red bull. a success-story. - mint innovation
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REDBULL.
ASUCCESS-STORY.
ASUCCESS-STORY
ThelaunchofRedBullhasbeenthemostsuccessful
beveragelaunchofthelastdecade.
It´ssuccessisduetopartneringaqualityproduct
withwell-thoughtoutoriginalcommunication
strategy.
WhichresultedinestablishRedBull,notasfashion
phenomenon,butaspremiumbrandwithcontinues
growth.
USSALES(INMILLIONUNITS)
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2006Plan
Cans
BRANDPOSITIONING
Thebrandpositioningcomesfromoutoftheproduct
benefits:
RedBullvitalizesbodyandmind.
Thisthenbecamethebasisfortheuniquebrand
personalityofRedBull:
-Innovative
-SelfIronic
-Intelligent
-Nonconformist
-Self-confidence
-Witty,charming-Polarising
-Unpredictable
DOINGTHINGSDIFFERENTLY
Aninnovativeanduniqueproductneedsaninnovative
anduniquecommunicationstrategy.
SoforRedBullwequestionedeverything.
-Category
-Packaging-Price
-Distributionstrategy
-Communicationstrategy.
ONEBRAND-ONEPRODUCT
Inordertoputtheentirefocusonthisone
product,thisonecan,thisonebrand.
Wesaid:
Nodiversifications.
Nolicenscing.Nobrand-merchandising.
Noumbrellabrand.
ABSOLUTEPREMIUMPRICE
RedBull´srealproductbenefitsjustifiedapremiumprice.
Itisbyfarthemostexpensivenon-alcoholicdrinkonthemarket.
RedBullis3to6timesmoreexpensivethanCoke.
TARGETGROUP
RedBull´stargetgroupisnotdeterminedbyademographic,butbya„stateofmind“.
RedBullconsumershavedrive,areactiveanddynamic.Theywanttobephysicallyandmentallyfitandwideawake.
COMMUNICATIONCONCEPT
1)Above-the-lineAdvertising
Tobuildupawarenessandimage
2)OpinionLeaderMarketing
Tosupportcredibilityoftheproductandthe
brand
3)EventMarketing
Toprovethatthebrandisup-do-dateand
different
4)Sampling
Toconvinceconsumers
ABOVE-THE-LINE-ADVERTISING
RedBullgivesyouwings.
Aimofthecampaignistoreflectthebrand
personality:
Cheeky,witty,self-ironic,unpredictableand
unique.
Whilethedistinctiveexecutionstylehelps
establishitasbeyondfashion.
OPINIONLEADERMARKETING
OpinionLeaders,especiallyinthesportand
culturalarea,areaperfecttargetgroupforRed
Bull.
RedBulldevelopsrelationshipswiththemandtreat
themlikefriends.RedBullworldwidehasover250
agreementswithtopathletes,butnotonewrittencontract.
EVENTMARKETING
RedBull´seventmarketingalsocoversbothareas,
sportsandculture,throughavarietyofeventslike
Flugtag,CreativeContest,MusicAcademy,LocalHero
Tourandmanymore.
RedBulldoesn´tsponsorevents,RedBullcreates,
organizesandsupportsnew,innovativeandimagebuildingevents.
SAMPLING
Samplingisdonebyhighlymotivatedandwell-
educatedemloyeesofRedBullandnot“professional”
promotionteams.
Theirbriefingissimple:Findtiredandexhausted
people.
Theydoitinacharming,nonoffensiveway.Allwe
givethemistheproduct,afreerangeofclothes
andatiny,butveryattractivesamplingcar:
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