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Marketing Essays - Red Bull

Marketing Essays - Red Bull

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Published by UKEssays
Marketing Essays - Red Bull - In 1982, Dietrich Mateschitz became aware of products called isotonic drinks, which enjoyed wide popularity...
Marketing Essays - Red Bull - In 1982, Dietrich Mateschitz became aware of products called isotonic drinks, which enjoyed wide popularity...

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Published by: UKEssays on Jun 16, 2011
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Page 1 of 12
Subject Area - MarketingRed Bull
Section 1: Introduction1.1 Company IntroductionIn 1982, Dietrich Mateschitz became aware of products called “tonic drinks”, which enjoyed wide popularity in Asia. In1984 he founded the company Red Bull GmbH.More than a billion cans of Red Bull are consumed each year. Red Bull was made for moments of increased physical andmental stress and improves endurance, alertness, concentration and reaction speed. It is very high in sugar (27 grams),and also contains glucuronolactone, B-complex vitamins and caffeine (one can of Red Bull contains 80mg of caffeine,as much as a cup of coffee).However, its primary ingredient is taurine, an amino acid that is found naturally in the body, particularly in muscletissue. According the company, this ingredient is essential to the beverage as it is a key substance that the body uses attimes of stress or physical exertion, and this must be replenished. A sugar-free version has been available since the beginning of 2003. It is popular as a mixer, notably with vodka.Dietrich Mateschitz ne-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. Red Bull got off the ground in no time. In 1992, it was sold in its rst foreignmarket, Hungary. Red Bull is exclusively produced in Austria and exported worldwide. The drink is available in over 100countries and almost 1,000 million of the slim 250ml cans were sold in 2000, 260 million of them in the UK.Supported by sleek advertising and, with its high priced small blue and silver can, Red Bull was targeted at young urbanprofessionals. The advertising slogan of Red Bull in the United States and the United Kingdom is ‘Red Bull gives you wings’ and focuses on the stimulant properties of the drink.1.2 Report Summary The objectives of this report for Red Bull are:1. To show how Red Bull develops its marketing strategy and identify the principles and processes involved.2. To describe the tools and techniques used to produce a strategic marketing plan and show clearly how these have beenapplied.3. To investigate whether Red Bull used option generation and evaluation in developing the strategic marketing plan.
 
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Page 2 of 12
4. To develop and produce a written strategic marketing plan for Red Bull.Section 2: Red Bull’s Marketing Strategy The UK total cold drinks market is large and competitive, with many powerful and famous brands with large marketing budgets competing for share. As a result, the market can be an ever-evolving test for brands that wish to continue togrow in a category that is currently worth £3.55 billion. Within the cold drinks market, increases in the soft drinks category have been slowing. However, growth has beendriven considerably by the Energy drink sector, which was worth an estimated £940 million in 2006 and has grown+26% since 2003. (Source: Mintel Energy & Stimulant drinks Market Report August 2006). The Energy drink category continues to grow at pace with brand extensions and new entrants to the market emerging every year. This represents both a challenge and an opportunity for the category’s leading brands.(Source: Nielsen value share data, MAT to December 27th 2006).Since its launch, Lucozade has been the market leader in the Energy drink category with just under 60% value share of the category. Key competitors include Red Bull and PowerAde with 27% and 4.5% value share respectively. 2003 also witnessed the introduction of several Private Label sport and energy drink launches from the major grocers. The rest of the market is made up with a plethora of smaller brands, predominantly operating in the stimulant drinks sector, anddistributed via the Impulse channel and the on-trade environment.Red BullSolstisLucozade Original Energy Purdey’sRed DevilFeelneTesco Kick  Average price£0.96£0.90
 
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The UK’s original provider of custom essays  www.ukessays.com
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Page 3 of 12
£0.75£0.70£0.90£1.09£0.48pPack size250ml250ml380ml330ml250ml250ml250mlSection 3: Strategic Marketing Plan3.1 PEST Analysis of Red BullPOLITICALIf Government imposes health and safety restrictions on the amount of energy drinks that should be consumed, it wouldaffect the amount of energy drinks that are bought.If Government introduce import/export charges on the energy drinks market, it may increase/ decrease the amount of energy drinks that are imported and exported.ECONOMICInation would increase the price of drinks and at the same time, consumers’ real disposable income will reduce.Therefore, consumers are likely to buy less energy drinks, as they are not necessities.SOCIETAL

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