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Analysis of Building Brand Equity of Non Traditional Ways Red Bull

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Analysis of Building Brand Equity of Non Traditional Ways Red Bull
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
•


Cited: Aeby, V, Barber-Heidal, K., Carpenter-Aeby, T, Malinauskas, B., & Overton, R.. (2007). A survey of energy drink consumption patterns among college students. Nutrition Journal,(6), p35-41, doi:10.1186/1475-2891-6-35 Brasel, S Bumgardner,W. (2012). About.com. Dangers of Energy Drinks. Retrieved February 24, 2012. From http://www.walking.about.com/od/fluids/a/caffeineenergy.htm. Van Dusen, A. (2008). Know What’s in Your Energy Drink. Retrieved Feb. 28, 2012, from http://www.forbes.com/2008/09/23/energy-caffeine-drink-forbeslife-cx_avd_0924health.html The Economist Funding Universe. (3, 3 2011). Red bull gmbh. Retrieved from http://www.fundinguniverse.com/company-histories/Red-Bull-GmbH-Company-History.html Heckman, M.A., Sherry K Hosea, M. (2007, Sept). Running with the bulls. Brand Strategy, 20-23. Jacobson, J. (2011). Drinks and shots see energized sales. Beverage industry, 102(8), 12-18. Mediamark Internet Reporter, Mediamark Research Inc., (Fall 2010). Energy Drinks Drank in Last 6 Months Total. Retrieved February 12, 2012 from MRI Plus database: http://www.mriplus.com Monster Energy (2012) Red Bull Flugtag USA. (2012) What is Flug? Rich in History. Sort of. Retrieved February 12, 2012 from http://www.redbullflugtagusa.com/what-is-flug Red Bull.(2010).Can Life Cycle Red Bull.(2010). Who Makes Red Bull. Retrieved February 23, 2012. From http://www. Redbull.com/cs/Satellite/en_INT/company/001242939605518. Red Bull. (2010). Products. Retrieved February 20, 2012. From http://www.redbullusa.com/cs/Satellite/en_US/red-bull-energy-drink/001242989766321 Rockstar Energy Drink (2012) Screaming Energy. Red Bull Ratings. Retrieved February 23, 2012. From http://www.screamingenergy.com/energy_drink_9.php Skribd Shakeri, S. (2008). Bleacher Report. Red Bull Influence in Sports: What Makes It Unique? Retrieved February 20, 2012. From http://m.bleacherreprt.com/articles/34513-red-bull-influence-in-sports-what-makes-it-unique Stein, N UKessays. (2003-2012). Red Bull. Retrieved February 27, 2012. From http://www.ukessays.com/essays/marketing/red-bull.php.
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