Brand Audit report Red Bull Kenneth Finlay INB 380 global Brand Management Rollins College‚ Fall 2013 Table of contents 1. Background Information 1 1.1 The Brand 1 1.2 Current Industry analysis 2 1.3 Porter 5 Forces 3-4 2. Consumer Analysis 4 2.1 Target markets and segmentations 4 3. Brand Inventory 4 3.1 Brand Elements 4 3.1.1 Brand name 4 3.1.2 Symbols
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Red Bull Mission Statement: To be the premier marketer and supplier of red bull in Asia‚Europe and other parts of the globe. We will achieve this mission by building long-term relationships with the people who can make it become a reality. Marketing Mix Product * ProductRed Bull is a sweet‚ caffeinated drink aimed to give consumers the high energy kick. * Available only in rather expensive 250ml cans‚ 350ml bottles‚ with 4 packs and only two‘flavours’ (original or sugar-free).
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Ansoff Matrix of Virgin Groups‚ McDonald’s and eBay Introduction Ansoff Matrix was introduced by Igor Ansoff‚ a Russian-born pioneer of strategic management and corporate planning. He was also the strategist who first identified the fact that competitive advantage in the market was vital in the element of planning process (2001). Ansoff matrix helps to define two vital factors for marketing: what is sold and who it is sold to. Therefore‚ it pertains on the products
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1. what are the strategically relevant components of the global and U.S beverage industry macro-environment? How do the economic characteristics of the alternative beverage segment of the industry differ from that of other beverage categories? Explain 2. What is competition like in the alternative beverage industry? Which of the competitive forces is strongest? Which is weakest? What competitive forces seem to have the greatest effect on industry attractiveness and the potential profitability
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strategy of Red Bull. Does the company still benefit from its non-traditional and “anti-brand” approach or Red Bull needs to change its marketing direction to a more common way? One of the root of this question lies in a statistics of market growth provided in the case study (p.2) which shows its decline in volume for energy drinks from 44% in 2000 to 6.5% in 2003. Another reason is connected with the increasing competition in this segment of beverage industry where such giants as Coca-Cola and Pepsi
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Red Bull Case Analysis  Executive Summary: The Problem: I have been asked to evaluate the marketing strategy for Red Bull. More specifically‚ I have been asked to identify new ways that Red Bull could maintain its leadership position in a maturing category. Although Red Bull did create this market and is a top seller for energy drinks‚ it is now vulnerable to other competitors who have the resources and brand recognition to aggressively compete‚ such as Coca-Cola‚ PepsiCo‚ and Hansen‚ to
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Red Bull Case Study Briley Cienkosz Keiser University Dr. Ralf Wilhelms MKTG 531 October 12‚ 2014 “With as much caffeine as a cup of coffee‚ a can of Red Bull is all about energy. The brand’s promise is that it will increase performance‚ concentration‚ reaction speed‚ vigilance‚ and even well-being. How to tell that story? It is not easy in a cluttered confusing world of canned drinks with energy connotations like Monster‚ Gatorade‚ Coca-Cola and many more. The answer is not taste
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BRAND AUDIT- RED BULL Index Table of Contents Introduction to brand audit.................................................................................................. 1 1.Background of energy drinks ................................................................................................. 3 2. Market analysis of energy drinks ………………………………………………………………………………. 4 3.Red Bull……………………………………………………………………………………………………………………………. 7 4.Integrated marketing communication channels………………….……………………………
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Ryan air‚ an Irish airline started in 1985 by Ryan family with a capital share of £1 and a staff of 25. Over the past few years the company has shown tremendous ontogeny. Indeed it is Europe’s largest low cost carrier and fastest growing airlines. Currently it’s operating more than 1‚500 flights every day from over 50 bases and around 1400 low fare routes across 28 countries which connect 165 destinations. Now I am going to discuss Ryan air’s (RA) current strategic position by analysing its macro
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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 Red Bull -Improved
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