Red Bull Marketing Plan - 7856 Words

How Red Bull woke up the teen market It looks (and tastes) like medicine, but it still conquered the soft drinks trade. Now the edgy pick-me-up is moving into the grown-up world of motor racing. John Arlidge reports reddit this John Arlidge The Observer, Sunday 5 December 2004 Article history At this time of year fallen leaves shroud the carefully planned suburbs of Milton Keynes. Mist drifts in from the fields. The posh car firms - Mercedes, Volkswagen, Audi - whose UK head offices ring the Buckinghamshire town are gearing down for the winter. But last week the end-of-year gloom was lifted by the arrival of a most unlikely new inhabitant. A bronzed and energetic Austrian, who has made a billion-pound fortune selling a drink†¦show more content†¦The health and energy drinks market is the fastest-growing sector of the burgeoning soft drinks market, doubling in size every year to reach  £1.5bn last year. Red Bull is the market leader and its revenues rose 10 per cent to  £1bn last year, on sales of 1.5bn cans. Vodka and Red Bull is still the most popular alcoholic drink for under-20s. The pick-me-up s anti-brand brand status explains its rapid success, argues Nirmalya Kumar, senior analyst at the London Business School. Red Bull has never done anything in a conventional way. It has not used normal advertising, nor marketing. When it sponsors events or sports, it tends to go for minority ones. While the no-logo generation is happy, the premium price on cans - more than  £1, compared with 50p for Coke or Pepsi - has kept the money flowing in to the firm s Alpine HQ. But what is an irreverent Austrian doing in one of Britain s newest towns and why is he spending a fortune buying his way into a big-brand sport in crisis? Frustrated by the dominance of business interests over sport and the continued dominance of Ferrari, some of the big F1 teams are threatening to leave the F1 circus and form a new competition. Some observers say Red Bull is keeping pace with its core market as it gets older. Formula One has the kind of dangerous, edgy, masculine image that suits Red Bull, says Richard Hall, chairman of the drinks consultancy Zenith International. The early adopters who made it whatShow MoreRelatedRed Bull Marketing Plan2846 Words   |  12 PagesRed Bull Marketing Plan Introduction Red Bull, the iconic pioneer of the late 20th century energy drink movement, is enormously successful and popular. Everyone has had days where a cup of coffee seems woefully inadequate, and beverages such as Red Bull â€Å"give you wings†, as their slogan promises, and offer a refreshing lift to help people conquer their overfilled schedules and endless meetings. However, with only one flavor and a seemingly narrow target demographic, is Red Bull really capitalizingRead MoreRed Bull Marketing Plan1809 Words   |  8 Pages 2 Executive Summary 2 Current Marketing Situation 2 Market Description 2 Benefits and Product features 2 Product Review 2 Competitive Review 3 Distribution Review 3 SWOT Analysis 3 Strengths 3 Weaknesses 3 Opportunities 3 Threats 3 Objective and Issues 4 Objectives 4 Issues 4 Marketing Strategy 4 Positioning 4 ProductRead MoreRed Bull s Marketing Plan1079 Words   |  5 Pagesworld of Red Bull, a world where anything is possible through high levels of caffeine consumption. Don’t believe wingsuiting down a mountain, parkouring the Grand Canyon or breaking the speed of sound while freefalling from the stratosphere is plausible? If rational and conventional thinking dictates everyday life then the answer is simply no. Although Red Bull strives to genuinely identify with consumers, the company endorses an idealistic world. The main focus of Red Bull’s marketing plan revolvesRead MoreMarketing Plan For Red Bull Gmbh3864 Words   |  16 PagesMARKETING PLAN: RED BULL Company Red Bull GmbH Brand/Product/Service: Red Bull Prepared by: Group 5A Anoop Kamboj I Deepak Tamak I Harshraj Pethraj Mehta I Amit Simant I Ranjit Kaur Chandel OVERVIEW Red Bull was introduced for the first time in 1987 by Dietrich Mateschitz in Austria. The launch of Red Bull gave birth to a whole new product category of energy drinks. It is sold in over 166 countries all over the world, and more than 40 billion cans have been sold till now. It uses the famousRead MoreDirect Marketing with Red Bull!1369 Words   |  6 PagesIntroduction How should Red Bull market its brand in the future? I think, although Red Bull has been extremely successful in the past, times have changed and the company and products should change with it, otherwise we probably lose market share to the tremendous increased number of competitors in no time.At the height of early mornings and late nights, Red Bull energy drink became the fuel of choice for people from all walks of life. So how is Red Bull marketing its brand to meet the changing needsRead MoreRed Bull Company Analysis1061 Words   |  5 PagesOrganizational Analysis Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. Red Bull is the most popular energy drink in the world, with 4.5 billion cans sold each year. Austrian entrepreneur Dietrich Mateschitz founded   Red Bull GmbH in a partnership with Chaleo Yoovidhya. After the product was introduced the consumption doubled year by year in Austria, so the company decided to introduce Red Bull in first foreign  markets. Those markets includedRead MoreRed Bulls Market1604 Words   |  7 PagesA Bull s Market - the marketing of Red Bull energy drink Red Bull, Austria s biggest export since Arnold Schwarzenegger, has methodically created and dominated the energy drink category much in the way players of the board game Risk would defeat their opponents. Dietrich Mateschitz, the owner of Red Bull International, created the highly caffeinated beverage in 1987. Five years later, the drink spread into neighboring countries like Hungary and Slovenia, followed by Germany and Switzerland.Read MoreRed Bull993 Words   |  4 PagesRed bull is the worlds oldest and most successful energy drink brands. In 1966, Red Bull was born in Thailand as a kind of vitamin energy drink, and then Austrian entrepreneur  Dietrich Mateschitz  was inspired by this pre-existing energy drink and took this idea, modified the ingredients to suit the tastes of westerners. Now it has more than 40 years of history so far with excellent quality and good reputation, Red Bull drinks are sold in more than 140 countries and regions around the world, rankRead MoreRe dbull Branding Strategy1207 Words   |  5 Pagestowards the purchase of intended products. Market segmentation is the basis for marketing strategy development. A company needs to design the right strategies to develop the relationships between its products to right consumers. Case section In terms of Red bull, the demographic and psychographic segmentation strategies are applied in their product design and branding approach. A key component of Red Bull’s global success is that it takes social variables into account on a global scaleRead MoreRed Bull: the Drink for Generation Y970 Words   |  4 Pages1. What is the marketing mix for Red Bull? What markets does Red Bull attempt to reach? How do marketing mix elements and target markets combine to form the firm’s marketing strategy? The marketing mix for Red Bull consists of the following: Product: Energy drink Price: $1.99 (premium) Distribution: Across clubs and similar outlets, mass merchandisers Marketing Communication: Word-of-mouth to television advertising Red Bull attempts to reach extremists, sports enthusiasts