BUILDING BRAND EQUITY IN A NON-TRADITIONAL WAY

INGREDIENTS

CAFFEINE ------ TAURINE --------

B VITAMINS -------- (B3 , B5 , B6 , B12)

-------SUCRCOSE

--------GLUCOSE

------ ASPARTAME

-----ACESULFAME K

MISSION OF RED BULL

RANGE OFPRODUCTS

How Red Bull became the energy drink market leader?

By developing an integrated marketing communications plan to reach its target audience, i.e., youth around the globe.

Advertising

The Tagline “Red bull gives you wings” is the main reason which Amazed and attracted the customers to buy the drink.

SPORTS & EVENTS

Red Bull also aligns itself with a wide variety of extreme sports & athletes events from motor sports to mountain biking, snowboarding to surfing etc. to get connected with its core audience.

Other Events

It’s an event in which people make their own rides and then fly these human powered machines from a platform.

Red bull air race is airplane race in which world’s top10 to 14 aerobatic stunt pilots participate in a air race in Which they perform in a low level Aerial race track

Red bull motocross is the best and audience loving extreme sports event in which motor riders race in difficult tracks.

SPONSORSHIP & ENDORSEMENTS DEALS

With the help of various endorsement deals with famous celebrities, it has positioned itself as a lifestyle brand.

What are Red Bull’s strengths and risks as more companies enter the energy drink category?

Weaknesses1. Market share has shrunk over the last few years.2.Health concerns due to high caffeine contents.3.Failure in the new product/service or market category.

Strengths1. Market leadership2.Marketing Efforts3.Strong, fresh and fashionable brand identity.4.Easy adaptable advertising across the globe.5.Product sampling approach

RISKS

•Dominance of the Red Bull is threatened by the entry of Coca Cola into the industry.•Growing health concerns among the public.•Failure in the new product/service or market category.•Losing the tight focus among existing brands and Damaging the perceptions of your existing brand.

Should Red bull do more traditional advertising? Why or Why not?•No, Red bull should not do more traditional advertising instead they should stick to newer forms of advertising like online, and social media advertising that works better for them & will be very helpful in future.

•They should also employ other non-traditional methods of advertising such as giving free drink away sometimes when students rent books from Chegg.

Hence, the current marketing strategy is good and it will continue to grow in the market.

Discuss the effectiveness of Red Bull's sponsorship, for example, Bull Stratos. Is this a good use of Red Bull's marketing budget? Where should the company draw the line?

•Red Bull sponsorships are a good use of Red Bull’s marketing budget.

•Well targeted campaigns and sponsorships help to expand the Red Bull brand and increase consumer brand awareness.

•But a line should be drawn on inherently dangerous sports or events.

•Red Bull should continue such sponsorships, but should be more selective with sole sponsorships of certain sports or events where the potential for casualty is high.

•History

•Ingredients

•Mission of Red Bull

•Success Story

•Marketing Strategy

1. Advertising2. Sports & Events3. Sponsorship & Endorsement Deals4. Red Bull Media House

• Kotler Text Book Case Study.

This Presentation is prepared by Raman Preet Singh Khera, Student of Delhi Technological University (DTU),Delhi under the guidance of Prof. Sameer Mathur of IIM Lucknow.