RELAUNCHING REDBULL IN INDIA

THE
COMPANY
BEHIND THE
‘CAN’’
 COMPANY

• Red Bull was founded by Austrian entrepreneur Dietrich Matechitz in 1987.

• Red Bull is available in 171 countries and is valued at 8.7 Billion dollars as of 2017.

• Red Bull sold 6.06 billion cans in 2016 alone.

• It entered the Indian market in 2003 and has been a category leader since then.

• Red Bull can’s are 100% recyclable

 NEED FOR REBRANDING

• The Indian market stage for energy and sports drink is still at a very nascent stage when
compared globally.

• Even though Red Bull dominates the Indian energy drink segment with more than half of the
market in its pocket, it still faces stiff indirect competition from soft drinks segment.

• Health conscious consumers are also another major problem for the energy drink industry.
 TARGET MARKET

Young adults
Overworked
(teenagers and Hip Hop Crowd
individuals
people 16-35)

Working
Sports enthusiastic
Professionals
 COMPETITION

Monster is similar to Red Bull in taste, but only target males.

Monster Rock star Advantages over RB: Price & Quantity which is double the size of
RB.

Cloud 9 Rockstar is available in around 20 countries with different flavours.

Tzinga

Indian substitutes Tzinga is a recent favorite amongst Indians, since it is

Soft (Lassi, Milk, Tang, an Indian company and costs much less than
Tea, Coffee, Natural normal energy drinks.
Drinks Fruit Juices)
SWOT ANALYSIS
 STRENGTHS WEAKNESSES

 Global Presence  Expensive price

 Category leader   Lack of diversification
 Marketing Strategy  Unhealthy drink

OPPORTUNITIE THREAT
S
 Market Diversification  Intensive Competition
 Producing a natural beverage  Negative Publicity
 Unique Packaging  Lawsuits
BRAND CHARACTER

 Spirited,
 Ambitious,
 Energetic,
 Daring,
 Imaginative,
 Sportive,
 Active,
 Trending,
 Unique,
 Youthful
CREATIVE IDEA

‘what a creative mind can do with

the body of a red bull can’
 NEW from Red Bull.
The Red Bull Organic edition combine the
functionality of Red Bull Energy drink with the
taste of Cola, Lemon, Ginger and Tonic Water.
GINGER ALE TONIC WATER
360 Marketing Campaigns
Red Bull
Website
Email Marketing

Pre launch emails and post

launch personalised emails
would be sent to the
customers.
Red Bull Events
 Social Media
Marketing

GIFs, Videos and other

Creative Ads will be
promoted on Red Bull
India’s Facebook,
Instagram, Twitter and
other social media
platforms.
Social Media Creatives
• Online banner advertising
through Facebook, redesigning
their website to showcase the new
advertisements. The FB Ads will
show up on consumer’s profile
who have liked Red Bull and its
product.
• Red Bull will also be promoted on
Red Bull India’s official
Instagram, Twitter, Facebook
and YouTube accounts.
Billboards/
Transit
Advertising
  Competitive video posting
app

Since a majority of Red Bull’s consumers are

alternative athletes, this app will let them be
able to compete in weekly challenges
sponsored by Red Bull. Athletes would simply
login, look at the challenge which is based on
preferred sport, then post a video of them
performing the challenge to their profile on the
Red Bull app.
New Packaging

Forget Red Bull gives you wing.

There's every possibility you'll possess superpowers if you downed one of these designed cans.
THANK YOU

Anushka Binani
IMC-18-03