest of times. But before we get into his works let us take a look at some of his background. Who was Dietrich Bonhoeffer? With every great hero there must be a great villain, and in the case of Bonhoeffer there was no greater villain than the Nazi party or specifically Adolf Hitler himself. Not many people realize this but when Nazism first started it was considered a Christian movement coming from the Lutheran Church. The Nazi party tended to get much of their beliefs from the sayings of Martin Luther in his later life. Because in Luther’s later life he did come to write many anti-semantic...
Words: 3057 - Pages: 13
...Red Bull Pham Thi Thu Phuong Columbia Southern University According to Red Bull’s website (n.d), Dietrich Mateschitz established Red Bull in 1980. After that, Red Bull Energy Drink was sold in its home market Austria in 1987. In 1992, it introduced to first foreign market in Hungary with the energy drink. Until now, it has 4 products including: Red Bull Energy Drink, Red Bull Sugarfree, Red Bull Total Zero and Red Bull Editions. Red Bull brand today has in more than 167 countries and about 50 billion cans of Red Bull were used. Compared to their competitors, Ritz Carlton has differences to get succeed. The best location and luxury products are strengths of Ritz Carlton. They invest amount between $500,000 and over million per room. (The Ritz Carlton website, n.d). However, compared to competitors, the most difference which Ritz Carlton creates is that Ritz Carlton promise to provide finest personal service and facilities to their guests with its credo “We are Ladies and Gentlemen serving Ladies and Gentlemen” (Kotler & Keller, 2012, p. 401). They train to their staff to execute 3 steps of services and 12 services value. The three steps include: staff use the guest’s name with a warm and sincere greeting; join and satisfy customer’s needs; warm goodbye with the guest’s name. Besides, each manager carries a card with 12 service values such as: “I have the opportunity to continuously learn and grow” and “I am proud of my professional appearance, language and behavior”...
Words: 803 - Pages: 4
