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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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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about Red Bull Red Bull is an energy drink. Red Bull is an adaptation of the Thai energy drink Krating Daeng‚ which translates as "Red Bull". Based on market share‚ it is the most popular energy drink in the world. The company was founded by Thai national Chaleo Yoovidhya and Austrian national Dietrich Mateschitz. Red Bull ’s slogan is "it gives you wings" and the product is aggressively marketed through advertising‚ tournament sponsorship sports team ownerships (Red Bull Racing‚ Red Bull Salzburg
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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 The energy drink companies are the 3rd largest beverage companies in India. Energy drinks is consumed by Athletes worldwide before and during competitions to help boost performance‚ the primary target for the majority of energy drink companies is male teenagers and young people‚ mostly in the 20s age bracket. Red bull is an energy drink used by consumers to provide an extra boost in energy‚ promote wakefulness‚ maintain alertness‚ and provide cognitive and mood enhancement. Although seem
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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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What is their field of operation? Red Bull operate within the energy drinks sector of the soft drinks market. The product is an example of a ’functional ’ drink. Functional foods respond to consumer interest in well-being and performance. The major multinational soft drinks companies are investing in the area of functional drinks‚ developing their own brands and buying up existing ones. This is seen as being important‚ given that their traditional soft drinks markets are at the maturity stage in
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INTRODUCTION AND CONTENTS PAGE • This presentation is about the Red Bull company in the United Kingdom. • We will be looking at the background of the company‚ customers and consumers‚ as well as the competition and the market analysis of Red Bull. ABOUT RED BULL • In 1982‚ Dietrich Mateschitz became aware of products called "tonic drinks"‚ which enjoyed widespread popularity throughout the Far East. His idea to market these functional drinks outside Asia evolved whilst he sat at a bar at the
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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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