Red Bull Strategic Plan Essay Example
WHERE ARE WE?
SWOT:
Strengths:
Market leader; brand ambassadors;synonymous with energy and getting a boost;events; Youth brand managers; extreme sports association and premium image
Weaknesses: limited product range; expensive.
Opportunities: new youth as a target market (16-24); adapt for older matured "Y generation"; events; viral marketing; youth have a disposable income and are easily influenced by peers and trends; "smart energy drinks" energy drinks mixed with a 'smart drink' (made from a mix of fruit juices, vitamins, herbal and amino acid supplements.
Threats: ever-growing energy drink market, loss of original customer base as they mature, negative publicity - rumours red bull contains bull sperm, health concerns - ingredient taurine, will the youth adopt the brand?, youth have a lack of purchasing power and ready-made smart drinks.
Energy drinks:
• Are stimulants
• Prevent sleep
• Promote mental alertness
• Improve physical performance
• Increase endurance
Brand Architecture:
Red Bull is a Branded House. A Branded House is, “A centrally focused group of brands that are clearly connected and coherent. A very large Family of Brands” as defined by http://stealingshare.com/brand_resources/glossary.htm.
Red Bull isn’t a large family of brands; it consists of the original drink, a diet version and a cola drink (not yet available in South Africa) but they are clearly connected and coherent and obviously not a house of brands, which is “a business that has multiple brands that are not necessarily part of the same family or are independent from each other and the Parent Brand” (http://stealingshare.com/brand_resources/glossary.htm).
Visual identity system:
• The logo and the bulls from the logo.
• Red, blue, silver and a little yellow.
• The cartoon-style used in their advertising.
Tagline:
Red Bull gives you wiiings!
What does the brand stand for?
Brand values:
• Youthfulness
• Passion
• Energy
• Activeness
•
SWOT:
Strengths:
Market leader; brand ambassadors;synonymous with energy and getting a boost;events; Youth brand managers; extreme sports association and premium image
Weaknesses: limited product range; expensive.
Opportunities: new youth as a target market (16-24); adapt for older matured "Y generation"; events; viral marketing; youth have a disposable income and are easily influenced by peers and trends; "smart energy drinks" energy drinks mixed with a 'smart drink' (made from a mix of fruit juices, vitamins, herbal and amino acid supplements.
Threats: ever-growing energy drink market, loss of original customer base as they mature, negative publicity - rumours red bull contains bull sperm, health concerns - ingredient taurine, will the youth adopt the brand?, youth have a lack of purchasing power and ready-made smart drinks.
Energy drinks:
• Are stimulants
• Prevent sleep
• Promote mental alertness
• Improve physical performance
• Increase endurance
Brand Architecture:
Red Bull is a Branded House. A Branded House is, “A centrally focused group of brands that are clearly connected and coherent. A very large Family of Brands” as defined by http://stealingshare.com/brand_resources/glossary.htm.
Red Bull isn’t a large family of brands; it consists of the original drink, a diet version and a cola drink (not yet available in South Africa) but they are clearly connected and coherent and obviously not a house of brands, which is “a business that has multiple brands that are not necessarily part of the same family or are independent from each other and the Parent Brand” (http://stealingshare.com/brand_resources/glossary.htm).
Visual identity system:
• The logo and the bulls from the logo.
• Red, blue, silver and a little yellow.
• The cartoon-style used in their advertising.
Tagline:
Red Bull gives you wiiings!
What does the brand stand for?
Brand values:
• Youthfulness
• Passion
• Energy
• Activeness
•