redbull-fan-blog

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Post 13 - Promotion

One of Red Bulls biggest strength is promotion, especially by using digital marketing such as social media platforms. They are active on almost all popular social media platforms and they know what type of audience are on the different type of social medias, this helps them to know what they should promote on different medias. You could find them on Instagram, Twitter, Google+, YouTube, Facebook, etc. They even make commercials to broadcast on television, using their catch phrase “Red Bull gives you wings” to help give them with a idea on what type of ad to create. The company also uses bill boards to help promote their energy drink and they also put up ads on buildings in famous areas that promote their extreme sports. This is a good way to help get the drink stuck in peoples heads so that they think about it when thinking about needing that boost to start the day or to keep it going. Red Bull doesn’t use any personal selling to consumers, since they have such high brand awareness they do just as great selling in retailers stores. I don’t think if they used personal selling if it would help them in any way, they do such a great job already with all the advertising that they don’t need to do the extra step in having their own stores.

References: 

Vikas Soni https://www.digitalvidya.com/blog/how-red-bull-uses-social-media-as-the-key-platform-to-build-its-brand/

Melissa Sturman https://prezi.com/_qbwpg2kasgz/red-bull/

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Post 12 - Place(Distribution)

Red Bull uses intensive distribution strategies to make sure that its available to every consumer. They ship their products using ships and trains and will only use trucks when its necessary to deliver to the retailer stores. Red Bull doesn't have any of their own stores to sell the energy drink but they do have the drinks in every store that you can buy drinks from. The types of stores you can buy Red Bulls: Department stores, Supermarkets, drug stores, convenience stores, full-line discount stores, bars/clubs. The list goes on and on with which type of places they can be found. The types of companies that have them are retailers like CVS, Rite Aid, WalMart, Walgreens, gas stations, even online on Amazon. Using this type of technique is a good way to make sure all of their consumers have access to the drink so that they don’t go with a different choice. 

References: 

Red Bull website https://energydrink-us.redbull.com/en/distribution

Breonna Bergstorm https://coschedule.com/blog/red-bull-marketing-strategy/

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Post 11 - Trends/Pricing

A trend that can be a huge threat to the energy drink company Red Bull is that people now-a-days are very health conscious and wanting the products they consume to be less harming to their bodies. Considering that Red Bull has a significant amount of caffeine, this can draw people in the health market away from the drink. The new health market is a huge threat to Red Bull considering SWOT. A consideration that Red Bull has done to help that issue is by creating a sugar-free Red Bull, but even though its sugar free it still has the amount of caffeine the regular one has and could also be more dangerous to consume since they have to substitute the sugar with something else. Since Red Bull has advantage in product category considering they were the first people to come out with a energy drink, they also have the price advantage and they have their prices set higher than other companies. The pricing of their products is a definite weakness in the SWOT analysis. 

References : 

Honor Whiteman,  https://www.medicalnewstoday.com/articles/283929.php

Muhammad Yaqoob, http://www.trcb.com/business/marketing/redbull-marketing-strategy-7375.htm

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Post 10 - Services

Unfortunately Red Bull doesn’t provide much of any tangible services or intangible services. They do have a customer online service where they have frequently asked questions or you can call the customer service within their headquarters but they’re located in Austria so that could be difficult for some people to call them. A type of intangible service that they would have is experience quality because of the affects of the caffeine in the drink after someone has consumed one. Even though they technically don’t service people they have some kind reliability by having their drinks available in every convince store and retail store. 

References :

Red Bull website : http://energydrink-us.redbull.com/en/contact

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Post 9 - Brand Detail

The brand Red Bull Fits into the product mix of the four P’s very well. Red Bull energy drink contains caffeine, taurine, B vitamins, sucrose and glucose which is mainly required by workaholics, sports people or even youth who want to party at night. The first and second P is product and price and unfortunately their prices are set higher than average but they have the advantage to do so since they were on the market first with their product. The third P is Place(distribution) which is another advantage for them since you can find them in every convenience store and club so it makes it easily accessible to everyone. The last P is promotion and they also succeed from this category because they promote their brand to be extreme by show casing all these different types of extreme sports. 

References:

Visakan Veerasamy, June 4, 2013, https://www.referralcandy.com/blog/red-bull/

https://www.mbaskool.com/marketing-mix/products/16734-red-bull.html

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Blog post 7 - Packaging

Attached is the product design of the energy drink called Red Bull. Red Bull is a popular and recognizable product in the beverage industry. The logo consists of two bulls colored in red charging towards each other in front of a gold circle. Red Bull tries to come off as a strong and exciting brand. Red bull is definitely the type of brand to make content marketing to try and make sales. Red Bull has used a lot of extreme marketing to try and promote their brand by making them seem exciting. 

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Blog Post 5 - Target Market

According to research, I found about the demographic background of Red Bull is that females and males aged 34 or younger are purchasing the energy drink more than people that are older. The data shows that Hispanics and Asians with income of $20k-40k or lower are purchasing the drinks more than other races. Additional information is that the consumers are purchasing Marlboro and Jack Link’s with a Red Bull mainly at gas stations and drugs stores. It also claims that people are buying them mostly in the afternoon and evening. (Numerator)

Some of the psychographic characteristics I found is that people of the middle class and the upper class purchase Red Bull. The lifestyles that consumers have is that they’re explorers and like to succeed. People who purchase Red Bulls seem to enjoy extreme sports a lot. Geographically consumers from domestic and international are purchasing Red Bull, they’re sold in over 171 countries. Some behavioral facts are that consumers are usually “hard-core loyal” to the brand with a personality of being more ambitious and determined. (John)Snapshot Numerator website

http://snapshot.numerator.com/brand/red_bull

John Dudovskiy (2016, June 28th) Red Bull Segmentation, Targeting and Positioning https://research-methodology.net/red-bull-segmentation-targeting-positioning/

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Post 3 - Strategy

When focusing on Red Bulls competitive advantage the first thing that comes to  mind is product differentiation. Red Bull is a premium energy drink which is priced a little bit more than its competitive markets such as Monsters, Rockstar, NOS, Amp, and Luczado. Customers are charged more for the idea that they’re consuming a product that has the perception of enhancing mental and physical health. Red Bull has an appealing brand imagine that brings excitement from the extreme sports that they sponsor and represent. Another advantage that Red Bull has is social media, since they’re headquartered in Austria it helps for people around the world to see their promotions. Social media gives Red Bull the advantage to be one of the biggest global markets. 

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Post 4 - SWOT Red Bull

Strengths 

Product Category Leadership - Red Bull was the first company that released a brand new product to the market called energy drinks and have sold over 60 billion cans. 

Promotional Strategy - Red Bull over the years have had many promotional events and extreme sports and music sponsorship that help get their name out there.

Global Marketing - Red Bull is broadly known around the world so even if the market dies in one country they’ll still have growth elsewhere.

Weakness

Pricing - Red bull products are priced slightly higher than any other energy drink which can drive customers to a different brand that runs cheaper.

Product Limitations - Red Bull has a very limited selection of products. They have sugar-free with 3 different flavors and then the regular one with 6 different flavors.

Opportunities 

Product Line Extension - Continuing to create new flavors will help to improve market shares.

Social Media - This helps Red Bull to promote their brand and bring awareness to consumers. 

Threats

Health Concerns - The high amounts of caffeine in Red Bull can worrisome the growing health-conscious market.

Competition - Other energy drinks like Monster include some natural ingredients. 

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Post 2 - Describe your brand

You may have heard this motto, “Red Bull gives you wings” but how exactly do they give you those wings? Do you remember when Red Bull sponsored the highest free for all jump from miles above Earth? Red Bull isn’t just an energy drink but they also promote professional sports, sponsorship, music, and other media. This adventurous motto is a reflection of Red Bull’s freewheeling strategy that has enabled the company to build a desirable performance record over the last 31 years and still counting. ( Visakan Veerasamy ) 

Red Bull’s mission statement is “Giving wings to people and ideas”, they will achieve this mission by building long-term relationships with the consumers who can make it become a reality. All businesses have a marketing plan which focuses on high profitability, but the difference with Red Bull is that they want pure entertainment for their consumers and then profit comes second. 

Red Bull is globally known so most people would be shocked to find out that they’re headquartered in Austria. Well, how did they become such a known global market? They came up with a teamwork strategy called “Red Bull Girls” to hand out free drinks to college students and athletes. This strategy was highly successful and increased sales rapidly. So when people are up late cramming for that exam or don’t have the energy for football practice, they can just grab a Red Bull! “By connecting to extreme sports, Red Bull gives off an exciting image to customers. Red Bull’s brand resonates with its target audience, another key to their success.” (Alex Siminoff) Red Bull uses relationship marketing very well since they focus more on the idea of pleasing and exciting their customers. 

Approximately 6.302 billion cans of Red Bull were sold in 2017 worldwide, from 2016 the sales have increased over 4%. Red Bulls plans their expansion worldwide by focusing on the core markets of the USA and Western Europe. The end of 2017, they had employed 11,886 people in 171 different countries. (Red Bull website) I would consider Red Bull as a star in the portfolio matrix considering that their growth around the world has gone up so quickly.

Since Red Bull has done a great job at reaching out to their target market you can practically find them anywhere from convenience stores, sporting events, bars, and even schools on-campus stores. No wonder they sold more than 6.3 billion cans!

References:

Red Bull Website https://energydrink-us.redbull.com/en/company

Alex Siminoff  “Red Bull Stomps All Over Global Marketing” April 28th, 2017 https://artplusmarketing.com/red-bull-stomps-all-over-global-marketing-7642c2647401

Visakan Veerasamy  “Building A Powerful Brand Through Earned Word-of-Mouth: 8 Reasons Why Red Bull Is Freaking Awesome” June 4th, 2013 https://www.referralcandy.com/blog/red-bull/ 

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Post 1 - Red Bull

The business I choose to feature for this semesters term project is the company, Red Bull. Red Bull is a favorite worldwide drink by college students, athletes, and any busy professional that needs a kick to start their day. In 1987, Red Bull not only launched a brand new product on the market, but it created a whole new product group known as energy drinks. Considering that Red Bull is a whole new line of products, they had to come up with the best marketing strategies possible. Red Bull has taken good advantage of the marketing mix, also known as the 4 P’s and applied it to their marketing plans to grow as a company. To get the name Red Bull out there they went straight to their target audience (18-40-year-old males) at colleges, parties, bars, coffee shops, libraries and gave out free samples. Red Bulls marketing goal isn’t only to make a profit but they also strive for the customer's satisfaction and their entertainment. Out of the marketing mix, Red Bull does an outstanding job at promoting their product to the desired audience by sponsoring music festivals or creating top-notched culture content. Another marketing mix that stands out to me is the place (distribution); they originally started out in Austria and expanded their company to 171 countries around the world while employing well over 11 thousand people. I am definitely looking forward to learning more about what Red Bull has to offer as a company, while I’m learning more about the basics of marketing this semester.