Redbull ppt
- 2. INTRODUCTION • Austrian entrepreneur Dietrich Mateschitz is the owner of this company. • It is the multinational company spread world wide. • Origin country of this product is Austria • Variant types are Original, Sugerfree, Cola, Total Zero, Red Edition, Blue Edition, Silver Edition, F1 Edition • Various products of red bull are Red Bull Cola, Red Bull Energy Shot, Red Bull Sugar-Free, Red Bull Total Zero, Red Bull Racing , Red Bull Racing Team
- 3. THE LOGO
- 4. PRODUCT BENEFIT Increase physical endurance Improve overall feeling of well being Increase the mental alertness Increase reaction speed and concentration Stimulates the metabolism and help to eliminate the waste substance
- 5. GROWTH • 1987: Available in 1 country • 1992: Available in 3 countries • 1995: Available in 15 countries • 1998: Available in 45 countries • 2001: Available in 73 countries • 2004: Available in 124 countries • 2009: Available in 160 countries
- 6. And now, Red Bull sells 60 billion cans each year in over 165 countries all over the world.
- 8. COMPETITION • Redbull’s real competitors are the market leaders of cola companies such as : Pepsi & Coca Cola, who have created their brand leadership since several years in the International market.
- 9. Top 10 players in soft drinks by value share Red Bull GmbH however with its relatively premium but small serving size Red Bull brand ranks seventh in 2012. The company’s narrow focus in soft drinks, being almost exclusively based on energy drinks, continues to keep the company out of the top five in soft drinks. TCCC and PepsiCo capture a stronger share in value than in volume terms chiefly due to their products, particularly carbonates, being priced higher than local brands and private label, benefiting from strong brand equity and extensive distribution networks
- 10. BUILDING BRAND EQUITY RED BULL Memorable Meaningful Likable Transferable Adaptability Protectable RECOGNIZED PERSUASIVE FUN LESS SUGAR REGISTERED LINGUISTIC COMPETITION
- 13. Segmentation Yes, mostly to Sportsmen and teenagers Promotion Communication strategy Brand extensions Brand ambassadors Sold for free in Clubs, night spots, sports events. Tag lines such as “gives you wings” clearly communicates it as an Energy drink Yes, but not significant. Mostly focuses on health factor-”sugar free”; “zero calorie” No prominent Brand ambassador. However advertises in race car logos, F-1 Racing Packaging Aluminum cans, cause waste management issues. Available in different volumes Advertisement Television, Digital Channels. However frequency is less, mostly focuses on direct marketing Personal Selling Hire college students to deliver its products and finally, hiring hip locals ‘who embody the spirit of Red Bull’ in target areas to drive around in a Red Bull logoed car Social Media Presence Massive (Facebook, Twitter, Google, Pinterest) Overall Marketing Strategies Follows a Grassroots marketing strategy
- 15. RED BULL STRATOS 2012 JUMP
- 16. Fly home- made, size- and weight-limited, human- powered machines.
- 17. Series of air races to navigate a challenging obstacle course in the fastest time over water , airfields or natural wonders.
- 18. STRENGTH WEAKNESSS CATEGORY LEADER : Red Bull has established a strong, consistent brand image (an independent, edgy brand) globally. Red Bull is synonymous with energy drinks in many countries. GLOBAL PRESSENCE : Red Bull has a broad geographic presence, which should ensure positive long-term growth even if certain markets reach maturity. MARKETTING STRATEGY: The promotional activities engaged by Red Bull throughout extreme sports sponsorships have helped the brand to build a strong identity and consumer base CATEGORY LIMITATIONS : Red Bull has a limited product portfolio compared to the rising number of rivals with a plethora of flavour variants and categories. PRICING: Red Bull products are above the energy drinks average price,consumers tend to think twice at the time of purchase. CONTROVERSIAL : The relatively high caffeine content of Red Bull makes the brand highly vulnerable to regulatory control SWOT ANALYSIS
- 19. OPPORTUNITIES THREATS EMERGING MARKETS: Emerging markets represent newer geographies for Red Bull’s expansion. Accelerating the marketing and sponsorships in these markets is a wise move. NEW PRODUCTS: Red Bull is building a new production facility in Brazil which is likely to make its retail price more competitive than imported product prices. Building a site in Asia should also be considered. PRODUCT LINE EXTENSION: Offering new flavours and formats will help Red Bull to improve its market shares. COMPETITION: Monster represents the biggest threat to Red Bull as it contains natural ingredients, which seem more desirable than Red Bull for some consumers. NEGATIVE PUBLICITY: Media reports that ,Red Bull is harmful for health,recent reports claim that Red Bull drinks comprises of bull semen,though all this is rumour,but it influence company’s image.
- 20. “ The reasons for consumptions change, but the basics are always there: the real benefit.” - Norbert Kraihamer, Red Bull’s Group Marketing and Sales Director CONCLUSION
- 21. DISCLAIMER Created by AKASH DEEP, IIT Kanpur during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (see www.IIMInternship.com)