In the past through physical exclusiveness, anno 2008 through brilliant marketing. Red Bull also seeks great opportunities in the athletes segment, as most athletes currently consume sport-drinks instead of energy-drinks. This will support its expansionary efforts and enable it to become acclimatized to the Chinese market. In Hong Kong, Red Bull energy drink has been available since 1999. Environmental Factors These factors encompass the high standards and expectations on the waste disposal related policies. But for as many strengths these drinks have, just as many weaknesses or threats await.
Red Bull is packed with sugar, an ingredient that is increasingly coming under fire given the growth in obesity in the West. The improvement in knowledge management system with the help of technological advancement is an opportunity. Why did we choose Red Bull 2. Eventually it started marketing a variety of slightly modified energy drinks. As such a modern and young brand, they demonstrate it through extreme sports and challenging events, where they provide customers with a product that gives them the strength and energy they are looking for. Red Bull was the first energy drink that started this kind of business. Red Bull has used some strategies to reach these goals, such as extending the product.
He developed the Red Bull Energy Drink, launching the product on the Austrian market in 1987. Instead, energy drinks have caused several deaths. 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. The price is more expensive than competitors' products, which makes consumers believe in Red Bull's energy enhancing properties and. The next part of the brief examines how its marketing strategy fits into contemporary marketing theory. Red Bull energy drinks also contain a highly dangerous chemical called Glucuronolactone.
Track key industry trends, opportunities and threats. Red Bull used and interprets these physiological cues to arouse related needs about energy drinks. Although this is the case, they have come out with other flavors of their energy drink, to aim more towards the young adult females of their target market. These drink companies focus on brand image and social need. Chandler, Strategy and Structure Cambridge, Mass.
Besides sports they also have a Red Bull House of Art where they encourage artists to display their art in a period of 3 months at their exhibitions. The first post was on the 5th, they posted a 1-minute clip ad for World Runtastic and they tagged it… The approach the team has taken in configuring the perfect marketing plan of our new drink is to simply ensure a good time and long lasting energy while partying throughout the night. As such a modern and young brand, they demonstrate it through extreme sports and challenging events, where they provide customers with a product that gives them the strength and energy they are looking for. The trend of hectic life and the habits of taking the energy drink after few hours and is the major opportunity for Pepsi Cola Company. Conclusion Red Bull is the well-known drink, which is also known as energy drink and it is popular in various countries.
The current objectives of the Red Bull are to stay in the same position as the leader, to be the brand icon of the extreme sports and to expand the existing markets. Contents Stakeholders Analysis 2 Customers 2 Competitors 2 Company 2 Red Bull's key internal stakeholders 2 Red Bull's Strengths and Weaknesses 3 Red Bull's brand appearance, personality and reputation 3 Community 3 Marketing Mix 3 Product 4 Price 4 Place 4 Promotion 4 Positioning 5 Bibliography 6 Reference Material 6 Internet Resources 6 Appendix 7 Stakeholders Analysis Customers Athletes — Red Bull is targeted at athletes serious about their sport and personal performance. Would you recommend that Red Bull develops brand extensions? Brand, Brand equity, Brand management 2375 Words 6 Pages Currently Red Bull is targeting 16-29 year old young urban males, which is a limited market. Red Bull has pursued an , focusing particularly on sports events sponsorship, like motorcycle racing. Mateschitz adapted the product to Western tastes by diluting it, lowering the caffeine content, and adding carbonation.
He goes on to identify p 54 two sources of brand equity: 1. For example in China, two versions of Red bull energy are sold — the standard blue can, which is sold internationally, but also a gold can: a non-carbonated variant which was targeted at lower income consumers. As such a modern and young brand, they demonstrate it through extreme sports and challenging events, where they provide customers with a product that gives them the strength and energy they are looking for. For instance, Monster drinks have incorporated both vitamin B and B12 into several of their popular offerings. They have built deep and strong emotional links that connect with their audience through every visible element: logo, slogan and can.
The core competences of Red Bull are of great value to the company and mainly guarantee its success. Freedom and authenticity are highly valued by consumers. Given the scale of expansion and different geographies the company is planning to expand into, Red Bull needs to put more money in technology to integrate the processes across the board. The current objectives of the Red Bull are to stay in the same position as the leader, to be the brand icon of the extreme sports and to expand the existing markets. Send your data or let us do the research. They also endorse various sports athletes and celebrities. Expanding the targeted market to other segments of the population would be a prolific move for Red Bull, expanding its horizon.