INTRODUCTORY OVERVIEW

PREHISTORY

INGREDIANTS

INGREDIANTS

GLOCORONOLACTON

CAFFEINE

TAURINE

BENEFIT

AIDS IN DETOXYFYING WASTE IN YOUR BODY

IMPROVES REACTION TIME AND ALERTNESS

INCREASES ENDURANCE

•CAFFINE• INGREDIANT

•GLOCORONOLACTON

• INGREDIANT

•TAURINE• INGREDIANT

TARGET MATKET:MILLENNIAL

S

URBAN

AGE:16-29

INTERESTED IN EXTREME

SPORT

LESS INTERESTED IN MORE POPULAR

BRANDS EXHIBIT LESS LOYALTY TAKE OPINION FROM

FRIENDS AND OPINION LEADERS

PYRAMID CHARACTERISTICS

TARGET MARKET

WORD OF MOUTH

SEEDING PROGRAMME

DIGITAL AND SOCIAL MEDIA

POINT OF PURCHASE

ATHLETE ENDORSEME

NT

MARKETING STRATEGY

WORD OF MOUTH

EVENT SPONSORSHIPREDBULL FLUGTAG EVENT

CRASHED ICE

REDBULL DRIFTING WORLD CHAMPIONSHIP

REDBULL RAMOAGDE

RAED BULL CAPE FEAR

REDBULL SOAPBOX RACE

EVENTS SPONSORSHIPREFLECTIONS:

WORD OF MOUTH(CONTD..)

PROMOTES IT’S NEW LAUNCHING PRODUCT

CREATES STRONG BRAND VALUE AS AN

INDEPENDENT ENERGY DRINK POWERHOUSE

ATTRACT ITS TARGET GROUP OF MILLENIALS TO

ITS NEW LAUNCHES

SHARING OF MARKET BRAND EQUITY WITH

STRONG ENERGY DRINK POWERHOUSE

GIVE WORD OF MOUTH TO HIGHLY ACTIVE AND

SPORTY YOUTH

SEEDING PROGRAMME

BUILDING A BUZZ

MICRO TARGETING TRENDY SHOPES,CLUBS,BARS AND STORES

ENABLES CULTURE ELITE TO ACCESS ITS NEW LAUNCH AND INFLUENCE OTHERS

REFRIGERATION TOOL UNIT

PROMINENT LOCATION IN EVERY RETAIL STORES WITH LOGO OF REDBULL(GYMS,RETAIL STORE)

HIRES DELIVERY VAN DRIVERS

POINT OF PURCHASE,SAMPELING

TARGET SAMPLING CAMPAIGNS AT CONCERTS,PARTIES,BEACHES,COLLEGE EVENTS SPONSORSHIPPROVIDE AWARENESS AND REACH CUSTOMERS THROUGH PERSONAL COMMUNICATION

CREATES POINTS OF DIIFERENCE AND POINTS OF PARITY

SOCIAL MEDIA PRESENCE

3.4 M

users

CONTAINS ADVENTURO

USPICS

85.5K TWEE

T2.5m USER

S

MOSTLY RTS

ACTION CONTENT PRODUCTFEATURE

42.7 M LIKES

AVG 2 POST/DAY

EXPERIENCE THE WORLD OF REDBULL LIKE YOU HAVE NEVER SEEN BEFORE.WITH BEST ACTION CLIPS ON

THE WEB AND YOUTUBE EXCLUSIVE SERIES.PREPARE YOUR STOCK FACROT TO BE AT ALL TIME HIGH

SOCIAL MEDIA(CONTD.)

5.7M SUBSCRIBE

RS 470K AVG VIEWS

4 SISTER CHANNELS

ANDORSED ATHLETES

ATHLETE ANDORSEMENT

SEBASTIAN VETTEL(F1 CHAMPION)

RICKIE FLOWER(GOLFER)

ADAM MALYSZ(SKI JUMPERS)

MIKE WHIDDET(DRIFT RACING DRIVER)

LINDSEY VONN(SKIJUMPER)

JOHN REYNOLDS

S.W.O.T ANALYSIS

QUE 1:STRENGHTS AND WEAKNESS OF RED BULL’S MARKETING STRATEGY AND RISKS

ASSOCIATED!!

• ICONIC BRAND

• BRAND LEAD• LOYAL FAN

BASE• DIGITAL

DEVELOPEMENTS

• PRODUCT LINE EXPANSION

• UNIQUE PACKAGING

• HEALTH CONSCIOUS CONSUMER

• FDA REGULATION

• CHEAPER LEMATIVES

• MALE SKEW• NICHE

MARKET• NOT

RECENTL

STRENGHTS

OPPORTUNITIES

THREATSWEAKNESS

ENTERTAINMENT VALUEBRAND RECALLICONIC BRAND

DIGITAL DEVELOPMENTSHIGH BRAND LOYALTY

REFLECTION OF POD AND POP

CONNOTATION OF DANGER

LESS COMMUNITY TO ADRESS

MALE SKEWNESSLESS NICHE MARKET

SHARE

PROS CONS

QUE:WHAT ARE THE PROS AND CONS AND SHOULD RED BULL DO TRADITIONAL

ADVERTISING??

MARKETING BUDGET

TO ADRESS AND COMMUNICATE LARGE

MASS COMMUNITY

TO TARGET NICHE MARKET

TO COMMUNICATE ABOUT AWARENESS OF PRODUCT

LINE

TO MAINTAIN LOYAL BFAN BASE

TO MAINTAIN OR EVEN EXTEND ITS BRAND VALUE

TO COMMUNICATE WITH TARGET COMMUNITY ON

MORE PERSONALISED BASE

WHY WHY MOT

TRADITIONAL MARKETING:WHY AND WHY NOT??

MARKET SHARE

REDBULL

ENERGY DRINK

RED BULL TOTAL ZERO

RED BULL

SUGAR FREE

SPECIAL EDITION

WITH FLAVOU

RS

PRODUCT LINE

RED BULL OFFERS A PROGRESSIVE MARKETING STRATEGY TARGETING MILLENIALS AND ACTIVE

YOUTH ON MORE PERSONALISE BASIS

ACTIVE AND ANTI MARKETING TREND OF REDBULL GIVES YOU TO ATTEMPT HIGH BRAND EQUITY AND

HIGH MARKET SHARE LACKING OF TRADITIONALITY IN MARKETING COMMUNICATION MIX HAS LED TO OVERLEAVE IN

COMMUNICATION WITH LEFT DENSE MASS COMMUNITY

CONCLUSION

SAMEER MATHURIIM LUCKNOW

MARKETING PROFESSOR 2013

KUSHAL SHAHPDPU

MARKETING MANAGEMENT INTERNWINTER INTERNSHIP 2017

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