Superb ofredbullenergydrink-090910110145-phpapp02.pptx

8/14/2019 Superb ofredbullenergydrink-090910110145-phpapp02.pptx

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It Gives You Wiings


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Contents

Executive Summary

SWOT Analysis

Promotion Opportunity Analysis

Corporate Strategies

Integrated Marketing Communications Management

Media Plan

Evaluation & Control


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Executive Summary

Red Bull can be called as a pioneer in the energy drink

category worldwide. In India too, Red Bull was the brand that

created the energy drink category.

The brand came into existence in 1984.

The brand came to India in 2003. Although the brand has

been keeping a low profile compared to the Cola majors , RedBull has created a category of energy drinks in the Indian

market.


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Contd.

According to Economic Times ( 30.05.08) the energy drink market

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.


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SWOT Analysis

Market leadership- Within the energy drinks market Red Bullis the industry leader throughout the world.

Marketing Efforts- a lot of promotions and well targetedcampaigns and sponsorship e.g. formula 1 helps to expand

Red bull brand and increase consumer brand awareness.

Strong , fresh & fashionable brand identity.

Strengths


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Weaknesses Above-average prices.

Lack of innovation- there are a lot of competitors in themarket and they have their own USP which leaves Red Bullbehind.

Reliant on small product base- The company only markets onebranded product, Red Bull Energy Drink (along with a sugarfree variety).

Inexperience: is only 6 years old in India.

Lack of patent on RB s recipe means anyone can copy it.


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Opportunities

Extension of product line- this will help to retain market share.

Hardcore Advertising and Promotions.

Consumer recognition through sponsorship of sports events.

New ventures like partnership with Facebook.


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Threats

Health concerns- tougher rules from government on high caffeine

content.

Consumer awareness of health and well being- people may startto drink other alternatives as it is associated with healthier life

style.

Drinks might not be accepted in the new markets.

Organic energy drinks might steal RBs market share.


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Promotion Opportunity Analysis

Competitive Analysis

Opportunity Analysis

Target Market Analysis

Customer Analysis Market Segmentation Strategy


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Competitive Analysis


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Share of Energy Drink Market

Red Bull 42.6

Monster 14.4

Rockstar 11.4

Full Throttle 6.9

Sobe No Fear 5.4

Amp 3.6

Sobe Adrenaline Rush 2.9

Tab Energy 2.3

Monster XXL 0.9

Private Label 0.9

Rip It 0.8

Sobe Lean 0.7

BooKoo 0.5

Sobe Superman 0.4

Von Dutch 0.4


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Real Competition

Redbulls 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 Indian

market.


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Opportunity Analysis

RB has a niche market & is yet to percolate in the mass

market.


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Target Market Analysis

Core target market segments for RB consists of the core age

group of 15 to 60.

Energy drinks with high sugar levels are more 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.


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Customer Analysis

Young people are especially open to determined exhaustion

and insufficient energy.

More specifically male teenagers & people in their 20s, are

also most likely to believe in the authenticity of the energy

drinks.

As a result, the majority of energy drinks are developed for

and advertised to this younger generation.

Appeal to very specialized groups, such as gamers, extreme

sports enthusiasts, and the hip-hop crowd.


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Target Consumer

Demographics Psychographics Usage Behavior Consumption collection

Age: 15- 60Content

Image Conscious

Influenced

Spending Power

Youth trends

Physically Active

Eat Out25% of

Indians


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Market Segmentation Strategy

RedBull avoided usual methods of marketing, relying more on

what is called 'buzz marketing' or word-of-mouth.

Red Bull advertised directly to Generation Y, the so-called

'millennial': people born 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.


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Corporate Strategies

Mission Statement

Our mission is to be the premier marketer and supplier of

RedBull in Asia, Europe and other parts of the globe. We will

achieve this mission by building long-term relationships with the

people who can make it become a reality.


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Vision Statement:

People: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 satisfy people's desires and needs.

Partners:Nurture a winning network of customers and

suppliers, together we create mutual, enduring value.

Profit: Maximize long-term return to shareowners while being

mindful of our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving

organization.


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Brand Development Strategy

Great Strategy Begins with Great Research.

Once the brands core values have been identified, the road

towards effective brand proposition development begins.

Development of the brand statement- commencing a Brand

development strategy.


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Brand Positioning Strategy

Clear, Engaging, Unique, & Relevant to the target audience.

Able to incorporate an element of positive emotional attachment

that is better than just "good.

Echoed within business, internally and externally.

Consistent across multiple marketing & advertising mediums (print,

online presence, etc).

Continually toughened within the organization so that employees

consistently deliver what is promised.

Able to adapt to a changing marketplace.


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Distribution Strategy

Intensive distributionaims to provide saturation coverage of

the market by using all available outlets such as:

Super markets,

Gyms,

Coffee Houses: Subway, Barista, Costa Coffee, Caf Coffee Day

In n Out Convenience Stores.

Pizza Outlets.


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Media Relations

Use Technology

Monitor the Web

Create Public Awareness


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Integrated Marketing Communications

Management

Sales Promotion:

Must encourage the 1st

purchase of the product in a store.

Make them aware of the product & its advantages.


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IMC Objectives

RedBulls IMC objective is: Sales Promotions.

Create new target markets.

Large display in the Departmental stores.

Bull Hoof stickers on the floors of departmental storespromoting RB.


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IMC Budget


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Internet Web site

Promotions through social networking sites

such as: facebook, twitter, Hi5.

Also, Ad promos on websites such as NDTV,

zoom India.


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Media

Ad Campaigns on Prime TV channels such as NDTV

good times, MTV, Channel V, Zoom, VH1, Star

World & a few more.


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Budget

Magazine:

Femina, People, Rolling Stones.

15k per page * 12 mnths- 180,000

Newspapers:

HT City & Delhi Times

1lac per page * 4 weeks * 12 mnths- 4800000

Radio:

10k per mnth * 12120000

TV:5 lacs * 4 weeks * 12 -2400000

Total Expense: 31,80,000


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4% 10%3%

53%

30%

Magazine

Newspapers

Radio

TV

Sampling


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Integrated Marketing Communication

Methodologies

How do we communicate? How do customers process information?

There are many models & theories.

Thorough understanding of the audience's needs, emotions &

activities is essential to ensure accuracy & relevance of the

message.


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Advertising

What target market do you want to reach?

What image do you want to portray?

What product or service do you want to emphasize?

How much money can you spend?

When is the right time to advertise?


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Red Bull has an aggressive marketing campaign.

Red Bull uses all the available media channels, meaningcinema, TV, radio, press and the internet.

In other words the company focuses on the media throughwhich it reaches its primary target market-young people.

RB allows the consumers to interpret the product & themoments of use themselves.

Red Bull achieves this by a humorous and witty cartooncampaign, transferring the message that this energy drinkhelps you to escape by `giving you wings .


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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.


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Personal Selling

Sampling is another very important part of the three 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, studying, working night shifts and

sports.


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Media Plan

TV:

Still a staple medium of advertising.

Allows to demonstrate the advantages of RB.

Good Reach.

Magazines:

Economical.

Provides higher brand awareness.


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Evaluation & Control Metrics

Campaign Element MetricsNews Media No. of viewers of the articles

Social Media No. of people using the Blogs

such as Twitter, FacebookInternet & TV No. of people viewing

particularly when the Ad is

being aired.

Print Advertisement No. Of Subscribers of thosemagazines, Newspapers

Product Placement No. of comments (+ or - )

mentioned on social

networking sites.


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Timelines

IMC/

Month

Oct 09 Nov 09 Dec 09 Jan 10 Feb 10 Mar 10 Apr 10 May 10

RedBull

on the

WebPrint

Media

Blogs

Radio &

TV

Other

Misc.

DARE TO BE DISCOVERED!!!


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DARE TO BE DISCOVERED!!!


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Sources

http://www.rediff.com/money/2006/may/24drink.htm

http://www.thestudentroom.co.uk/showthread.php?t=98660

2

http://www.trcb.com/business/marketing/redbull-marketing-

strategy-7375.htm

http://www.drawert.com/red_bull_2.php

http://energydrinks.factexpert.com/882-energy-drink-

industry.php
http://www.rediff.com/money/2006/may/24drink.htmhttp://www.thestudentroom.co.uk/showthread.php?t=986602http://www.thestudentroom.co.uk/showthread.php?t=986602http://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htmhttp://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htmhttp://www.drawert.com/red_bull_2.phphttp://energydrinks.factexpert.com/882-energy-drink-industry.phphttp://energydrinks.factexpert.com/882-energy-drink-industry.phphttp://energydrinks.factexpert.com/882-energy-drink-industry.phphttp://energydrinks.factexpert.com/882-energy-drink-industry.phphttp://energydrinks.factexpert.com/882-energy-drink-industry.phphttp://energydrinks.factexpert.com/882-energy-drink-industry.phphttp://energydrinks.factexpert.com/882-energy-drink-industry.phphttp://energydrinks.factexpert.com/882-energy-drink-industry.phphttp://energydrinks.factexpert.com/882-energy-drink-industry.phphttp://www.drawert.com/red_bull_2.phphttp://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htmhttp://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htmhttp://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htmhttp://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htmhttp://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htmhttp://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htmhttp://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htmhttp://www.thestudentroom.co.uk/showthread.php?t=986602http://www.thestudentroom.co.uk/showthread.php?t=986602http://www.rediff.com/money/2006/may/24drink.htm

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Superb ofredbullenergydrink-090910110145-phpapp02.pptx