4. Best Marketing
A good marketing practice
in which marketer rise
unconscious wants in
consumer’s mind.
5. Vision Statement:
• People: Be a great place to work where people are
inspired to be the best they can be.
• Portfolio: Bring to the world a portfolio of quality
beverage that anticipate and satisfy people's desires
and needs.
• Partners: Nurture a winning network of customers
and suppliers, together we create mutual, enduring
value.
• Profit: Maximize long-term return to shareowners
while being mindful of our overall responsibilities.
• Productivity: Be a highly effective, lean and fast-
moving organization.
6. Mission Statement
Our mission is to be the premier marketer and supplier of
Red Bull in Asia, Europe and other parts of the globe. We
will
achieve this mission by building long-term relationships
with the
people who can make it become a reality.
7. Executive Summary
• Red Bull can be called as a pioneer in the energy
drink category worldwide. In India too, Red Bull was
the brand that created the energy drink category.
• The brand came into existence in 1984.
8.
9. SWOT Analysis
• Market leadership- Within the energy drinks market Red
Bull is the industry leader throughout the world.
Marketing Efforts- a lot of promotions and well targeted
campaigns and sponsorship e.g. formula 1 helps to
expand Red bull brand and increase consumer brand
awareness.
• Strong , fresh & fashionable brand identity.
Strengths
10. • The market now has two main players Red Bull and
Power Horse.
• RB has an assessed market share of 29% of the global
market of energy Drinks.
• In the U.S., Red Bull enjoys a 47% share of the energy
drink market, and now has a 50% share of the German
energy drink market.
11. Weaknesses
• Above-average prices.
• Lack of innovation- there are a lot of competitors in
the market and they have their own USP which
leaves Red Bull behind.
• Reliant on small product base- The company only
markets one branded product, Red Bull Energy Drink
(along with a sugar free variety).
• Lack of patent on RB ‘s recipe means anyone can
copy it.
12. Opportunities
• Extension of product line- this will help to retain
market share.
• Hardcore Advertising and Promotions.
• Consumer recognition through sponsorship of sports
events.
• New ventures like partnership with Facebook.
13. Threats
• Health concerns- tougher rules from government on high caffeine
content.
• Consumer awareness of health and well being- people may start
to drink other alternatives as it is associated with healthier life
style.
• Drinks might not be accepted in the new markets.
• Organic energy drinks might steal RB’s market share.
21. Market Segmentation Strategy
• RedBull avoided usual methods of marketing, relying
more on what is called 'buzz marketing' or word-of-
mouth.
• Red Bull advertised directly to Generation Y, the so-
called 'millennial': people born after 1981.
• ‘Student brand managers' who would be used to
promote Red Bull on university campuses. These
students would be encouraged to throw parties at
which cases of Red Bull would be distributed.
22. Brand Positioning Strategy
• Clear, Engaging, Unique, & Relevant to the target audience.
• Able to incorporate an element of positive emotional attachment
that is better than just "good”.
• Consistent across multiple marketing & advertising mediums (print,
online presence, etc).
• Continually toughened within the organization so that employees
consistently deliver what is promised.
• Able to adapt to a changing marketplace.
23. Distribution Strategy
• Intensive distribution aims to provide saturation
coverage of the market by using all available outlets
such as:
• Super markets,
• Gyms,
• Coffee Houses: Subway, Barista, Costa Coffee, Café
Coffee Day
• In n Out Convenience Stores.
• Pizza Outlets.
24.
25. • Media Relations
• Use Technology
• Monitor the Web
• Create Public Awareness
26. Internet Web site
• Promotions through social networking
sites such as: facebook, twitter, Hi5.
• Also, Ad promos on websites such as
NDTV.
29. Advertising
• What target market do you want to reach?
• What image do you want to portray?
• How much money can you spend?
• When is the right time to advertise?
32. Media Plan
TV:
• Still a staple medium of advertising.
• Allows to demonstrate the advantages of RB.
• Good Reach.
Magazines:
• Economical.
• Provides higher brand awareness.
33. • Red Bull has an aggressive marketing campaign.
• Red Bull uses all the available media channels,
meaning cinema, TV, radio, press and the internet.
• In other words the company focuses on the media
through which it reaches its primary target market-
young people.
• RB allows the consumers to interpret the product &
the moments of use themselves.
• Red Bull achieves this by a witty cartoon campaign,
transferring the message that this energy drink helps
you to escape by `giving you wings ´.
3.1 Corporate Image Strategy
3.2 Brand Development Strategy
3.3 Brand Positioning Strategy
3.4 Distribution Strategy
3.5 Business-to-Business Strategy
3.6 Public Relations Strategy
3.7 Evaluation
Denmark and Uruguay – banned RB due to health concerns
brand proposition should convey a message
One of the age-old prerequisites for good PR is making sure the media picks up the campaign.
Social media giants like Facebook, Digg and Youtube are now being heavily used by PR agencies for their clients. Viral marketing and video campaigns are just two of the ways that businesses are reaching a wider audience.
