Green bull presentation
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Develop a marketing campaign and plan to either take an existing product and make it more green, or create a new green product. We chose to alter the existing Red Bull to make it fit into the natural and organic product industry. Project completed for a Green Marketing class.
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Green bull presentation
- 1. Amanda Walling, Dale Brunke, Dustin Williams, Erika Singer, Rachel Donaldson, Taylor Pickering
- 3. "We are dedicated to upholding the Red Bull standard, while maintaining the leadership position in the energy drinks category and while delivering superior customer service in a highly efficient and profitable manner. We create a culture where employees share the best practices dedicated to coaching and developing our organizations as an employer of choice."
- 4. Four Main Segments- All incomes and education, mostly behavioral based Athlete •Sport drink market •18-34 male and female •Diet conscious, energy boost seeking •Sub-market for woman, the carbohydrate-conscious, body-builders, or extreme sports enthusiasts Worker •Energy drink user •18-34 male and female •Hard worker that wants a boost without coffee
- 5. Clubber •Energy drink mixer •18-34 male and female •Used in combination with other drinks •Dynamic and active Student •Energy drink user •14-24 male and female •Seeking boost and quenched thirst •Use to enhance alertness
- 6. Product •Original Energy Drink, Sugarfree, Total Zero, Special Editions •150 related types of merchandise Place •Headquarters in Austria •166 Countries •General Merchandise Retailers, Bars and Clubs Price •$2.49-$4.48 •Prestige and odd-even pricing Promotion •Advertising, events, sponsorships, vehicles, endorsements, music, TV, social media
- 7. Privately Owned Company •43% of the energy drink market Increase in Sales Every Year •3.1% increase in 2013 Total of 40 Billion Cans Sold Globally •5.387 billion cans sold in 2013 $ 3.57 Billion Sales in 2013 •Annual Net Income $591.25 million
- 8. Customer Relationship Management- Managing a company’s interactions with current and future customers SoLoMo- Social-Local-Mobile •Emerged as a result of the growing popularity of smartphones •Provides greater local precision to search engine results •Looking to funnel social media and location-based data through Facebook and Twitter Red Bull Eco-Coolers •45% less energy than previous generations of cooling equipment
- 9. Wall-to-Wall Production •Cans are manufactured and filled on the same site One Production Hub Serving the Globe •2 billion cans produced and filled annually, all at the same location •More than 5,313 tons of CO2 emissions are saved each year Smart Transportation •Can is the perfect size •30% less space than plastic, 40% less space than glass Efficient Cooling •Installed 313,000 Eco-Coolers instead of standard coolers
- 10. Limiting Resources Involved •Making the process more efficient •Shipping costs Recycling to a Whole New Level •Compact cans •100% recycleable •60% less weight
- 11. Lipovitan •The First Successful Energy Drink •Made in Japan in early 1960’s Jolt Cola • Introduced in United States in 1985 •“All the sugar and twice the caffeine” Red Bull •Introduced on April 1st, 1987 •Sold first in Austria •“Birth of a totally new product category”
- 12. Multi-Billion Dollar Industry •Red Bull sold $3.57 billion in 2013 •Monster sold $3.1 billion in 2013 Market Share •Red Bull 43% •Monster 39% •Rockstar 10% Energy Drink Market Continues to Grow •Total sales increased 6.7% in 2013
- 13. Competition •Energy Drinks- Monster, Rockstar, Amp, NOS, Full Throttle Substitutes •Energy Shots •5 Hour Energy, 6 Hour Power, Worx Energy Shot, Monster Hitman •Energy Drink Mixes •MIO Energy, Crystal Light Energy, Propel Energy Drink Mix •Sports Drinks •Gatorade, Powerade •Liquid Refreshment Beverages •Coffee, Soda, Tea, Water
- 14. Product •Monster Energy, Java Monster, Muscle Monster, Extra Strength, Rehab, Dub Place •53 Countries •General Merchandise Retailers Price •$2.69 Promotion •Sponsorship, athletics, endorsements, Monster Gear, events, music, Monster Girls, social media
- 15. Product •Original, Decaf, Extra Strength Place •6 Countries •General Merchandise Retailers Price •$3.00 Promotion •Athletics, gear, commercials, social media
- 16. Product •GSERIES, GENDURANCE Place •80 Countries •General Merchandise Retailers Price •$2.00-$10.00 Promotion •TV, athletics, sponsorship, endorsements, social media
- 17. Demographics •Male and Femail ranging from 14-34 •Income- Middle to high class •Yearly income around $30,000-$50,000 Geographics •National and International •Virtually every gas station, convenience stores, grocery stores, liquor stores, bars, clubs •Middle class to higher class areas
- 18. Psychographics •Lifestyle •Men/Women who are active, on the go, in school, athletic, play video games, work constantly day/night •Attitudes •High energy, outgoing, open to new ideas •Reference groups •Music, video games, Internet, famous people in their 20’s to 30’s •Culture •Young, outgoing, teenagers
- 19. Obesity Epidemic •32.2% for men and 35.5% for women; in US •Product seen as unhealthy •Banning of sugary products in schools and food markets everywhere Natural, Organic, and Health Epidemic •Everyone is looking for healthier food and drink options •Staying away from sugary “unhealthy” foods •Concerned about what is in the products we ingest Environemtnal Epidemic •Sustability concious
- 20. FDA Requirements •Conventional food and beverage Laws and Regulations •Federal Food, Drug, and Cosmetic Act •American Beverage Association •Guidance for the Responsible Labeling and Marketing of Energy Drinks •Child Nutrition Bill Lawsuits •$85 million lawsuit against Red Bull
- 21. Legal Restrictions to Access New Markets •Foreign markets have expressed concern over ingredients used in energy drinks Prone to Tax Increases •Growing concerns for public health •Tax on soft drinks or energy drinks •Aims to discourage unhealthy diets and offset the economic costs of obesity Lobyists •Food and Drug Administration continue to investigate the safety of energy drinks •Energy Drink companies hire lobbyists to fend off regulation • In 2013, Red Bull spent $240,000 total on lobby expenditures
- 22. Health and Wellness Beverages are Increasing in Market Sales •Ready-to-drink beverages are most popular •Energy drinks, sport drinks, tea, coffee •Sodas are Consistently in Decline Energy Drinks Make Up a Large Part of the Economy •More than $12.5 billion of revenue •The market has grown 60% between 2008 and 2012
- 23. Outsourced Distribution •Restricted control •Quality assurance is harder to maintain European Union Regulations •Austria maintains sustainability legislation and policies in compliance with the EU •Austria has focus on increasing energy demand and climate change Climate Change •Weather patterns •Human impact •CO2 •Increasing demands for emission reducing technology/ energy research •Can create physical risk
- 24. Just In Time Inventory •Helps to reduce overhead costs Smart Transporation •Convienent distribution •Fuel efficient advances Efficienty Cooling •Renewable energy
- 25. Strengths •Category leader •Internationally •Unique marketing strategies •Promotional activities •Sponsorship •Strong brand identity •Consumer awareness/loyalty •Production efficiencies •Distribution Weaknesses •Contents are not patented •Product attributes •Breadth and depth •Flavors •Size •Price • Lack of 3rd party certifications •Unhealthy ingredients •Technological advancements
- 26. Opportunities •Global emerging markets •Expansion of marketing and sponsorships •Product extension •New flavors, healthier •Growth in target market psychographics •Industry trends •Political and legal changes Threats •Mergers and acquisitions •Coca-Cola purchasing Monster •Oversaturated Market •Healthy, natural and organic conscious trends •Competitors •Substitutes
- 28. Goal- Unveil Green Bull into the U.S. Market by 2016 1. Increase sales by $12,495,000 (.35%) by 2017 2. Increase total market share by 2%, 43-45% by 2018 3. Pair with a non-profit organization during launch
- 29. Green Bull’s Budget for New Product Launch- 1.25 Million •Development Costs- $187,425 (15%) •Management Costs- $62,475 (5%) •Operating Costs- $124,950 (10%) •Marketing Costs- $874,650 (70%)
- 30. Green Bull- An all natural and organic energy drink Certifications •All Natural- NPA •Organic- USDA •Green Seal •Fair Trade Certified- Company wide
- 31. Packaging •Logo Design •Color change to green and silver •Did You Know Panel •Key company sustainable attributes •Materials •Compostable and recyclable •Certifications Can Sizes •8, 16, 20 oz. cans
- 32. Key Ingredients •Organic raw green coffee beans- •20mg •Organic guarana berries- •Up to 3.6% to 5.8% caffeine •Organic green tea- • Antioxidant called epigallocatechin-3 gallate (EGCG) • B – Vitamins- • B12, B6 •Organic agave- •Used for natural sweetener •Organic pomegranate- •For flavor
- 33. Premium Pricing- More expensive because it’s quality and all natural and organic ingredients Odd Even Pricing- Psychological manipulative pricing because of increased premium pricing Volume Discounts •8.4 oz- $3.99 •4 Pack- $12.99 •12 Pack- $39.99 •24 Pack- $49.99
- 34. Cross Merchandising- Place Green Bull in Energy Drink section and Natural and Organic section General Merchandise Retailers •Grocery Stores- Safeway, King Soopers •Superstores- Walmart, Target •Warehouse Clubs- Sam’s Club, Costco •Convenience Stores - Gas Stations, Walgreens, CVS Specialty Retailers •Natural and Organic Grocery Stores- Sprouts, Whole Foods, Wild Oats, Trader Joes
- 35. Sustainable Distribution •Green Facilities •80% renewable energy •Transportation •7,000,000km of truck travel is saved each year •Shorter Supply Chain •“Wall-to-Wall” production
- 36. Advertisement •TV •Cartoon Commercials •Green Bull Gives You Wings •Events •Green Flugtag •Iron Man •NASCAR •Farmers Market •Soap Box Derby •Marathons
- 37. Direct Marketing •Web and Internet •Social Media •Magazines •TV •Print Based •Flyers
- 38. Sales Promotion •Street Teams •Green cars •Giveaways •Volume Discounts •Point of Purchase •Eco-Coolers
- 39. Public Relations •Press Releases •Sponsorships •Cause Related Partnership •Donate 2% of profits to Alliance for Energy Savings
- 40. Control •Track Green Bull’s progressions for a year Evaluate Objectives •After One Year- 1. Did we increase sales by $12,495,000 (.35%) by 2017? 2. Did we increase market share to 51% by 2018? 3. Did we pair with a non-profit organization by 2018?
- 41. Thank You for Listening