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Overview of redbull marketing strategy and communication mix
- 2. PREHISTORY
- 3. INGREDIANTS INGREDIANTS GLOCORONOLACTON CAFFEINE TAURINE BENEFIT AIDS IN DETOXYFYING WASTE IN YOUR BODY IMPROVES REACTION TIME AND ALERTNESS INCREASES ENDURANCE • CAFFINE • INGREDIANT • GLOCORONOLACTON • INGREDIANT • TAURINE • INGREDIANT
- 5. URBAN AGE:16-29 INTERESTED IN EXTREME SPORT LESS INTERESTED IN MORE POPULAR BRANDS EXHIBIT LESS LOYALTY TAKE OPINION FROM FRIENDS AND OPINION LEADERS PYRAMID CHARACTERISTICS TARGET MARKET
- 6. WORD OF MOUTH SEEDING PROGRAMME DIGITAL AND SOCIAL MEDIA POINT OF PURCHASE ATHLETE ENDORSEMENT MARKETING STRATEGY
- 7. WORD OF MOUTH EVENT SPONSORSHIP REDBULL FLUGTAG EVENT CRASHED ICE REDBULL DRIFTING WORLD CHAMPIONSHIP REDBULL RAMOAGDE RAED BULL CAPE FEAR REDBULL SOAPBOX RACE
- 8. EVENTS SPONSORSHIP REFLECTIONS: WORD OF MOUTH(CONTD..) PROMOTES IT’S NEW LAUNCHING PRODUCT CREATES STRONG BRAND VALUE AS AN INDEPENDENT ENERGY DRINK POWERHOUSE ATTRACT ITS TARGET GROUP OF MILLENIALS TO ITS NEW LAUNCHES SHARING OF MARKET BRAND EQUITY WITH STRONG ENERGY DRINK POWERHOUSE GIVE WORD OF MOUTH TO HIGHLY ACTIVE AND SPORTY YOUTH
- 9. SEEDING PROGRAMME BUILDING A BUZZ MICRO TARGETING TRENDY SHOPES,CLUBS,BARS AND STORES ENABLES CULTURE ELITE TO ACCESS ITS NEW LAUNCH AND INFLUENCE OTHERS
- 10. REFRIGERATION TOOL UNIT PROMINENT LOCATION IN EVERY RETAIL STORES WITH LOGO OF REDBULL(GYMS,RETAIL STORE) HIRES DELIVERY VAN DRIVERS POINT OF PURCHASE,SAMPELING TARGET SAMPLING CAMPAIGNS AT CONCERTS,PARTIES,BEACHES, COLLEGE EVENTS SPONSORSHIP PROVIDE AWARENESS AND REACH CUSTOMERS THROUGH PERSONAL COMMUNICATION CREATES POINTS OF DIIFERENCE AND POINTS OF PARITY
- 11. SOCIAL MEDIA PRESENCE 3.4 M users CONTAINS ADVENTUROUS PICS 85.5K TWEET 2.5m USERS MOSTLY RTS ACTION CONTENT PRODUCT FEATURE 42.7 M LIKES AVG 2 POST/DAY
- 12. EXPERIENCE THE WORLD OF REDBULL LIKE YOU HAVE NEVER SEEN BEFORE.WITH BEST ACTION CLIPS ON THE WEB AND YOUTUBE EXCLUSIVE SERIES.PREPARE YOUR STOCK FACROT TO BE AT ALL TIME HIGH SOCIAL MEDIA(CONTD.) 5.7M SUBSCRIBERS 470K AVG VIEWS 4 SISTER CHANNELS
- 13. ANDORSED ATHLETES ATHLETE ANDORSEMENT SEBASTIAN VETTEL(F1 CHAMPION) RICKIE FLOWER(GOLFER) ADAM MALYSZ(SKI JUMPERS) MIKE WHIDDET(DRIFT RACING DRIVER) LINDSEY VONN(SKIJUMPER) JOHN REYNOLDS
- 14. S.W.O.T ANALYSIS QUE 1:STRENGHTS AND WEAKNESS OF RED BULL’S MARKETING STRATEGY AND RISKS ASSOCIATED!! •HEALTH CONSCIOUS CONSUMER •FDA REGULATION •CHEAPER LEMATIVES • MALE SKEW • NICHE MARKET • NOT RECENTL • PRODUCT LINE EXPANSION • UNIQUE PACKAGING • ICONIC BRAND • BRAND LEAD • LOYAL FAN BASE • DIGITAL DEVELOPEME NTS STRENGHTS OPPORTUNI TIES THREATSWEAKNESS
- 15. ENTERTAINMENT VALUE BRAND RECALL ICONIC BRAND DIGITAL DEVELOPMENTS HIGH BRAND LOYALTY REFLECTION OF POD AND POP CONNOTATION OF DANGER LESS COMMUNITY TO ADRESS MALE SKEWNESS LESS NICHE MARKET SHARE PROS CONS QUE:WHAT ARE THE PROS AND CONS AND SHOULD RED BULL DO TRADITIONAL ADVERTISING??
- 16. MARKETING BUDGET
- 17. TO ADRESS AND COMMUNICATE LARGE MASS COMMUNITY TO TARGET NICHE MARKET TO COMMUNICATE ABOUT AWARENESS OF PRODUCT LINE TO MAINTAIN LOYAL BFAN BASE TO MAINTAIN OR EVEN EXTEND ITS BRAND VALUE TO COMMUNICATE WITH TARGET COMMUNITY ON MORE PERSONALISED BASE WHY WHY MOT TRADITIONAL MARKETING:WHY AND WHY NOT??
- 18. MARKET SHARE
- 19. REDBULL ENERGY DRINK RED BULL TOTAL ZERO RED BULL SUGAR FREE SPECIAL EDITION WITH FLAVOURS PRODUCT LINE
- 20. RED BULL OFFERS A PROGRESSIVE MARKETING STRATEGY TARGETING MILLENIALS AND ACTIVE YOUTH ON MORE PERSONALISE BASIS ACTIVE AND ANTI MARKETING TREND OF REDBULL GIVES YOU TO ATTEMPT HIGH BRAND EQUITY AND HIGH MARKET SHARE LACKING OF TRADITIONALITY IN MARKETING COMMUNICATION MIX HAS LED TO OVERLEAVE IN COMMUNICATION WITH LEFT DENSE MASS COMMUNITY CONCLUSION
- 21. SAMEER MATHUR IIM LUCKNOW MARKETING PROFESSOR 2013 KUSHAL SHAH PDPU MARKETING MANAGEMENT INTERN WINTER INTERNSHIP 2017 DISCLAIMER