Grow Wings for the Cause

(Red)

Company Information• Red Bull is an energy drink sold by a Austrian company Red Bull Gmbh• Started in 1987• Red Bull is the most popular energy drink in the world, with 4.6 billion cans sold in 2011.

SWOT AnalysisStrengths

-Red Bulls market leadership and strong representation in the market can help introduce this new item and have it gain popularity.

Weakness-Possible disapproval from customers

because Red Bull is known for their familiar taste.

SWOT AnalysisOpportunities -Energy drinks among young adults continue to sky rocket but also has a chance to expand into other target markets meaning this product could possibly make major sales.Threats

-Major competitors such as Coca Cola and Pepsi are continually seeking to regain market share of Red Bull.

-Media reports have been targeted towards parents stating the caffeine levels in Red Bull can be dangerous if consumed by children/teenagers

Marketing Objectives1. For this academic year of 2012-

2013, our goal is to try to raise $500,000 from the college target market to be funded for the awareness to fight HIV/AIDS in Africa.

2. Also for this academic year we want to raise more awareness of (Red) among our fellow peers by using social media such as Facebook, Twitter, and Instagram

Research Plan• For our research wedecided to ask college students different questions about red bulland also some research done online.

How many times a week do you

Purchase a Red Bull?Sales

0 to 56 to 1010 or more

10%

66%13%

Have you ever heard ofRed Bull The Red

Edition?

Category 10%

20%

40%

60%

80%

100%

YesNo

13%

87%

Would you try a new flavor

if Red Bull produced one?

Category 10%

10%20%30%40%50%60%

YESNO

55% 45%

Production Selection• Product Brand

Energy Drink Red Bull

• Red Bull: Red Edition■This version is cranberry

flavored.■Same Energy Formula as

original■Sweetened with sugar.■8.4 Fl. Oz. can.■80mg of caffeine

Product Design• The New Look• The can will be all red different from the traditional look • A picture of Africa will also be included in the front to show the support the towards the (Red) project and the fight towards AIDS/HIV in Africa

Product DesignBack of Can

•On the back of the can there will be a story of a (red) individual that is being helped with this foundation and also include a picture of the individual.

Survivor Story of child being helped on the back.

Pricing• The price for this special edition will be

adjusted to stores pricing of regular red bulls

• Prices will be adjusted according to sizes of can so price range could be from $2.50-5.50

• Retailers will be able to choose from in between these price ranges.

• Reason for not charging extra is because we want people to try our (Red) product at no extra cost

Distribution Plan• This product will be available at many

places and is projected to be consumed by a large target market

• Distribution centers will remain the same as regular Red Bull

• Examples:Supermarkets (Target, Wal-Mart, Publix)Gas StationsCollege campuses

Communication Strategy• Create Facebook, Twitter, and

Instagram pages to help promote and gain supporters for (Red)

• Have (Red) seminar speakers come on campus to speak

• Promote Red Bull: Red Edition on racing cars

• Create commercials which Red Bull is well known for

• Have celebrity endorsements