Red Bull Distribution Policy Traditional marketing approach (wholesaler‚ retailer) is combined with direct distribution to target customers: events and Red Bull cars (http://www.wharton.universia.net/index.cfm?fa=viewfeature&language=english&id=775) USA: They have partner distributors (exclusive) in the States (vertical distribution: contractual?): Separate Distribution company‚ that Red Bull owns: Red Bull Distribution Co.‚ a subsidiary of Red Bull North America based in Santa Monica‚ Calif
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Marketing – Red Bull Dietrich Mateschitz founded Red Bull in 1984 after discovering the widespread popularity of tonic drinks in the Far East. He developed the Red Bull Energy Drink‚ launching the product on the Austrian market in 1987. Since then‚ Red Bull has launched a range of products‚ including Red Bull Cola in 2008 and Red Bull Energy Shots in 2009. Today Red Bull has annual sales of around 4 billion cans in 160 countries. Red Bull has a distinctive approach to marketing. It uses
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“Red Bull isn’t a drink‚ it’s a way of life”- an off the radar subculture; very appropriately put across through the company’s slogan “It gives you wings”. In order to face the challenges and grow in the future‚ Red Bull should mainly concentrate on using the following strategies: - 1. INCREASE CONSUMPTION LEVELS: Highest consumption rate was in Ireland‚ which had been 11 cans per person‚ and if the same is achieved in USA then Red Bull can achieve additional annual sales of 2 billion cans in
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Executive Summary: From conducting this report it was found that Red Bull energy drink is facing some problems‚ the main one of which is the negative media that it has been receiving. However both primary and secondary research shown that negative publicity does not affect buyer behaviour to a great extent. Secondary research clearly states that Red Bull contains excessive amount of chemicals‚ some publications even compare it to highly addictive drugs as well as blaming the product for some deaths
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RED BULL 1. Who are Red Bull´s greatest strengths and risks as more companies (like Coca-Cola‚ Pepsi and Monster) enter the energy drink category and gain market share? Strengths There are six marketing lesions from Red bull which gives them competitive advantage 1. Embrace a sense of purpose 2. Beyond Big Society: do more than grow your bottom line 3. Move beyond ROI: pitch for emotional impact 4. Embrace ‘extreme marketing’ 5. Behaviour trumps brand values 6. Place
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Red Bull Brand Equity According to Keller (2008‚ p 53)‚ brand equity is the strong‚ favorable and unique brand associations in the memory of customers. He goes on to identify (p 54) two sources of brand equity: 1.) Brand Awareness; and 2.) Brand Image. Red Bull has well defined tactics for both sources. The Brand Awareness Source for Red Bull Brand Equity Keller (p 54) notes the key elements of Brand Awareness: 1.) Recognition; and 2.) Recall. He postulates that if buy decisions are made at
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Customer loyalty and customer satisfaction Customer Loyalty can be difficult to define given the different views that are presented within the literature. Zithaml‚ Berry and Parasuraman (1996) determine that loyalty includes a customer’s intention to stay with an organisation and that loyalty includes four elements: repurchase intentions‚ recommending the service provider to other customers‚ less complaints and tolerance of price increases. Oliver‚ (1999) provides a different definition and
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Brand Recognition in relation to Brand Loyalty Introduction “Brands are the most valuable intangible asset for companies” claims Bayu Sutikno of the University of Gadjah Mada in Indonesia (2011‚ p.319). The world is filled with brands and everyone is trying to portray a message. It is the job of the consumer to decide what brand they prefer and what brand they do not care for. Likewise it is the job of the marketer to persuade the behavior of the 7 billion consumers in the world everyday.
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[pic] BA (HONS) IN MARKETING YEAR 3 SEMESTER 2 INTERNATIONAL MARKETING DATE: 04/05/2011 TIME: 16.45 VENUE: CHAPEL‚ COLLEGE STREET EXAMINERS: INTERNAL: MR. DECLAN CAHILL EXTERNAL: DR. CATHERINE SUTTON BRADY DURATION: 2 HOURS INSTRUCTIONS /INFORMATION: 1. ANSWER 3 QUESTIONS. 2. ALL QUESTIONS CARRY EQUAL MARKS. WATERFORD INSTITUTE OF TECHNOLOGY Question 1 With reference to a company case study analysed in
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Summary of Red bull Case Study Question no 1 What are the red bull’s greatest strength and risks as more companies (like Coca –cola and pepsi‚ and monster) enter the energy drinks and gain market share? Red bull founded in Austria in 1992 by the Dietrich Mateschitz and he introduced in Hungary. The greatest strength of Red bull is the company introduced only one energy drink in the market from last many years there is no other product of that company and that’s why today red bull sells 4billon
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