Red Bull Report
KOZMINSKI UNIVERSITY
Strategic Brand Management
Group paper
Red Bull
Building Brand Equity in Non-Traditional Ways
Marcin Dubinski 24768; Stella Smejda 24518
Damian Bukowinski 25478; Michal Kaminski 24510
25-11-2012
Academic Year 2012/2013
Semester: Fall
We hereby certify that We are the authors of this paper and all sources We used have been reported.
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Signature
© Kozminski University 2012
Question 1: Describe Red Bull’s sources of brand equity. Do these sources change depending on the market or country?
- strong marketing strategy The brand uses traditional media channels, but more important has been the role of word of mouth marketing, playing on associations with energy, danger and youth culture. The brand Red bull engaged in “pre-marketing” to establish awareness in markets its product was not yet sold. Pre –marketing contained sponsoring events in country where Red bull was not available. These things were helpful to build brand awareness on the whole world. Those kind of tactics caused that Red Bull brand is recognized in each part of world.
- Target market Red bull did not specified target market in respect of demographic or physical segment. They focused on customer needs, so in a result they reached numerous markets. As a result they can sell products in a lot of segments.
- Product, Price Positioning The company has created drink with caffeine, taurine and glucuronolactone and sugar, vitamins which it has broad features such as improves physical endurance or increase mental alertness. Generally the positioning of company was revitalize body and mind. It is very broad positioning so customer can buy products for many reasons. Red Bulls positions the product above 10% of the upper-segment of the competition in order to create the mindset of the premium brand. Red Bull's brand equity is proven to be
Strategic Brand Management
Group paper
Red Bull
Building Brand Equity in Non-Traditional Ways
Marcin Dubinski 24768; Stella Smejda 24518
Damian Bukowinski 25478; Michal Kaminski 24510
25-11-2012
Academic Year 2012/2013
Semester: Fall
We hereby certify that We are the authors of this paper and all sources We used have been reported.
--------------------------------------------------
Signature
© Kozminski University 2012
Question 1: Describe Red Bull’s sources of brand equity. Do these sources change depending on the market or country?
- strong marketing strategy The brand uses traditional media channels, but more important has been the role of word of mouth marketing, playing on associations with energy, danger and youth culture. The brand Red bull engaged in “pre-marketing” to establish awareness in markets its product was not yet sold. Pre –marketing contained sponsoring events in country where Red bull was not available. These things were helpful to build brand awareness on the whole world. Those kind of tactics caused that Red Bull brand is recognized in each part of world.
- Target market Red bull did not specified target market in respect of demographic or physical segment. They focused on customer needs, so in a result they reached numerous markets. As a result they can sell products in a lot of segments.
- Product, Price Positioning The company has created drink with caffeine, taurine and glucuronolactone and sugar, vitamins which it has broad features such as improves physical endurance or increase mental alertness. Generally the positioning of company was revitalize body and mind. It is very broad positioning so customer can buy products for many reasons. Red Bulls positions the product above 10% of the upper-segment of the competition in order to create the mindset of the premium brand. Red Bull's brand equity is proven to be