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Group # 3

Sachira Choudhary B015


Nitin Jain B029
Ritika Johri B032
Nirmit Mehta B042
Pawan Pandey B049
Anshu Kumar Sinha B064
INTRODUCTION

Dietrich Mateschitz
Thailand

Red Bull
Red Bull GmbH, Austria

1987
Krating Daeng
TC Pharmaceutical Co.
Overview
• Largest Energy Drink Company in terms of
market share & volume

• Products available in 162 countries

• Approx. 5.5 billion cans sold in 2013

• World renown for their advertising campaigns


Tagline: ‘Red Bull Gives You Wings’

• Red Bull offers 4 Products


Reb Bull
Red Bull Sugar-Free
Reb Bull Cola
Red Bull Shots
Market analysis
• Rs 700 crore Indian market

• 5% of soft drinks market

• Global CAGR 14%


Indian market CAGR 25%

• Coke buys 17% for


1.15 bn$ in monster
Segmentation

Demographic Geographic Psychographic Behavioral

Age Region Lifestyle Occasions


Benefits
Gender Area Personality
Loyalty Status
Income City Attitude towards
Occupation product
Targeting Consumption
Demographics Psychographics Usage Behavior Collection

Youth
Aged: 14-35 Image Sporting Events
Spending Power
Conscious

Sports Fan Influenced Youth Trends Eat Out


Positioning
• Red Bull customers are always looking for new thrill
• Advertising Slogan- Red Bull gives you wings.
• Red bull maintains the brand personality of being pioneer in
extreme sports
Extreme Sporting Events
• Red Bull Stratos
• Red Bull Flugtag
• X –Games

World wide product = Need for global attention


• Positioned the brand as an independent stimulating beverage

• Exposed to over 8 million people

• The actual jump created something interesting & contrasting


Marketing mix
Product
Utility Drink- Medicinal Taste & Functional Energy
Improves Physical Endurance & Mental Alertness
Price
Premium Pricing
10 % above competitor price

Place
Grocery & conventional stores
Night clubs & Casinos

Promotion
Team Ownerships, Sponsorships, Endorsements
Events, Locations
Consumer buying behavior
• All roles except Influencer Buying Decision Process
conducted by same person

• First 4 major lifestyle


groups
Aspirers
Succeeders
Transitionals
Reformers

• Criteria for Purchase


Technical
Economic
Social
Cultural
Personal factors
Competitive analysis
• Red Bull – Leader in Global and Indian Market with 43% and
75% market share respectively
• Increasingly challenged by the likes of Tzinga, Cloud 9,
KamaSutra, Restless and Burn.
• Expected entry of numerous new players
Competitive analysis
Swot analysis

Weaknesses

•Category Leader
Strengths •Product Category Limitations
•Broad Geographic Presence •Controversial due to ingredients used
•Buzz Marketing Strategy • Only 2 manufacturing facilities
•Strong alliance with major worldwide
distributors

Opportunities
•Emerging Markets •Lesser price Competitors
•New Production facilities •High Marketing Costs
•New product categories •Strict Regulations against energy
drinks
Threats
•Premium pricing may not work in
Emerging Markets
Survey results
• Only 57% respondents had tasted Red Bull, till now.
• 83% of respondents bought Red Bull from a Retail Outlet and
only 9% from Bars/Lounges.
• 54% of respondents were impulsive buyers. They bought Red
Bull just to quench their thirst. 25% of respondents agreed that it
revitalized their mind and body.
Strategic challenges
Not easy at the top Health Regulators

Will Premium pricing work Breaking with tradition


in Emerging Markets?
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Recommendations
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Thank You!