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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