Innovation for RedBull

products portfolio

concept by Ondrej Durjak

RedBull was the first company that introded energy drink

Now it´s time to be first again...

Sugar free doesn't mean healthy

Zero calories is not healthy either

There is high demand for healthy and active lifestyle products

Story first energy drinkPeople are looking for energy that last, not

just for a short „sugar and caffeine“ kick

Long day at work

Long driving

Studying for exams

Reasons for healthy product

Healthy product will shift "can lovers" to "can buyers" (people identify themselves with brand and lifestyle behind it, but they want to buy healthy products)

If we introduce healthy line of Red Bull products young students can drink it to stay more focused in school = building brand awareness and brand relationship in young age leads to brand loyalty = securing future customers

Entry on healthy products market and acquiring customers from active lifestyle segment

Red Bull „Green“ healhy product

How to do it?

Replace caffeine with natural booster like:

Guarana, B Vitamins, Taurine, Ginkgo, Arginine, docosahexaenoic acid (DHA), Iron...

Replacing source of energy from simple sugars to the more complex carbohydrates or sugars with lower GI from healthier resources:

Maple syrup, cane sugar, coconut palm sugar...

ChampaignGive your celebration wings

First champagne that will boost your party

Red Bull have excellent position to introduce first ever champagne mixed with energy drink

All sports which Red Bull supports and sponsors can promote the champagne during award winning ceremonies

To be the first on the market = Possibility to enter the club scene

Exclusive products

Exclusive products will be introduced for marketing purposes

We will use reverse marketing strategy

Brands pay to influencers for product promotion in differentsocial media. We will use the fact that people like to „show off“ on Instagram, Facebook or Twitter with Exclusive products

We will let the end consumers promote exclusive products themselves

Red Bull Exclusive products line

What should exclusive products be like?

Can made from premium materials (stainless steel)Contains premium or unique ingredientsPremium box Package with complementary productExclusive products require exclusive price tagLimited editions 1/499

Goal is to use marketing impact of premium products consumers on regular customers

Thank you for attention

For more detailed information or any questions and comments please don't hesitate to contact me via phone or email: odurjak@yahoo.com