กระทิงแดง marketing product strategy group a9 01-03-2004
TRANSCRIPT
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กระทิ�งแดง
Marketing Product Strategy
Group A901-03-2004
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From Thailand to the world
Group A9
• CEO: Deitreich Mateschitz
• Discovered in 1984 in Thailand
• Market targets: Blue collar, Truck driver
• Ownership: 51% Thai & 49% Austrian
From Krating Daeng…
…to Red Bull
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The number 1 in Energy Drinks…
70% of the energy drinks
market
In 2002, $1 Billion annual sales
1.2 Billion cans sold
8.7% sales growth
Group A9
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Targeted at Young Dynamic People…
Group A9
Sports enthusiastsParty – “In”-People
Generation Y(14 – 29 year old)
Trend-setters/followers
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Red Bull Gives you Wings…
Group A9
Stimulates metabolism and helps eliminating waste substances
Improves physical endurance
Improves reaction speed
and concentration
Improves reaction speed
and concentration Increases mental alertnessIncreases mental alertness
Improves overall feelingof well being
Improves overall feelingof well being
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Its all in the can…
Unique can: slim, sleek & small (sexual appeal and energy)
No options in packaging
Looks European
Ingredients:- Synthetic- Non-alcoholic- Taurine, caffeine, sugar, amino acids and
vitamins- Vegetarian friendly
Group A9
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It delivers as promised…
Group A9
Stimulates body and mind
Most effective energy drink on the market (“functional drink”)
Not for hydration (not a thirst quencher)
Just like a caffeine-containing coffee
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Distribution follows the target market…
•Securing unusual distribution channels.
- Dedicated distributors- Company owned warehouses- On-premise & off-premise accounts
•The mission:
to find out where the target demo (men and women age 16-29) hangs out and what interests them.
Group A9
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Innovative use of grassroots marketing…
No print, prime time advertising, web based campaigns, billboards
Extreme Sports
Student brand managers
Mobile Energizers
Single Product Focus
Group A9
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The drink your parents are scared of…
Group A9
• Bull semen/urine
• Taurine
• Legal speed/cocaine
• Founder is an elusive character
• Rarely deny the rumours
•Fatalities
•Verge of being banned
•“Discovery” of Red Bull
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Red Bull Created a Brand-new Market…
Group A9
Interact
Isolate
High
Low
LowHigh
Innovation orientation
Customerorientation
Shape
Follow