Red Bull Marketing Plan
Table of Content
Introduction 2
Executive Summary 2
Current Marketing Situation 2 Market Description 2 Benefits and Product features 2 Product Review 2 Competitive Review 3 Distribution Review 3
SWOT Analysis 3 Strengths 3 Weaknesses 3 Opportunities 3 Threats 3
Objective and Issues 4 Objectives 4 Issues 4
Marketing Strategy 4 Positioning 4 Product Strategy 4 Pricing Strategy 5 Distribution Strategy 5 Marketing Communication Strategy 5 Marketing Research 5 Marketing Organization 5
Action Programs 5 Marketing Organizational Chart 6
Budgets 7
Controls 7
Appendix 8
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
Introduction 2
Executive Summary 2
Current Marketing Situation 2 Market Description 2 Benefits and Product features 2 Product Review 2 Competitive Review 3 Distribution Review 3
SWOT Analysis 3 Strengths 3 Weaknesses 3 Opportunities 3 Threats 3
Objective and Issues 4 Objectives 4 Issues 4
Marketing Strategy 4 Positioning 4 Product Strategy 4 Pricing Strategy 5 Distribution Strategy 5 Marketing Communication Strategy 5 Marketing Research 5 Marketing Organization 5
Action Programs 5 Marketing Organizational Chart 6
Budgets 7
Controls 7
Appendix 8
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