Date post: | 12-Apr-2017 |
Category: |
Marketing |
Upload: | kushal-shah |
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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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