...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 clicking the link in our profile.” This post was very popular with over 31,800 likes...
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...Executive summary This report provides analyses of the fast growing energy drink market and the top two companies of this sector, they are: Red Bull GmbH and Hansen Natural. The two companies sell Red Bull and Monster Energy drinks respectively. We will explore both company’s background information and their strategic marketing of differentiating from traditional soft drink industry and within the energy drink market itself. We found that the macro and micro environment of the industry and company is influenced by the changing household structure, the health focus of the customer, power of distributors, competitors and regulations. Furthermore, we find that core market segments of the two companies are different. Red Bull focus on a premium position and their target markets are students, workers, athletes and clubbing crowds. Monster on other hand use their focused marketing and product variation to appeal to the extreme sports fan, teenagers and people who dislikes the taste of the common energy drinks. We determined Red Bull is employing the concentrated targeting strategy with a single product, and Monster is using differentiated targeting strategy with their range of drink variations. The positioning strategies of the two companies further highlighted their difference. Red Bull place importance on image differentiation, and drive through their premium product and pricing position through global leadership position. Monster is equally focused on product differentiation with...
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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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...differentiation. Examining and identifying growth opportunities in the market through the identification of new customers, growth segments, or new product uses. More effective and efficient matching of company resources to targeted market segments promises the greatest return on marketing investment (ROMI). Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/service requirements. Skirts are more colorful, use lighter fabrics, and a very short hemline; This is exactly what Marks and Spencer (M&S) did to attract a younger female shopper. A range of female clothing called Per Una marketers have to design product and service offerings around consumer demand (market segmentation) more than around their own production needs (product differentiation) and they use market research to inform this process. Segmentation criteria for consumer markets Using demographic criteria to profile who the market is and where they are; ▪ age, gender, family size and lifecycle, generation, income, occupation, education, ethnicity, nationality, religion, and social class. Age is a common way of segmenting markets and it is normally the first way. (MILO vs. RedBull) Gender differences; products targeted at women ▪ ▪ ▪ ▪ beauty products and fragrances (e.g. Clinique, Bobby Brown, Chanel) magazines (e.g. New Woman, Cleo, Cosmopolitan); hairdressing (e.g. Pantene...
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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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...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 which a company can look to establish and manage an applicable accord between the environmental opportunities, resources and the objectives of the organisation. Iyanabo and Otubanji (2013) further state that the process consists...
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...Question 2. (by Shenhua Huang) Theory section Market segmentation strategy involves dividing the market into different groups and how a market is segmented is based on certain variables. A Company must identify the parts of the market it can serve best in order to reach their specific target market as well as to achieve the maximum profitability. According to Prof. Dr. Christian Schuhart, several criteria used for different market segmentation include: demographical, socio-economical, psychographic and observable behavior segmentation. Demographic segmentation is market segmentation based on various demographic factors such as age, gender, marital status, social class, etc. It helps the firm to divide the market into several segments or groups, each having a common variable and target each of these groups to enhance its performance; In Psychographic segmentation category, the attitudes and lifestyle of the consumers are considered; Socio-economical segmentation is done on the basis of profession, education, income etc; Behavioral segmentation is based on the customer’s price behavior, brand loyalty and shopping locations towards the purchase of intended products. Market segmentation is the basis for marketing strategy development. A company needs to design the right strategies to develop the relationships between its products to right consumers. Case section In terms of Red bull, the demographic and psychographic segmentation strategies are applied in their product...
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...number of companies operating in this industry, as well as growth in the country’s population. In essence, Gamble and Thompson state that, out of the globe’s 1.58 trillion US dollars recorded from the beverage industry in 2009, the United States of America market contributed a total of 17 billion US dollars. The top market performers in this industry include PepsiCo, Coca Cola, Rebbull, Living Energy and Hansen Natural Corporation. PepsiCo is one of the principal performers among the companies mentioned above, a situation that is attributed to its large market share, competitive advantage, brand loyalty, as well as enhancement of customer confidence and loyalty. In addition, the company has a variety of products that its provides the US market, a clear indication that it is a success and growth oriented beverage company. Introduction Following the numerous changes taking place in the contemporary society, many people prefer products that they can easily access, products they can afford and product that add value to the well-being. In this regard, various companies and most especially those operating in the food and beverage processing industry in the US have been forced to formulate strategies through which, they can satisfy the demands of their customers in an attempt to expand their market share and enhance their competitiveness. This has been the case at PepsiCo which operates in a highly competitive and sensitive industry namely, the beverage industry. The company is a prime...
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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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...Table of contents List of figures...................................................................................................... III List of abbreviations ........................................................................................... IV 1 Purpose of this paper .................................................................................... 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 ..............................................
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...this it became an underground success through clubbers and snowboarders. This anti-establishment stance found synergy with consumers, even after it was cleared for sale. It quickly spread into neighbouring countries and into the US market (Franzen and Moriarty, 2009). Dahlen, Lange and Smith (2010) note that by 2004, it had gained 40% share of its market sector and 70% in Europe. However, the brand still faced problems; it was banned in Denmark and France following unsubstantiated rumours that people had died from drinking the product in Sweden and Ireland (Mail Online, 2001). The European market was stagnating, and it faced distribution problems from companies supporting their own-brand products. The ever-present competition from Pepsi and Coca-Cola limited the scope for expansion. With these pressures, the company developed a marketing strategy that avoided mainstream advertising, instead focusing on grass-roots promotion. The product was sold in trendy nightclubs and bars, and the credibility of those held in high regard by the young target...
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... pg. 4 Pepsi vs. Dr. Pepper pg. 6 Pepsi vs. Kraft pg. 9 Recommendation and Conclusion pg. 11 Appendix pg. 12 Executive Summary PepsiCo, Inc is the result of a merger between Pepsi-Cola and Frito-Lay. Pepsi-Cola was originated by a pharmacist, Caleb Bradham, in the late 1890's; Frito-Lay was established in 1961 by a merger between the Frito Company and the H.W Lay company. The major products of PepsiCo, Inc include, but are not limited to, Pepsi-Cola (est. 1898), Diet Pepsi (est. 1964) and Mountain Dew (est. 1948). PepsiCo boasts several global brands including, Pepsi, Quaker Oats, Gatorade, Lays, and Tropicana. A vast portfolio allows PepsiCo to provide more choices for customers, and drive lower costs, productivity enhancements and new capabilities. Their products are available globally and the portfolio includes 22 brands that generates more than $1 billion in estimated annual retail sales each. PepsiCo, Inc IPO in 1999 had 1.6 million shares outstanding, at $23.00 a share. As of February 28, 2014 the price closed at $80.07, and has 1.5 billion shares outstanding. The 52 week...
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...The Ultimate Guide to Epic Content for Boring Industries The tactics and resources you need to create content that attracts traffic, leads, and sales through your online presence. About the Author As VP of Inbound and CoFounder of GuavaBox, Andrew spends a majority of his time planning content for clients and for GuavaBox. To help power his endeavors he enjoys hand-brewed coffee, early and often. Introduction As B2B marketers, it can be easy to look at RedBull and Coca-Cola and wonder how we could ever be as innovative and exciting in our boring industries. Before you start throwing yourself a pity party, remember that your target audience does not think your industry is boring. They love it, they live in it everyday, and they bore their friends to death on the weekends talking about it. Think of these people while you're planning, creating, and promoting your content. Image Source: http://wrd.cm/1ajS9jU Build a Strategy Before you put finger to keyboard you need to construct a strategy. This strategy serves as your atlas. Your atlas allows you to navigate your course like a true sea captain. The most essential component of your strategy is your goal; it is the X of your treasure map. Image Source: http://bit.ly/1gBvweH Strategy Quick-Tips • Focus your inbound marketing strategy on the questions your prospective buyers are asking. • Plan your strategy in quarters. For the upcoming quarter, plan out each blog post...
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...Djuice was first introduced in Bangladesh and then to Pakistan. It has since grown to become one of the largest Youth mobile brands in Pakistan. Since Pakistan has more than 50% population between the ages of 12 to 20, the youth market is very important for telecom sector. This is the reason why Telenor and its competitors Mobilink, Ufone and Warid have their own youth targeted brands like Jazz Octane, Warid GLOW and Ufone Youth Package. Marketing Strategy Over the last decade the telecom sector has matured and become very competitive. That is why even market leaders like Telenor can not adopt defensive strategies against its competitors. Recently Djuice has has dropped to second place after Ufone launched its Youth Brand. Now Telenor has a marketing strategy based on customized service provision. This is because the youth market is much more rationale in making decisions and since the target market is so wide a tailor made service is better than a more rigid offer. Understanding its consumers, Djuice aggressively markets its GPRS and SMS bundles. All the recent campaigns emphasize fun. Even Djuice’s tag line goes like ‘Djuice it’s fun to be young’. Djuice has always tried to grab the attention of the young generation through coming up with surprisingly cheap and innovative offers. The Marketing Mixture Telenor’s Djuice, since is the market leader in the market that it caters, the blend of marketing mix it possesses is quite interesting. Product As said earlier, youth...
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...to speculation of the different sciences but also to the practice for Filipino philosophy of values exist. According to Patton (2006), television commercials have long been an effective means of advertising products. Today they are less dominant in the television landscape due to the rise of TiVo, commercial free cable and other forms of video entertainment. New types of advertising like sponsorship of sporting events featured on television and the placement of products within shows are growing, but traditional commercials still take up significant airtime and account for a large amount of broadcaster revenue. Few television viewers have not been exposed to television commercials. Advertising involves programming that is paid for by companies and institutions and that relays a message to viewers. Often, they helped shape popular culture and succeeded in both engaging and defining audiences (Byrne, n. d.). There is no strict definition of an independent short film, despite being an established form of art. In the broadest sense, an independent short film is a production that is less than 80 minutes in length and is produced outside...
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