New products associated with Music Industry:stars, starlets and celebrities. NPD of Red Bull Alco (energy drink with alcohol)

1. Music Industry:
stars, starlets and celebrities.
NPD project
by Aleksey Narko
Lifestyles & New Product Development

2. Products inspired by the category
 „Shine bright like a
diamond!”
 Swarowski D: Light- L.E. Watch
 18 carat of gold, 63000 zl worth
 Hermes Orion luggage
 Made of carbon and aluminium
 Bulletproof
Lifestyles & New Product Development

3. Products cont.
 Ray Ban Wayfarer
 Simple, breathtaking design
 Worn by Justin Timberlake, Katy
Perry and others
 Gibson Les Paul Studio 2013
 Thick tone and fire-breathing
output
Lifestyles & New Product Development

4. NPD of Red Bull
Why Red Bull???
-The most popular energy drink in
the world
-Brings energy
-Backstage product of Eminem,
Lady Gaga and others.
Lifestyles & New Product Development

5. Red Bull with Alcohol
Lifestyles & New Product Development

6. Strategy Formulation.
Defending the market share
Cash generator for the producer
Custom-based, exclusive drink
Target customer - music celebrities
Lifestyles & New Product Development

7. Idea generation
& Screening




Energy needs
Being different
Product Customized
Client is a King!
Lifestyles & New Product Development

8. Business Analysis
 Cost of one can:
20$ 0,33l; 25$ 0,5l
 Low profitability at the
beginnig
 Cash Generator-in the long
run
Lifestyles & New Product Development

9. Actual development
 Safety tests
 Mass market survey
 Setting goals for sales and
profits
 Government and
organizations’ approval
Lifestyles & New Product Development

10. Market Testing
 Spreading a word
around
 Testing by
ambassadors
 Feedback
 Developing the optimal
taste
Lifestyles & New Product Development

11. Commercialization
 Product launch
 Celebrity meeting places
 Late entry
 Continuous performance
checking
Lifestyles & New Product Development

12. Questions???
Thanks you for
attention!!!
Lifestyles & New Product Development