Red Bull Improved physical endurance
The properties claimed by Red Bull -Improved physical endurance -Stimulates metabolism and helps eliminates waste substances. Improves overall lining of well being -Improves reaction speed and concentration -Increases mental alertness.
(c)Product and packaging concept -Flavor:Sweet and carbonated like a cola. -Package:Came In a single package,a slender silver-and blue mall can. – Positioning-“Reevaluates body and mind” with an easy to grasp manager. The consumption would not be limited to certain occasion or activities. It’s a nutrition Item and dancers and clubbers ,raves , truck drivers are early adopter use to drink it. Customer may drink it day or night.
-Price: Pursued a premium pricing strategy and much more expensive than cola.
II)Yes, they change it for different market and different country. In Australia, it’s functional foods category, it’s new created category and not belong to any other food and drug categories. Also, when it entered a new market, targeted on “opinion leaders” included action sports athletes and entertainment celebrities. Besides, in different markets the company targeted in shops, clubs, bars and stores, this is different with the initial meaning of this beverage “functional energy” only, It become a beverage to be offer by place, occasion and cool fashion drinks. We think they hang the source of brand equity very flexible.
Analyze Red bull’s marketing program In terms of how It contributes to the brands equally. Diddles the strength and weakness. (l)The Re Bull’s marketing activities included: word -of- mouth strategy: opinion leaders be targeted:action sports athletes and entertainment celebrities. Sampling programs: Product campaign took place at events and son on. Point-of purchasing marketing: Branded refrigerator which prominently displayed the red bull logo.
Also they use the highly visible aluminum window sticker to indicate availability, and limited the SE of posters, shelf talkers and ceiling hangers in the store. D)Select electronic media buys: Two new animated cartoon commercials It develop each year. Event marketing: Aggressive sporting events get automatically Into the media. (f)sports marketing: The contribution of brand equity we will say, they hope this brand consumers talking about and purchasing red bull everywhere, finally through seeding program and targeted on opinion leaders, gradually presence to locations surrounding “in” spots, these marketing activities are going well and finally reached the mass-market via permeates.
They reached a broad range of consumers to people who are mentally or physically fatigued.
(II)Strength: (a)Product-Essentially invented to the functional energy beverage, compare with other major beverage competitors ,Red Bull have clear segment market and clearly define the product category . Also the easy-grab can make customer very easy to buy it. (b)Price-Selling point is functional value to create a premium strategy,therefore,even the retail price higher than cola still can beat it. C )Place- Retail channel included sport shops, club, bars, convenience stores, office alluding ,cafeterias and commissaries. Also,Red Bull can be find at many beach parties’ booth,or all of the refrigerators can be find. Promotion-use visible aluminum window sticker to indicate availability instead of the transactional clear plastic.
Also, aggressive event marketing and new animated cartoon commercials can be the most visible media efforts of promotion. Ill)Weakness-Part of market or consumer do not familiar with this kind of beverage, and it’s defined as functional energy, it’s limited and not easy to get broader consumer as their target. It’s clearly e used to consumer who need or want to stay up late or all night. Basically, stay up late is not healthy lifestyle behavior and this clear market segment can be also the weakness to expand the wider angle to new business . 1 think that’s the main reason they didn’t run the Herbal tea and fast food chain stores very well.
How can Red bull maintain its marketing momentum? They created effective advertising to keep clearly communicated product benefits without promising specific physiological results, continued marketing innovation, and do the product innovation to appeal to a broad range of consumers and to be appropriate in a variety of usage occasions.
Evaluate Red bull’s move into herbal teas,fast food chains,and magazines. Does it make sense for the company to expand into these areas? What are the potential benefits and dangers? L) Potential benefits: Base on the Red Bull brand equity theory, customer perhaps associate that herbal tea will comfort people or give oneself a lift. Take advantage of brand extension, fast food will be associate to “energy food ” and magazine can create a “energy life” for all customers they need ,included students,clubbers,business people and sports people r drivers. (II)Dangers:They use different brand name,therefore,they have to build new brand equity and customer didn’t pay their royalty to their new market product. Ill) We think this is a typical way to do diversification, however, they should create the brand included part of Red Bull’s culture, color, or signature. Then all the brand equity can be taken to new product area.
