The document discusses Red Bull's marketing strategy. It targets millennials interested in extreme sports through word-of-mouth marketing, sponsoring extreme sports events, social media with over 42.7 million likes, and endorsements from athletes. Red Bull's strengths include its iconic brand status and loyal fan base developed through digital marketing and sponsorships. However, its niche focus on active youth leaves room to address the larger mass market through more traditional advertising.
5. URBAN
AGE:16-29
INTERESTED IN
EXTREME SPORT
LESS INTERESTED IN MORE
POPULAR BRANDS
EXHIBIT LESS LOYALTY
TAKE OPINION FROM
FRIENDS AND OPINION
LEADERS
PYRAMID CHARACTERISTICS
TARGET MARKET
7. WORD OF MOUTH
EVENT SPONSORSHIP
REDBULL FLUGTAG EVENT
CRASHED ICE
REDBULL DRIFTING
WORLD CHAMPIONSHIP
REDBULL RAMOAGDE
RAED BULL CAPE FEAR
REDBULL SOAPBOX RACE
8. EVENTS SPONSORSHIP
REFLECTIONS:
WORD OF MOUTH(CONTD..)
PROMOTES IT’S NEW
LAUNCHING PRODUCT
CREATES STRONG BRAND
VALUE AS AN INDEPENDENT
ENERGY DRINK POWERHOUSE
ATTRACT ITS TARGET GROUP
OF MILLENIALS TO ITS NEW
LAUNCHES
SHARING OF MARKET BRAND
EQUITY WITH STRONG
ENERGY DRINK
POWERHOUSE
GIVE WORD OF MOUTH TO
HIGHLY ACTIVE AND SPORTY
YOUTH
9. SEEDING PROGRAMME
BUILDING A BUZZ
MICRO TARGETING
TRENDY
SHOPES,CLUBS,BARS AND
STORES
ENABLES CULTURE ELITE
TO ACCESS ITS NEW
LAUNCH AND INFLUENCE
OTHERS
10. REFRIGERATION TOOL UNIT
PROMINENT LOCATION IN
EVERY RETAIL STORES WITH
LOGO OF REDBULL(GYMS,RETAIL
STORE)
HIRES DELIVERY VAN
DRIVERS
POINT OF
PURCHASE,SAMPELING
TARGET SAMPLING CAMPAIGNS
AT CONCERTS,PARTIES,BEACHES,
COLLEGE EVENTS SPONSORSHIP
PROVIDE AWARENESS AND REACH
CUSTOMERS THROUGH PERSONAL
COMMUNICATION
CREATES POINTS OF DIIFERENCE
AND POINTS OF PARITY
11. SOCIAL MEDIA PRESENCE
3.4 M
users
CONTAINS
ADVENTUROUS
PICS
85.5K
TWEET
2.5m
USERS
MOSTLY
RTS
ACTION
CONTENT
PRODUCT
FEATURE
42.7 M LIKES
AVG 2 POST/DAY
12. EXPERIENCE THE WORLD OF REDBULL LIKE YOU HAVE NEVER
SEEN BEFORE.WITH BEST ACTION CLIPS ON THE WEB AND
YOUTUBE EXCLUSIVE SERIES.PREPARE YOUR STOCK FACROT TO
BE AT ALL TIME HIGH
SOCIAL MEDIA(CONTD.)
5.7M
SUBSCRIBERS 470K AVG
VIEWS
4 SISTER
CHANNELS
14. S.W.O.T ANALYSIS
QUE 1:STRENGHTS AND WEAKNESS OF RED BULL’S
MARKETING STRATEGY AND RISKS ASSOCIATED!!
•HEALTH
CONSCIOUS
CONSUMER
•FDA REGULATION
•CHEAPER
LEMATIVES
• MALE SKEW
• NICHE
MARKET
• NOT RECENTL
• PRODUCT
LINE
EXPANSION
• UNIQUE
PACKAGING
• ICONIC BRAND
• BRAND LEAD
• LOYAL FAN
BASE
• DIGITAL
DEVELOPEME
NTS
STRENGHTS
OPPORTUNI
TIES
THREATSWEAKNESS
15. ENTERTAINMENT VALUE
BRAND RECALL
ICONIC BRAND
DIGITAL DEVELOPMENTS
HIGH BRAND LOYALTY
REFLECTION OF POD AND
POP
CONNOTATION OF DANGER
LESS COMMUNITY TO ADRESS
MALE SKEWNESS
LESS NICHE MARKET SHARE
PROS CONS
QUE:WHAT ARE THE PROS AND CONS AND
SHOULD RED BULL DO TRADITIONAL
ADVERTISING??
17. TO ADRESS AND
COMMUNICATE LARGE
MASS COMMUNITY
TO TARGET NICHE
MARKET
TO COMMUNICATE
ABOUT AWARENESS OF
PRODUCT LINE
TO MAINTAIN LOYAL BFAN
BASE
TO MAINTAIN OR EVEN
EXTEND ITS BRAND VALUE
TO COMMUNICATE WITH
TARGET COMMUNITY ON
MORE PERSONALISED BASE
WHY WHY MOT
TRADITIONAL MARKETING:WHY AND WHY NOT??
20. RED BULL OFFERS A PROGRESSIVE MARKETING STRATEGY
TARGETING MILLENIALS AND ACTIVE YOUTH ON MORE
PERSONALISE BASIS
ACTIVE AND ANTI MARKETING TREND OF REDBULL GIVES
YOU TO ATTEMPT HIGH BRAND EQUITY AND HIGH MARKET
SHARE
LACKING OF TRADITIONALITY IN MARKETING
COMMUNICATION MIX HAS LED TO OVERLEAVE IN
COMMUNICATION WITH LEFT DENSE MASS COMMUNITY
CONCLUSION