Currently Red Bull is targeting 16-29 year old young urban males‚ which is a limited market. Expanding the targeted market to other segments of the population would be a prolific move for Red Bull‚ expanding its horizon. The slogan “Red Bull gives you wings” is directed towards young people with active lifestyles interested in extreme sports and challenging recreational endeavors. It’s being marketed to combat mental and physical fatigue and to improve performance when it comes to sport‚ work‚ study
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Q1: Explain how Red Bull has been able to arouse and activate the consumer decision-making process. Initially‚ Red Bull made consumers realize that they need this kind of energy drink by physiological arousal. For blue-collar in Thai such as taxi and truck drivers‚ they usually have to combat mental and physical fatigue that are their bodily needs at that moment. Red Bull used and interprets these physiological cues to arouse related needs about energy drinks. After consumers recognized
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Introduction: Red Bull can be called as a pioneer in the energy drink category worldwide. Red Bull was founded by Dietrich Mateschitz and officially launched in 1987. In Hong Kong‚ Red Bull energy drink has been available since 1999. Red bull Energy Drink has been developed for people who want to have a clear and focused mind perform physically‚ are dynamic and performance-oriented whilst also balancing this with a fun and active lifestyle. [pic] [pic] [pic] [pic] [pic] [pic]
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What created Red Bull’s success? What created Red Bull’s success is that they didn’t just jump in with both feet when marketing their product in a new country. Take for instance when they “launched” in the US they started promoting in smaller “cells” because they are a “by-word-of-mouth” company. Once they figured out that they were doing well they then started promoting more throughout the United States. Red Bull has also created a premium image for their energy drink by making it a little more
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What is their field of operation? Red Bull operate within the energy drinks sector of the soft drinks market. The product is an example of a ’functional ’ drink. Functional foods respond to consumer interest in well-being and performance. The major multinational soft drinks companies are investing in the area of functional drinks‚ developing their own brands and buying up existing ones. This is seen as being important‚ given that their traditional soft drinks markets are at the maturity stage in
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A NEW DRINK "SLOW COW"‚ OFFERS CALMNESS AND RELAXATION‚ CAN IT FIND A SUCCESS AS A NICHE ALTERNATIVE TO ENERGY DRINKS LIKE RED BULL IN UK? Module Code: MG 3123 (Final Project) Student Number: 0837185 Department: Brunel Business School Degree: Business and Management (Marketing) Supervisor: Dr May Seitanidi Submission date: 9th March 2010 Word Count: 9200 1 Acknowledgments First and most importantly I would like to thank all the participants who took part in my data collection
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1. Red Bull was founded in 1985 by Dietruch Mateschitz and launched in Austria in 1987. After establishing strong sales in their home market‚ Red Bull gradually expanded into other markets. The brand started with just one SKU which is their signature 250mL silver and blue can. Red Bull’s target audience was defined as people who are mentally or physically fatigued‚ or both. Therefore they had no specific demographic or psychographic segment. The consumer categories were students‚ drivers‚ clubbers
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Target market Red Bull was one of the first Energy Drink. It gave energy to people who want to be physically and mentally fit from 1982. As the company reported‚ in 2011 red bull had sold 4.631 billion cans over the world with 11.4 per cent increase of 2011. In selling‚ profits and productivity the data illustrated were the highest one of the company. (www.redbull.com) Moreover‚ as figure1 illustrated‚ Red Bull is the most popular energy drink brand all over the world from 2006 to 2012. Clearly
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Red Bull’s marketing intent is to become a representative of the best energy drink and also the sports drink. Target Markets As Red Bull’s representative image‚ Red Bull targets young generation (men and women aged 16-29). Red Bull is especially for athletes‚ students‚ workers‚ and alcohol consumers who need to improve their reaction speed and physical strength‚ and also concentration. Not only with these effects‚ but also with Red Bulls’ unique flavor‚ alcohol consumers also find Red Bull
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about Red Bull Red Bull is an energy drink. Red Bull is an adaptation of the Thai energy drink Krating Daeng‚ which translates as "Red Bull". Based on market share‚ it is the most popular energy drink in the world. The company was founded by Thai national Chaleo Yoovidhya and Austrian national Dietrich Mateschitz. Red Bull ’s slogan is "it gives you wings" and the product is aggressively marketed through advertising‚ tournament sponsorship sports team ownerships (Red Bull Racing‚ Red Bull Salzburg
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