Advertising Strategy of Redbull - 2905 Words

Introduction One of the leader in the energy drink market, Red Bull was created in 1984 by Dietrich Mateschitz and now produces an annual turnover of more than 3 billion Euros (Gschwandtner 2004). Red bull is an internationally popular energy drink that is intended to taste like mixed berries. Red Bull is packaged in a slim aluminium blue and silver container with two red bulls as the logo. It provides 8.3 US fl. oz. of thirst quenching power fluid and contains 80 mg. of pure caffeine; this energy drink combats mental and physical fatigue (Redbull 2011). Red Bull however, was not always Red Bull; this energy drink originated in Thailand and it was sold under the name â€Å"Krating Daeng†. For more than 20 years, Red Bull has managed to†¦show more content†¦The consumers would be looking for a â€Å"pick me up† in order to complete work. Maybe the college student has a paper due soon and will be pulling an â€Å"all-nighter† to complete it, or the business person has a report that they need to present to their boss the next day. They are looking for something to keep them focused though out that long night. Public Service Employees such as; Police, Military and Fire Fighters are also in the target market of this company. These jobs require extremely long hours of shift work. For example the Fire Fighters and Police shift may start at 1:00 am. This is a time when the body is normally sleeping, so these consumers would look for something to wake them up. Personally, after going through officer school training previously when I was serving my National Service (NS) there were times when I had to stay awake for over 48 hours straight, and I was constantly feeling the urge for an energy drink to take that sleepy feeling off. Fitness buffs are also in the market for Red Bull. These people tend to look for an â€Å"edge† while working out. Buyers pass through three consumer response stages; cognitive, affective and behavioural (Percy 2008). This is the â€Å"learn-feel-do† sequence of how the consumer s perception is relative to a product. I will look at the Communicative Model of how the consumer passes throughShow MoreRelatedAnalysis of Commercial Advertisement Essay examples1639 Words   |  7 Pagesunderstand it and its effects and whether it is proving for what it are made. We have heard a very common slogan named as â€Å"RedBulls Gives You Wings†. It is the very popular television advertisement of RedBulls energy drink with many advertisement prints and different characters. We have seen the advertisement in which a bird pisses on a man and after that man took out a RedBull energy drink from his pocket and after drinking it, he got wings and he flew overthe bird and unbuttoned his pants and immediatelyRead MoreRed Bull Energy Drink1614 Words   |  7 PagesRedbull Energy Drink - Presentation Transcript 1. It Gives You Wiings 2. Contents * Executive Summary * SWOT Analysis * Promotion Opportunity Analysis * Corporate Strategies * Integrated Marketing Communications Management * Media Plan * Evaluation amp; Control 3. 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 createdRead MoreLucozade Case Study4397 Words   |  18 PagesIntroduction Advertising is attempting to influence the buying behaviour of customers and clients by providing a persuasive selling massage of the products and services. 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The shares of theirRead MoreRed Bull Case Study3127 Words   |  13 Pagesare Red Bull Energy Drink, Red Bull Sugarfree, Red Bull Simply Cola, and Red Bull Energy Shots. This report will cover several topics regarding sales force and sales forecasting strategies already implemented by the organization, or strategies they might want to consider. However, before this paper can explain the strategies clearly, a good understanding of Red Bull’s current channels is important. Red Bull gained popularity throughout the years for various reasons: some say the way they marketedRead MoreEnergy Drink Marketing Report3887 Words   |  16 Pagesvariation to appeal to the extreme sports fan, teenagers and people who dislikes the taste of the common energy drinks. We determined Red Bull is employing the concentrated targeting strategy with a single product, and Monster is using differentiated targeting strategy with their range of drink variations. The positioning strategies of the two companies further highlighted their difference. Red Bull place importance on image differentiation, and drive through their premium product and pricing position throughRead MoreRedbull Case Study3525 Words   |  15 Pageslead us to believe. The number one selling energy drink brand is Redbull, and there is a multitude of reasons as to why they are number one. One of which is their progressive marketing strategy and as their mission statements implies, customer satisfaction as wel l as continuous innovation. Redbull now sponsors a multitude of various sports teams, which range from motorsports to skateboarders and air-racing, as well as surfers. Redbull is not only seen as a global leader in their energy drink salesRead MoreInternational Marketing4703 Words   |  19 Pagescommonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jà ¤gerbomb. This aligns with the companys focus on the younger generations of partygoers and post-secondary students.    Red Bull’s marketing strategy is one of the key factors in their success, they created Mobile Energy Team that consists primarily of young university students driving around in specially designed Mini Coopers with large Red Bull cans on top to attract the younger audience. TheRead MoreEssay on The Mighty Red Bull in the World of Marketing3258 Words   |  14 Pagesexperimental age, where consumers make USE of brands in order to feel new experiences and are also influenced by ethical groups (Drawert.com) (Solomon, et all, 2006. p.140). As mentioned earlier, Mateschitz restricted the standard norms of advertising and concentrated on a term called Buzz marketing. Red Bull employed trendsetters of a community to carry the brands message to places where the target segment was available; creating an initial belief and interest about the product by informingRead MoreMarketing and Nescafe1262 Words   |  6 Pages2008, 2008). Today, its offerings are available in 32 countries including France, China, Canada, Pakistan, India, UK, USA and others(Nescafe, 2010). Nescafe s Global Strategy Nescafe has build a strong brand equity through the use of aggressive marketing strategies globally. Each country/region s Nescafe forms its own strategy to effectively target its audience and generate sales accordingly for the profitability and growth of the company. It is for this reason that some variants are designed