BUSINESS RESEARCH METHODOLOGIES RESEARCH ON SMART MARKETING STRATEGY OF RED BULL AND HOW THE COMPANY MAINTAIN ITS LEADING POSITION IN ENERGY DRINK INDUSTRY TABLE OF CONTENTS I. ABSTRACT 4 II. INTRODUCTION 4 III. BACKGROUND OF RED BULL 5 IV. LITERATURE REVIEW……………………………………..….6-7 V. RESEARCH OBJECTIVES…………………………………………8 VI. RESEARCH QUESTIONS……………………………………………………………8 VII. RESEARCH METHODOLOGY…………………………………………………9-12 VIII. ETHICAL CONSIDERATION………………………………...…13
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Current Situation Products Red Bull has expended their product line from the original Red Bull Energy Drink to Red Bull Sugarfree‚Total Zero‚Energy Shot‚and most recently‚Red Bull Editions.Red Bull Editions is their line of fruit flavoured drinks which include cranberry‚lime and blueberry.Red Bull products continue to gain popularity with an increase in product sales of 12.8% in 2012‚resulting in 5.226 billion cans sold worldwide (Red Bull‚2013).And if we overwiev Red Bull sales statics;number of cans
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energy drink Red Bull posted revenue of more than $5.1 billion in 2010‚ and sales of the product are continuing to increase each year. Red Bull spends an unbelievable 30-40% of their revenue on marketing. The majority of Red Bull energy drinkers are between the ages of 18-34 year old males. The drink grabbed the attention of their target user and flawlessly grew‚ and become the brand marketing strategy that translated into “We are with you and one of you”. The recent 2011-2012 focus of Red Bull energy
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1. Introduction 3 1.1 Problem Description 3 1.2 Problem Statement 3 1.2.1 What is the preference of customers between Burn and Red Bull? 3 1.2.2 How should Burn products be developed and how should they be priced? 3 1.2.3 How should Coca-cola Denmark promote and distribute Burn? 3 1.3 Definitions 3 1.3.1 Energy drink 3 1.3.2 Burn energy drink 4 1.3.3 Red Bull energy drink 4 1.4 Demarcations (Scope and limitation of the study) 4 2 Theoretical Background 4 2.1 Market segmentation 5 2.2
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market research – (what stops red bull and under take their research) How is this limitation/ how it relates to Red Bull * Participant (primary) Consent – whether they are happy to provide information‚ storage of information * Access to secondary research – copyright * Complete the research within the time scale (take long time participate) – trends/ fashion‚ competitors-new product (being a head of the competitors) filling the gap in market? Or copying red Bull’s competitors? *
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History Dietrich Mateschitz‚ an Austrian entrepreneur‚ founded Red Bull in 1987 and today it is the world’s most popular energy drink brand. The beverage was inspired by Mateschitz’s trip to Thailand where he discovered a local drink by the name Krating Daeng‚ and he decided to team with the Thai brand and distribute his version of the beverage in Europe‚ believing that it would sell and become a successful brand. Mateschitz‚ an innovative marketing specialist‚ believes in the idea of always
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is four in the afternoon and your feeling that daily slow down after a long day. Some people turn to a chocolate bar‚ cup of coffee‚ healthy fruit but many are turning to Red Bull for the boost of energy. However‚ children these days are exposed to more advertisement each day‚ which as a result has them also drinking Red Bull. Little do they know that they could very well be harming themselves with every gulp. This paper will provide information on sources that have seen these problems and are
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with. Some people would say that Red Bull is better because it “improves performance and increases concentration (redbullusa)”‚ but I find that when I drink a Monster that it does the same exact thing without the crash and burn effects like Red Bull. Monsters also give you more to drink and enjoy unlike Red Bulls which only gives you 8 ounces to enjoy‚ which‚ let’s face it‚ isn’t very much to drink if you are very thirsty. I‚ for one‚ have tried both the Red Bull and the Monster energy drinks‚ and
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To: Jeffrey Grabinsky From: Catherine Hernandez Date: March 15‚ 2015 Re: SLOW COW 1.The stage of the product life cycle theory the energy drinks are in is the the maturity stage. We are able to identify that energy drinks are in the maturity stage of the product life cycle by determining their marketing implications. Companies that are in the maturing stage are distinguished by the deceleration of total product sales. This does not mean that the company is near its decline but that the company’s
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Hello my friend‚ Many people‚ especially young people‚ athletes and students‚ drink energy drinks like: Red Bull‚ Rock Star and Monster almost every day to survive in their busy life. However‚ these people do not know the dangerous side effects and the harm which these energy drinks can make in their body. A research was conducted by Mayo Clinic hospital says that Energy drinks related emergency visit double in the hospital in the last 4 years. The same study also says that drinking energy
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