Red Bull Singapore and China
Project 1: Red Bull Case
Singapore
Blue can will be more successful in the market of Singapore, because higher marketing budgets, high proportion of immigrants and low UAI of Singapore. 1.1 The cultural dimension and society in Singapore
Picture 1 Hofstede’s cultural dimension Singapore
According to Hofstede’s cultural dimension, we can know that Singapore has some characters: Low IDV Low UAI Besides, there are more and more overseas migrants in Singapore. In 2010, the proportion of Singaporeans to overseas immigrants is 3:1. And income per capital in Singapore is around USD$37,000, which means that the average consumption expenditure of Singaporean was powerful. High proportion of immigrant High consumption power 1.2 Red Bull in the market of Singapore In Singapore, gold can belongs to Kratingdaeng, a Thai-company, while blue can belongs to Red Bull, an Austria company. However, most consumers think they are
1/9
2011 Communicating Across Cultures
from the same Thai-company with different recipes but similar brand persona and the same benefit. 1.3 Product identity Value Red Bull gives you wings Performance Red Bull vitalizes body and mind
Story Sponsoring racing car and other extreme sports
Picture 2 Product identity of Red Bull in Singapore
Although gold can and blue can are from different companies in Singapore, both have the same product identity. Value Red Bull Energy Drink has been developed for people who want to have a clear and focused mind, perform physically, are dynamic and performance-oriented whilst also balancing this with a fun and active lifestyle. In short, Red Bull gives wings to people who want to be mentally and physically active and have a zest for life. Performance Red Bull boosts energy levels and keeps consumers awake, vitalizes body and mind. In various studies, it was proven that Red Bull increases concentration and reaction speed. It makes you feel more energetic and thus improves your overall well-being.
Singapore
Blue can will be more successful in the market of Singapore, because higher marketing budgets, high proportion of immigrants and low UAI of Singapore. 1.1 The cultural dimension and society in Singapore
Picture 1 Hofstede’s cultural dimension Singapore
According to Hofstede’s cultural dimension, we can know that Singapore has some characters: Low IDV Low UAI Besides, there are more and more overseas migrants in Singapore. In 2010, the proportion of Singaporeans to overseas immigrants is 3:1. And income per capital in Singapore is around USD$37,000, which means that the average consumption expenditure of Singaporean was powerful. High proportion of immigrant High consumption power 1.2 Red Bull in the market of Singapore In Singapore, gold can belongs to Kratingdaeng, a Thai-company, while blue can belongs to Red Bull, an Austria company. However, most consumers think they are
1/9
2011 Communicating Across Cultures
from the same Thai-company with different recipes but similar brand persona and the same benefit. 1.3 Product identity Value Red Bull gives you wings Performance Red Bull vitalizes body and mind
Story Sponsoring racing car and other extreme sports
Picture 2 Product identity of Red Bull in Singapore
Although gold can and blue can are from different companies in Singapore, both have the same product identity. Value Red Bull Energy Drink has been developed for people who want to have a clear and focused mind, perform physically, are dynamic and performance-oriented whilst also balancing this with a fun and active lifestyle. In short, Red Bull gives wings to people who want to be mentally and physically active and have a zest for life. Performance Red Bull boosts energy levels and keeps consumers awake, vitalizes body and mind. In various studies, it was proven that Red Bull increases concentration and reaction speed. It makes you feel more energetic and thus improves your overall well-being.