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The Red Bull ProjectNick Avram NMDL 2011
Red Bull: At a glance Back in the day:• Red Bull was created in Austria
1987• Entered the U.S. market in 1997
Now:•world’s leading energy drink•Over a billion cans sold annually in nearly 100 countries. •Red Bull holds 70% world market share of energy drinks.
Red Bull: The future
Our Challenges:Red Bull needs to maintain
thetop spot.
Maintaining brand loyalty
Staying relevant
Red Bull Brand Persona
Our Target Market:Active in extreme sports, hobbies and activitiesYoung males
Music & art enthusiasts Video gamers
Online Overview
Red Bull has a large online presence, we must keep this growing
with efforts from online websites that are free and or cost efficient.
Currently Red Bull has 21,603,602 fans on their Facebook page
257,987 followers on Twitter
+ Numerous websites and blogs for different Red Bull hosted events/activities
3,093,404 channel views with 198,757 subscribers
Strategy
Implementing cross media competition: Incorporating all forms of social media Together, interacting with one another .
Google AdWords: increase search engine results & consumer leads.
AdWords = Generates web site hits,
brand awareness andconsumer activity.
Keywords:“energy drink”“performance enhancing drink”“Extreme sports drink”“best energy drink”
Measures of SuccessGoogle Tools
Measure Website Traffic
Tracking our target market
Tracking actions our consumers make
Cost Per Click
Successful Outcomes
Increase in website traffic
Increase in followers across all forms of social media accounts
Increase brand loyalty
Secure top stop in our market share
Increased communications with consumers
Staying relevant
Budget & TimelineTimeline Length: One year
Ads implement weekly across all forms
of media.
AdWords implemented weekly.
Google Tools used at the end of each
Month to record progress
Facebook $10,000
Twitter $10,000
YouTube $10,000
Google AdWords $20,000