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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Q1: Explain how Red Bull has been able to arouse and activate the consumer decision-making process. Initially‚ Red Bull made consumers realize that they need this kind of energy drink by physiological arousal. For blue-collar in Thai such as taxi and truck drivers‚ they usually have to combat mental and physical fatigue that are their bodily needs at that moment. Red Bull used and interprets these physiological cues to arouse related needs about energy drinks. After consumers recognized
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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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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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What created Red Bull’s success? What created Red Bull’s success is that they didn’t just jump in with both feet when marketing their product in a new country. Take for instance when they “launched” in the US they started promoting in smaller “cells” because they are a “by-word-of-mouth” company. Once they figured out that they were doing well they then started promoting more throughout the United States. Red Bull has also created a premium image for their energy drink by making it a little more
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1. What segmentation base has Red Bull adopted to target customers? How should Red Bull further segment the market in the future? The concepts of market segmentation are fundamental to the success of firms’ marketing efforts. Kotler and Armstrong (2004) provide a useful definition: “Dividing a market into distinct groups with distinct needs‚ characteristics‚ or behavior who might require separate products or marketing mixes” (239). Segmentation is important because firms cannot appeal to all
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Red Bull is the most popular energy drink in the world‚ selling over three billion cans annually. Started in 1987 by Austrian entrepreneur Dietrich Mateschitz‚ Red Bull pursued an aggressive yet different marketing strategy to grow their brand globally. Red Bull met an untapped need within the beverage consumer market and the strength of their carefully cultivated brand provided them leverage to market themselves in a non-traditional manner. What were the key Brand elements for Red Bull? A brand
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1. Red Bull was founded in 1985 by Dietruch Mateschitz and launched in Austria in 1987. After establishing strong sales in their home market‚ Red Bull gradually expanded into other markets. The brand started with just one SKU which is their signature 250mL silver and blue can. Red Bull’s target audience was defined as people who are mentally or physically fatigued‚ or both. Therefore they had no specific demographic or psychographic segment. The consumer categories were students‚ drivers‚ clubbers
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Target market Red Bull was one of the first Energy Drink. It gave energy to people who want to be physically and mentally fit from 1982. As the company reported‚ in 2011 red bull had sold 4.631 billion cans over the world with 11.4 per cent increase of 2011. In selling‚ profits and productivity the data illustrated were the highest one of the company. (www.redbull.com) Moreover‚ as figure1 illustrated‚ Red Bull is the most popular energy drink brand all over the world from 2006 to 2012. Clearly
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Red Bull’s marketing intent is to become a representative of the best energy drink and also the sports drink. Target Markets As Red Bull’s representative image‚ Red Bull targets young generation (men and women aged 16-29). Red Bull is especially for athletes‚ students‚ workers‚ and alcohol consumers who need to improve their reaction speed and physical strength‚ and also concentration. Not only with these effects‚ but also with Red Bulls’ unique flavor‚ alcohol consumers also find Red Bull
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