Red Bull Case Analysis

violent fudge Case abstract Purpose to provide the chain of strategies scarlet hoot used to bewilder their strike out equity and global merchandise dominance in the capability beverage industry. Target Market trigger-happy counterfeit does not keister to a specific demographic or psychographic. Its strategy is to reach to a relatively broad consumer base. The target is any ace who get hold of strength boost to beset their mental and/or physical fatigue. carmine whoreson knows their consumer base more often than not involves students, drivers, clubbers, business professionals and athletes. Marketing MixProduct wild hoot offers a subsidy zippo subscribe supplement that provides essential ingredients to rejuvenate the drumhead and body. release dickhead consists of energy-enhancing ingredients caffeine, taurine, and glucuronolactone packed in a 250 millilitre move. scathe expiration diddlysquat prices one 250 millilitre skunk at a subvention price betwee n $1. 99 and $3. 00 which makes it signifi squeeze outtly more valuable than traditional soft drinks. Their pricing strategy is to charge at to the lowest degree 10 % greater than the most expensive rival reinforce their flummox.Promotion Red Bull relies on one of the most effective forms of marting, word-of-mouth. along with the word-of-mouth strategy they also do even outt sponsorships, sampling programs, point-of-leverage merchandising, acrobatic endorsements, and electronic media buys. Red Bull Mystic When the ingathering first dejeuner Red Bull created a buzz by putting modify cans in bars and night club to make the consumers believe that it was a hot product. As a result the consumers started talking about and motive to try it out of curiosity.Event Sponsorships Event sponsorships greatly increase the recognition of the smirch. Red Bull currently has ninety individual events that have been created from the ground up. approximately of the events ar non-mainstream sports events that be typically extreme sports. Red Bull invests in doing their own events because they control everything and strive to make the event very unique, so they can get into the media. Athlete Endorsements The athletes Red Bull endorses atomic number 18 cautiously select for their individual qualities that fit with the nocks personality.Red Bull would simply make the drink available to the athletes during their competition where they would sample it and then potentially become commonplace users. When a particular athlete that fit with the brand would become one of their frequent users, Red Bull would then make a sponsorship weed with that athlete. Sampling Sampling is the most essential aspect of Red Bulls marketing efforts. Red Bull offered samples specifically to consumers at medicinal drug concerts, sport events, highway rest aras, and higher education campuses.Red Bull assembles a team of college students to go out and encourage other to sample the drink, use up research on drinking trends, implement on-campus promotions, collect customer feedback and better the consumers about the product. Point-of-Purchase Red Bull has its own miniature glass icebox with the brand logo on it. Red Bull also do sure that the refrigerator was place in a prominent localisation principle in the environment. Unfortunately some places do not allow Red Bull to use their own miniature refrigerator, in this case Red Bull in the existing store refrigerator.Traditional Advertisement Red Bull uses television ads, print, and radio advertisements. The television ads are a short alive(p) commercial that clearly communicates the product benefits through intelligent dialogue and scenarios. The essence in the commercials is Red Bull gives you wings and this message correlates directly to the brands positions. The commercials fitted closely with the global market and reached a wide target audience because of the usages of known animated characters and simple univ ersal concepts. Place Red Bull is change in the global market, moreover there are a some countries hat prohibit the sale of Red Bull because of specific ingredients and relative incidence in which Red Bull may have causes health complications. Those countries are France, Norway, and Denmark. In the countries that do allow the sale of Red Bull, it can be found in bars, nightclubs, convenience stores, school campuses, gas stations, and other places where the participation believes their target will need an energy boost. Brand Strategy The brand strives to go along to be the leader in energy drinks and upheld brand position and appeal.It is ideal to the company to keep the buzz of Red Bull predominant in the mind of the consumers as well as innovate and arrest current users. Brand Position Red Bull is positioned as a amplitude energy-boosting beverage that revitalizes the body and mind. Points of Parity In the saturated market of energy drinks they all claim to boost energy an d performance. The ingredients in the mass of the drinks are similar containing b-vitamins and significant amounts of caffeine. Similar brands are Lucozade, freak, Rockstar, and Full ThrottlePoints of Differences Red Bull technically exploited the energy boosting drink market. There enceinte focalization on word-of-mouth and large ne dickensrk of unique sponsored events keeps their brand fresh in the consumers mind. The are considered a premium drink with premium benefits because of the pricing and packaging appeal. Unlike their closest competitor the can focus exclusively on the Red Bull brand and continue to market towards local target markets instead of marketing to the masses as a whole. Core Brand Associations Red Bull is associated with their extreme sports and athletic endorsement.The events are unique and gather big media attention due to the uniqueness and hype. When a spectator is watching a Red Bull event they can expect to see something exciting because of previous R ed Bull phenomenon. Red Bull has its own soccer team, Formula One Racing team and NASCAR team. If the sport is not a typical mainstream sport, Red Bull logo will probably be found at the sporting event. other associations are * Music Concerts * Festivals * Nightclubs * Alcoholic Beverages Brand ElementsLogo and Slogan The logo is two red bulls facing toward each other as if they are sacking to collide in front of a yellow sun. The logo appears to be oriental theme and its significance probably is from the Thai energy drink, Krating Daeng that enliven Dietrich Mateschitz. The slogan is Red Bull give you Wiiings. Packaging Red Bull uses a fluent and blue 250 millilitre can with the Red Bull logo. Under the logo are the words Energy Drink and the word Revitalizes body and mind both, which effectively communicate the beneficial properties of the drink to the consumer.The silver and blue pattern on the can is really effective in the brands salience and the cans are mostly sold in si ngles, but are offered in convenient packs priced the same amount as if each can is sold separately. Brand Mantra Revitalize body and mind Four steps of Brand Building Brand Salience The aluminium and blue can pair with the logo two red bull and sun is passing associate with the brand. Brand Performance Red Bull little(a) premium can is thought of as being very effective and provides an energy boost for anyone who needs revitalization.Brand Judgement Viewed a being performance enhancing fire and cool. This is mainly due to brand association with extreme sports and events. Red Bull is judged one of the strongest because it comes in a one 250-millilitre can Brand Feelings Extreme, potent, excitement, revitalizing, cool, extravagant, premium Brand Resonance Red Bull has high brand loyalty in the global market place. Consumers have high attachment and need for the product. The communities of extreme performers and extreme sports athletes, college students, and partiers have high loy alty.Red Bull has high struggle with consumers, often offering deals and promotions for their events and regularly will visit a college campus or event to handout free Red Bull. It is even a popular alcohol mixer. Distribution To ensure the quality and consistency of the point of purchase display, Red Bull employs their own delivery drivers to delivery the beverage and restocks the refrigerators. The product can be found at most convenience stores, voguish locations, and nightclubs. Brand Image Health concerns have been an issue for Red Bull since its inception.There was one incident in particular with, Ross Cooney, a basketball pseudo from Ireland drunk four cans of Red Bull before playing a game and died of Sudden Arrhythmia Death Syndrome. There was never a firm conclusion that his cause of death was because of the four cans of Red Bull, but recently a consumer did die because of drinking too many the Tempter energy drinks. Monster is Red Bulls leading competitor and this inc ident can negatively sham Red Bull even though it was a competitors product that cause. The negative results that could affect Red Bull from Monsters case are * Consumers might become wakeful of energy drink Implementation of stiffer food regulations in the US market and global markets * Brand equity could be compromised due to consumers perception * found formula less potent * Change packaging and include a warning for excessive drinking * The positive effects from Monsters incident are * Red Bull may gain the market share Monster could possibly lose * Consumers may trust Red Bull more since it has never been linked to the actual cause of death. * Increase in their brand equity Recommendations/Conclusion I remember that Red Bull should continue to innovate and expand.The all-natural and organic industry is increasing and people are looking at for energy products that are natural. There are a few energy beverage companies that are in that market already and Red Bull could enter it with no problem due to their brand equity. With that said, I recommend a few brand extensions. Other companies have diametric types such(prenominal) as a coffee version or a weaker version. The different brand extensions would satisfy needs in other submarkets that exist Red Bull just has to make sure they do not contrive the consumers and target the products strategically.Red Bull has already began releasing and testing a small variety of flavours and I believe this is a penny-pinching idea because I know from reviews and first hand experience that some people do not like the smell or flavour of the original beverage. I believe Red Bulls advertising does a good job appealing to all the consumers lifestyle stages and appeals to the broad target. I believe Red Bull is doing a good job innovating their event marketing upping the ante every time. For example the Red Bull near post jump.