RED BULL AND MAGGI

• An Austrian entrepreneur by the name of Dietrich Mateschitz first learned of the beverage while travelling in Thailand in the 1980s. In 1984 he approached the Thailand manufacturer, TC Pharmaceuticals, to pursue a licensing agreement to market Red Bull in other countries. They agreed and took a 51-percent stake in his firm, Red Bull GmbH.

• Red Bull was first introduced in Austria in 1987. Its first foreign market was Hungary in 1992. Today, Red Bull is available in 120 countries with sales of more than 2 billion cans annually. It is the world’s number-one energy drink.

• Red Bull has been supported with a unique and creative style of advertising.

• The slogan “Red Bull gives you wings” strongly suggests the brand’s physical properties and benefits.

• Red Bull is sold as an energy drink and is designed to combat mental and physical

fatigue. • It is the combination of ingredients

interacting with each other that provides the energy-building benefit.

• It is a brand which has built its equity through careful below the line marketing. During the initial launch time, Red Bull used to invest heavily in buzz marketing.

• The emphasis Red Bull placed on marketing was evident from the fact that the company spent around 30 percent of its annual turnover on marketing - much higher than most other beverage manufacturers who spent approximately 10 percent. Red Bull was positioned as an energy drink that 'invigorated mind and body' and 'improved endurance levels'.

• Red Bull arrived in its first foreign markets, Singapore (1989) and Hungary (1992). The authorization for Germany was granted in 1994, the UK followed in 1995 and in 1997, the US business started in California.

• Red Bull's first marketing technique was to distribute and target teenagers and college goers. Red Bull went around the cities full of Red Bull cars and distributed the drinks to anybody who need energy - people like construction workers and joggers.

PRODUCTS IN UNITED STATES

RED BULL ENERGY DRINK

RED BULL SUGARFREE

RED BULL TOTAL ZERO

 • Unlike rivals who pay millions of dollars for superstars like

Britney Spears, RED BULL relies on cheaper talent: hip youngsters, students and a legion of fringe athletes. Red Bull sponsors some 500 athletes around the world, the type who will surf in Nova Scotia in January or jump out of a plane to "fly" across the English Channel. Every year the company stages dozens of extreme sporting events, as well as cultural events like break-dancing contests.

• Red Bull has mastered the buzz marketing/guerilla marketing

• Here are some tools that Red Bull doesn't use: billboards, banner ads, taxicab holograms, blimps, Super Bowl spots. Even its TV spots -- all of which feature the whimsical sketches of a mysterious Austrian artist -- serve more to amuse than to educate or entice consumers.

 

They made sure that when people go to, whether sporting, concert, etc., they are always outside passing out free energy drinks or the Red Bull cars driving around the cites.Red Bull Soap, Box Race or Red Bull Ride + Style.

Guerrilla MarketingCampaign

• A whole event that is completely all about Red Bull. The event is so genius because it is a revenue generator and it strengthens the brand.

• eams of everyday people to build homemade, human-powered flying machines and pilot them off a 30-foot high deck in hopes of achieving flight! Flugtag may mean “flying day” in German, but all these crafts ultimately splash into the waters below. They are judged not only on their flight’s distance, but creativity and showmanship as well.

• This event makes the brand seem fun, youthful and all about ‘giving you wings’.

The Red Bull FlugTag event

The Red Bull Air Race, established in 2003 and created by Red Bull, is an international series of air races in which competitors have to navigate a challenging obstacle course in the fastest time. Pilots fly individually against the clock and have to complete tight turns through a slalom course consisting of pylons, known as “Air Gates”.

Red Bull Air Races

• In keeping with their target market of young males, Red Bull has been highly active in association football. This is where RED BULL ARENA comes…

• RED BULL ARENA is a stadium constructed for football fans in NEW JERSEY. So here red bull teams compete and red bull drinks are served.

• By associating the drink's image with these activities, the company seeks to promote a "cool" public image and raise brand power. Hence, this one energy drink has helped create a market.

Mobile marketing

• Red Bull is running mobile ads that not only educate consumers about a new social media-driven campaign but also let them enter on the spot to redeem a free four-pack of the beverage.

• The mobile ads are part of Red Bull’s Share Your Wings campaign that is heavily tied in with mobile Web, Twitter, Facebook, Tumblr and Instagram. The Red Bull ads are running inside the Spotify iPhone application.

MAGGI• Nestle India Limited is the market leader in Indian

Noodle Market with it’s Maggi Brand of Noodles which was pioneer brand launched in 1983 in the packaged food market of India

• It took the challenge and established Maggi in Indian market considered to be conservative and typical about food consumption. It appropriate realization of target segment, effective positioning and effective promotion and sales made Maggi to Noodles in India as Xerox it to photocopier. NIL had introduced sauces, ketchups and soups under Maggi brand to reap benefit of brand popularity and image and contribute to financial gains by 1990.Maggi also became successful in sauces, ketchups and soups Market in India.

MAGGI Vegetable Multigrainz NoodlesMAGGI 2-Minute Noodles MAGGI Vegetable Atta Noodles MAGGI Cuppa Mania

MAGGI Magic Cubes MAGGI Bhuna Masala MAGGI Coconut Milk Powder MAGGI Pizza MazzaMAGGI Masala-ae-Magic

MAGGI SaucesMAGGI Pichkoo

MAGGI Healthy Soups

They promoted the product by 1.Distributing free samples. 

2.Giving gifts on return of empty packets.

3.Dry sampling-distributing maggi packets 

4. Wet sampling - distributing cooked maggi.

5.Availability in different packages 50gm,100gm,200gm,etc.. And

6.Effective tagline communication. 

FacebookMaggi has majorly concentrated on Facebook for using Web Culture for marketing purposes. The Fan Page on Facebook headlined “Meri Maggi” boasts a whooping 472,200+ likes. The landing page contains “Exciting MAGGI conversations, recipes, tips, games and a lot of fun”. Fans throughout the country and beyond borders post their own versions of Maggi and how they love to prepare it. Recipes take up majority of the posts decently complimented with pictures of the servings. Fan-gating has been tactfully taken care of! The top image-bar consists of the packets of their various flavours. The display picture goes with their campaign of “Guess the taste of the new MAGGI”. Tagged photos are not exactly regulated and they contain a number of pictures of people.

They have also incorporated an interactive game/application called MAGGI Rumble Jumble which has 160+ Monthly users.

TwitterThe Bio reads “Please show your support to your favourite MAGGI Noodles by following us… *Whats your MAGGI moment???*”.

The channel “Meri Maggi” was created in May, 2011. Although its been a month since their latest activity on the page, they have had a total of 4,010 upload views. As soon as the page loads the video regarding their “Guess the taste of the new MAGGI” campaign starts playing. I do not think, 140 channel views and 1 Subscriber is what they had in mind when the made the page just a few months ago.