Red Bull’s Brand Equity Advance Brand Management class of 2012 fall Presentation Index Introduction Red Bull concept of brand equity How can Red Bull maintain brand equity? What marketing strategy should they use? Would you recommend that Red Bull develops brand extensions? What would the benefits and risks be? Introduction •Red bull GmBH‐Founded in 1985 by Dietrich Mateschitz •Launched in Austria in 1987: Slogan “Red Bull gives you Wings” •1997: available
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Case Study Discussion-Red Bull Describe Red bull’s source of brand equity. Do these sources change depending on the market or country? (I) (a)Definition-Red bull defined as a “functional energy drinks” in western markets‚ the beverage meant to be consumed for energy‚ not for enjoyment purpose. It be named “Red bull” make customer to associate about energy and power.(red color and bull). The version of content included: Caffeine‚ taurine‚ and glucurononolactone .(b)The properties claimed by
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Brand Management - Red Bull v Monster in Australia’s FMCG Industry At the heart of every great organisation‚ is a world class product or service and in any competitive business market‚ organisations rival to be every consumer’s “first choice”. Effective brand management is essential to every business – building strong brands that not only reflect value and credibility‚ but also outlive the product or service the business offers‚ is a challenge for many organisations today. The FMCG (Fast Moving
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Word of mouth (WOM) • Evaluating promotional activities Red Bull Wings Team Red Bull Cliff Diving Introduction In today’s society‚ consumers are bombarded with promotional messages from organisations. Consumers receive these messages when they listen to the radio‚ watch television‚ read a newspaper‚ commute to work or simply walk around a city centre. Effective promotion relies on the message reaching the consumer in an accurate and timely way. However‚ there are so many messages it can be difficult
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Marketing Case Study Assignment 1 2012 Contents 1.0 Introduction2 2.0 SWOT Analysis of Red Bull2 3.0 Analysis of Red Bull’s Market Structure and Control Systems3 3.1 Market Structure3 3.1.1 The number of players in the Energy Drink Market3 3.1.2 The Degree of Product Differentiation in the Market3 3.1.3 The Ease of Entry and Exit Into And Out Of the Energy Drink Market3 3.2 Marketing Control System4 3.2.1 Intensive Research Work4 3.2.2 Internal Statistics4 3.2.3 Marketing
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Introduction: Red Bull can be called as a pioneer in the energy drink category worldwide. Red Bull was founded by Dietrich Mateschitz and officially launched in 1987. In Hong Kong‚ Red Bull energy drink has been available since 1999. 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. [pic] [pic] [pic] [pic] [pic] [pic]
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CONTENTS MISSION STATEMENT EVALUATION 5 VISION STATEMENT EVALUATION (based on “building your company’s vision‚ published in Harvard Business Review) 5 1. MACRO-ENVIRONMENTAL ANALYSIS AND INDUSTRY ATTRACTIVENESS 8 Porter’s Five Forces 8 1. Threat of new Entrants: 8 2. Bargaining power of suppliers 10 3. Bargaining Power of Buyers 11 4. Threat of Substitutes: 12 5. Determinants of Rivalry among Existing Firms: 14 Overall Industry Rating: 15 SUMMARY OF PORTER’S 5 FORCES ANALYSIS:
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Red Bull Case Analysis Purpose: to provide the chain of strategies Red Bull used to develop their brand equity and global market dominance in the energy beverage industry. Target Market: Red Bull does not target to a specific demographic or psychographic. Its strategy is to reach to a relatively broad consumer base. The target is anyone who need energy boost to combat their mental and/or physical fatigue. Red Bull knows their consumer base mostly involves students‚ drivers‚ clubbers‚ business
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you characterize Red Bull’s overall global marketing strategy (global‚ glocal or local)? Ans 1 – It is my opinion that Red Bull has a global marketing strategy which it implements in all the markets in enters into. Red Bull has built its name as a trendy energy drink‚ catering to young adults (aged 16-29)‚ young urban professionals and post secondary school students. Also it targets young club-goers and private parties to spread its name as an active and stylish drink. Red Bull believes that it
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Currently Red Bull is targeting 16-29 year old young urban males‚ which is a limited market. Expanding the targeted market to other segments of the population would be a prolific move for Red Bull‚ expanding its horizon. The slogan “Red Bull gives you wings” is directed towards young people with active lifestyles interested in extreme sports and challenging recreational endeavors. It’s being marketed to combat mental and physical fatigue and to improve performance when it comes to sport‚ work‚ study
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