Analysis of Building Brand Equity of Non Traditional Ways Red Bull

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TABLE OF CONTENTS

SITUATION ANALYSIS---------------------------------------------------------------------1-12 •Brand History ---------------------------------------------------------------------------------1 •Company Evaluation-----------------------------------------------------------------------1-2 •Product Evaluation-------------------------------------------------------------------------2-4 •Consumer Evaluation----------------------------------------------------------------------4-6 •Competitive Evaluation--------------------------------------------------------------------6-8 •Marketing Environment Evaluation----------------------------------------------------8-10 •SWOT Analysis------------------------------------------------------------------------------11 •Research Questions--------------------------------------------------------------------------12 PRIMARY RESEARCH----------------------------------------------------------------------13-19 •Introduction-----------------------------------------------------------------------------------13 •Survey-------------------------------------------------------------------------------------13-16 A.Overview------------------------------------------------------------------------13 B.Objectives-----------------------------------------------------------------------13 C.Project Details--------------------------------------------------------------13-14 D.Analysis---------------------------------------------------------------------14-16 •In Depth Interview-----------------------------------------------------------------------16-18 A.Overview------------------------------------------------------------------------16 B.Objectives-----------------------------------------------------------------------16 C.Project Details------------------------------------------------------------------16 D.Analysis---------------------------------------------------------------------17-18 •Summary----------------------------------------------------------------------------------18-19 •Conclusion--------------------------------------------------------------------------------19-20 WORKS CITED

APPENDIX
SITUATION ANALYSIS
This Red Bull research analysis is meant to develop a marketing strategy for the Red Bull Company. Red Bull is an independently owned Austrian based company that produces energy drinks on a worldwide scale. They created the market for energy drinks and therefore have invited fervid competition. However, they have set the bar high among the energy drink industry and are still leading the way. Red Bull has a firm grasp on the energy drink market, controlling 70% of it, and is still paving the way for the future of energy drinks. The following is an overview of the Red Bull Company and its competition within the current energy drink market. BRAND HISTORY

Dietrich Mateshitz was traveling to Thailand on business when he came across a drink called Krating Daeng, meaning “red bull” in Thai. The uniquely flavored aided his jet lag from long trips (The Economist). Mateshitz, originally a marketing director for the German toothpaste maker, Blendax, was an Austrian entrepreneur who recognized Krating Daeng’s potential to be a worldwide commodity (The Economist). Over the next three years Mateshitz, along with Krating Daeng owner Chaleo Yoovidhya each invested €500,000, the equivalent to $666,450 U.S., and introduced the carbonated version of Red Bull to the Austrian market (The Economist). Today the product is sold worldwide and is has become commonplace in modern society. COMPANY EVALUATION

Red Bull Gmbh (Gesellschaft mit beschränkter Haftung, similar to an American LLC) is a private Austrian company founded in 1984 by Dietrich Mateschitz and Chaleo Yoovidhya and is headquartered in Fuschi am See, Austria (Red Bull). With an annual operating revenue of €3.8 billion along with an astounding 4.204 billion cans sold worldwide in 2010, Red Bull dominates the energy drink...
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