Red Bull Brand Essay

rosy turd is the close to popular animation drink in the world, interchange over three billion flush toilets yearlyly. Started in 1987 by Austrian entrepreneur Dietrich Mateschitz, reddened poop pursued an aggressive yet different tradeing system to grow their pock globally. blushful squealer met an untapped need within the potable consumer market and the strength of their carefully cultivated defect provided them leverage to market themselves in a non-traditional manner. What were the key Brand elements for bolshy turd?A shit element is trademarkable device intended to identify unique goods or serve and differentiate themselves from their competition. Brand elements are designed to enhance bell ringer awareness by cultivating fire vane associations that are memorable, meaningful, and likeable. personnel casualty Bull possesses three key chump elements that helped create points of differentiation (POD) for the passing Bull brand therefore positioning carmine Bull as the worlds dominant functional qualification drink. Brand Name Red Bull Red Bull is an energy drink that promises to revitalize body and mind. Recognizing that Red Bull does not set about a distinct home run demographic, Red Bull concluded that all people need energy and promoted Red Bull as consumption for energy and health, not for enjoyment. Red Bull Mystique By positioning Red Bull with influential people and places, ccurious and adventurous customers tried the brand and mobilise the word.Red Bull promoted a cool public image to raise their brand power and used a slender container to suggest a sexier image than their competitors. A dark position created a sense of need and urgency to the everyday consumer. Slogan Red Bull gives you wiiings Red Bull is marketed as a product that rat refuel a person and create sharper minds. The combination of six different ingredients (taurine, glucuronolactone, caffeine, B-group vitamins, sucrose, and glucose) enables Red Bull drinks to contain more energy than any beverage in the marketplace. Red Bull as well used humorous enliven cartoon characters to demonstrate the safety and fun-loving virtues their energy drink. This slogan helped create worldwide brand recognition. How did Red Bulls selling activities contri furthere to Brand uprightness? Brand equity is defined as achieving a different outcome resulting from the trade of a product or service because of its brand name, compared to the same product or service without the brand name.Red Bull built their brand equity with strategic marketing initiatives involving the product, price, placement, packaging, and promotion of the Red Bull functional energy drink. Product Red Bull was designed to improve physical endurance, work metabolism, improve overall well-being, improve speed and concentration, and increase mental alertness. The flavor, color, texture, and ingredients of the drink were markedly different from a traditional carbonated beverag e. The energy drink beverage category did not exist Red Bull created it and was able to generate tremendous brand equity by marketing the product in compensate of mystery. Consumer mat up they HAD to try a Red Bull. Price Red Bull pursued a premium priced beverage strategy from the beginning. By adding 10% to the most expensive competitors price, Red Bull tried to position itself as a best in class product because of the added energy-enhancing functionality.Pricing above the competition, Red Bull positioned their brand to be unique, one of the tenets needed for creating strong brand equity. Placement Red Bull used product placement to urinate brand equity by containing their distribution and selectively choosing the events, venues, and advertising medium to display their product. By limiting the amount of product available at hand-picked locations, an glorification of exclusivity was engineered. The cell philosophy of expansion and growth by dividing key markets into target ed geographic segments allowed Red Bull to strengthen their brand from bottom up, fostering strong brand equity. Packaging Red Bull used a thinner and more slender looking can, signaling that the product was different than a traditional soda water beverage. Also, Red Bull would not extend spate packaging or unit bundling so each can had to be individually exchange by the retailer AND purchased by the consumer.The sleek look and steadfast packaging requirement grew the value of the Red Bull brand Promotion Red Bull used aggressive media campaigns to grow their brand but only promoted events, venues, and/or personalities that coincided with their brand strategy. They performed very little traditional product promotion, rather focusing on promoting fringe athletic events like extreme sports and relying on the consumers self-promotion. Positive consumer testimonials are better than some of the best promotional material money can buy. Peer pressure helped Red Bulls brand equity to g row exponentially. How did Red Bulls marketing course of studys differ from those of conventional softening drinks? Red Bull used advertising, event sponsorship, and sports marketing to promote their product as a functional energy drink. Red Bull aimed to make their marketing programs innovative, individual, non-conformist, unpredictable, and humorous. Rather than pursue conventional marketing methods, Dietrich Mateschitz felt that the best method for Red Bull to attract customers would be through peer testimonials or word-of-mouth marketing.More importantly, Mateschitz and team were intent on creating a mystique for Red Bull. Through seeding programs designed to micro-target it shops, clubs, bars, and stores, cultural leaders were the first to discover Red Bull and spread the word to their sphere of influence. By seeking out opinion leaders who represented the Red Bull brand (athletes or entertainment celebrities) and creating limited availability of the product, Red Bull was able to maximize their awareness while focusing on their consumer base building. Pre-marketing, creating awareness in markets where the product wasnt sold, was another(prenominal) program that Red Bull used to become recognise as the pre-eminent brand of energy drinks. Red Bull expended tremendous effort around product trialing and sampling.The bulk of Red Bulls marketing activity encourages product trials with sampling, word of mouth, and point of purchase efforts. Red Bull sought to reach consumers in holy man usage situations (concerts, parties, sporting events, highway rest areas, on campus) and wanted to control the amount of consumers that sampled the product. Red Bull deployed energetic and believable brand managers who evangelized the product through explanation and consumption. This controlled product distribution allowed the consumer to see the dedication and focus of each brand manager but did not permit for maximum product reach. tralatitious beverage marketers usuall y try to maximize the number of consumers their product reaches so Red Bulls strategy flew in the face of the industry standard. What rules were bemused during the initial unsuccessful launch of Red Bull UK, per the CBBE model? The Customer-Based Brand Equity Model (CBBE) recognizes that the customer is aware of and familiar with a specific brand and holds a strong, favorable, and unique brand associations in memory, i.e. brand image.Brand associations can be strengthened by personal relevance and/or arranged delivery. Historically, engineer product experience creates the strongest brand attributes and benefit associations for consumers. After multiple setbacks trying to enter the United Kingdom, Red Bull found an entry point into Scotland but varied their traditional market entry strategy. Red Bull made three strategic mistakes upon entering the United Kingdom 1) Altered their marketing look by classifying their product as a sports drink and not a stimulation drink By marketing Red Bull as a sports drink and not an energy drink, Red Bull UK took a strong brand name that was successfully associated with energy drinks and changed the unique favorable links that Red Bull created with consumers in other EU nations.2) Departed from their proven word-of-mouth marketing strategy The Red Bull brand was created by grassroots, bottoms-up word-of mouth marketing. In the UK, brand managers worked directly with the largest supermarkets and convenience outlets. This is a deviation from the strategy that fueled Red Bulls growth in other markets and deteriorated consumers brand association with Red Bull. 3) Overhauled the Red Bull advertising strategy by eschewing electronic media for traditional billboards By changing their advertising strategy, the creativity and simplicity of the animated Red Bull ads and precisely worded slogans lost much of their meaning. How can Red Bull maintain its growth momentum in the future? Red Bull continues to be the global leader in the f unctional energy beverage category. However, the marketplace has become saturated with competition from hundreds of companies, both small and large, in galore(postnominal) different markets around the world. In order to maintain their dominant position in the market, Red Bull continued to innovate. They began offering a sugar-free product and recognized that their products consumption reason changed as more consumers are using Red Bull as a mixer or supplement.Red Bull also contemplated venturing into herbal tea products, a quarterly magazine, and fast food restaurants. In contemplating how Red Bull can continue to grow their brands momentum in an increasingly competitive marketplace, I thought of three ideas two suggestions for product diversification and one concept for increasing brand exclusivity. Red Bull Gum An edgy gum would help grow the value of the brand and expand the Red Bull mystique. Red Bull does not have a target demographic but they market their energy drinks to consumers who are innovative, individualistic, non-conformist, unpredictable, and humorous. Creating Red Bull gum would serve as a earthy complement to their suite of energy drinks.The gum could be shaped in a solid round shape and contain a small regurgitate of Red Bull energy juice inside, similar in texture and fill to the popular Trident or Dentyne brands. The pricing strategy for the gum would be consistent with the pricing strategy for the energy drink (10% above the nearest competitor) but I would recommend giving away the initial product as a sampling practice during Red Bull sponsored events to create interest and raise brand awareness. Red Bull gum should be offered in convenience, drug, and grocery stores. fling the gum at bars and night clubs would not be ideal. The packaging for Red Bull gum could look like miniature Red Bull can long, slender and cylindrical.I would use aluminum foil wrapper rather than an actual miniature can but the design should be undistinguisha ble to the energy drink can. To promote Red Bull gum, I would have Red Bulls top athletes and entertainers create spots (either over the net or on traditional TV and radio mediums) that should how Red Bull gum provided the same benefit as the energy drink. I would also shell out extensive sampling at universities and trendy public urban settings to help raise the coolness quotient. Finally, Red Bull gum could be produced with sugar or sugar-free, tying in nicely to the brand extension of the energy drink and helping to raise the overall brand equity.Red Bull Heart Monitors Red Bull has received criticism over the years causing certain aliments, specifically related to the heart and circulatory system. Although it has never been scientifically proven that Red Bull causes any negative side effects, Red Bull has received numerous public accusations claiming problems from repeated use of the energy drink. As a consumer of Red Bull for years, I have personally felt the aftereffects of consuming too much Red Bull in one evening. I never felt that my health was in danger but I know that my circulatory system was acting abnormally. Since Red Bull brands itself as an energy drink that promotes an active and healthy lifestyle, creating a wrist grab heart monitor would help send the message that Red Bull heard the criticism and is actively working to take consumers about any risks associated with Red Bull.The wristwatch heart monitor can be plastic and have a digital readout of your heart rate. The price would be between $30-50 in the US (or its equivalent in other markets). I would design the watch to match the Red Bull color scheme and would also offer it three standard mono-chromatic colors (black, white, silver). I would suggest the product be sold at big box retailers/sporting goods stores after the watch has been sampled at niche extreme/outdoor stores. I would consider offering it to online retailers and medical supply organizations.However, I would want to k eep the focus on athletics and healthy living so I would see how market adoption occurred at the niche stores before expanding my distribution channels. Promotional displays could be set up in the niche stores as well as energy drink retailers, select physical therapy offices, gyms, fitness centers, and Red Bull sponsored extreme athletic events. As a doctor, my brother constantly warns me about the risks of ingesting too much Red Bull. Offering consumers a branded opportunity to self-regulate their health and alleviate their concerns would be another method for Red Bull to increase brand equity.Red Bull Fraternity Red Bull provides an energy drink that gives consumers wiiings. As previously mentioned, Red Bull does not believe that they have a target demographic. However, Red Bull does promote the athletic and thrill-seeking adventure type. If Red Bull were to create a Red Bull fraternity () that would allow consumers to become members by completing a series of Red Bull sponsored challenges and events, the possibility for brand strengthening would be endless. The goal of the fraternity would be to continually promote the Red Bull lifestyle through exclusivity and activity. A Greek organization inherently contains an air of mystery, which coincides with Red Bulls market entry and expansion strategies. Greek life would be extremely familiar to the university crowd, where Red Bull performs a large serving of their sampling, and Red Bull could draw large crowds of passionate users to the pledging events.Once the pledge period ended, members of would have closer access to all things Red Bull sponsored parties, athletes, entertainers, in the buff product offerings, priority status at high-profile events, discounts on products and merchandise, etc. I would charge a one-time fee to pledge the fraternity. There would also be annual fees dues and not all activities open to the fraternity members would be free but being a member would provide strong discounts and incentives that would not be available to non-members. A fraternity, by definition, is an all-male institution I would permit men and women of all ages to join remember Red Bull does not have a target demographic