Red Bull Energy Drink Essay

* bolshy diddly can be called as a pioneer in the nil racket category worldwide. In India too, personnel casualty papal bull was the note that created the nil potable category. * The brand came into domain in 1984. * The brand came to India in 2003. Although the brand has been keeping a minuscule profile comp argond to the Cola majors , release cop has created a category of verve presents in the Indian trade. 4. Contd. * According to Economic Times ( 30. 05. 08) the energy drink securities industry in India is estimated to be around 100 crores. * The market now has two main players Red Bull and Power Horse.* RB has an assessed market share of 29% of the global market of energy Drinks. * In the U. S. , Red Bull enjoys a 47% share of the energy drink market, and now has a 50% share of the German energy drink market. 5. SWOT analysis * commercialize leadership- Within the energy drinks market Red Bull is the industry leader doneout the world. Marketing Efforts- a t idy sum of promotions and well butt jointed campaigns and sponsorship e. g. formula 1 helps to expand Red bull brand and increase consumer brand awareness. * Strong , fresh & fashionable brand identity. * Strengths 6. Weaknesses * Above-average prices.* privation of innovation- there are a lot of competitors in the market and they brace their own USP which leaves Red Bull behind. * Reliant on small harvest-home base- The company only markets one branded harvest, Red Bull ability Drink (along with a sugar free variety). * Inexperience is only 6 years old in India. * Lack of patent on RB s recipe means anyone can copy it. 7. Opportunities * Extension of product line- this will help to retain market share. * Hardcore Advertising and Promotions. * Consumer acknowledgment through sponsorship of sports events. * New ventures like partnership with Facebook.8. Threats * Health concerns- tougher rules from government on high caffeine content. * Consumer awareness of health and well be ing- hatful may start to drink other alternatives as it is associated with healthier life style. * Drinks top executive not be accepted in the reinvigorated markets. * Organic energy drinks might steal RBs market share. 9. Promotion fortune Analysis * war-ridden Analysis * Opportunity Analysis * Target Market Analysis * Customer Analysis * Market Segmentation Strategy 10. Competitive Analysis 11. Share of Energy Drink Market Red Bull 42. 6 Monster 14. 4 Rockstar 11.4 Full Throttle 6. 9 Sobe nary(prenominal)Fear 5. 4 Amp 3. 6 Sobe Adrenaline billing 2. 9 Tab Energy 2. 3 Monster XXL 0. 9 secluded Label 0. 9 Rip It 0. 8 Sobe Lean 0. 7 BooKoo 0. 5 Sobe Superman 0. 4 Von Dutch 0. 4 12. Real Competition * Redbulls real competitors are the market leaders of cola companies such(prenominal) as Pepsi & Coca Cola, who have created their brand leadership since several years in the Indian market. 13. Opportunity Analysis * RB has a niche market & is yet to percolate in the mass market. 14. Target Market Analysis * Core target market segments for RB consists of the core age aggroup of 15 to 60.* Energy drinks with high sugar levels are more(prenominal) than popular among children and women, while energy drinks with strong taste and flavor are more preferred by male consumers. * Recent studies also indicated that 65% of the energy drinks market consists of male consumers. 15. Customer Analysis * Young mint are especially open to determined exhaustion and insufficient energy. * More specifically male teenagers & good deal in their 20s, are also most potential to believe in the authenticity of the energy drinks. * As a result, the absolute majority of energy drinks are developed for and advertize to this younger generation.* Appeal to in truth specialized groups, such as gamers, extreme sports enthusiasts, and the hip-hop crowd. 16. Target Consumer Demographics Psychographics usance Behavior Consumption collection Age 15- 60 Content physical body Conscious Influenced Spending Power Youth trends Physically Active devour Out 25% of Indians 17. Market Segmentation Strategy * RedBull avoided usual methods of selling, relying more on what is called buzz merchandising or word-of-mouth. * Red Bull advertised directly to Generation Y , the so-called millennial people innate(p) after 1981.* Student brand managers who would be used to promote Red Bull on university campuses. These students would be encouraged to throw parties at which cases of Red Bull would be distributed. 18. Corporate Strategies * Mission Statement * Our mission is to be the premier marketer and supplier of * RedBull in Asia, Europe and other split of the globe. We will * achieve this mission by building long-term relationships with the * people who can make it become a reality. * Vision Statement * masses Be a great place to work where people are inspired to be the best they can be.* Portfolio Bring to the world a portfolio of quality beverage that anticipate and satis fy peoples desires and needs. * Partners rear a winning network of customers and suppliers, together we create mutual, enduring value. * cyberspace Maximize long-term return to shareowners while being mindful of our overall responsibilities. * Productivity Be a highly effective, lean and fast-moving organization. 19. score suppuration Strategy * Great Strategy Begins with Great Research. * Once the brands core values have been identified, the road towards effective brand offer development begins.* Development of the brand statement- commencing a Brand development strategy. 20. 21. Brand Positioning Strategy * Clear, Engaging, Unique, & Relevant to the target audience. * competent to incorporate an share of positive emotional attachment that is better than just "good. * Echoed inside business, internally and externally. * Consistent across multiple marketing & advertising mediums (print, online presence, etc). * continually toughened within the organization so that employ ees consistently deliver what is promised. * Able to adapt to a changing marketplace. 22. Distribution Strategy.* Intensive distribution aims to go forth saturation coverage of the market by using all useable outlets such as * Super markets, * Gyms, * drinking chocolate Houses Subway, Barista, Costa Coffee, Cafe Coffee Day * In n Out Convenience Stores. * Pizza Outlets. * Media traffic * Use Technology * Monitor the Web * Create Public consciousness 23. Integrated Marketing Communications Management * Sales Promotion * essential encourage the 1 st purchase of the product in a store. * crystalize them aware of the product & its advantages. 24. IMC Objectives * RedBulls IMC objective is Sales Promotions.* Create new target markets. * Large display in the Departmental stores. * Bull leg it stickers on the floors of departmental stores promoting RB. 25. IMC Budget 26. Internet Web site * Promotions through social networking sites such as facebook, twitter, Hi5. * Also, Ad promos on websites such as NDTV, zoom India. 27. Media * Ad Campaigns on Prime TV channels such as NDTV good times, MTV, Channel V, Zoom, VH1, Star World & a fewer more. 28. Budget * Magazine * Femina, People, Rolling Stones. * 15k per knave * 12 mnths- 180,000 * Newspapers * HT City & Delhi Times.* 1lac per page * 4 weeks * 12 mnths- 4800000 * Radio * 10k per mnth * 12 120000 * TV * 5 lacs * 4 weeks * 12 2400000 * Total Expense 31,80,000 29. 30. Integrated Marketing Communication Methodologies * How do we communicate? How do customers process information? * There are many models & theories. * Thorough understanding of the audiences needs, emotions & * activities is essential to ensure truth & relevance of the * message. 31. Advertising * What target market do you want to endeavor? * What image do you want to portray? * What product or dish up do you want to emphasize?* How much money can you occur? * When is the right wing time to advertise? * Red Bull has an aggressive marketing campaign. * Red Bull uses all the available media channels, meaning cinema, TV, radio, press and the internet. * In other words the company focuses on the media through which it reaches its primary target market-young people. * RB allows the consumers to interpret the product & the moments of use themselves. * Red Bull achieves this by a humorous and witty cartoon campaign, transferring the message that this energy drink helps you to escape by giving you wings ?.32. Consumer Promotions * Red Bull sponsors the motorsports or fun sports, but always where Red Bull is needed. * Red Bull does event sponsoring. * Event sponsoring attracts peoples attention towards the product and connects them. 33. own(prenominal) Selling * Sampling is another very important part of the ternary pillar marketing system. * As the major purpose of Red Bull is to energize the company samples at the right place at the right time, where it finds its exact target market. * Examples of usage are driving, studyi ng, working night shifts and sports.34. 35. Media innovation * TV * Still a staple medium of advertising. * Allows to demonstrate the advantages of RB. * mature Reach. * Magazines * Economical. * Provides higher brand awareness. 36. Evaluation & Control Metrics Campaign portion Metrics News Media No. of viewers of the articles Social Media No. of people using the Blogs such as Twitter, Facebook Internet & TV No. of people viewing particularly when the Ad is being aired. Print Advertisement No. Of Subscribers of those magazines, Newspapers Product Placement No.of comments (+ or ) mentioned on social networking sites.37. Timelines IMC/ Month Oct 09 Nov 09 decline 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10 RedBull on the Web Print Media Blogs Radio & TV Other Misc.* withstand TO BE DISCOVERED 38. 39. Sources * http//www. rediff. com/money/2006/may/24drink. htm * http//www. thestudentroom. co. uk/showthread. php? t=986602 * http//www. trcb. com/business/marketing/redbull-marketing-stra tegy-7375. htm * http//www. drawert. com/red_bull_2. php http//energydrinks. factexpert. com/882-energy-drink-industry. php.