internet exercise redbull · 2007-12-04 · 25/01/07 red bull internet exercise group 11...

25/01/07 Red Bull Internet Exercise Group 11 International Marketing Mag. Katharina Roth 1

R E D B U L L

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„„Red Bull gives you wiiiiiiiiiiiiiingsRed Bull gives you wiiiiiiiiiiiiiings““


OVERVIEW

•• ProfileProfile

•• OriginsOrigins

•• QuestionsQuestions


Profile

• Founded: 1987

• Founder: Dietrich Mateschietz

• Headquarter: Fuschl am See, Austria

• Facts: has taken almost the half of the US market for energy drinks and up to 70% of the market globally, in more than 100 countries

Source: http://redbull.com + http://wikipedia.com


Origins• The original drink Red Bull was developed in 1962 by

Chaleo Voovidhya, a Thais businessman and sold under the name Kraeting Daeng

• The recipe was based on Lipovitan, an early energy drink that had been introduced to Thailand from Japan

• Kraeting Daeng spread across Asia in the 1970s and 1980s

• The Thai product was transformed into the global brand by Dietrich Mateschitz, an Austrian entrepreneur

Source http://wikipedia.com


Cool adds which underline Cool adds which underline that Red Bull give the that Red Bull give the consumer the opportunity consumer the opportunity to escape from stress and to escape from stress and ordinaryordinary


1.Discuss how Red Bull is adopting a global marketing strategy?


The four pillars of Red Bull

• Advertising

• Sampling

• Sport sponsorship

• EventsSource: http://redbull.com



• To attract new customers and enhance consumer loyalty, Red bull has a more effective brand campaign than Coke and Pepsi

• Red Bull is building a beverage brand without relying on the equipment of a mass marketing campaign

• Red Bull doesn’t usually use: billboards, banner ads, taxicab holograms, Super Bowl spots


• Grass marketing strategy ( person to person marketing)

• A strategic programme to provide "cool" post-secondary students with free cases of the drink, and then convince them to throw

• Sponsoring extreme sport events (cliff diving, BMX, skateboarding), art of can Competition, sponsorship in motorsport

• Has developed MET (mobile energy team) programme


Red Bull backs-up a multitude of events and contests


2.Why should Red Bull have an understandingof the different culturalnuances for its different international markets?


• In order to have a succesfull marketing youhave to understand the variables containedin every target market (laws, traditions) –they even discuss on their site if Red Bull iskosher or halal - and it is!

• Some markets react differently to somemarketing strategies than others

• Red Bull attracts customers to productrather than bringing the product to customers


Important variables for targetmarket

• Geographic: region, country, climate

Red Bull in Asia vs. Europe

• Demographic: age, gender, income, religion, nationality/race, language

In Switzerland „Gummibäärlii“

In Turkey „Enerjii Votka“

• Psychographic

• Behavioral


3. Is it possible for Red Bull to standardize itsmarketing mixes? Explain your reasoning.


Barriers to Developing Global Brands

• Culture and consumption patterns

• Language

• Regulations

• Media availability and promotionalpreferences

• Organisational structure and culture

The reality is that full standardisation is rarely possible


• Product positioning

• Product formulation

• Product design

• Brand Name

• Pack Design

• Advertising

• Price

• Distribution channels

Full

adaptation

Full

Standardization


4. What types of products are easilyglobalized, and why?


Easy to globalize products• Luxury products: Rolex, Gucci, Christian

Dior• IT Technology products: cell phones, MP3

players, laptops, computers, digital cameras, software (e.g. Office software is translated orenabled to meet the linguistic and culturalneeds of countries around the world. )

• Franchise based restaurants like Starbucks or McDonald's (the same products, the same taste the same marketing)

• Products that doesn't contradict people's beliefs, culture


Easy to globalize products• Necessities (cars, cosmetics)- Toyota,

Unilever products

For food: the same recipe, differrent name


THANK YOU FOR YOUR INTEREST AND ATTENTION !


Bibliography

• http://www.redbull.com

• Jobber, D., Principles and Practice of Marketing, 2004, McGraw-Hill International (UK)

• Wikipedia


ADDITIONAL SLIDES


Product• Product comes in one size, one

design, the same flavour (the recipe is not even patented so everyone can copy it)

• The product is the same in the whole world

• Red Bull is not changing its composition in respect to every country (the same recipe everywhere)


Promotion

• Relying on local-scene makers to spread the word

• Viral approach to marketing

• Buzz marketing- alpha bees

• Exclusive and exciting events

• Red Bull generates a great deal of awareness through sport sponsorship


Price• Premium price everywhere in the

whole world

• Doesn´t matter in which country they sell, they are not the cheapest energy drink but probably the most expensive


Place• Red Bull is sold in more than 100

countries

• In France it is banned

• In Norway and Denmark Red Bull is classified as a medicine

• It wasn't sold in Canada

• It was also available only in pharmacies in Japan

internet exercise redbull · 2007-12-04 · 25/01/07 red bull internet exercise group 11...

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