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Valerie Dominguez Josh Kern Chris Phelps Monique Yniguez PRODUCT LAUNCH: MOSCOW, RUSSIA 01.02.14 source
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Valerie DominguezJosh KernChris PhelpsMonique Yniguez
PRODUCT LAUNCH:
MOSCOW, RUSSIA01.02.14
source
OVERVIEW●Red Bull Lifestyle●About Red Bull●Timeline●Product (4P's)●Price (4P's)●Place (4P's)●Old Advertising vs. New●Promotion (4P's)●Conclusion
ABOUT RED BULL● Created in Austria in the
mid 1980s● First can sold in 1987● Red Bull created a new
market category for energy drinks
● Available in over 165 countries
● Sold over 35 billion cans of Red Bull.
TIMELINE
January 2nd-5th: Russian New YearJanuary 7th: Orthodox ChristmasFebruary 7th-23rd: Winter OlympicsMarch 7th-16th: Winter ParalympicsMarch 17th: St. Patrick's Day Festival
EVENTSPlan
PRODUCT
OriginalRed Bull
Sugar FreeRed Bull
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PRICE● List Price (8.4 oz)~ $2.99
o 95 Roubles● Discounts- None● Payment period- 60 days● Credit Terms- 2/10 net 60
PLACE
● Moscow, Russia● Average winter
temperature: 48°F● Introduce bars, liquor
stores, sporting events
BARS & NIGHTCLUBS
● 8 Ball (Shooter)● Jagermeister + Red
Bull Energy Drink● Absolut Bull (Cocktail)● Absolut Vodka + Red
Bull Energy Drink● Agwa Bomb (Cocktail)● All Nighter (Cocktail)
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LIQUOR STORES
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EXTREME SPORTING EVENTS
PROMOTIONHost Major Sporting Events
Environmental Promotion
Athlete Endorsements
INTERNET PROMOTION● 30 Million “likes” on Facebook● Twitter is an up and coming
digital marketing channel in Russia.
● 2011-2012 Russian Twitter users tripled.
● Over 33 million views for their project stratos video.
● Red Bull shares videos of sponsored athletes from around the world in many different sports.
CONCLUSION
WHAT WE LEARNED● Introducing a Product globally involves extra
research about the culture to implement● Brands that transcend through time are about a
lifestyle ● Red Bull builds relationships with extreme
athletes they sponsor and in turn those extreme athletes serve as brand ambassadors
● Promotion is more than just about advertising
REFERENCEShttp://www.mos.ru/en/index.phphttp://www.ukessays.com/essays/marketing/red-bull.phphttps://www.facebook.com/redbullhttp://www.ewdn.com/2012/02/06/russian-twitter-users-triple-in-one-year/
http://www.redbull.com/us/en
http://codeboxr.com/blogs/timeline-for-brands-and-how-red-bull-uses-it-so-successfully
http://www.youtube.com/watch?v=FHtvDA0W34Ihttp://www.redbull.ru/cs/Satellite/ru_RU/Article/Red-Bull-Jump-And-Freeze-2013-021243339274318
http://energydrink.redbull.com/
