Red bull Building Brand Equity in New Ways
. RedBull’s positioning was different from the competitors because company intended RedBull to be drank whenever consumers needed a lift, whether it was morning noon or night. This way Redbull consumption would not be limited to certain occasions or activities.
2. The primary key for RedBull Student Brand Managers was that they had to explain the products benefits and encourage customer to drink full can for maximum benefit.
3. Management team in the U.K. altered RedBull marketing formula in three ways: marketed RedBull as sports drink; did not pursue word-of-mouth stratedy; they focused to advertise on billboards rather than in electronic media. Because of that RedBull has faced loss of more than $10 million during the first 18 months in that market.
4. Cell strategy is a strategy when company divides key markets in the country into targeted geographical segments rather than attempting the whole segment. For example what RedBull did: As United States is a huge country they have chosen to sell their product in active lifestyle cities such as Santa Cruz or California these cities contained a large amount of sports lovers and students. After some time they have expanded to more and more cities. When one small cell becomes a success story, RedBull moves to another
5. At first RedBull tried to differentiate from their competitors totally, by creating even a new food category, which they named functional food. As they did this and proved a drink to be right for this category they kind of made a barrier for competitor to enter the functional food category, as the requirements of evidences were very high because of that competitors were even unwilling to enter this food category. But they has faced another issue, RedBull had to newly encourage they customers to buy a
2. The primary key for RedBull Student Brand Managers was that they had to explain the products benefits and encourage customer to drink full can for maximum benefit.
3. Management team in the U.K. altered RedBull marketing formula in three ways: marketed RedBull as sports drink; did not pursue word-of-mouth stratedy; they focused to advertise on billboards rather than in electronic media. Because of that RedBull has faced loss of more than $10 million during the first 18 months in that market.
4. Cell strategy is a strategy when company divides key markets in the country into targeted geographical segments rather than attempting the whole segment. For example what RedBull did: As United States is a huge country they have chosen to sell their product in active lifestyle cities such as Santa Cruz or California these cities contained a large amount of sports lovers and students. After some time they have expanded to more and more cities. When one small cell becomes a success story, RedBull moves to another
5. At first RedBull tried to differentiate from their competitors totally, by creating even a new food category, which they named functional food. As they did this and proved a drink to be right for this category they kind of made a barrier for competitor to enter the functional food category, as the requirements of evidences were very high because of that competitors were even unwilling to enter this food category. But they has faced another issue, RedBull had to newly encourage they customers to buy a