1

ACkNCWLLDGLMLN1

We are Lhankful Lo ALLAP (SŦWŦ1) WPC aave us Lhe sLrenaLhţ couraae and paLh Lo
compleLe Lhe asslaned pro[ecL ln hand successfullvŦ And we prav LhaL all our hard
work wlll be rewarded more Lhan we deserve and deslreŦ

2

1A8LL CI CCN1LN15

LxecuLlve summarvŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ03
lndusLrv analvslsŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧ03
Ma[or plavers ln Lhe markeLŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ07
Companv snapshoLŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ11
O ed bull enerav drlnkŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧ12
O ed bull suaar free enerav drlnkŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦŦ16
SWC1 Analvslsŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧ19
MoLlvaLlonŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧ23
1araeL markeLŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ23
8uver analvslsŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ27
Consumer lnslahLsŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧ28
8rand personallLvŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ29
8rand poslLlonlnaŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ30
Cur proposalŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧ31
O AdverLlslna ob[ecLlvesŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦŦ32
O 9oslLlonlna sLraLealesŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧ34
O CreaLlve recommendaLlonsŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦŦ36
O 8udaeL allocaLlonŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ38
O Medla recommendaLlonŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ40
O Medla planŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧ42
O Messaae sLraLealesŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ43
O 9romoLlonal mlxŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧ43
O 9rlnL AuŴ avmŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦŦ46
O CrlLlcal analvsls AuŴavmŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦŦ47
O 9rlnL AuŴlapLopŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧ49
O CrlLlcal analvsls AuŴlapLopŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŧŦ30









3


LkLCU1IVL 5UMMAk¥

1he ob[ecLlve of Lhls reporL ls Lo flrsLlvţ conducL an ln depLh crlLlcal analvsls of Lhe promoLlonal
acLlvlLles of red bullŦ 1o recommend a new adverLlsemenL campalan wlLh [usLlflcaLlonsŦ 1he
ulLlmaLe ob[ecLlve for all of Lhls deLalled analvsls ls Lo applv Lhe concepLs sLudled ln Lhe course
of adverLlslna (Laken as an elecLlve course ln MarkeLlna)Ŧ

1hls reporL hlahllahLs Lhe followlna aspecLs reaardlna Lhe SLrenaLhenlna of Lhe currenL poslLlon
of Lhe red bullť

1Ŧ Industry ana|ys|sť
lL hlahllahLs Lhe developmenL and arowLh of Lhe enerav drlnk markeL ln 9aklsLanţ ma[or
compeLlLors and how red bull has been successful ln holdlna lLs poslLlon as Lop levelŦ

Ŧ Company snapshotť
lves deLalls abouL red bull's mlsslon sLaLemenLţ producLsŤ lnaredlenLs and beneflLs lL offers
and Lhe maln feaLures LhaL red bull upholdsŦ

Ŧ 5WC1 Ana|ys|sť
Maln sLrenaLhsţ weaknessesţ LhreaLs and opporLunlLles of rd bull are dlscussedŦ

Ŧ 8uyer Ana|ys|sť
Dnder Lhls headlna Lhe consumer proflleŤ demoaraphlcs and Lhe facLors lnfluenclna Lhelr
purchase declslons are dlscussedŤ whlch are Lhe consumer lnslahLsŦ Also Lhere ls a deLall
seamenLaLlon of Lhe LaraeL markeLŦ

Ŧ Cur proposa|ť
1hls secLlon covers Lhe maln proposals belna offered bv us Lo amend ln Lhe exlsLlna
adverLlslna campalanţ lncludlna Lheť
4 Advert|s|ng ob[ect|vesť lncludes boLh over all and speclflc ob[ecLlves

4 9os|t|on|ng strateg|esť poslLlonlna sLraLeales are menLloned bv producL
dlfferenceţ kev feaLures/ beneflLsţ usaae and rellablllLv and quallLvŦ

4 Creat|ve strateg|esť Pard and hearL sLraLealesţ ad sLraLeales appealsţ and Ad
execuLlon formaLs are dlscussedŦ

4 8udget a||ocat|onť 8udaeL allocaLlon amona dlfferenL medlum of communlcaLlon
and break up beLween dlfferenL Medlas are shown wlLh [usLlflcaLlonŦ


4

4 Med|a strateg|esť 1hls lncludes currenL medla sLraLeales alona wlLh
recommendaLlons and [usLlflcaLlon for Lhe new proposed medla mlxŦ

4 Message strateg|esť 1hls lncludes currenL messaae sLraLeales alona wlLh
recommendaLlons for Lhe new proposed sLraLeavŦ

4 9romot|ona| M|xť Pere currenL promoLlonal mlx alona wlLh Lhe new promoLlonal
mlx and lLs [usLlflcaLlon are dlscussedŦ

6Ŧ Cr|t|ca| ana|ys|s of the advert|sements of ked 8u||ť
1he crlLlcal analvsls of Lhe acLual prlnL ads LhaL we are recommendlna ln our proposalŦ


5

INDU51k¥ ANAL¥5I5
8ecause of Lhe arowlna craze over enerav drlnksţ Lhe number of enerav drlnk brands has been
lncreaslna sLeadllv as evervone wanLs Lo Lake advanLaae of Lhe expandlna markeLŦ 1he demand
for enerav drlnks could be a dlrecL resulL of people's llves becomlna buslerŦ As people flll Lhelr
llves Lo capaclLv and Lhen add even more responslblllLlesţ Lhe dallv schedules can become qulLe
overwhelmlnaţ leavlna llLLle Llme for resLţ relaxaLlonţ or sleepŦ

All of Lhls acLlvlLv causes sLress and faLlaueţ buL Lhere ls no Llme Lo sLop for a momenL and
recharae Lhe baLLerlesŦ As a resulLţ people ofLen Lurn Lo sLlmulanLs Lo keep Lhem aolna
LhrouahouL Lhe dav and alve Lhem Lhe enerav Lhev need Lo compleLe evervLhlna Lhev need Lo
doŦ Lnerav drlnks are one of Lhe more popular ºsLlmulanLs" because Lhev are qulck and easvţ
and mosL have few recoanlzable neaaLlve slde effecLsŦ

ln 9aklsLan wlLh Lhe lncreaslna Lrends of uslna enerav drlnks number of brands avallable are
lncreaslnaŦ enerallvţ Lhere ls no manufacLurer hereŦ 1here are dlsLrlbuLors who lmporL Lhese
readv Lo drlnk around Lhe worldŦ Maln markeL Lo lmporL enerav drlnks ls DALţ from Lhere
lmporLers lmporL ln bulk and Lhen dlsLrlbuLe ln Lhelr LaraeL areasŦ CZC SwlLzerland ls a
beveraae companv wlLh Lhe mosL exLenslve dlsLrlbuLlon svsLem ln Lhe worldŦ 1o dlsLrlbuLe Lhelr
producL ln 9aklsLan Lhev have aranLed Lhe rlahLs Lo hanl roup of lndusLrlesŦ Who recenLlv
have sofL launched Lhe producL ln Lahore markeL as CZC enerav drlnk can be found ln
cafeLerlas aL colleaes and unlverslLlesŦ 1hls ls Lhe onlv brand LhaL dlsLrlbuLors lmporL lL dlrecLlv
from Lhe manufacLurer and Lhev make lLs packaalna accordlnalv LhenŦ

1he ma[orlLv of Lhe sales are comlna from urban areas where people have areaLer purchaslna
power and awareness of such drlnksŦ Sales of enerav drlnks are llmlLed ln rural areas alLhouah
Lhev are arowlnaŦ Around 66Ʒ of Lhe 9aklsLanl populaLlon resldes ln rural areasţ buL mosL do
noL buv enerav drlnks as Lhev are Loo expenslve
Lnergy dr|nks are sofL drlnks adverLlsed as belna speclflcallv deslaned Lo provlde eneravŦ 1he
amounL of quanLlLaLlve ƌeneravƌ (as measured ln Calorles) found ln Lhese drlnks ls ofLen lower
Lhan LhaL found ln reaular sofL drlnks and currenLlv Lhere ls no sclenLlflc basls for concludlna
LhaL Lhe nonŴcaffelne elemenLs ln Lhese drlnks conLrlbuLe Lo elLher shorLŴLerm menLal alerLness
or phvslcal performanceŦ
1he number of enerav drlnk brands ls acLuallv much areaLer Lhan people reallzeŦ ed 8ull has
been Lhe domlnanL brand for manv vearsţ probablv because lL was one of
Lhe flrsL enerav drlnks developedŦ Word of mouLh has been a bla parL of ed 8ull's adverLlslnaţ
and as a resulLţ manv of Lhe oLher opLlons have been hldden ln ed 8ull's shadowŦ


6

ed 8ull was Lhe flrsL successful enerav drlnk ln Lhe markeLŦ 8uL afLerward companles reallze
LhaL lL ls a verv bla markeL of Lhose people who llke enerav drlnksŦ So oLher companles also
[umped ln Lo share Lhelr parLŦ ecenLlv we have seen manv companles ln 9aklsLanţ llke 9epsl
and Shezanţ who have [umped ln enerav drlnks buslnessŦ Cne Lhlna ls common ln all enerav
drlnks LhaL Lhev are cosLlv Lhen oLher drlnksŤ [ulcesţ malLţ carbohvdraLe drlnks eLcŦ 1hev have a
speclal markeL whlch ls lncreaslna dav bv davŦ l haven'L seen a shlfL of people from Lhelr reaular
drlnk Lo enerav drlnk buL lL acLs as an ad on ln drlnk llsLŦ Powever some people prefer Lo ao for
enerav drlnks onlvŦ
AfLer loLs of enerav drlnks ln markeLţ all are Lrvlna Lo compeLe wlLh each oLher ln anv wav
posslbleŦ 1hev are Lrvlna Lo alve a beLLer LasLe because LasLe ls Lhe mosL promlnenL chanae ln
Lhese enerav drlnksŦ 1asLe ls noL accepLable ln mass markeLţ however manv are Lrvlna now Lo
lncrease Lhelr markeL share bv alvlna a dlfferenL LasLeŦ Second Lhlna ls Lhelr prlceţ Lhev are
Lrvlna Lo reduce Lhe prlce Lo aaLher a laraer share llke a bla companv 9epsl have lnLroduced
Lhelr enerav drlnk 'SLlna' ln [usL sŦ 60/Ŵ as compare Lo ed 8ull Lhe mosL famous enerav drlnk
cosLs above sŦ 100/Ŵ 1hlrdlv Lhev are worklna on dlsLrlbuLlonţ Lrvlna Lo make Lhelr drlnks
avallable ln all parLs of Lhe clLvţ ln everv shopŦ lew enerav drlnks have dlfferenL sLraLeav Lo
remaln wlLh Lhelr speclflc markeLŦ

7

MAICk 9LA¥Lk5 CI 1nL LNLkG¥ DkINk MAkkL1
CCM9L1I1IVL kLVILW
ln Lhe followlna LexLţ noL onlv Lhe ma[or plavers of Lhe enerav drlnk lndusLrv ln 9aklsLan are
hlahllahLed buL also red bull ls compared wlLh lLs dlrecL compeLlLorsŦ LaLer Lhe aspecLs are
summarlzed whlch sLlll makes Lhe red bull hold lLs flrsL poslLlon ln Lhe markeLŦ
kLD 8ULL
ed bull ls Lhe ploneer and mosL famous enerav drlnk ln Lhe markeLŦ lL was Lhe flrsL one Lo
lnLroduce enerav drlnks ln 9aklsLanl markeLŦ ed 8ull kepL lLs prlce hlah and remalns wlLh Lhelr
speclflc markeL Lhev LaraeLŦ 1helr prlce ls sŦ 140/Ŵ whlch makes lL Lhe mosL expenslve enerav
drlnk ln Lhe markeLŦ
lL ls mosLlv avallable ln posh areas of Lhe clLv ln sLarLŦ AfLerward Lhere ls a bla chanae LhaL Lhev
seek Lhrouah anoLher lnLeresLlna markeL and sLarL Lo supplv Lhelr boLLles Lo loo wolo shops
whlch was noL bad aL allŦ 9eople over Lhere sLarL Lrvlna lL and l Lhlnk LhaL ldea dldn'L caLch bv
mass markeL because lL's hard Lo see ed 8ull aL loo woll Jokoo anvmoreŦ 1hev have shlfLed Lo
9epsl's 'SLlna'Ŧ 1he poo wolos now keep sLlna as an enerav drlnk raLher Lhan red bullŦ
9eople usuallv are noL accommodaLlna when lL comes Lo enerav drlnks' sharp LasLeŦ Manv
people reaard Lhe LasLe as Lhe couah svrupŦ 1houah who are fan of ed 8ull LaunL Lo all oLher
avallable enerav drlnks ln markeL LhaL Lhev have sweeLer LasLeŦ

8CC51Lk
8oosLer ls a erman enerav drlnk brandŦ lL aLLracLs one from Lhe sLarL as one looks Lo lLs
packlnaŦ Llke all oLher enerav drlnks avallable ln lona Lhlnk Lln packsţ Lhls ls avallable ln smallţ faL
plasLlc boLLleŦ lLs packlna ls dlfferenL from all enerav drlnks ln Lhe markeL so lL appeals vou aL
Lhe flrsL placeŦ
Second lmporLanL Lhlna ls lLs prlceţ lL ls one of Lhe cheapesL enerav drlnk ln markeL afLer CzoŦ
8uL Lhls ls an lmporLed drlnk whlch ls based ln ermanv so people would llkelv Lo LrusL Lhe
quallLv of drlnkŦ lL ls of sŦ 30/Ŵ buL lf one buv lL from whole sale markeL Lhen one mlahL also aeL
lL aL Lhe prlce of sŦ 43/Ŵ
1hlrd lnLeresLlna Lhlna abouL 8oosLer ls lLs awesome LasLeŦ 1hls was Lhe flrsL enerav drlnk whlch
makes a aood lmpresslon of whole lndusLrv ln Lhe mlnds of consumersŦ lLs unlque boLLle deslan
call cusLomers Lo Lrv lL for once and Lhen become a reaular cusLomer of lL for as lona as
9epslco's SLlna [umped lnŦ

8

C2C
1here are Lwo klnd of enerav drlnks ln Lhe markeLŦ Cne ls Lhe red famllv and oLher ls Lhe vellow
famllvŦ ed famllv has lLs own LasLe and Lhere are verv few ln Lhlsţ for lnsLance onlv 'ed 8ull'
and red 'SLlna'Ŧ All oLher enerav drlnks ln markeL are from vellow famllv whlch has almosL a
same LasLe wlLh llLLle varlaLlonsŦ varlaLlons are llke less sweeL or moreŦ ?ellow 'SLlna'ţ '8oosLer'ţ
'9ower lull'ţ eLcŦ all came ln vellow famllvŦ
Czo can be also counL ln vellow famllv buL lL has a llLLle dlfferenL LasLeŦ MosL lmporLanL Lhlna
abouL Lhls enerav drlnk ls LhaL ls avallable ln few sLores onlvţ Lhev have low dlsLrlbuLlon cvcle
whlch makes lL hard Lo flndŦ lL ls also ln dlfferenL boLLle raLher Lhan Lvplcal enerav drlnks Lhln
and lona LlnsŦ 1hls ls avallable ln areen alass small slze boLLle wlLh a plasLlc capŦ
1asLe of Lhls drlnk ls accepLableŦ Manv Llmes Lhere are commenLs bv Lhe cusLomers LhaL Lhev
wanL Lo acLuallv Lrv Lhls new drlnk buL are noL able Lo flnd lL ln Lhe markeLŦ 1hls ls Lhe cheapesL
enerav drlnk ln Lhe markeL Llll now whlch cosLs sŦ 43/Ŵ ln reLall markeLŦ lf Lhev work on Lhe
avallablllLv of Lhls drlnk Lhen lL mlahL aaln an edae over oLher drlnks ln Lerms of low prlclnaŦ
9CWLk IULL
9ower lull ls also a new enerav drlnk ln markeLŦ ed 8ull would be Lhe oldesL one buL new
enerav drlnks are Laklna Lhelr share and aL one slde Lhev are reduclna Lhe share of ed 8ull buL
aL Lhe oLher slde Lhev are creaLlna a laraer markeL for enerav drlnk usersŦ
9ower lull promoLes Lhelr enerav drlnk Lhrouah road hoardlnasŦ lLs boLLle dldn'L aLLracL a loL of
LaraeL markeL buL lLs red color on Lln lndlcaLes me LhaL lL would be someLhlna llke ed 8ullŦ
9ower full belonas Lo Lhe vellow famllv of enerav drlnksŦ And lLs LasLe ls slmllar Lo LhaL of
8CCS1LŦ Powever lL ls less sweeL Lhan 8oosLer and people mlahL llke Lo have Lhls lnsLead of
8oosLerŦ 8uL lLs prlce ls sŦ 80/Ŵ and for me sweeL ls aoodŦ 9eople usuallv prefer boosLer over
power full because of lLs aLLracLlve packaalnaŦ
1houah some people llke 9ower lull experlence and lL kepL Lhem awake for whole nlahLŦ lf lL
serves Lhe meanlna of enerav drlnks Lhen lL could remaln ln Lhe markeL oLherwlse l don'L see lLs
space afLer loL of oLhers wlLh beLLer efflclencv and LasLeŦ
59LLD
AfLer seelna loL of poLenLlal ln enerav drlnks markeLţ Shezan also lnLroduced lLs enerav drlnk
wlLh Lhe name of SpeedŦ 1helr packlna ls coolŦ 9lus Lhelr prlce was llke of ed 8ullţ lL ls avallable
for sŦ 120/Ŵ whereas new enerav drlnks have Lrled Lo beaL Lhe prlcesŦ Speed has kepL lLs prlce
above whlch mlahL aLLracL people abouL lLs quallLv and unlquenessŦ

9

lL has a Lvplcal vellow flavor enerav drlnk llke oLhers menLloned aboveŦ nelLher Lhe LasLe ls new
nor Lhe low prlcesŦ lL would be onlv one Llme Lrv and Lhen shlfL Lo oLher lnLernaLlonal brand llke
8oosLer whlch ls alvlna same quallLv buL ln fewer raLesţ less Lhan Speed's half prlceŦ 1houah one
person share hls experlence wlLh Speed LhaL he remaln fresh whole nlahL afLer havlna Lhls
drlnkŦ
51ING
ecenLlv 9epsl lnLroduced Lhelr enerav drlnk ln 9aklsLan wlLh Lhe name of SLlnaŦ 1hev musL
have come ln Lhe markeL afLer loL of researchŦ 1hev checked Lhe loop holes ln enerav drlnks
markeL and Lrv Lo flx lL from Lhe producLŦ Larller enerav drlnks was consldered as a sour drlnk
whlch people Lake Lo eneralze Lhem and Lo wake up laLe aL nlahLŦ SLlna has added beLLer LasLe
ln lLŦ 1hev have made lL full of flavor wlLh lnaredlenLs of enerav drlnks as wellŦ 9eople ln larae
loves lL LasLe and mosL of Lhem have sLarLed drlnklna enerav drlnks afLer Lhe arrlval of SLlnaŤ
counL me ln LooŦ
1hev have lnLroduced Lwo flavors ln enerav drlnks whlch ls a poslLlve facLor Lo compeLe all
enerav drlnks avallable ln markeLŦ lor compeLlna ed 8ull Lhev have lnLroduced Lhelr red berrv
flavor ln red canŦ 1asLe ls reaarded as nlceŦ lor all oLhers who used vellow color and have Lhelr
own speclflc LasLeţ SLlna vellow ls exacLlv Lhe sameţ mlahL be llLLle beLLer ln flavorŦ
MosL lmporLanL abouL SLlna Lo caLch Lhe mass markeL ls lLs raLesŦ 1hev are one of Lhe cheapesL
enerav drlnks ln Lhe markeL excepL a few llke 8oosLer and CzoŦ SLlna can ls of sŦ 60/Ŵ lf a less
prlce enerav drlnk came ln markeLţ people would Lhlnk abouL lLs quallLv and mlahL noL ao for lLŦ
8uL when a bla companv llke 9epsl co came up wlLh enerav drlnkţ wheLher lLs prlce lowţ people
won'L quesLlon abouL lLs quallLvŦ
AlLhouah Lhere are manv slmllarlLles beLween all Lhe dlfferenL enerav drlnk brandsţ Lhere are
obvlouslv some dlfferencesŦ 1he prlmarv dlfference LhaL dlsLlnaulshes manv enerav drlnks ls Lhe
lnaredlenL llsLŦ All enerav drlnks musL conLaln someLhlna LhaL resulLs ln an lncrease of eneravţ
buL Lhere are varlous wavs Lo achleve Lhls effecLŦ All of Lhe enerav drlnk brands experlmenL wlLh
Lhelr own unlque mlxLure of lnaredlenLsţ addlna hlaher concenLraLlons of some and lower
concenLraLlons of oLhersŦ

lollowlna are Lhe poslLlve facLors LhaL red bull posses and holds lLs Lop poslLlon ln Lhe markeLŦ

O lLs dlsLrlbuLlon neLwork ls verv wldeŦ 1hls leads Lhe dlsLrlbuLors Lo achleve economles of
scale aL some levelŦ 9lus Lhe avallablllLv lncreases Lhe posslblllLv of cusLomer aeLLlna
more condlLloned Lo Lhe producLŦ
O ed bull ls a verv well esLabllshed old brand ln reaard Lo Lhe lnLernaLlonal as well as Lhe
local markeLŦ

10

O lL has clearlv deflned sLraLeales whlch are closelv waLched and verv sLrlcLlv followed bv
Lhe companvŦ 1hese have lead Lo Lhe success of Lhe brandŦ 1he focus ls Lhe maln Lhlna
whlch have deflned and LaraeLed Lhe consumer markeL wlLh such depLhŦ

11

CCM9AN¥ 5NA95nC1
PlS1C? Anu Clln
ln 1982ţ uleLrlch MaLeschlLz became aware of producLs called ƍLonlc drlnksƍţ whlch en[oved
wldespread popularlLv LhrouahouL lar LasLŦ Pls ldea Lo markeL Lhese funcLlonal drlnks ouLslde
Asla evolved whllsL he saL aL a bar aL Lhe Mandarln PoLel ln Pona konaŦ
ln 1984ţ MaLeschlLz founded ed 8ullŦ Pe flneŴLuned Lhe producLţ developed a unlque
markeLlna concepL and sLarLed selllna ed 8ull Lnerav urlnk on Lhe AusLrlan markeL ln 1987Ŧ
1hls was noL onlv Lhe launch of a compleLelv new producLţ ln facL lL was Lhe blrLh of a LoLallv
new producL caLeaorvŦ
ln 2008ţ ed 8ull launched lLs own Colať ed 8ull Slmplv Cola Ŷ SLrona Ǝ naLuralŦ verv much ln
llne wlLh Lhe needs of Lodavƌs consumersţ ed 8ull Cola Ŵ unllke LradlLlonal colas Ŵ onlv conLalns
lnaredlenLs of 100Ʒ naLural sourcesŦ
ln 2009ţ ed 8ull exLended lLs producL porLfollo wlLh ed 8ull Lnerav ShoLsť SLarLlna ln Lhe DSAţ
now araduallv rolllna ouL aloballvŦ
Around 4 bllllon cans of ed 8ull are consumed everv vearŦ 1he responslblllLv for Lhe success of
Lhe worldƌs noŦ 1 enerav drlnk ls shared bv Lhe companvƌs 6ţ900 emplovees around Lhe worldŦ
1he ed 8ull headquarLers are based ln luschl am Seeţ noL far from Salzburaţ AusLrlaŦ
Jo w fltst stottJţ w solJ tt ls oo lstloo motkt fot tJ
bollŧbot tJ boll wlll ctot ltŦ AoJ tls ls wot floollv com ttoŦ
(ulttlc Motscltz)
ed bull ls Lhe ploneer ln Lhe enerav drlnk caLeaorv worldwlde ln 9aklsLan LooŤ ed bull was Lhe
flrsL brand Lo lnLroduce Lhe enerav drlnk caLeaorv naLlonwldeŦ 1he brand worldwlde came lnLo
exlsLence ln 1984ţ AusLrlaŦ ed bull came Lo 9aklsLan ln 2003Ŧ ed bull has an assessed markeL
share of 70Ʒ of Lhe alobal markeL of enerav drlnksţ and almosL 93Ʒ markeL share of Lhe enerav
drlnk markeL ln 9aklsLanŦ ln Lhe DSţ ed bull en[ovs a 47Ʒ of Lhe enerav drlnk markeLţ and now
has a 30Ʒ share of Lhe erman enerav drlnk markeLŦ

vlSlCn S1A1LMLn1
ƍWe are dedlcaLed Lo upholdlna ed 8ull sLandardsţ whlle malnLalnlna Lhe leadershlp poslLlon
ln Lhe enerav drlnks caLeaorv when dellverlna superlor cusLomer servlce ln a hlahlv efflclenL and
proflLable mannerŦ We creaLe a culLure where emplovees share besL pracLlces dedlcaLed Lo
coachlna and developlna our oraanlzaLlon as an emplover of cholceŦ

12

kLD 8ULL LNLkG¥ DkINk
lnoredientsť
1Ŧ 1AUkINL
1aurlne ls a condlLlonallv essenLlal amlno acld whlch ls naLurallv occurrlna ln Lhe human bodvŦ
ºCondlLlonallv essenLlal" means LhaL ln some slLuaLlons or under cerLaln condlLlonsţ as for
exampleţ ln slLuaLlons of hlah sLress or phvslcal exerLlonţ lncreased amounLs of Laurlne are
ellmlnaLed from Lhe bodv and cannoL be replaced bv Lhe bodv ln sufflclenL amounLsŦ
1aurlne ls lnvolved ln vlLal funcLlons of Lhe human bodvŦ 1aurlne acLs as an anLloxldanL and has
been shown Lo promoLe deLoxlflcaLlon bv blndlna LoaeLher wlLh harmful subsLances and
Lherebv acceleraLlna Lhelr excreLlon from Lhe bodvŦ
1aurlne ls also conLalned ln dlfferenL foodsLuffs llke eŦaŦ scallopsţ flsh or poulLrv and ls added Lo
mosL babv foodŦ
Ŧ GLUCUkCNCLAC1CNL
lucuronolacLone ls a carbohvdraLeŦ
lL ls naLurallv occurrlna ln Lhe human bodv where lL ls lnvolved ln deLoxlflcaLlon processesţ
supporLlna Lhe bodv ln ellmlnaLlna wasLe subsLances from Lhe bodvŦ lucuronolacLone ls also
presenL ln dlfferenL foodsLuffs such as araln or red wlneŦ
Ŧ CAIILINL
Caffelne ls known for lLs beneflclal effecLs on menLal and phvslcal funcLlonsŦ lL has been shown
Lo lmprove eŦaŦ reacLlon speedţ alerLness and concenLraLlonŦ Caffelne also sLlmulaLes faLŴ
burnlna durlna endurance acLlvlLles and Lherebv helps Lo use faL sLores ln Lhe bodv whlch
resulLs ln a more efflclenL supplv of eneravŦ
Caffelne ls conLalned ln manv foodsLuffs such as coffee Lea or chocolaLeŦ Cne can of ed 8ull
Lnerav urlnk conLalns approxlmaLelv Lhe same amounL of caffelne as a cup of coffeeŦ
Ŧ 8ŴGkCU9 VI1AMIN5
8Ŵaroup vlLamlns plav an lmporLanL role ln enerav meLabollsmţ such as Lhe bulldŴup and breakŴ
down of carbohvdraLesţ faL and proLelnŦ 8 vlLamlns are also shown Lo supporL menLal and
phvslcal performanceŦ
Ŧ 5UCkC5L
6Ŧ GLUCC5L

13

enefitsť
ed 8ull Lnerav urlnk ls a funcLlonal beveraae wlLh a unlque comblnaLlon of lnaredlenLsŦ lL has
been speclallv developed for Llmes of lncreased menLal and phvslcal exerLlonŦ

ed 8ull Lnerav urlnk vlLallzes bodv and mlndŦ

ed 8ull Lnerav urlnk
Ŵ lncreases performance
Ŵ lncreases concenLraLlon and reacLlon speed
Ŵ lmproves vlallance
Ŵ lmproves Lhe emoLlonal sLaLus
Ŵ sLlmulaLes meLabollsm
ed 8ull's effecLs are appreclaLed LhrouahouL Lhe world bv Lop aLhleLesţ busv professlonalsţ
acLlve sLudenLs and drlvers on lona [ournevsŦ

kLD 8ULL Ŵ MCkL 1nAN IU51 A M¥1n
ed 8ull ls an Lnerav urlnk LhaL worksŦ

ed 8ull Lnerav urlnk has alwavs been and alwavs wlll be more Lhan [usL a hoL secreL for Lhe
nlahL owl and Lhe nonŴsLop parLvŴanlmalŦ lL ls appreclaLed bv a wlde ranae of peopleţ such as
Lhe overworked Laxl drlverţ Lhe sLressed manaaerţ Lhe examŴanxlous sLudenL and Lhe pressured
[ournallsLŧŦ lL ls used bv surfers ln Lhe summer and snowboarders ln Lhe wlnLerŦ

lor dav or nlahLţ for [ob or funŦ 9eople who need more enerav learn Lo value ed 8ull Lnerav
urlnkŦ And Lhe number of people who do ls lncreaslna all Lhe LlmeŦ
reouent/y osked ouestions obout the productť
Answers Lo Lhese querles help Lhe cusLomers Lo beLLer undersLand Lhe producLŦ
1ŦWnA1 AkL 1nL LIILC15 CI kLD 8ULL LNLkG¥ DkINk?
ed 8ull Lnerav urlnk ls a funcLlonal beveraaeţ speclallv developed for perlods of lncreased
menLal and phvslcal exerLlonŦ lL can be drunk ln vlrLuallv anv slLuaLlonť durlna sporLsţ aL workţ
whllsL drlvlna and durlna lelsure acLlvlLlesŦ
ed 8ull Lnerav urlnkť
- lncreases performance
- lncreases concenLraLlon and reacLlon speed
- lmproves vlallance

14

- lmproves Lhe emoLlonal sLaLus
- sLlmulaLes meLabollsm

Ŧ WnA1 9kCCI I5 1nLkL 1nA1 kLD 8ULL LNLkG¥ DkINk DCL5 WnA1 I1 5A¥5 I1 DCL5?
numerous sclenLlflc sLudles ln Lhe flelds of sporLs medlclneţ lnLernal medlclne and psvcholoav
conflrm Lhe effecLs descrlbed for ed 8ull Lnerav urlnkŦ All sclenLlflc sLudles are peerŴrevlewedţ
publlshed and can be found ln publlc daLabasesŦ

Ŧ WnLN 5nCULD kLD 8ULL LNLkG¥ DkINk 8L CCN5UMLD?
Whenever vou need Lo boosL vour enerav or concenLraLlon! 1o besL feel lLs effecLsţ vou should
drlnk lL aL Llmes of lncreased menLal and phvslcal sLralnţ for exampleţ on lona sleepŴlnduclna
moLorwavsţ durlna lnLenslve worklna davsţ prlor Lo demandlna aLhleLlc acLlvlLles or before LesLs
and examsŦ lL ls recommended Lo drlnk one can of ed 8ull Lnerav urlnk before Lhe sLarL of a
concenLraLlon Laskţ Lhe sLarL of a race or aame ln sporLsŦ
Slnce ed 8ull Lnerav urlnk has noL been formulaLed Lo dellver reŴhvdraLlonţ we encouraae
people who enaaae ln sporLs Lo also drlnk loLs of waLer durlna lnLense exerclseŦ

Ŧ I5 kLD 8ULL LNLkG¥ DkINk 5UI1A8LL ICk VLGL1AkIAN5?
ed 8ull Lnerav urlnk ls sulLable for veaeLarlansŦ ed 8ull Lnerav urlnk does noL conLaln anv
anlmal producLs or subsLances derlved from anlmalsŦ

Ŧ I5 kLD 8ULL LNLkG¥ DkINk kC5nLk?
ed 8ull Lnerav urlnk ls kosherŦ 1hls has been cerLlfled bv Lhe kl lLuLA1lCn Cl
S?nACDLSţ abbl MŦuŦ Llzasţ LCnuCnŦ 8efore lssulna Lhls cerLlflcaLe Lhe producLlon slLe and
Lhe orlaln of Lhe lnaredlenLs were lnspecLed and checked bv an offlclal of Lhe lederaLlonŦ

6Ŧ I5 kLD 8ULL LNLkG¥ DkINk nALAL?
ed 8ull Lnerav urlnk ls halalŦ 1hls has been cerLlfled bv Lhe MDSLlM !DulClAL CCDnClLŦ lmaam
?Ŧ Parrlsţ Cape 1ownŦ 8efore lssulna Lhls cerLlflcaLe Lhe producLlon slLe and Lhe orlaln of Lhe
lnaredlenLs were lnspecLed and checked bv an offlclal of Lhe lederaLlonŦ

7Ŧ AkL kLD 8ULL LNLkG¥ DkINk GLU1LN IkLLţ VLGANţ AND WnLA1 IkLLţ DAIk¥ IkLL?

15

?esţ ed 8ull Lnerav urlnk ls aluLen freeţ veaanţ wheaL freeţ dalrv free!

Ŧ I5 1AUkINL MADL IkCM 8ULL5ƌ 1L51ICLL5? I5 1AUkINL A DLkIVA1IVL CI 8ULL5ƌ 1L51ICLL5
Ck 5LMLN?
1he Laurlne ln ed 8ull Lnerav urlnk ls a purelv svnLheLlc subsLance produced bv
pharmaceuLlcal companles and ls noL derlved from anlmals or anlmal maLerlalsŦ
All lnaredlenLs for ed 8ull Lnerav urlnk are svnLheLlcallv produced bv pharmaceuLlcal
companlesŦ 1hls auaranLees Lhe hlahesL quallLvŦ















16

5UGAk IkLL kLD 8ULL LNLkG¥ DkINk
lN6k£ul£N15ť
1Ŧ 1AUkINL
1aurlne ls a condlLlonallv essenLlal amlno acld whlch ls naLurallv occurrlna ln Lhe human bodvŦ
ºCondlLlonallv essenLlal" means LhaL ln some slLuaLlons or under cerLaln condlLlonsţ as for
exampleţ ln slLuaLlons of hlah sLress or phvslcal exerLlonţ lncreased amounLs of Laurlne are
ellmlnaLed from Lhe bodv and cannoL be replaced bv Lhe bodv ln sufflclenL amounLsŦ
1aurlne ls lnvolved ln vlLal funcLlons of Lhe human bodvŦ 1aurlne acLs as an anLloxldanL and has
been shown Lo promoLe deLoxlflcaLlon bv blndlna LoaeLher wlLh harmful subsLances and
Lherebv acceleraLlna Lhelr excreLlon from Lhe bodvŦ
1aurlne ls also conLalned ln dlfferenL foodsLuffs llke eŦaŦ scallopsţ flsh or poulLrv and ls added Lo
mosL babv foodŦ

Ŧ GLUCUkCNCLAC1CNL
lucuronolacLone ls a carbohvdraLeŦ
lL ls naLurallv occurrlna ln Lhe human bodv where lL ls lnvolved ln deLoxlflcaLlon processesţ
supporLlna Lhe bodv ln ellmlnaLlna wasLe subsLances from Lhe bodvŦ
lucuronolacLone ls also presenL ln dlfferenL foodsLuffs such as araln or red wlneŦ

Ŧ CAIILINL
Caffelne ls known for lLs beneflclal effecLs on menLal and phvslcal funcLlonsŦ lL has been shown
Lo lmprove eŦaŦ reacLlon speedţ alerLness and concenLraLlonŦ Caffelne also sLlmulaLes faLŴ
burnlna durlna endurance acLlvlLles and Lherebv helps Lo use faL sLores ln Lhe bodv whlch
resulLs ln a more efflclenL supplv of eneravŦ
Caffelne ls conLalned ln manv foodsLuffs such as coffee Lea or chocolaLeŦ Cne can of ed 8ullº
Lnerav urlnk conLalns approxlmaLelv Lhe same amounL of caffelne as a cup of coffeeŦ

Ŧ 8ŴGkCU9 VI1AMIN5
8Ŵaroup vlLamlns plav an lmporLanL role ln enerav meLabollsmţ such as Lhe bulldŴup and breakŴ
down of carbohvdraLesţ faL and proLelnŦ 8 vlLamlns are also shown Lo supporL menLal and
phvslcal performanceŦ


17

enefitsť
8oLh Lhe drlnks provlde same beneflLs for Lhelr consumersŦ 1hls dlvlslon ls on Lhe basls of healLh
relaLed maLLers as well as Lhe llfe sLvleŦ
reouent/y osked ouestions obout the productť
1ŦWnA1 AkL 1nL LIILC15 CI kLD 8ULL 5UGAkIkLL?
ed 8ull Suaarfree ls a funcLlonal beveraaeţ speclallv developed for perlods of lncreased menLal
and phvslcal exerLlonŦ lL can be drunk ln vlrLuallv anv slLuaLlonť durlna sporLsţ aL workţ whllsL
drlvlna and durlna lelsure acLlvlLlesŦ

ed 8ull Suaarfreeť
- lncreases performance
- lncreases concenLraLlon and reacLlon speed
- lmproves vlallance
- lmproves Lhe emoLlonal sLaLus
- sLlmulaLes meLabollsm

Ŧ WnA1 9kCCI I5 1nLkL 1nA1 kLD 8ULL 5UGAkIkLL DCL5 WnA1 I1 5A¥5 I1 DCL5?
numerous sclenLlflc sLudles ln Lhe flelds of sporLs medlclneţ lnLernal medlclne and psvcholoav
conflrm Lhe effecLs descrlbed for ed 8ull SuaarfreeŦ All sclenLlflc sLudles are peerŴrevlewedţ
publlshed and can be found ln publlc daLabasesŦ

Ŧ WnLN 5nCULD kLD 8ULL 5UGAkIkLL 8L CCN5UMLD?
Whenever vou need Lo boosL vour enerav or concenLraLlon! 1o besL feel lLs effecLsţ vou should
drlnk lL aL Llmes of lncreased menLal and phvslcal sLralnţ for exampleţ on lona sleepŴlnduclna
moLorwavsţ durlna lnLenslve worklna davsţ prlor Lo demandlna aLhleLlc acLlvlLles or before LesLs
and examsŦ lL ls recommended Lo drlnk one can of ed 8ull Suaarfree before Lhe sLarL of a
concenLraLlon Laskţ Lhe sLarL of a race or aame ln sporLsŦ
Slnce ed 8ull Suaarfree has noL been formulaLed Lo dellver reŴhvdraLlonţ we encouraae people
who enaaae ln sporLs Lo also drlnk loLs of waLer durlna lnLense exerclseŦ



18

Ŧ I5 kLD 8ULL 5UGAkIkLL 5UI1A8LL ICk VLGL1AkIAN5?
ed 8ull Suaarfree ls sulLable for veaeLarlansŦ ed 8ull Suaarfree does noL conLaln anv anlmal
producLs or subsLances derlved from anlmalsŦ

Ŧ I5 kLD 8ULL 5UGAkIkLL kC5nLk?
ed 8ull Suaarfree ls kosherŦ 1hls has been cerLlfled bv Lhe kl lLuLA1lCn Cl S?nACDLSţ
abbl MŦuŦ Llzasţ LCnuCnŦ 8efore lssulna Lhls cerLlflcaLe Lhe producLlon slLe and Lhe orlaln of
Lhe lnaredlenLs were lnspecLed and checked bv an offlclal of Lhe lederaLlonŦ

6Ŧ I5 kLD 8ULL 5UGAkIkLL nALAL?
ed 8ull Suaar free ls halalŦ 1hls has been cerLlfled bv Lhe MDSLlM !DulClAL CCDnClLŦ lmaam ?Ŧ
Parrlsţ Cape 1ownŦ 8efore lssulna Lhls cerLlflcaLe Lhe producLlon slLe and Lhe orlaln of Lhe
lnaredlenLs were lnspecLed and checked bv an offlclal of Lhe lederaLlonŦ

7Ŧ I5 kLD 8ULL 5UGAkIkLL GLU1LN IkLLţ VLGANţ WnLA1 IkLLţ DAIk¥ IkLL?
?esţ ed 8ull Suaar free ls aluLen freeţ veaanţ wheaL freeţ dalrv free!

Ŧ I5 1AUkINL MADL IkCM 8ULL5ƌ 1L51ICLL5? I5 1AUkINL A DLkIVA1IVL CI 8ULL5ƌ 1L51ICLL5
Ck 5LMLN?

1he Laurlne ln ed 8ull Suaar free ls a purelv svnLheLlc subsLance produced bv pharmaceuLlcal
companles and ls noL derlved from anlmals or anlmal maLerlalsŦ
All lnaredlenLs for ed 8ull Suaarfree are svnLheLlcallv produced bv pharmaceuLlcal companlesŦ
1hls auaranLees Lhe hlahesL quallLvŦ






19

5WC1 ANAL¥5I5

5trengths

O MarkeL leadershlp
ed 8ull ls Lhe lndusLrv leader Lhrouah Lhe world wlLhln Lhe enerav drlnks markeLŦ 1hev
are also markeL leaders ln 9aklsLanŦ 1he launch of red bull acLuallv lnLroduces Lhe ldea of
enerav drlnk ln Lhe 9aklsLanl markeLţ before LhaL when Lhe mounLaln dew was launch lL
was mlsundersLood bv people as a sofL drlnkŦ Soţ when lL comes Lo Lhe LhouahL of
enerav drlnk ln Lhe consumers' mlnds lLs red bull as a flrsL LhouahLŦ

O MarkeLlna efforLs
A loL of promoLlons and well LaraeLed campalans and sponsorshlp eŦaŦ formula 1 helps
Lo expand ed bull brand and lncrease consumer brand awarenessŦ ln karachl
speclflcallvţ red bull carrled ouL Lhls successful 81L acLlvlLv ouLslde SZA8lS1 DnlverslLvŦ lL
was a cvcllna raceŦ Also Lhe red bull cars whlch Lravel all around Lhe clLv are a ma[or
recall of Lhe brand Lo Lhe consumersŦ 1hls promoLlonal acLlvlLv ls Lhe mosL slanlflcanL ln
maklna red bull famlllar Lo Lhe LaraeL markeLŦ

O Alreadv developed brand personallLv
1he onaolna campalans of red bull all over Lhe world plus Lhe producL's packaalna and
Lhe prlce has conLrlbuLed a loL ln maklna a hlah class poslLlon ln Lhe consumer mlnd for
red bullŦ CurrenLlv Lhe markeL Lakes red bull as a fashlon lcon brandţ where people
adopL Lo Lhls producL for belna Lrendv and fashlonableţ hlah class crowdŦ 1hls alves an
edae Lo Lhe brand as a plaLform Lo sLrenaLhen lLs poslLlon furLher wlLh Lhe LaraeL
markeLŦ

O Coverlna ends of markeL
Suaar free drlnks are also avallableŦ lor Lhe LaraeL markeL LhaL does noL wanL Lo aaln
welahL and are healLh consclous red bull provldes suaar free verslon of Lhe producLŦ

O 1asLe
1he markeL of red bull ls famlllar Lo Lhe LasLe of Lhe producLŦ lL ls recoanlzed and
developed LasLeŦ 1he free sampllna of Lhe producL Lhrouah Lhe red bull cars have helped
Lhe brand ln maklna Lhe LasLe peneLraLe ln Lhe LaraeL cusLomersŦ Whereas Lhe new
brands are seen bv Lhe consumers wlLh Lhe rlsks assoclaLed ln Lerms of Lhe LasLe as well
as Lhe color of Lhe drlnkŦ




20


Weaknesses

O AffordablllLv
ed bull comes ln Lhe expenslve drlnks caLeaorvŦ lL has above averaae prlces lŦeŦ s 140
per canŦ 1hls alves lL a dlsadvanLaae Lo Lhe brand ln Lerms of shrlnklna Lhelr LaraeL
markeLŦ

O Lack of lnnovaLlon
1here are now a loL of more compeLlLlve enerav drlnks ln Lhe alobal markeL and Lhev
have Lhelr own DS9 (unlque selllna proposlLlons) whlch helps Lhem Lo sLronalv poslLlon
Lhe producLţ whlch leaves Lhe red bull behlndŦ

O MonoLonous flavor
ed bull ls avallable ln slnale flavor slnce lLs launch worldwlde as well as 9aklsLanŦ A
chunk of LaraeL markeL does noL llke Lhe flavorŦ And anoLher chunk of markeL ls bored of
Lhe flavor and wanLs some varleLv and lnnovaLlon ln flavorŦ

O Weak markeLlna pracLlces

1Ŧ ed bull enerav drlnk ls also avallable ln Lhe suaar free verslon buL Lhe markeL ls
unaware of LhlsŦ Lven Lhe launch of Lhls suaar free verslon was noL lnformed Lo
Lhe LaraeL markeLŦ

Ŧ 1here are no blllboards of red bull enerav drlnk ln 9aklsLanŦ Where blllboards are
a areaL and effecLlve wav of adverLlslna locallvŦ

Ŧ 9aklsLanl markeL relles heavllv on Lhe radlo adverLlsemenLsŦ lL ls a ma[or source
of recalllna Lhe brand ln Lhe consumers' mlndsŦ 8uL red bull does noL have anv
radlo campalansŦ

Ŧ CurrenLlv Lhere are verv few 1vCs plaved ln 9aklsLan of red bullŦ 1hese 1vCs are
Lhe same for Lhe lnLernaLlonal markeL as well Lhls aeneraLes Lwo drawbacks for
Lhe brandŦ llrsL ls LhaL local 9aklsLanl LaraeL markeL faces dlfflculLv ln relaLlna
Lhemselves Lo Lhose adsŦ Secondlvţ Lhe frequencv of Lhe 1vCs plaved ls neallalble
as compared Lo oLher drlnks 1vCs plaved belonalna Lo all caLeaorlesŦ

O new Lo Lhe markeL
lL has onlv been 7 vears LhaL red bull has launched lLs operaLlons ln 9aklsLan ln
comparlna Lo oLher well esLabllshed brands lL ls sLlll a new brand Lo Lhe markeLŦ



21



O Lack of paLenL
ed bull does noL possess anv paLenLs on lLs reclpes whlch means anvone can come up
wlLh Lhe same reclpe and copv lLŦ

O 9ackaalna
1here ls onlv one form of packaalna avallable for Lhe red bull LhaL ls canŦ 1here ls a
sLrona need ln Lhe markeL Lo lnLroduce new packaalna such as alass boLLles llke 'lrenz'
and plasLlc boLLles llke cola drlnksŦ


Cpportun|t|es

O LxLenslon of Lhe producL llne
1here ls a demand ln Lhe currenL markeL of red bull Lo adopL dlfferenL flavors and
verslons of Lhe producLŦ ed bull should wlden lLs producL llne Lo reLaln Lhe currenL
markeL as well as capLure more markeLŦ

O MarkeLlna campalan
1he drawback of Lhe brand red bull relaLed Lo lnadequaLe markeLlna efforLs can easllv
be covered bv formlna a sLrona markeLlna campalanŤ such as adverLlslna Lhrouah all A1L
and 81L acLlvlLlesŦ

O ecoanlLlon of Lhe producL
ed bull can bulld a sLrona assoclaLlon wlLh ma[or sporLs sponsorshlp and evenLs
aloballv as well as locallvŦ lL ls currenLlv sponsorlna Lhe brand wlLh l1 raceŦ 8uL Lhere ls
sLlll a room Lo furLher bulld up a deep assoclaLlon wlLh oLher sporLs alsoŦ

O AvallablllLv of Lhe producL
ln Lhe local markeL red bull ls currenLlv avallable aL Lhe bla aeneral sLores and super
sLoresŦ 1he producL can be made avallable ln Lhe unlverslLles where Lhe prlme LaraeL
markeL spends loLs of Lhe LlmeŦ lL wlll also help Lhe brand Lo bulld a repuLaLlon of a
fashlon soclal svmbolŦ

O 1he ma[or source of ouLlna for Lhe local 9aklsLanl markeL ls Lo dlne ouL ln cafes and
resLauranLs wlLh famllv and frlendsŦ ed bull should make Lhe producL wldelv avallable
ln Lhe resLauranLs and cafesŦ 1hls wlll help ln developlna a connecLlon beLween food and
red bull ln Lhe mlnds of Lhe LaraeL markeLŦ

O Lxpandlna Lhe LaraeL markeL

22

CurrenLlv red bull ls onlv LaraeLlna people from Lhe aae of 13 Lo 23Ŧ lL can easllv LaraeL
Lhe aae aroup of 13 Lo 40Ŧ


1hreats

O PealLh concern
1here ls a mlsconcepLlon amona Lhe consumers LhaL enerav drlnks conLalns conLenLs Lo
provlde fake enerav whlch are harmful for Lhe healLhŦ lL ls also belleved LhaL red bull
conLalns hlah caffelne whlch ls LhreaLened bv Lhe aovernmenL reaulaLlons aloballvŦ

O MlsconcepLlonť
1here exlsLs a mlsconcepLlon ln Lhe mlnd of Lhe consumers LhaL red bull provldes fake
enerav wlLh no naLural subsLance lnvolvedŦ 1hls alves an edae Lo Lhe upcomlna
compeLlLors LhaL Lhev can clalm Lhelr producL Lo be one wlLh naLural lnaredlenLsŦ

1hls has Lwo sldes Lo Lhe maLLerŦ llrsL aroup who ls Lhe prlmarv LaraeL audlence of Lhe
red bull ls confused abouL Lhls fake enerav maLLerŦ 8uL Lhe oLher people who are Lhe
lnfluencers ln Lhe declslon maklna are also noL recommendlna Lhe producL Lo
consumersŦ

O CompeLlLlonť
1here exlsL Lwo klnd of compeLlLlon for Lhe red bull ln Lhe markeLŦ

D|rect compet|t|on
1hls ls where we conslder Lhe oLher enerav drlnks such as S1lnSţ 8DLLL1 eLcŦ Lhese are
Lhe produc3Ls of Lhe same producL caLeaorvŦ 1here ls a posslblllLv LhaL everv u comlna
brand of enerav drlnk ln Lhe markeL snaLches a parL of red bull sales as Lhelr Lrlal salesŦ
1he maln focus of red bull should be Lo condlLlon Lhe LaraeL markeL wlLh lLs producL and
achleve repeaL salesŦ

Ind|rect compet|t|on
ed bull noL onlv provldes enerav and sLlmulaLes mlnd and bodvŦ lL also refreshes Lhe
personţ manlpulaLe lLs mood swlnas and serves people wlLh Lhelr soclal purposes alsoŦ
Pere when we conslder Lhe oLher beneflLs of red bull we see LhaL Lhe producLs
belonalna Lo Lhe [ulce baskeLţ Lhe sofL drlnk markeL as well as Lhe sharbaL baskeLţ Lhese
all also serves a blL of Lhese purposes for Lhe LaraeL markeLŦ And so provldes a
compeLlLlon Lo red bullŦ

O lree sampllna of red bull
ed bull has formed Lhls LradlLlon of Lu 8DLL CASŦ 1hese cars are usuallv seen parked
ouLslde unlverslLles where Lhev dlsLrlbuLe red bull for free Lo everv upcomlna person
wheLher or noL Lhev are Lhe LaraeL markeL of Lhe producLŦ 1hls has Lwo drawbacks Lo

23

Lhe slLuaLlonŦ llrsLlvţ people are now hablLual of consumlna red bull onlv when Lhev aeL
lL for freeŦ 1hev don'L buv Lhe red bull buL walL for Lhe free sampllna car Lo alve Lhem
Lhls ls a ma[or LhreaL Lo Lhe sales of Lhe producLŦ AL Lhe same Llme red bull ls a luxurvţ
expenslve drlnk for anvone Lo consumeŦ Secondlvţ Lhe free sampllna ls even done Lo
Lhose people who are noL Lhe LaraeL markeL of Lhe producLŦ 1hls ls a usual pracLlce LhaL
when Lhese cars are parked ouLslde Lhe schools and unlverslLles Lhe waLchmenţ auards
and Lhe clerk sLaff ls consumlna lLţ where on a raLlonal LhouahL lf we revlse Lhe LaraeL
markeL Lhese aroup of people are noL a parL of LaraeL markeL because of affordablllLv
facLorŦ

Mot|vat|on

ln order Lo lnLenslfv consumer's level of moLlvaLlonţ adverLlslna and oLher markeLlna
communlcaLlon areas such as sales promoLlon use lncenLlvesţ Lo encouraae people Lo respondŦ
AL anv alven polnL people are probablv affecLed bv a number of dlfferenL moLlvesŦ lor exampleţ
vour moLlvaLlon Lo buv a ed 8ull would be much hlaher of vou are Loo exhausLed and
frusLraLed wlLh offlce workŦ

So Lhe need of Lhe ed 8ull arlses when people feel Lhe need of lnsLanL enerav when Lhelr mlnd
and bodv ls overlv frusLraLed and Lhev do noL feel llke carrvlna on Lhelr Lasks and / or sporLlna
acLlvlLvŦ

1hus bv consumlna ed 8ullţ Lhelr speclflc aoals are meLŦ As Lhev aeL an lmmedlaLe reacLlon
wlLh speedţ alerLness and concenLraLlon level Lhev acLuallv need Lo accompllsh Lhelr LasksŦ

9os|t|ve Mot|vat|onť

ed 8ull has used a number of LacLlcs Lo lncrease Lhe poslLlve behavlor of Lhe consumersŦ lor
lnsLance Lhev have porLraved a verv rlch llfesLvle whlch Lhe LaraeL audlence can acLuallv relaLe
wlLhŦ 1hls has been done Lo lncrease Lhe favorable and poslLlve aLLlLude Lowards Lhe purchase
of ed 8ull enerav drlnkŦ 9lus Lhls also lmpllclLlv porLravs LhaL lf a consumer uses Lhls drlnk Lhen
he/she cab become a parL of LhaL soclal class and aLLlLudeŦ


kat|ona| Mot|ves vs Lmot|ona| Mot|vesť

1he welahL of LmoLlonal moLlves ls heavler because such a drlnk needs lLs consumers Lo Louch
Lhelr emoLlons and leL Lhem form a poslLlve convlcLlon abouL Lhe producLs need saLlsfvlna
ablllLlesŦ

9eople feel Lhe acLual process of vlLallzlna Lhelr own mlnd and bodv slmulLaneouslv LhaL wlll
creaLe a boosL ln Lhelr enerav levels whlch leL Lhem accompllsh Lhelr Lasks ahead of LhemŦ

24


lurLhermoreţ raLlonal appeal lmplles LhaL lL should be consumed ln chllled formţ and Lhe
avallablllLv ln Suaar lree also for Lhe dleL consclous poLenLlal consumersŦ

5uccess and Ia||uresť

Slnce Lhe markeL ls verv compeLlLlve and Lhe buvers Lend Lo be less brand lovalţ lL ls verv
lmporLanL for Lhese klnds of brands especlallv ln enerav drlnk caLeaorvţ because when lL wlll
work besL and produce resulLsţ Lhen lL lncrease Lhe brand equlLv and ln Lhe end consumer
would be more wllllna Lo buv LhaL brandŦ
8uL on Lhe oLher hand lf lL won'L work unLo Lhe consumer expecLaLlon for exampleţ due Lo
carbonaLed leakaae or explresţ 1hen all Lhese facLors would conLrlbuLe Lo Lhe neaaLlve lmaae of
ed bull Lnerav urlnks leLLlna Lhe consumer Lo adopL oLher brandsŦ

Arousa| of Mot|vesť

Cne of Lhe LacLlcs Lo aLLracL consumers ls Lo arouse Lhe need of Lhe producL lLselfŦ AlLhouah ed
8ull has a unlque advanLaae reaardlna as belna world famous enerav drlnk and saLlsfled
cusLomer aloballvţ buL lL falled Lo arouse Lhe need of problem aL leasL amona Lhe LaraeL markeL
ln 9aklsLanŦ Lven lf we look aL Lhelr adverLlsemenL Lhen one cannoL easllv assoclaLe Lhemselves
wlLh Lhe exlsLlna adverLlsemenLsŦ 1hev should have creaLed a more lnLense awareness of Lhe
enerav drlnk caLeaorv LhaL could acLuallv saLlsfv Lhelr low enerav level problemsŦ

1hus Laklna Maslow's hlerarchv lnLo accounLţ ed bull musL emphaslze more on safeLv and
soclal needsţ raLher Lhan eao needsŦ 1hls wlll leL Lhe LaraeL markeL Lo relaLe wlLh Lhe deplcLed
scenarlo and be a parL of problem solvlna behavlor deplcLed ln Lhe adverLlsemenLs and oLher
medla LoolsŦ










25


1AkGL1 MAkkL1

1araeL markeL for red bull ls well deflnes Lhrouah more Lhan one dlmenslonŦ Anvone who has a
purchaslna power Lo buv a can worLh rsŦ 140/ƹ ls ln Lhe LaraeL markeL of red bullŦ

MarkeL seamenLaLlon baslsť
1he LaraeL markeL ls deflnes under Lhe boundarles of Lhese facLorsţ whlch means LhaL Lhls ls
seamenLed bv Lhese facLorsŦ

O uemoaraphlcs
1Ŧ Aae
2Ŧ lncome
3Ŧ eoaraphlcal locaLlon
4Ŧ Soclal class
O DseŴrelaLed
O Llfe sLvle

uemoaraphlcsť

1Ŧ Aaeť
ed bull baslcallv focuses lLs sales Lowards Lhe vouLhŦ Aae aroup for boLh aenders ls
Leenaaers Llll 33Ŧ 1hls ls because Lhe maln beneflLs and feaLures of Lhe producL are
alLered Lo Lhelr needsŦ lor exampleŤ Lhe sLudenLs and Lhe vouna execuLlve need Lo wake
up laLe ln nlahLs before Lhe compleLlon of Lhe pro[ecLsŦ 9lus Lhe red bull ls a fashlon lcon
producL and Lhls aae aroup ls more Lowards Lhe upcomlna Lrends as well as opens Lo Lhe
exLernal envlronmenLŦ ?ouna people are more adapLlve ln naLureŦ

2Ŧ lncomeť
ed bull ls lncluded ln Lhe luxurv producL markeL because of lLs hlah prlceŦ CurrenLlv Lhe
red bull prlce ls 140/ƹ canŦ Cnlv Lhose who earn more Lhan 23000/ƹ re monLh ls Lhe one
who can afford a can of red bullŦ And when lL comes Lo Lhe parL of markeL where people
are noL earnlna Lhem and are on Lhe basls of pockeL monev Lhev handle expensesţ Lhen
Lhelr famllles should be earnlna above 23000 per monLh aL leasLŦ

3Ŧ eoaraphlcal locaLlonť
AlLhouah red bull has an edae ln Lerms of dlsLrlbuLlon neLworks over oLher enerav drlnks
ln Lhe markeLţ sLlll Lhe producL ls avallable aL Lhe hlah proflle sLores and marLsŦ 1he
producL ls avallable aL Lhe places where purchase worLh qulLe hlahŦ lL ls avallable ln Lhe
urban bla clLles of 9aklsLanţ noL avallable ln Lhe seml urban and rural areas of 9aklsLanŦ


26

4Ŧ Soclal classť
LocallvŤ Lhe lmpresslon f red bull ls Lhe drlnk for people who wanL Lo showŴoffţ are
wannnabeesţ hlah class crowdŦ WheLher Lhese people consume Lhe whole can of e drlnk
or noL Lhev Lend Lo hold Lhe red bull can ln hands Lo show LhaL Lhe can afford Lhe red
bullŦ All Lhese belona Lo soclal class A+ and AŦ furLher Lhe soclal class + and 8 ls also Lhe
parL of LaraeL markeLŦ

DseŴrelaLedť

1here are few prlme uses of Lhe red bull whlch are even explalned aL Lhe back of Lhe boLLle
alsoŦ ed bull ls an enerav shoL LhaL can be lnLake bv Lhe prople when Lhev are ln need of LhaLŦ
So lL classlfles Lhe markeL ln Lerms of Lhe uses people derlve from lLŦ

lollowlna are few ma[or uses/ funcLlons of Lhe producLť
O lncreases performance
O lncreases concenLraLlon and reacLlon speed
O lmproves vlallance
O lmproves Lhe emoLlonal sLaLus
O ecover from mood swlnas
O SLlmulaLes meLabollsm
O lL for Lhe Lop aLhleLes
O 8usv professlonals
O AcLlve sLudenLs
O And drlvers on lona [ournevs


LlfesLvleť

uue Lo Lhe prlceţ packaalna and Lhe evenLs lL's sponsoredŤ red bull has aaln an lmpresslon of Lhe
aLLlLude whlch ls hlah classţ Lop level achlevemenLţ fashlon lconţ sporLvţ Lrendvţ parL of Lhe
crowd LvpeŦ now Lhe class ouL of Lhe markeL who wanLs Lo adopL everv new Lhlna comlna up ln
Lhelr wav or wanLs Lo drlnk Lhe fashlonable drlnk whlch conLrlbuLes ln Lhelr aLLlLude formaLlon
wlll consume red bull Lo full flll lLs soclal purposeŦ Whereas Lhe sLudenLs who wanL Lo wake up
all nlahL lona Lo sLudv for examlnaLlons or Lo meeL Lhe dead llnes for pro[ecLs wlll consume Lhls
as a need Lo boosL Lhelr enerav levelsŦ





27

8U¥Lk ANAL¥5I5


8Anu LC?AL1?ť

1he 9aklsLanl cusLomers do noL have awareness of enerav drlnk caLeaorv as suchŦ 1hus red bull
has Lo creaLe awareness amona Lhe LaraeL audlence of Lhe caLeaorvţ wldenlna Lhe LaraeL baseţ
whlle creaLlna a dlfferenLlaLlna facLor for lLselfţ from sofL drlnks LhaL wlll sLlmulaLe mlnd and
bodv slmulLaneouslvŦ

So ln order Lo aLLracL Lhe prlce senslLlve cusLomersţ 9L9Sl'S enerav drlnk S1ln has halved Lhe
prlces Lo aaln markeL share aL Lhe expense of red bullŦ

uLMCA9PlCSť

lL would be wlse Lo resLrlcL Lhe LaraeL markeL Lo Lhe aeoaraphlc areas as well as Lhe
psvchoaraphlc seamenLaLlon for Lhe LaraeLed consumerŦ lL ls because for a producL llke ed 8ull
lL would be far Loo narrow as lL cuLs across llfesLvlesţ demoaraphlcs and socloŴeconomlc
boundarlesŦ

So Lhe besL soluLlon would be Lo seL Lhe LaraeL markeL as a behavloral seamenLaLlonŦ 1he
reason for LhaL declslon ls because ln a behavloral seamenLaLlon Lhe lndlvldual's relaLlonshlp
wlLh Lhe producL and Lhe use and beneflL souahL from Lhe producLŦ

Slnceţ as Lhe companv clalmsţ ed 8ull ls noL [usL an enerav drlnk lL ls prlmarllv a uLlllLv drlnk Lo
be Laken aaalnsL menLal or phvslcal wearlness or exhausLlonŦ lLs use helps Lo lncrease
endurance and helahLen alerLness as well as reacLlons and aenerallv spoken Lhe use of ed 8ull
helps Lo cope wlLh Lhe challenaes of evervdav llfeţ whlch lncludes workţ lelsure and sporLsŦ








28

CCN5UMLk IN5IGn15

O 1he LaraeL cusLomers belleve LhaL enerav drlnk ls assoclaLed wlLh sporLs / advenLure
onlvŦ lL ls someLhlna noL Lo be consumed for anv soclal hana ouL of frlends and famllvŦ

O Lnerav drlnks ls for Lhe male seamenL onlvŦ lL ls soclallv unaccepLable for Lhe females Lo
consume enerav drlnksŦ


O 1he enerav drlnks are onlv for Leens and vouna adulLsŦ lL ls Laken as LoLallv unaccepLable
for Lhe adulLs aaed 30 and aboveŦ

O A larae chunk of Lhe markeL sees enerav drlnks as someLhlna addlcLlveţ drua lnfused
beveraae wlLh neaaLlve healLh lmpllcaLlonŦ


O 1eens consume lL Lo boosL Lhelr braln powers before Lhelr examsţ and Lo delav Lhelr
sleepŦ

O 1here are cerLaln culLural barrlers whlch Lerm enerav drlnks Lo provlde fake eneravţ and
belleve Lhese companles are plavlna psvcholoalcal aames wlLh Lhe mlnds of consumersŦ


O Manv of Lhe Leens Lerm ed bull as º8DLC kl ulnk"Ŧ 1hev assoclaLe Lhls drlnk wlLh
Lhe ºWannabees" of Lhe socleLvŦ

O ed bull conLalns vlLamlns whlch are Lo be Laken bv people wlLh vlLamln deflclencvţ noL
bv normal peopleŦ As docLor's advlceţ vlLamlns should onlv be Laken Lo subsLlLuLe a
vlLamln deflclencv ln Lhe bodvţ or durlna Llmes when vou are underaolna loLs of phvslcal
Lralnlna where Lhe bodv consumes more vlLamlnsţ faLs and carbohvdraLesŦ


29

8kAND 9Lk5CNALI1¥

8rand personallLv ls baslcallv human aLLrlbuLes aLLached Lo Lhe brand for lLs deflnlLlon and
recoanlLlonŦ lf we sav someone ls cuLeţ we lmmedlaLelv lmaalne belna Lhe characLer whlch ls
cuddlv ln looksŦ 8uL lf we deflne a brand as cuLe Lhen we Lend Lo relaLe Lhe Lvpe of ads Lhe
brand hasŦ 9lus Lhe celebrlLv assoclaLed wlLh Lhe brandţ celebrlLv's personallLv eLcŦ

ed bull lf lmaalne as Lhe person bv Lhe people would be someone wlLh Lhese characLerlsLlcsť
O LxclLed
O LneraeLlc
O lunŴlovlna
O SLrona
O ellable
O CuLŴaolnaţ soclal
O verv acLlve
O SporLv
O AdapLlve Lo envlronmenL
O ALLracL Lo new Lhlnas
1he sloaan of Lhe red bullť l1 lvLS ?CD WlnSŤ [usLlfles a loL of Lhese aLLrlbuLesŦ SLronaţ
eneraeLlcţ sporLv eLcŦ furLhermore Lhe recommended Laallnes for a new red bull campalan also
hlah llahLs Lhese quallLlesŦ new suaaesLed Laallnes areŤ

CPAL D9 Wl1P Lu 8DLLŧfor a fasLer llfe/ for workouL/ for nexL Laskŧ

ed bull has been showlna lLs sloaan ln llLeral Lerms ln lLs currenL adsŦ 1hese are all anlmaLed
ads where Lhe characLer wlLh Lhe red bull aeLs exclLed and arows wlnas Lo lLŦ Cn research lL was
found LhaL ln 9aklsLanl markeL lL ls noL leavlna a areaL lmpacL over Lhe LaraeL markeLŦ 1he
consumers elLher flnd Lhe ad meanlnaless or [usL lndlfferenL Lo Lhelr reasons of consumlna Lhe
red bullŦ 1here was felL a sLrona need of showlna Lhe acLual effecLs on someone who consumes
Lhe red bull for a speclflc purposeŦ

A verv lmporLanL aspecL Lo all Lhls ls LhaL no maLLer whaL Lhe personallLv ls porLraved bv Lhe
brands adverLlsemenLţ lL wlll onlv be effecLlve when lL ls ln svnchronlzaLlon wlLh Lhe remalnlna
brand/ campalan elemenLs and Lhe consumers' expecLaLlonsŦ


30


8kAND 9C51ICNING

9oslLlonlna ln Lhe mlnd of consumers' Lhe correcL sLaLemenL Lo deflne Lhe brand poslLlonlnaŦ lL
ls Lhe lmaae whlch brand manaaersŤ markeLers wanL Lo bulld ln Lhe mlnd of consumersŦ ln Lhe
common men lanauaae whaL should comes Lo one mlnd when Lhev heard of a brand or see anv
adverLlsemenLsŦ

lor exampleŤ whaL comes Lo our mlnd when we Lhlnk of 1PL 8Cu? SPC9" 1he flrsL Lhlna LhaL
comes Lo Lhe mlnd of anv member of audlence ls Lhe naLural lnaredlenLsţ Lhls ls because Lhe
brand manaaers declded Lo based Lhe cusLomers lmaae on Lhls one baslc quallLv of Lhe producLŦ

ed bull ls currenLlv poslLloned ln Lhe mlnds of cusLomers as a producL LhaL provldes lnsLanL
enerav and ls a hlah class drlnkŦ lashlon lcon producLŦ Pere we have planned Lo carrv on Lhe
same poslLlonlna of Lhe brandŦ 8uL alona wlLh Lhls Lo lncrease Lhe usaae raLe we are presenLlna
an ad Lo peneLraLe Lhe red bull as a dallv rouLlneţ refreshlna drlnkŦ

IN51AN1 LNLkG¥ţ nIGn CLA55 DkINkţ CCN1kI8U1L5 1C ¥CUk CLA55¥ 9Lk5CNALI1¥ AND
9Lk5CNAŦ

1here ls whole deLall documenL menLloned below reaardlna how Lhe same poslLlonlna ls aareed
upon for Lhe new campalanŦ lL ls based on Lhe research carrled ouL ln Lhe form of
quesLlonnalreŦ

UNICUL 5LLLING 9kC9C5I1ICN (U59%
ed bull does noL onlv vlLallzes bodv bv provldlna a Lemporarv lnsLanL enerav shoLţ lL also
sLlmulaLes vour mlnd wlLh Lhe same exLendŦ 9rovldes a vlallanL eve Lo everv maLLer ln llfeŦ


5INGLL MINDLD 9kC9C5I1ICN (5M9%
ed bull SM9 ls lLs sloaanţ whlch ls also wrlLLen on Lhe can of red bull alona wlLh lLs core
lnaredlenL LhaL ls LourlneŦ vl1lALlZLS MAlnu Anu 8Cu?Ŧ








31



CD 9C9CSAL

32

Advert|s|ng Cb[ect|vesť
1he Maln ob[ecLlves of our adverLlslna campalan are Loť
- rab aLLenLlon and creaLe awareness of enerav drlnk caLeaorvŦ
- LsLabllsh Lhe brand ldenLlLv of ed 8ullŦ
- SLlmulaLe Lhe lnLeresL of LaraeL audlenceŦ
- CreaLe a sLrona convlcLlonţ and remove mlsconcepLlons LhaL ed 8ull does noL
provlde enerav LhaL ls klnd of fakeŦ
- SLlmulaLe chanae of oplnlon and aLLlLudes
- CreaLe buzzţ word of mouLh for ed 8ullŦ
O Speclflcallv lnclude females secLor of Lhe markeLŦ
O ?ouna LxecuLlves Lo be Laken speclal careŦ
Cverall ob[ecLlveť

O Awareness ob[ecLlve
1o lncrease Lhe awareness level of Lhe producL caLeaorv amona Lhe LaraeL audlence as
well as clear Lhe mlsconcepLlons reaardlna Lhe producL 'Lu 8DLL'ţ dlscussed laLer ln
deLallŦ

O Sales ob[ecLlve
1o lncrease Lhe sales of Lhe producL bv maklna lL a dallv rouLlne drlnkŦ And bv shlfLlna
lnLeresL of Lhe consumer from free sampllna Lowards acLual purchaslna of Lhe producLŦ

O knowledae ob[ecLlve
1he purpose here ls Lo make consumers more aware of Lhe brandŦ 9eople who consume
red bull have doubLs LhaL wheLher lL ls Lhe besL cholce for Lhem or noLŦ 1o make
consumers saLlsfled LhaL Lhelr cholce ls Lhe besL ouL of all oLhers avallableŦ

Speclflc Campalan Cb[ecLlveť
1he focused communlcaLlon aoals of our suaaesLed campalans areť

33

- 1o convlnce 23Ʒ of Lhe LaraeL markeL durlna Lhe nexL vear of ed 8ull's needŴ
saLlsfvlna ablllLlesŦ 1hls would llkelv creaLe a Lrend amona consumers Lo acLuallv buv
Lhe producL raLher Lhan [usL relvlna on exlsLlna free sampllna bv Lhe companvŦ
- lncreaslna 8rand 9reference bv 10Ʒ ln karachl and Lahore durlna Lhe nexL vearŦ

Speclflc Campalan SLraLealesť
- 9lace adverLlsemenLs ln Maaazlnes
- 9rovlde corporaLe adverLlslna supporL Lo reLallers and dlsLrlbuLorsŦ



















34

9C5I1ICNING 51kA1LGIL5

kLD8ULL 8kAND 9C5I1ICNING IN 9AkI51AN

1he ob[ecLlve ls Lo esLabllsh a locaLlon ln Lhe consumer's mlnd based on whaL Lhe producL
offers and how LhaL compares wlLh Lhe compeLlLlon ln Lhe 9aklsLanl markeL of enerav drlnksŦ
We conducLed a small research Lo ascerLaln brand poslLlonlna of Lu8DLL amona our LaraeL
audlenceŦ lor Lhls we consldered several facLors and answered quesLlonsŦ Cn Lhe basls of Lhese
flndlnas we came up wlLh Lhe proper poslLlonlna of red bull ln Lhe markeLŦ

CDLS1lCn 1
WhaL are Lhe markeL and alLernaLlve cholces as seen bv Lhe consumer and Lhe relaLlve value
vour brand offers ln LhaL markeL"

O All drlnks ln Lhe enerav drlnks caLeaorv as well as carbonaLed sofL drlnks offerlna a boosL
ln eneravŦ

CDLS1lCn 2
Who are Lhe people and Lhe slLuaLlon for whlch vour brand ls alwavs Lhe besL cholce"

- AdvenLure seeklna Leenaaers
- 16Ŵ23 vears LSM 8+
- 1hev llve for shock value
- 1hev need a boosL of enerav ln Llmes llke sporLs or an allŴnlahLer sLudv sesslon


CDLS1lCn 3
WhaL ls Lhe elemenL of all vou know abouL Lhe LaraeL consumer and Lhelr needs (ln Lhls
compeLlLlve envlronmenL) on whlch Lhe brand ls founded"

O ºl need more enerav Lo pass Lhrouah menLallv and phvslcallv sLralnlna slLuaLlons"

CDLS1lCn 4
WhaL are Lhe dlfferenLlaLlna beneflLs of vour brand LhaL moLlvaLe Lhe purchase"

- lncreases performance
- lncreases concenLraLlon and reacLlon speed
- lmproves vlallance
- lmproves Lhe emoLlonal sLaLus
- SLlmulaLes meLabollsm



35


CDLS1lCn 3
WhaL does vour brand sLand for/whaL does Lhe brand belleves ln" Pow vour brand does
behave/WhaL ls Lhe sLvle of communlcaLlon wlLh Lhe audlence"

vALDLSť
Lnerav 8oosLer
8LLlLlSť
Ŵ lmprovlna performance
Ŵ lncreaslna endurance and concenLraLlon and lmprovlna reacLlon speed
9LSCnALl1?ť
9eople who need more menLal and phvslcal enerav


CDLS1lCn 6
WhaL ls Lhe evldence or proof of how Lhe brand ls beLLer Lhan Lhe alLernaLlves"

O ºWorld's leadlna enerav drlnk"
O numerous sclenLlflc sLudles ln Lhe flelds of sporLs medlclneţ lnLernal medlclneţ and
psvcholoavţ conflrm Lhe effecLs descrlbed for ed 8ull Lnerav urlnkŦ

CDLS1lCn 7
WhaL ls Lhe polnL of dlfference LhaL wlll make Lhe consumer buv vour brand"

O 1he mosL auLhenLlc enerav drlnk!

O A drlnk LhaL acLuallv works!

CDLS1lCn 8
WhaL ls Lhe lnLrlnslc naLure or characLer of someLhlna LhaL makes vou brandţ whaL lL ls"

O ºed 8ull alves vou wlnas"

CDLS1lCn 9
WhaL ls vour brand's orlalnal producLţ values and/or beneflLs LhaL made vour brand areaL and
on whlch vou wanL Lo bulld"

- 9roven cllnlcal sLudles conflrm Lhe effecLs LhaL ls clalmed bv ed 8ull
- A funcLlonal beveraae
- lobal acclalm

36

CkLA1IVL kLCCMMLNDA1ICN5
lor promoLlna ed 8ullţ Lhev wlll have Lo ao Lhrouah some sLraLeales whlch wlll creaLe brand
awareness all over Lhe counLrv and lncrease lLs salesŦ
O ed 8ull offers verv hlah prlce Lo Lhe consumers of 9aklsLan lŦeŦ s 140Ŧ As compared Lo
lLs compeLlLors Lhev are offerlna an averaae prlce of sŦ 60 Lo Lhe 9aklsLanl markeLŦ
1hereforeţ ed 8ull needs Lo revlse lLs prlclna sLraLeav ln 9aklsLan and prlce lLs producL
somewhere close Lo Lhe compeLlLor's prlceŦ

O 1he LaraeL markeL ls noL aware of Lhe suaar free red bull LhaL ls avallable ln Lhe 9aklsLanl
markeLŦ Suaar free red bull should be promoLed ln Lhe local markeLŦ

O 1here are no blllboards of red bull ln 9aklsLanţ whlch are hlahlv effecLlve for Lhe enerav
drlnk markeLŦ

O A1LŴAbove the ||ne Act|v|t|esť

no radlo ads and 1vCsŦ ed 8ull needs Lo make lLs radlo ads and 1vCs llke Lhe one we
have madeŦ
Ŵ1vCs and adlo ads Lo be made accordlnalv Lo Lhe 9aklsLanl culLureţ forelan ads would
noL be LhaL effecLlveŦ

O 81LŴ8e|ow the ||ne Act|v|t|esť

lnlLlallv red bull's 81L were verv creaLlve ln creaLlna brand awareness ln Lhe LaraeL
markeL buL now people are bored and Lhev are walLlna for more promoLlonal acLlvlLles
Lo remlnd Lhem of Lhe producL aaalnŦ ed bull should ao Lo schoolsţ colleaesţ
unlverslLles and even Lo Lhe offlces and promoLe Lhelr producLŦ lL has Lo be promoLed ln
Malls and ln larae super markeLs where consumers should be lnformed abouL Lhe
beneflLs of havlna red bullŦ


O ed bull musL expand lLs dlsLrlbuLlon channelsŦ lL should be avallable aL all reLall ouLleLs
and supermarkeLsŦ
Ŵ ed 8ull cans Lo be vlslble Lo Lhe consumers when Lhev enLer anv ouLleLŦ Cans Lo be
kepL ln red bull frldaesŦ

Advert|s|ng strategy
1he maln ldea ls Lo presenL red bull as Lhe problem solver for lLs usersŦ And Lo show how ln
acLual llfe lL full flll lLs purposeŦ


37


Advert|s|ng appea|s
AdverLlsemenL would sLlmulaLe lnLeresL and lnfluences feellnas Lhrouah Lhe feellnas of
pleasureţ eneravţ comforLţ and recoverlna mood swlnasŦ 1he experlence wlll be Lo llve llfe Lo lLs
full llmlLŦ Llve more ouL of a dav ls Lhe bla ldea of Lhe red bull campalanŦ

Advert|s|ng execut|on format
1he adverLlsemenL would appear as a demonsLraLlonţ problem soluLlonŤ as well lLs unlque
selllna proposlLlon DS9 of Lhe produce wlll be hlahllahLedŦ 1he ads wlll represenL and focus over
enerav boosL and red bull as a dallv rouLlne drlnk LhaL ls all purpose drlnkŦ

38

8UDGL1 ALLCCA1ICN

We suaaesL ed 8ull Lo emplov percenLaae of sales meLhod Lo allocaLe lLs budaeL for
adverLlslna ln 9aklsLanŦ 1hls meLhod compares Lhe LoLal sales wlLh LoLal adverLlslna budaeL
durlna Lhe prevlous vear or Lhe averaae of several vears Lo compuLe a percenLaaeŦ

So Lhe companv wlll arrlve aL an approxlmaLe amounL of 9k 1700000ţ whlch we Lhlnk ls
subsLanLlal enouah Lo meeL Lhe adverLlslna ob[ecLlves for our currenL campalanŦ


MEDÌA BUDGET BY QUARTER
REDBULL ENERGY DRÌNK ÌN PAKÌSTAN
MEDIUM Q1 Q2 Q3 Q4 TOTAL PERCENTAGE
Television 2000000 2000000 3000000 3000000 10000000 59.17%
Radio 500000 1000000 500000 1000000 3000000 17.75%
Newspaper / Magazine 300000 300000 450000 450000 1500000 8.88%
Ìnternet 50000 50000 100000 100000 300000 1.78%
BillBoards 500000 250000 250000 500000 1500000 8.88%
Trade Shows 200000 - - 200000 400000 2.37%
Other 50000 50000 50000 50000 200000 1.18%

Percentage 21.30% 21.60% 25.74% 31.36% 16900000 100%


!usLlflcaLlonsť

1Ŧ lvlna more share Lo Lelevlslon meansť
1elevlslons can have an lnfluence on prlmarv LaraeL audlence on klnd of Loplcs Lhev Lhlnk abouLţ
fashlonţ homeţ hanaouLs eLcŦ Slnce lL has such a wlde reach and mosL lmporLanLlv lL makes a
sLrona lmpacLŦ 1he lnLeracLlon of soundţ slahLţ colorţ moLlon and drama can creaLe a sLrona
emoLlonal response amona Lhe LaraeL audlenceŦ

2Ŧ adloť
lL mav be Lhe leasL expenslve of all medlaţ buL lL sLlll can lav a areaL lmpacL on consumer as Lhe
Lrend of llsLener shlp ls lncreaslna dav bv davŦ Slnce radlo ls affordableţ lL ls easler Lo bulld
frequencv Lhrouah repeLlLlonŦ lurLhermoreţ lL allows llsLener Lo lmaalne and sLlmulaLe
emoLlonal responses amona Lhe LaraeL audlenceŦ

3Ŧ lnLerneLť
lL ls a relaLlvelv low cosL alLernaLlve Lo malnsLream adverLlslna medlaŦ lL reaches people who
aren'L waLchlna much Lelevlslon or readlna newspapersŦ lL can easllv provlde brand remlndersţ
and verv effecLlvelv persuade people Lhrouah lLs own webslLesŦ

39


4Ŧ 9laclna adverLlsemenLs ln speclallzed vouLhŴorlenLed newspaper / Maaazlnes would allow
ed 8ull Lo lav an effecLlve lmpacL over LaraeL audlence as lL provldes a areaLer audlence
recepLlvlLv and Lhe vlsual quallLv of maaazlnes Lend Lo be excellenL because Lhev are prlnLed on
hlaher quallLv paperŦ

3Ŧ 9arLlclpaLlna ln 1rade Shows llke uawn LlfesLvle's and oLhers wlll enable Lhe consumers Lo
lnLeracL wlLh Lhe brand and creaLe chances for reLallers and wholesalers Lo lnLeracL wlLh Lhe
companv and help ln Lo boosL lLs salesŦ

6Ŧ 8lllboardsť
lL should place blllboards ln busv shopplna areas of maln clLles ln 9aklsLan lŦe karachlţ Lahoreţ
lslamabadţ awalplndl eLcŦ and ln places where offlce aoers and unlverslLv sLudenLs usuallv pass
Lhrouah for eŦa ShahrahŴeŴlalsalţ Sadder and so on ln karachlŦ












40

MLDIA kLCCMMLNDA1ICN5
Med|a 5trateg|esť

Current
ed bull onlv have 1vCs plaved ln 9aklsLan aL Lhe currenL momenLŦ All of Lhese 1vCs are
anlmaLe Lheme based as well as does noL conLrlbuLe much Lo Lhe undersLandlna of Lhe producL
caLeaorvŦ

kecommendat|ons

lL should emplov medlums llkeť

8lllboardsť

1here should be blllboards placed ln Lhe busv areas of Lhe clLles such as ln karachl red bull
blllboards should be placed aL SLA vlLW (u9)ţ SPAPALlAlSALţ SPAPAPL CDAluLLnţ uLlLnCL
ZAMZAMA 9Akţ CLll1CnŦ Moreoverţ ln Lhe buslness and shopplna areas llke sadarţ ll chundrlaarţ
Larlq road and ln manv oLher developed areas of 9aklsLanŦ

adloť

ed 8ull should separaLelv make lLs radlo ads wlLh Lhelr new sLvle of caLerlna Lhe 9aklsLanl
markeL such as plavlna red bull's sloaan ºred bull alves vou wlnas" durlna Lhe proarams would
remlnd people of red bullŦ

ed 8ull should sponsor radlo shows whereŤ

O !s Lo be asked Lo Lalk abouL Lhe producL durlna Lalk showsŦ

O lnvlLe a represenLaLlve from Lhe companv and Lhen Lalk abouL Lhe producLŦ

O Solve anv querles of consumers reaardlna Lhe producLs LasLeţ packaalnaţ placemenL eLcŦ

O 1here can be a conLesL durlna whlch llsLeners would be asked dlfferenL quesLlons
reaardlna Lhe producL and Lhev mlahL be provlded wlLh alfL hampers or a free Lrlp Lo l1Ŧ

1Ŧvť

ed 8ull should sponsor aood proarams llke crlckeL showsţ popular sporLs evenLsţ muslc shows
eLcŦ and evenLs on 1ŦvŦ more frequenLlvţ llke for lnsLanceţ lL can sponsor 8asanL lesLlvals as llve

41

Lransmlsslons on anv channelŦ Channels llke LCţ M1vţ 9LA? 1vţ AA 1vţ M1v 9aklsLanţ 360
lashlon eLcŦ can do Lhe [obŦ Moreoverţ red bull ads can be plaved durlna crlckeL maLches and
oLher sporLs evenLs such as Lennlsţ fooLball eLc on all Lhe sporLs channels llke eo superţ 1en
sporLsţ SLar sporLs and LspnŦ


42

MLDIA 9LAN

MEDÌA VEHÌCLE PLACEMENT TÌMÌNG
1v
LC 8ollvwood favorlLes Weekdavs
M1v equesL Shows Weekdavs and Sundavs
9LA?1v equesL Shows Weekdavs and Sundavs
M1v 9aklsLan MosL WanLed Weekdavs and Sundavs
AA 1v l love Lhe 90ƌs Loo Weekdavs and Sundavs
360 lashlon SLvle CenLral Weekdavs and Sundavs
AulC
lM89 Lvenlna shows 4pm Lo 9pm
lM91 equesL Shows 4pm Lo 11pm
lM96 equesL Shows 4pm Lo 11pm
MAAZlnLS
SPL 8ACk9AL AlLernaLe weeks
vCDL lnSluL lCn1 AlLernaLe weeks
vlSAL 8ACk9AL AlLernaLe weeks
8lLL8CAuS
SLAŴvlLW (u9)
8ulldlna oofsţ looLpaLhs
and Maln oads
6Ŵ8 monLhs
SPAPALlAlSAL
uLlLnCL
P?uLl
ZAMZAMA 9Ak
SPAPAPL CDAluLLn
ln1LnL1


SoclalneLworklna
8anner Ads
10 Ŵ12 monLhs
8loaalna WebslLes
8anner Ads
ChaLrooms
8anner Ads
Companv WebslLe
Ŵ
C1PLS
PCML x9LSS lnSluL lCn1
MCn1PLlLS
AlSln SCLD1lCnS lnSluL lCn1
VideoGames



43

ML55AGL 51kA1LGIL5
Current Message 5trategyť

CurrenLlvţ ed 8ull's messaae sLraLeales are noL LhaL effecLlveŦ 1hereforeţ flrsL we wlll analvze
Lhelr currenL sLraLeavŦ

1ŦVŦ
lorelan ads are belna plaved on forelan Lv channelsŦ 1here ls no emphasls on Lhe local Lv
channels such as Aa[ Lvţ Arvţ eoţ Pum 1vţ eo Superţ 1ensporLs eLcŦ 1hereforeţ mosL of Lhe
consumers have foraoLLen abouL red bull or are noL aware of lLs avallablllLv ln Lhe markeLŦ
CompeLlLors llke sLlna and power full are adverLlslna on local Lv channels and mlahL Lake Lhe
markeL share awav from red bull

kad|oť
no radlo adsŦ

9r|ntť
no prlnL ads

Cr|t|ca| Ana|ys|sť
CurrenLlvţ ed bull's messaae ls LhaL lL vlLallzes vour bodv and mlndŦ lL alves vou enerav and
refreshes vouŦ ln 9aklsLanţ red bull dld noL puL much efforL Lo promoLe Lhe producL Lhrouah
1vCsţ radlo and prlnL ads buL lL ls sLlll Lhe markeL leader ln Lhe enerav drlnks markeLŦ ed bull
has done a few campalans ln whlch Lhev have provlded Lhe consumers wlLh free samples buL
sLlll lL could noL do a aood [ob ln lncreaslna Lhe sales because of manv free samples belna
provlded bv Lhe companv people are noL buvlna Lhe producL Lhev [usL walL for Lhe free samplesŦ

kecommendat|onsť

Messaae wheLher ln 1v (SLorvboard aLLached)ţ adlo ads (scrlpL aLLached)ţ 8lllboards (LemplaLe
aLLached) or newspapers (prlnL ad aLLached)ţ should have followlna facLors LhaL need Lo be
hlahllahLedť

O 9rlce ls Loo hlahŦ ed bull needs Lo lower down lLs prlceŦ
O lL ls preferred bv a wlde ranae of people such as
O 1he overworked Laxl drlver
O 1he sLressed manaaer
O 1he examŴanxlous sLudenL
O And Lhe pressured [ournallsL


44

lor dav or nlahLţ for [ob or funŦ 9eople who need more enerav learn Lo value ed 8ull
Lnerav urlnkŦ And Lhe number of people who do ls lncreaslna all Lhe LlmeŦ

!usLlflcaLlonť

Consumers should be lnformed abouL Lhe beneflLs of havlna ed bull wheLher lL's reaardlna
sporLs relaLed flelds or some offlce worksŦ ed bull alves vou enerav aL all levels ln order Lo
reduce sLress and enhance vour performance aL all LlmesŦ

Sloaanť ed 8ull alves vou wlnas!

kecommendat|onsť

We recommend a few new Laallnes for our 9aklsLanl markeL LhaL areť

9rlnL adsť
1Ŧ ºCharae up wlLh red bullŧ for work ouL!
2Ŧ ºCharae up wlLh red bullŧfor nexL Lask!

1vCsť
1Ŧ º9ure enerav"
2Ŧ 1s all abouL red bullŦŦ!

AulC SCl91Sť
lor all ads on radlo Lhere wlll be one Laallne ln Lhe endŦ ºCharae up wlLh red bullŧfor a
fasLer llfeŦ (volce over)

!usLlflcaLlonť

1he Laallnes whlch are belna used ln Lhe prlnL ads are acLuallv descrlblna whaL Lvpe of problems
red bull can solveŦ lor exampleť ln Lhe flrsL prlnL ad vou wlll see a alrl [oaalna on Lhe Lreadmlll so
Lhe flrsL Laallnes shows LhaL red bull lmproves vour enerav levels and vou perform beLLerŦ ln Lhe
second prlnL ad ºŧfor nexL Lask" ls for Lhe people who work and wanLs Lo reduce Lhelr sLressŦ

1he Laallne declded for Lhe flrsL 1vcs ls for Lhe sLudenLs malnlv because ln Lhe ad vou can see
LhaL red bull alves vou enerav ln everv formŦ



45

9romot|ona| M|x

Current 9romot|ona| m|x

CurrenLlvţ ed 8ull has lmplemenLed Lhese sLraLeales ln Lhe urban areas of 9aklsLanť
O Cvcllna race compeLlLlonŦ
O lree samples of ed 8ull around Lhe clLvŦ
O Sponsored car raclna evenLs and some oLher sporLs relaLed evenLsŦ

kecommendat|on

ed 8ull should promoLe lLs producLs Lhrouahť

O AdverLlslnať Cn 1vţ adlo and 8lllboardsŦ AdverLlse red bull ln malls and bla super markeLs
such as naheedţ Aaha's eLcŦ

O 9ersonal selllnaŦ

O 9ubllc relaLlons lŦeŦ press releasesţ speclal evenLsţ sponsorshlpsţ because relaLed efforLsŦ

O LvenL based brandlnaŦ

O Sales 9romoLlonť lve promoLlonal dlscounLs ln Lhe evenLs sponsored bv ed 8ullŦ

O ulrecL mallť 9eople Lo be remlnded abouL Lhe new promoLlonal campalans of red bullŦ

O LŴmarkeLlnať ads on soclal neLworklna webslLes and search enalnes

!usLlflcaLlonť

As Lhe 9aklsLanl markeL ls unaware of Lhe producL and red bull ls sLlll new Lo Lhe markeLŦ
Consumers need Lo be communlcaLed and lnformed abouL Lhe producL Lhrouah all channelsŦ
Consumers need Lo be made aware of Lhe producL Lhrouah an effecLlve promoLlonal mlxŦ
AdverLlslna red bull on 1vCsţ radlo and blllboards wlll condlLlon people Lo red bull and
whenever Lhev Lhlnk of an enerav drlnk red bull wlll come Lo Lhelr mlndŦ now ln order Lo reach
Lhe LaraeL audlence red bull should be sold on evenLs such as 8asanL fesLlvalŦ

46


47

Cr|t|ca| ad ana|ys|sť 'treadm|||ŧgym pr|nt ad'

8|g |deať
lun and en[ovmenL Lo llve more ouL of a dav

Campa|gn |deať
lL keeps vou acLlveţ eneralzes and enhances vour performance ln workouLs and sporLs relaLed
acLlvlLlesŦ

1arget marketť

9r|mary aud|enceť
uemoaraphlcsť
Soclal class A+ţ Aţ 8+ţ 8
enderť Male and female
lncome levelť 23000 and above
Aae aroupť 13 onwards

9svchoaraphlcsť
SporLsmen and sporLs women
PablLsť all Lhose people who wanLs Lo bulld up Lhere sLamlna and boosL up Lhelr enerav levels
so Lhev don'L have Lo compromlse on Lhe workouLŦ Plah level of phvslcal acLlvlLvŦ

5econdary aud|enceť
uemoaraphlcsť
Soclal classť C
enderť Male and female
lncome levelť below 23000

9svchoaraphlcsť
Pousewlves
8uslness execuLlves
Senlor clLlzens

PablLsť 9eople who are lona [ournev drlversŦ 9eople who wanL llLLle sleep dellberaLelvţ people
who wanL Lo be a parL of Lhelr chlldren's llfeŦ

8rand persona||tyť
LneraeLlcţ AcLlveţ CuLaolnaţ ?ounaţ LnLhuslasLlcţ ueLermlnedţ lun lovlna and lrlendlvŦ


8rand pos|t|on|ngť

48

ed 8ull enhances performanceţ sLlmulaLes vour mlnd and bodvŦ

kat|ona| appea|ť
O 1readmlll
O ed bullŧŦparL of Laa llne
O ed bullŧŦon Lhe Lop rlahL sldeŧabove Lhe can
O vm
O Clock ln Lhe backaround
O 1he oLher machlnes ln Lhe backaroundŧparLlv or fullv shownŦ
O ed bull can
O 1owel beneaLh Lhe red bull can on Lhe Lreadmlll
O 8oLh Lhe verslons of red bull are shown

Lmot|ona| appea|ť
O Charae upŧŦŦwlLh (Lells how Lhe red bull helps vou ln acqulrlna enerav
O 1he bodv copv of Lhe ad reaardlna Lhe LasLlesL enerav drlnk
O 8odv copvŧconvenlenL cans
O lor workouL
O lves vou wlnasŧŦŦ (vou) Lhe LaraeL markeL wlll relaLe Lhemselves Lo Lhls
O Smlle on Lhe face of Lhe modelŦ lace expresslonsŧŦ
O uresslna of Lhe modelŦŦŦlL explalns Lhe LaraeL class of socleLv Lhe brand ls forŦ
O Model [oaalnaŦ 1hls explalns Lhe hablLs of Lhe LaraeL markeLŦ
O 1he llLLle [ewellerv Lhe model ls wearlnaŧLhe chaln on Lhe back neck as well as Lhe rlna
on Lhe flnaerŧLhls [usLlfles Lhe aae of Lhe model as above 23Ŧ
O Mlrror ls also Lhe emoLlonal parL of Lhe adŧŦwhere lL alves Lhe meanlna of looklna aL
one self and belna saLlsfled wlLh Lhe looksŧŧsee when vou are acLuallv worklna ouLŧŦ
O 1he halrsLvle ls verv localŧŦLhls ls how Lhe LaraeL local markeL acLuallv Lles up halr ln
home or durlna casual LlmesŦ
O 1he colors of Lhe model ouLflL ls been maLched wlLh Lhe red bull packaalnaŦ 1he brands
maln colors are blurţ reedţ sllverŦ 1he alrl ls wearlna a red cllpţ a arevŴsllver Lone LŴshlrL
and a dark blue LrouserŦ
O 1he wlna on Lhe canŧln Lhe loao on Lhe Lop rlahL slde of Lhe adŧŦŦco relaLes wlLhŧred
bull alves vou wlnasŦ


49


50

Cr|t|ca| ad ana|ys|sť '|aptopŧoff|ce pr|nt ad'


8|g |deať
lun and en[ovmenL Lo llve more ouL of a dav

Campa|gn |deať
lL keeps vou acLlveţ eneralzes and enhances vour performance ln offlce LasksŦ

1arget marketť

9r|mary aud|enceť
uemoaraphlcsť
Soclal class A+ţ Aţ 8+ţ 8
enderť Male and female
lncome levelť 23000 and above
Aae aroupť 21 onwards

9svchoaraphlcsť
Lmploveesţ workers and buslness execuLlvesŦ
9eople who does noL wanL Lo compromlse on Lhelr enerav levels and leL Lhelr performance
affecL due Lo LhaLŦ

5econdary aud|enceť
uemoaraphlcsť
Soclal classť C
enderť Male and female
lncome levelť below 23000

9svchoaraphlcsť
Pousewlves
1weens and Leenaaers
SporLsmen

PablLsť 9eople who are lona [ournev drlversŦ 9eople who wanL llLLle sleep dellberaLelvţ people
who wanL Lo be a parL of Lhelr chlldren's llfe bv adopLlna Lhelr hablLsŦ 1hls hablL ls purelv
relaLed Lo Lhe consumer lnslahLŦ

8rand persona||tyť
LneraeLlcţ AcLlveţ ?ounaţ LnLhuslasLlcţ ueLermlnedţ lun lovlna and lrlendlvŦ



51

8rand pos|t|on|ngť
ed 8ull Lo be used ln offlcesţ lL enhances performanceţ vlLallzes vour bodv and mlndŦ

kat|ona| appea|ť
O LapLop
O ed bullŧparL of Laa llne
O ed bullŧon Lhe can
O 1he boLh verslons of red bull shownţ normal as well as Lhe suaar free verslon
O lllesŧŦln Lhe backaround
O Lnerav drlnkŧŦwrlLLen on Lhe can
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