edinburgh napier university final

8/8/2019 Edinburgh Napier University Final

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Edinburgh Napier UniversityEdinburgh Napier University

BA(BA(HonsHons) Marketing Management) Marketing Management

Cheng Chi Chung, Jeff

Choi Siu Hang, Daniel

Ho Kwok Tung, Isaac

Leong Ying Ki, Kiko

Lee Pak Lun, Marco

Yam Yeung Him, Jeff


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3/13

Dept f r w r eness

Red ll

Good reput tion

Better w reness

Morepromotion inmar et

RedBull & Vodka isalsopopular in ar

S ark Less information in t emarket

W en customers want to uyaener ydrink, t eyaremore willing to uy red ull rat er t anshark


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Breadth of brand awarenesso Red Bull / Shark

Mainly focus on the unique feature

Fulfill the user specific need increase mental and physical exertion,

improve performanceRed Bull Shark

TVAds Y

Frequen y: More

Y

Frequen y: Less

ponsorship Y N

logan Y N

ampling Y N

Promotion Y N

Consumer may be buy red bull rather than shark

when they are considering to buy a drink.


5/13

Primary characteristic and Supplementary featureo An energy drinks which is a functional beverage

o Improve working performance and reaction speed

o

Energy continuouslyRed bull and Shark are not only an energy drinks

Red Bull ith Vodka hark up Al ohol drinks

Red Bull Cola hark Lite

Red Bull ith mo ha hark ugar free


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Style & Design

$14 $15Price


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User Profiles Gender: Male Age: Young adult Lifestyle: Outdoor, Sporty

Purchase and Usage Situation Types of channel: Red Bull > SHARK

Ease of purchase

R

edB

ull :Vending machines &G

as station,7-11(POP display), Supermarket SHARK: 7-11, Supermarket

Location: Outdoor Context of usage : Sports, Pub, Study, Work


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Personality and Values

Excitement

Red Bull: Flugtag, Xgame

SHARK: Ad in Hong Kong

Ruggedness

History, Heritage and experience

Memories :

Red Bull: Xgame, Flugtag or Ads (Give you Wings)

SHARK: Sports, Beach parties/events

Experience: When they drank


9/13

Red Bull Sharks

Brand Quality Ingredients Ingredients

Brand Consideration Relevan e ( orld eries)Po er = Red Bull

N/A

Brand Credibility 53 Judges form

30countries

N/A

Brand uperiority


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Attitudinal attachment : ord of

mouth Facebook

ense ofcommunity: Event

Active engagement: Contact ith

the customer- TastingFacebook, Hit-rate of ebsite


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ConclusionConclusion


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ReferenceReferenceRed Bull

http://www.redbullflugtag.hk/switchLanguage.action?iso=en#

http://www.redbull.com/cs/Satellite/en_INT/Events/001242745950157

http://www.redbullillume.com/insight/featured-stories/the-jury-up-close-j-grant-

brittain.html

http://www.redbullillume.com/people/judges-2010.html

Sharks

http://www.surfersvillage.com/surfing/32903/news.htm

http://www.sharkenergy.com/shark.html

http://www.sciencepunk.com/2006/02/shark-energy-drink/

http://www.facebook.com/pages/Shark-Energy-Drink/7403271650

SMI Index

http://vitrue.com/blog/2009/01/29/the-vitrue-100-top-social-brands-of-2008/

http://biz.yahoo.com/ic/101/101316.html

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