...ANALYSIS STRUCTURE: 1. INTRODUCTION 2. THE PROBLEM i. Objectives ii. Barriers 3. THE ALTERNATIVES 4. THE ISSUES 5. THE CONCLUSION 1. INTRODUCTION Red Bull Stratos occurred on 14 October 2012 in New Mexico, USA, and it is commonly considered to be a milestone in the evolution of marketing. Red Bull athlete Felix Baumgartner has jumped towards Earth, from a helium balloon, from an altitude of 39 km. He is the first (known) human being breaching the sound barrier while descending, without any form of engine or inertial support, and surviving this endeavour. The jump qualifies not just as a PR stunt but it is, up to date, the greatest example of content marketing creation and dissemination. The immediate effect consisted in: * 8 million concurrent views on YouTube live; * Two threads on the front page of Reddit; * 2.000.000 unique consumers actions; * 1.000.000 distinct Stratos participants; * 2.000.000 new subscribers; * 820.000 pieces of extremely positive content created; * 400% increase over average length of consumers engagement; * 50.000 distinct links shared; * 61.634.000 trusted impressions generated; * At its apex, some 1% of all online conversations worldwide were about Baumgartner, Red Bull and Stratos Mission 2. THE PROBLEM ...
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...Original Red Bull Marketing * Develop red bull mystique by placing empty red bull cans in clubs and bars to create the illusion of popularity * Build buzz about the product * Targeted in shops, clubs, bars, and stores * Targeted “Opinion leaders” (that influence consumers purchases) * Red Bull found available at sports competition, in limos before award shows, and at exclusive after-parties * Advertising * “Red Bull vitalizes body and mind” (Use of Dracula, informed by doctor that his teeth will have to be removed) -> Adult Cartoon * Target group: anyone with a sense of humor, no matter how old (wide) * “Red Bull gives you wings” * Clearly communicated product benefits without promising specific physiological results * Sampling * At concerts, parties, sporting events, campus libraries * Event Marketing * Classic E.G. Red Bull Soapbox Race and the Rull Bull Flugtag (Flying Day) * Sporting Events E.G. Red Bull Snowthrill extreme skiing competitions in France and Alaska/ Red Bull Cliff Diving World Tour Finals event in Hawaii * The more unique an event, the more likely tv stations would want to broadcast it, or newspapers would want to cover it, thus Red Bull gets automatically into media * Qualities Red Bull wanted to project in its brand personality: * Innovative, individual, non-conformist, unpredictable, humorous Marketing Steps in the UK 1. Company marketed...
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...MKT 444: Social Media Analysis 04/24/2014 Client: Red Bull Red Bull Social Media Inventory: Facebook: https://www.facebook.com/redbull (43,290,870 likes) Twitter: https://twitter.com/redbull (1,440,000 follower) (45,400,000 tweets) Instagram: red bull (1,320,253 followers) April 1st and April 15th On Facebook between the 1st and 15th of April there was not a lot of activity. The first post was on the 5th, they posted a 1-minute clip ad for World Runtastic and they tagged it “Train for the Wings for Life World Run with Story Running by Runtastic” which is a cause to find a cure for spinal cord injury. It received 2,769 likes and 527 shares. Again there was no post on the 15th so I chose to look at posts on the 16th. There were 2 images posted on the 16th, the first one was an image of a women surfing with the hashtag #givesyouwings, and a title of “success isn’t given its earned” this post was very popular getting 13,476 likes and 253 shares. The second post of the day was a creative image with a person skating, and the title says “your flight is boarding”. This image got 6770 likes and 153 shares, not as popular as the first picture but none the less still got many responses. On Instagram again there was no post on the 1st but on the 3rd they posted a short clip of a biker riding below a helicopter and it says, “Can you outrun a Heli? @CurtisKeene blazes down the mount in the latest high-speed chase to hit Los Angeles. Watch the full clip by...
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...RED BULL La empresa Red Bull tiene el eslogan „Red Bull te da alas“, y el producto es conocido a través publicidad, eventos, propiedades de equipos de los deportes diferentes y también la música con la marca Red Bull Records. FODA Fortalezas Red Bull es la bebida energética más popular en el mundo y es el líder en su categoría. Ha establecido una marca con un imagen muy fuerte y consistente al nivel mundial. Representa una específica subcultura de borde aún así está siendo consumido por una variedad de demográficos. Tiene tres diferentes versiones – Regular, SugarFree y Cola. Su estrategia de marketing ha llevando a cabo de las actividades de promoción a través de deportes extremos y lo ha ayudado a la marca a construir una identidad fuerte y a aumentar la conciencia y la lealtad del consumidor. Red Bull tiene una amplia presencia geográfica, lo debería asegurar un crecimiento positivo en largo plazo, aunque algunos mercados alcanzan la madurez. Opportunidades El desarrollo de los mercados da nuevas posibilidades geográficas para la expansión de Red Bull en otros países y por eso la compañía tiene mucho sentido de desarrollar la estrategia de marketing y patrocinio rápidamente. Nuevas lugares de producción en los países en desarrollo hacen el precio de venta al por menor más competitivo. Quizás la empresa podría considerar la construción de plantas de producctión en Asia. Si Red Bull empezaría a ofertar nuevos sabores los podrían ayudar a mejorar los cuotas...
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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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...………………………………………………………. 2.0 Control of the firm ……………………………………………….. * 2.1 Trends * 2.2 Forces * 2.3 Events 3.0 Direct competitor …………………………………………………. 4.0 Application of theories …………………………………………… * 4.1 SWOT Analysis * 4.2 Porter’s five forces 5.0 Recommendations ………………………………………………… 6.0 Conclusion …………………………………………………………. 7.0 Reference …………………………………………………………... STRATEGIC MANAGEMENT REDBULL 1.0 INTRODUCTION To start off, Red Bull is a very famous and well-known brand for energy drink in the worldwide market. It is a brand that produces only one-product which is the energy drink that has quality price in the market. Red Bull started its production in Austria and spread in other market area such as the USA. Moreover, this paper will be written about the study of the Red Bull energy in terms of its product, competitor and its market. In order to recognize the competitive marketing strategy, it has to be done by using the porter’s five forces analysis and few factors causes Red Bull’s market share to be affected. Besides that, External analysis will be done as well which is PEST analysis that is beyond the control of the firm and also not to forget the complications and prospects of the brand which is the SWOT analysis will be discussed in the paper. 2.0 CONTROL OF THE FIRM 2.1 Trends In this new generation, people are becoming more aware of healthy lifestyles due to the reason of healthy lifestyles campaign and also influenced by their friends...
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...Executive summary Red Bull GmbH is a popular energy drink that has sold up 5.387 billion cans as of 2015. Red Bull GmbH has the title of highest selling energy in the world in terms of market share. The iconic slogan “Red Bull GmbH gives you wings” is Red Bull GmbHs calling card, and all advertising is essentially connected through that slogan or graphic. A Forbes business article titled “the wind behind Red Bull GmbH’s wing” defines and explains Red Bull GmbH’s brand growth as “...A reflection of Red Bull GmbH’s freewheeling corporate culture that has enabled the company to build an enviable product performance... years fine-tuning its marketing and communications strategy.” This explanation in the article is true, to which modern global corporations aim to apply frameworks or models to help them succeed and better themselves from the competition. The background summary is a brief explanation and overall introduction of Red Bull GmbH. The Theoretical analysis identifies and describes the sources of Red Bull GmbH’s brand equity. The theoretical analysis II integrates and analyses’ the Red Bull GmbH’s marketing program in terms of how it contributes to the brand’s equity. It identifies any alternatives, or issues that might arise through the contribution of various factors. The theoretical analysis III, allows for the evaluation of Red Bull GmbH’s move into herbal teas, fast-food and magazines. It also, requires the critical evaluation of whether it makes sense for the company...
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...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 your product The Red Bull Energy Drink is a...
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...Red Bull strategic marketing evaluation Introduction The sports and energy drink sales is predicted to reach a mark of around £1.3 billion in the UK in 2014 (Dailymail, 2014). Mintel predicts that the market share of energy drinks will likely see a sturdy development from a mere 78% in 2014 to around 85% by the end of this decade. Red bull is stated to be one of the leading energy drink producers in the world (Mourdoukoutas, 2014). The company states to have 9694 employees in around 166 countries worldwide with a total sale of 5.3 billion cans just alone in 2013 (RedBull, 2014). Moreover, the brand stated to “give you wings” is identified to be one of the most successful energy drink companies in the world (Mourdoukoutas, 2014). Furthermore, the success of Red Bull brand led to the creation of an entirely new category of the energy drink in the food and beverage market of the world. This essay will look to critically analyse the strategies used by Red Bull and argue to what extent the differentiation strategy has aided the company in gaining competitive advantage. Furthermore, it will examine the company’s environment will also look to explore the positioning of the brand in the market. Additionally, it will analyse its route to gaining competitive advantage. Finally, it will assess how successful the company has been in implementing their strategies. Kotler (1984) cited in Gilbert and Kapur (1990) defines strategic marketing as the process through...
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...Executive summary Introduction 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. In 2009, Red Bull extended its product line with Red Bull Energy Shots. Red Bull headquarters are based in Fuschl am See, near Salzburg Austria. 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...
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......................................... 1 2 Company profile of Red Bull.......................................................................... 1 2.1 2.2 2.3 3.1 3.2 3.3 Company introduction..................................................................... 1 Market overview ............................................................................. 2 Financial overview .......................................................................... 2 Market-based view: market positioning .......................................... 3 Resource-based view: business system analysis .......................... 4 Current business strategy and competitive advantages ................. 5 3 Strategy analysis of Red Bull energy drink business .................................... 3 4 Recommendation proposal for Red Bull ....................................................... 6 5 Conclusion..................................................................................................... 8 Appendices ......................................................................................................... 9 Bibliography ........................................................................................................ V II List of figures Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Market shares on the global energy market for 2011 ........................ 2 Financial performance of Red Bull from 2011 to 2013 ...................... 2 Market positioning on...
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...BUSINESS RESEARCH METHODOLOGIES RESEARCH ON SMART MARKETING STRATEGY OF RED BULL AND HOW THE COMPANY MAINTAIN ITS LEADING POSITION IN ENERGY DRINK INDUSTRY TABLE OF CONTENTS I. ABSTRACT 4 II. INTRODUCTION 4 III. BACKGROUND OF RED BULL 5 IV. LITERATURE REVIEW……………………………………..….6-7 V. RESEARCH OBJECTIVES…………………………………………8 VI. RESEARCH QUESTIONS……………………………………………………………8 VII. RESEARCH METHODOLOGY…………………………………………………9-12 VIII. ETHICAL CONSIDERATION………………………………...…13 IX. LIMITATIONS……………………………………………………….13 X. CONCLUSION 13 XI. REFERENCE 14-15 I. ABSTRACT The marketing and advertising techniques revolution in the late of 1980s enabled Red Bull to create successfully an “energy drink” market. Today, when the market becomes more and more diverse as well as expanding with over 220 competitors, Red Bull may face to loss in overall global market share. However, Red Bull has reasons to feel optimistic with its strategic business and marketing plans. II. INTRODUCTION The global Functional Drinks market was reported to be worth $26.9 billion in the year of 2008. It is fairly new and continues developing; the market is forecasted to increase by over 64% to reach the value of $44.3 billion, said Datamonitor PLC (2008), cover different categories such as Energy, Nutrition etc. Being regarded as the largest brand in energy drink sector, Red Bull® was holding 29% global market share in 2008 (Datamonitor PLC, 2008) and has been successful...
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...internationalization process of Red Bull from the perspectives of global expansion Group 2263: Karakawat Sarasalin 830117 Thitiporn Watthanachai 831031 Supervisor: Jean-Charles Languilaire 23rd November 2009 1 Abstract Date: 23rd November, 2009 Level: Master Thesis in International Business and Entrepreneurship (EFO705), 15 credits Authors: Karakawat Sarasalin (830117-T255) Thitiporn Watthanachai (831031-T124) ksn08001@student.mdh.se twi08001@student.mdh.se Title: The internationalization process of Red Bull from the perspectives of global expansion Supervisor: Jean-Charles Languilaire Problem Statement: How did RED BULL manage to be as an important central international market player? Purpose: The purpose of this research is to describe the internationalization process of Red Bull; how Red Bull created, sustained and developed? Method: We mainly use secondary data and the qualitative data. Qualitative data in the form of interview questions through e-mailing. But we also use quantitative method based on documental research from books and internet. Conclusion: Red Bull does not follow the standard pattern of establishment chain presented in the Uppsala model. Its establishment chain is composed of three stages: licensing ,wholly owned sales subsidiaries and jointed venture. Red Bull has developed strong market within the beverage industry network and strong bonds with its external suppliers. The expansion decisions of Red Bull have been influenced...
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...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...
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...M560 Marketing Excellence – Red Bull November 5, 2013 1. What are Red Bull’s greatest strengths and risks as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? Although Red Bull is a fairly young brand, it is currently the worldwide market leader in energy drinks. Originally conceived in 1982, the drink was founded in Austria in 1987 and then went international in 1992 with its introduction into Hungary (“Red Bull SWOT Analysis”). Today, Red Bull sells more than 4 billion cans of energy drinks each year in more than 160 countries (Kotler & Keller, 2012). Red Bull’s success over the past ~20 years can be attributed to the company’s ability to highlight its strengths and minimize its weakness. Understanding these strengths and weaknesses are important for Red Bull to maintain its current position as the market leader. In addition to being the current market leader, Red Bull’s strengths include its marketing strategy and its alliances with distributors. Red Bull’s marketing strategy is vastly different from other companies in the beverage industry. Rather than employing traditional marketing techniques, Red Bull has adopted “anti-branding” and “anti-marketing” strategies. They have used no print, billboards, banner ads, or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red Bull products into trendy shops, clubs...
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