Red Bull Marketing Plan

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Table of Content

Introduction2
Executive Summary2
Current Marketing Situation2
Market Description2
Benefits and Product features2
Product Review2
Competitive Review3
Distribution Review3
SWOT Analysis3
Strengths3
Weaknesses3
Opportunities3
Threats3
Objective and Issues4
Objectives4
Issues4
Marketing Strategy4
Positioning4
Product Strategy 4
Pricing Strategy5
Distribution Strategy 5
Marketing Communication Strategy5
Marketing Research5
Marketing Organization5
Action Programs5
Marketing Organizational Chart6
Budgets7
Controls7
Appendix8
INTRODUCTION
We have all seen it, an 8.3 ounce can featuring a blue and silver pattern, and two red bulls head-butt each other. Yes it’s the Red Bull, it gives you wings! Red Bull’s founder Dietrich Mateschitz introduced his taurine-fueled energy drink in Europe in 1987. Since its inception Red Bull hasn’t changed or expanded its product line or product extension either left or right. Its still one slim, sexy, and powerful can that has made its mark in the market of energy drinks. Also, it created a cool attitude versus an image which boosted in the market and became a very and most well known energy drink in today’s history.

EXCECUTIVE SUMMARY
Red Bull was discovered in 1987 and 10 years later it launched its product in the United States in the year 1997; it created a new category in the U.S. beverage business, a category of nonsoda sports and energy drinks. Now, it has been 10 years since the introduction of Red Bull in the U.S. market and it has created a name and an attitude with its marketing techniques carefully targeting its potential segments. The demand for it is ever increasing; it is very well known between college students and has now become a number one choice as a bar drink. Last year the energy drinks category accounted for $275 million in sales and a whopping 65% of the total went to Red Bull.

CURRENT MARKETING SITUATION
Market Description
 Red Bull is an energy drink used to supply tired minds and exhausted bodies with lost substances and reduce harmful substances. It provides immediate energy and vitamins. Red Bull’s targeted segments include athletes, students, Business men/women, and people on the go. Benefits and Product Features

The benefits of Red Bull are increase in performance, concentration and reaction speed, vigilance, emotional status, and metabolism. The product features include taurine which is conditionally essential amino acid and is involved in vital functions, glucuronolactone a carbohydrate which is involved in detoxification, caffeine which improves reaction speed, alertness and concentration, it also stimulates fat burning during activities, B-group vitamins which build-up and break down carbohydrates and support mental and physical activities. Product Review

Red Bull comes in two forms energy drink and sugar free.
Competitive Review
The main competitors of Red Bull are Power Horse, Rock Star and Monster energy drinks. They are all top choices of energy drinks in the market. Each one tries to differentiate themselves with taste and by adding more or less of as certain ingredient or by adding and ingredient the others do not contain. They each have their own unique cans and bottles and slogans. For example, Rock Star’s special ingredient is Milk-thistle and Power Horse’s slogan is free your energy. Distribution Review

Their channels of distribution include manufactures, wholesalers, and retailers. The manufacture provides the wholesaler with the product then the wholesaler sells to the retailer and the retailer sells to the final consumer. Retailers are their most important channel because they sell the majority of...
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