Red Bull Brand Management
Brand Audit report
Red Bull
Kenneth Finlay
INB 380 global Brand Management
Rollins College, Fall 2013
Table of contents
1. Background Information 1
1.1 The Brand 1
1.2 Current Industry analysis 2
1.3 Porter 5 Forces 3-4
2. Consumer Analysis 4
2.1 Target markets and segmentations 4
3. Brand Inventory 4
3.1 Brand Elements 4 3.1.1 Brand name 4 3.1.2 Symbols 5 3.1.3 Slogans 5 3.1.4 Retail concept 5
3.2 Current market mixes 5 3.2.1 Product 5 3.2.2 Pricing 5 3.2.3 Place (distribution) 6 3.2.4 Promotion 6
3.3 Points of Parity and Points of difference 6
3.4 Brand Strategies 6-7
3.5 Product portfolio analysis 8
3.6 Competitor Analysis 8
4. Brand Exploratory 9
4.1 Brand awareness and brand image 9
4.2 Brand positioning 9
5. Brand equity 10
5.1.The Red bull Company’s brand equity 10
5.2 Brand Equity for Individual energy drinks 10
5.3 Brand Equity for Energy Drinks 10-11
6. Strategic brand management recommendations 12
6.1 Staying ahead 12
6.2 Consumer need for the future 12
1 Background Information
1.1 The Brand
Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the most popular energy drink in the world, with 5.2 billion cans sold in 2012. (Boome, 2011). Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy drink named Krating Daeng, which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of westerners, and in partnership with Chaleo Yoovidhya, founded Red Bull GmbH in Austria. In Thai, Daeng means red, and Krating is the reddish-brown bovine called a
Red Bull
Kenneth Finlay
INB 380 global Brand Management
Rollins College, Fall 2013
Table of contents
1. Background Information 1
1.1 The Brand 1
1.2 Current Industry analysis 2
1.3 Porter 5 Forces 3-4
2. Consumer Analysis 4
2.1 Target markets and segmentations 4
3. Brand Inventory 4
3.1 Brand Elements 4 3.1.1 Brand name 4 3.1.2 Symbols 5 3.1.3 Slogans 5 3.1.4 Retail concept 5
3.2 Current market mixes 5 3.2.1 Product 5 3.2.2 Pricing 5 3.2.3 Place (distribution) 6 3.2.4 Promotion 6
3.3 Points of Parity and Points of difference 6
3.4 Brand Strategies 6-7
3.5 Product portfolio analysis 8
3.6 Competitor Analysis 8
4. Brand Exploratory 9
4.1 Brand awareness and brand image 9
4.2 Brand positioning 9
5. Brand equity 10
5.1.The Red bull Company’s brand equity 10
5.2 Brand Equity for Individual energy drinks 10
5.3 Brand Equity for Energy Drinks 10-11
6. Strategic brand management recommendations 12
6.1 Staying ahead 12
6.2 Consumer need for the future 12
1 Background Information
1.1 The Brand
Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the most popular energy drink in the world, with 5.2 billion cans sold in 2012. (Boome, 2011). Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy drink named Krating Daeng, which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of westerners, and in partnership with Chaleo Yoovidhya, founded Red Bull GmbH in Austria. In Thai, Daeng means red, and Krating is the reddish-brown bovine called a
References: College, Boston. "Red Bull logo enough to shape consumer performance." News RX. (2011): n. page. Print. . Dragon, Richard. "The Big Brand Theory: Red Bull 's Social Media Marketing." (2013): n. page. Web. 13 Dec. 2013. . Drawert, S. C. (n.d.). Drawert.com. Retrieved 10 3, 2011, from Marketing Strategy of Red Bull: Dentressangle, Norbert. "With sales amounting to over 4 billion cans in 160 countries, Red Bull Energy Drink is the market leader.." Drinks Business. (2013): n. page. Web. 13 Dec. 2013. . Harris, Dan. "Red Bull Drink Raises Flags." (2013): n. page. Print. . Healthyplanetdiet.com. (2011). Energy Drinks and Pricing. (2011) Heckman, M Lowry, V. (2004, 5 4). When coffee doesn 't do it, turning to canned energy . (2011) "Millwardbrown Top 100 Most Valuable Brands." Millwardbrown Times, Business. "Engaging consumers through word of mouth marketing." n. page. Web. 13 Dec. 2013.