Red Bull Case Analysis - 1712 Words

Red Bull Case Analysis Purpose: to provide the chain of strategies Red Bull used to develop their brand equity and global market dominance in the energy beverage industry. Target Market: Red Bull does not target to a specific demographic or psychographic. Its strategy is to reach to a relatively broad consumer base. The target is anyone who need energy boost to combat their mental and/or physical fatigue. Red Bull knows their consumer base mostly involves students, drivers, clubbers, business professionals and athletes. Marketing Mix: Product: Red Bull offers a premium energy drink supplement that provides essential ingredients to rejuvenate the mind and body. Red Bull consists of energy-enhancing ingredients: caffeine,†¦show more content†¦Brand Strategy: The brand strives to continue to be the leader in energy drinks and upheld brand position and appeal. It is ideal to the company to keep the buzz of Red Bull prevalent in the mind of the consumers as well as innovate and retain current users. Brand Position: Red Bull is positioned as a premium energy-boosting beverage that revitalizes the body and mind. Points of Parity: In the saturated market of energy drinks they all claim to boost energy and performance. The ingredients in the majority of the drinks are similar containing b-vitamins and significant amounts of caffeine. Similar brands are: Lucozade, Monster, Rockstar, and Full Throttle Points of Differences: Red Bull technically exploited the energy boosting drink market. There large focus on word-of-mouth and large network of unique sponsored events keeps their brand fresh in the consumers mind. The are considered a premium drink with premium benefits because of the pricing and packaging appeal. Unlike their closest competitor the can focus exclusively on the Red Bull brand and continue to market towards local target markets instead of marketing to the masses as a whole. Core Brand Associations: Red Bull is associated with their extreme sports and athleticShow MoreRelatedRed Bull Case Analysis3024 Words   |  13 PagesRed Bull Case Analysis ï ¿ ¼ Executive Summary: The Problem: I have been asked to evaluate the marketing strategy for Red Bull. More specifically, I have been asked to identify new ways that Red Bull could maintain its leadership position in a maturing category. Although Red Bull did create this market and is a top seller for energy drinks, it is now vulnerable to other competitors who have the resources and brand recognition to aggressively compete, such as Coca-Cola, PepsiCo, and Hansen, toRead MoreBull Case Study Analysis : External Analysis Of Red Bull1097 Words   |  5 PagesBA4302 Red Bull Case Analysis External Analysis Political Factors: These include indirect or direct political factors affecting Red Bull. Among others are government instability, markets’ bureaucracy, corruption levels, the function and freedom of press, protectionism measures of home market, and market lobbying initiatives. Red Bull endeavors to impact specific political factors and pertinent laws and regulations through its efforts of lobbying. For instance, the moment the FDA were ready for theRead MoreRed Bull Environmental Scan1129 Words   |  5 PagesRed Bull’s popularity and status as the number one energy drink in the market reflects the importance allocated to marketing. The company’s hegemony in the energy drink industry is a reflection of their adherence to a multifaceted strategic management plan that considers the imperativeness of environmental factors. As competition increases, companies strive to differentiate themselves through common shared principles to retain customers. In the case of Red Bull and their annual sales of â€Å"4,204 billionRead MoreAnalysis On Current Phase And Opportunities Of Red Bull Company1252 Words   |  6 PagesMARKETING AUDIT This phase provides analysis on current phase and opportunities of Red Bull using Situation analysis and SWOT analysis (see appendix 2). Authoritative writers like Kotler (1977), define marketing audit as an instrument to judge an organization’s overall commitment to a market orientation. Marketing audit helps in increasing the profitability of the company (Kotler, 1999). INTERNAL ANALYSIS i. The Company The organization s inside investigation manages the organization sRead MoreRed Bull Energy Drink1614 Words   |  7 PagesGives 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 created the energy drink category. * The brand cameRead MoreRed Bull Stratos Analysis1382 Words   |  6 PagesANALYSIS STRUCTURE: 1. INTRODUCTION 2. THE PROBLEM i. Objectives ii. Barriers 3. THE ALTERNATIVES 4. THE ISSUES 5. THE CONCLUSION 1. INTRODUCTION Red Bull Stratos occurred on 14 October 2012 in New Mexico, USA, and it is commonly considered to be a milestone in the evolution of marketing. Red BullRead MoreThe Red Bull Case Study Essay731 Words   |  3 Pages Red Bull Case Study 1). SWOT Analysis Strengths †¢ There are highly differentiated between competing sellers. †¢ Low entry barriers †¢ The results of consumption are more beneficial than soda †¢ Premium price with a high profit margin Weaknesses †¢ Criticisms on health effects †¢ The industry is rapidly growing with new entrants †¢ Strong competition requires heavy promotion in order to stand out amongst competitors †¢ The economy forces customers to choose the better value at a lower price OpportunityRead MoreJudo Stategy754 Words   |  4 PagesChonlaros Rattanataros ID # 5202040142 MK.601 Economic Analysis (Part II) Homework II – Judo in Action 1. In each of the four cases, does the entrant or challenger (i.e. Softsoap, Red Bull, supermarkets, Freeserve) have a competitive advantage when they market? Would they if the incumbents imitated their product offerings immediately? Softsoap According to the time of the case, bar soap is the product which is the market leader until late 1977, Minnetonka release Soap Machine that is the first timeRead MoreThe Energy Drink Industry Must Have A Swot Analysis934 Words   |  4 PagesThe energy drink industry must have a SWOT Analysis just like any other industry in order to assess the market before entering. The strengths in the energy drink industry are its â€Å"quick fix† for consumers; their products serve as a quick burst of energy for their target consumers of people on the go. Other strengths include the h igh brand awareness and relative attractiveness in the industry. Everyone knows what energy drinks are and the purpose they serve so companies in this industry do not haveRead MoreRed Bull1644 Words   |  7 PagesWhat is their field of operation? Red Bull operate within the energy drinks sector of the soft drinks market. The product is an example of a functional drink. Functional foods respond to consumer interest in well-being and performance. The major multinational soft drinks companies are investing in the area of functional drinks, developing their own brands and buying up existing ones. This is seen as being important, given that their traditional soft drinks markets are at the maturity stage in