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Red Bull Gives You Wings. Building Brand Equity in New Ways. The Product Launch. 1987 Austria & gradual European roll out. By 1997 Red Bull was available in 25 markets globally Red Bull maintained its energy drink market share lead in every mature market. Designing the Product.

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red bull gives you wings

Red Bull Gives You Wings

Building Brand Equity in New Ways

the product launch
The Product Launch
  • 1987 Austria & gradual European roll out.
  • By 1997 Red Bull was available in 25 markets globally
  • Red Bull maintained its energy drink market share lead in every mature market
designing the product
Designing the Product
  • Invented the “functional energy” beverage category
  • Claims
    • Improved physical endurance
    • Stimulates metabolism and helps eliminates waste substances
    • Improves overall feeling of well being
    • Improves reaction speed and concentration
    • Increases mental alertness
packaging positioning price
Packaging, Positioning & Price
  • Red Bull logo – silver can; only buy singles
  • Revitalizes body and mind – any occasion where you need a lift
  • Early adopters – truck drivers, students, clubbers and ravers (mixer)
  • Premium pricing strategy – 10% greater than most expensive competitor ($1.99 – 3.00 per can)
marketing red bull
Marketing Red Bull
  • Product trial is KEY
  • Word of mouth (testimonials from peers)
  • Event sponsorships, athlete endorsers, sampling, POP’s and some electronic media
  • Mystification of Red Bull
  • Market entry: in shops, clubs, bars – cultural elite and opinion leaders; available to action sports athletes, entertainment celebrities & hip urbanites.
marketing red bull6
Marketing Red Bull
  • After “premarketing” to build excitement, then expand presence – WOM still the driver
  • Mass market via supermarkets is last step
  • Other premarketing activities: extreme sporting event sponsorship and TV where RB not yet available.
  • Brand ambassadors
marketing red bull7
Marketing Red Bull
  • Did not define a specific demographic or psychographics – base segments on need
  • Mature markets – 14-19 age and 20-29 age
  • Advertising – adult cartoon with famous characters; communicated product benefits w/o psychological results
  • Advertising – adopted globally
  • Sampling is the key to product trial - usage
marketing red bull8
Marketing Red Bull
  • Branded Mini Cooper
  • Student brand managers for campus
  • Events – Red Bull Soapbox Race, Flying Day, Snowthrill, Cliff Diving World Tour
  • Sports marketing – action sports
  • POPs – miniature glass refrigerators and visible aluminum window stickers
  • Used “cells” in the US – Ca was first
competition
Competition
  • UK – Virgin dt; AB – 180; Coke – Burn; Pepsi – SoBe Adrenaline Rush and Mountain Dew Amp and host of the brands
  • Competition varies by country
  • No competitor has more market share
challenges
Challenges
  • What are Red Bull’s sources of brand equity?
  • How can Red Bull maintain their marketing momentum?
  • Is this a “fleeting product”? If so, then what?
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