MARKETING AUDIT FOR RED BULL

Topics: Marketing, Red Bull, Energy drink Pages: 39 (9226 words) Published: March 31, 2015
Red Bull Marketing Audit

MARKETING AUDIT:
THE CASE FOR RED BULL

TABLE OF CONTENTS
TitlePage

PART I. MARKETING ENVIRONMENT AUDIT
Macroenvironment
A. Demographic …………………………………………………….2-3 B. Economic …………………………………………………………3-4 C. Environmental ……………………………………………………4-5 D. Technological ……………………………………………………. 5-6 E. Political …………………………………………………………… 6-7 F. Cultural …………………………………………………………… 7-8 Task Environment

A. Markets …………………………………………………………… 8-10 B. Customers ………………………………………………………..10-12 C. Competitors ………………………………………………………12-13 D. Distribution and Dealers ………………………………………..14 E. Suppliers ………………………………………………………….15 F. Facilitators and Marketing Firms ………………………………15-16 G. Publics ……………………………………………………………. 16 PART II. MARKETING STRATEGY AUDIT

A. Business Mission ……………………………………………….. 16-17 B. Marketing Objectives and Goals ……………………………….17-18 C. Strategy …………………………………………………………..18 PART III. MARKETING ORGANIZATION AUDIT
A. Formal Structure …………………………………………………18-19 B. Functional Efficiency ……………………………………………19-20 C. Interface Efficiency ……………………………………………..20 PART IV. MARKETING SYSTEMS AUDIT
A. Marketing Information System ………………………………..21 B. Marketing Planning Systems ………………………………….22-23 C. Marketing Control System …………………………………….23-24 D. New-Product Development System ………………………….24 PART V. MARKETING PRODUCTIVITY AUDIT

A. Profitability Analysis ………………………………………….... 25-26 B. Cost-Effectiveness Analysis …………………………………..26-27 PART VI. MARKETING FUNCTION AUDIT
A. Products ………………………………………………………….27-28 B. Price ………………………………………………………………28-29 C. Distribution ………………………………………………………29-30 D. Advertising, Sales, Promotion, Publicity & Direct Marketing.30-31 E. Sales Force ………………………………………………………31-32 REFERENCES …………………………………………………………..33-37 RED BULL GmbH MARKETING AUDIT REPORT

PART I. MARKETING ENVIRONMENT AUDIT
Macroenvironment
A. Demographic
The energy drink industry where Red Bull is a major player, like other beverage industries, is fast developing and expanding driven by a globalization impetus. Although a relatively young industry when compared to other mature beverage markets, emerging economies like those in Asia presents a very lucrative market potential for Red Bull. Diversification of retail outlets to these nations in order to better market the Red Bull energy drink product is, therefore, an opportunity for the world’s leading manufacturer of energy drinks. Additionally, in view of the fact that Red Bull caters to a younger market whose primary target is male teenagers and people in their 20s (Smith, Gupta & Gupta 2006) coupled with the fact that young people make up the ‘fastest growing segment of the world population’ (‘Youth at a Glance’ 2007), the possibilities for business profitability are endless. However, since people are increasingly concerned and aware of health issues and well-being, the threat of sustained patronage of the Red Bull product is looming on the horizon. Energy drinks contain a considerable dose of sugar and about as much caffeine as one cup of coffee (Cohen 2001), a recipe that worries nutritionists and doctors alike. Various news on the internet from reliable sources1 have cited instances wherein Red Bull was involved in such issues and, to a very damaging extent for the image of the company, even death from drinking said beverage. In response to said developments and trends, Red Bull has taken measures to ensure the general public that drinking their product is safe and not harmful for human health. This campaign was launched specifically in their website2 and various marketing efforts through the television3 and print media4, coupled with sports and arts sponsorships5 globally. Their youth-centered marketing efforts have led the business to concentrate on clubs and bars of the countries in where they market their product, in addition to the already stated tactics of common marketing media, although not so visible on...

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