R E D B U L L OVERVIEW. Profile. Origins. Questions. Red Bull gives you wiiiiiiiiiiiiiings. Group 11 Demean- Dumulesc Florin Ding Yujie Kim Alexandra

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1 R E D B U L L Red Bull gives you wiiiiiiiiiiiiiings Group 11 Demean- Dumulesc Florin Ding Yujie Kim Alexandra 1 OVERVIEW Profile Origins Questions 2

2 Profile Founded: 1987 Founder: Dietrich Mateschietz Headquarter: Fuschl am See, Austria Facts: has taken almost the half of the US market for energy drinks and up to 70% of the market globally, in more than 100 countries Source: Origins The original drink Red Bull was developed in 1962 by Chaleo Voovidhya, a Thais businessman and sold under the name Kraeting Daeng The recipe was based on Lipovitan, an early energy drink that had been introduced to Thailand from Japan Kraeting Daeng spread across Asia in the 1970s and 1980s The Thai product was transformed into the global brand by Dietrich Mateschitz, an Austrian entrepreneur Source 4

3 Cool adds which underline that Red Bull give the consumer the opportunity to escape from stress and ordinary 5 1.Discuss how Red Bull is adopting a global marketing strategy? 6

4 The four pillars of Red Bull Advertising Sampling Sport sponsorship Events Source: 7 8

5 To attract new customers and enhance consumer loyalty, Red bull has a more effective brand campaign than Coke and Pepsi Red Bull is building a beverage brand without relying on the equipment of a mass marketing campaign Red Bull doesn t usually use: billboards, banner ads, taxicab holograms, Super Bowl spots 9 Grass marketing strategy ( person to person marketing) A strategic programme to provide "cool" postsecondary students with free cases of the drink, and then convince them to throw Sponsoring extreme sport events (cliff diving, BMX, skateboarding), art of can Competition, sponsorship in motorsport Has developed MET (mobile energy team) programme 10

6 Red Bull backs-up a multitude of events and contests 11 2.Why should Red Bull have an understanding of the different cultural nuances for its different international markets? 12

7 In order to have a succesfull marketing you have to understand the variables contained in every target market (laws, traditions) they even discuss on their site if Red Bull is kosher or halal - and it is! Some markets react differently to some marketing strategies than others Red Bull attracts customers to product rather than bringing the product to customers 13 Important variables for target market Geographic: region, country, climate Red Bull in Asia vs. Europe Demographic: age, gender, income, religion, nationality/race, language In Switzerland Gummibäärlii In Turkey Enerjii Votka Psychographic Behavioral 14

8 3. Is it possible for Red Bull to standardize its marketing mixes? Explain your reasoning. 15 Barriers to Developing Global Brands Culture and consumption patterns Language Regulations Media availability and promotional preferences Organisational structure and culture The reality is that full standardisation is rarely possible 16

9 Product positioning Product formulation Product design Brand Name Pack Design Advertising Price Distribution channels Full adaptation Full Standardization What types of products are easily globalized, and why? 18

10 Easy to globalize products Luxury products: Rolex, Gucci, Christian Dior IT Technology products: cell phones, MP3 players, laptops, computers, digital cameras, software (e.g. Office software is translated or enabled to meet the linguistic and cultural needs of countries around the world. ) Franchise based restaurants like Starbucks or McDonald's (the same products, the same taste the same marketing) Products that doesn't contradict people's beliefs, culture 19 Easy to globalize products Necessities (cars, cosmetics)- Toyota, Unilever products For food: the same recipe, differrent name 20

11 THANK YOU FOR YOUR INTEREST AND ATTENTION! 21 Bibliography Jobber, D., Principles and Practice of Marketing, 2004, McGraw-Hill International (UK) Wikipedia 22

12 ADDITIONAL SLIDES 23 Product Product comes in one size, one design, the same flavour (the recipe is not even patented so everyone can copy it) The product is the same in the whole world Red Bull is not changing its composition in respect to every country (the same recipe everywhere) 24

13 Promotion Relying on local-scene makers to spread the word Viral approach to marketing Buzz marketing- alpha bees Exclusive and exciting events Red Bull generates a great deal of awareness through sport sponsorship 25 Price Premium price everywhere in the whole world Doesn t matter in which country they sell, they are not the cheapest energy drink but probably the most expensive 26

14 Place Red Bull is sold in more than 100 countries In France it is banned In Norway and Denmark Red Bull is classified as a medicine It wasn't sold in Canada It was also available only in pharmacies in Japan 27

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SCO 2.2. Primary Tasks Involved in Running a Business SCO 2.2 Primary Tasks Involved in Running a Business - Marketing and Advertising - Production - Management and Human Resources - Financial Planning and Analysis - Legal Issues and Responsibilities Marketing