R E D B U L L

R E D B U L L

RED BULL „Red Bull gives you wiiiiiiiiiiiiiings“ Group 11 DemeanDemean- Dumulesc Florin Ding Yujie Kim Alexandra 25/01/07 Red Bull Internet Exercis...

1MB Sizes 0 Downloads 19 Views

Recommend Documents

R o l a n d G . L e u
Alfred Roth kennen gelernt. Roth war ein starker Vertreter dieser Epoche, und ihm verdanke ich erste Bezüge zur klassis

B A D N E R L I E D
in Rastatt ist die Festung und das ist Badens Glück. Drum grüß ich dich, mein Badner Land, du edle Perl im deutschen

L E B E N S L A U F
Materialchemie (Bachelor Degree von Science). Nankai Universität in Tianjin, China. Chemie (Diplom). Julius-Maximilians-

A U S D E M L E B E N D E R P F A R R E
03.01.2015 - 26.04. Daniel Magalhaes da Silva, Postangerweg. 27.04. Moritz Gasser, Kühle Luft. 10.05. Abby Kate Treasure

s u s a n b o u t w e l l s u s a n b o u t w e l l s u s a n b o u t w e l l
ULRICH HENSEL (*1946). Mit beeindruckender Konsequenz arbeitet Hensel an seinem Werk - er sucht die Motive für seine ph

b b b L L L L
Campus Freudenberg. 3. 603 W-Katernberg. Am Eckbusch. 4. 607 W-Küllenhahn. Schulzentrum Süd. 1. 607 W-Katernberg. Am E

O R B E T E L L O - PepeMare
Füßen des zauberhaften Hügels der Tarocchi führt die Staatsstraße Aurelia, längs des ... war und die in den Ruinen

L E Q U A I D E L 'H O R L O G E N 4 B R E GU E T F ran çais
Bas de Montargis in 1707, Sully Wing, first floor,. Department of Decorative Arts, room 38: Gilbert and Rose-Marie Chago

B ü r g e r b u s f ü r F l o t w e d e l
22.08.2011 - Oppershausen, 2. 1 15:20. Hohnebostel. 17:11. Langlingen, An der Kasse. 1V7:35. Ferienhausgebiet, Mitte. 9:

S t a d t R e n d s b u r g U m w e l t b e r i c h t
Die Gemeinde hat nach § 2a BauGB im Aufstellungsverfahren dem Entwurf des. Bauleitplans eine ...... Gemeine Eichenschre

RED BULL „Red Bull gives you wiiiiiiiiiiiiiings“

Group 11 DemeanDemean- Dumulesc Florin Ding Yujie Kim Alexandra

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

1

Mag. Katharina Roth

2

OVERVIEW • Profile • Origins • Questions

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Profile • • • •

Founded: 1987 Founder: Dietrich Mateschietz Headquarter: Fuschl am See, Austria Facts: has taken almost the half of the US market for energy drinks and up to 70% of the market globally, in more than 100 countries Source: http://redbull.com + http://wikipedia.com

25/01/07

International Marketing

Red Bull Internet Exercise Group 11

Mag. Katharina Roth

3

Mag. Katharina Roth

4

Origins •

The original drink Red Bull was developed in 1962 by Chaleo Voovidhya, a Thais businessman and sold under the name Kraeting Daeng



The recipe was based on Lipovitan, an early energy drink that had been introduced to Thailand from Japan



Kraeting Daeng spread across Asia in the 1970s and 1980s



The Thai product was transformed into the global brand by Dietrich Mateschitz, an Austrian entrepreneur Source http://wikipedia.com

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Cool adds which underline that Red Bull give the consumer the opportunity to escape from stress and ordinary 25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

5

Mag. Katharina Roth

6

1.Discuss how Red Bull is adopting a global marketing strategy?

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

The four pillars of Red Bull • Advertising • Sampling • Sport sponsorship • Events Source: http://redbull.com

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

7

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

8

• To attract new customers and enhance consumer loyalty, Red bull has a more effective brand campaign than Coke and Pepsi • Red Bull is building a beverage brand without relying on the equipment of a mass marketing campaign •

Red Bull doesn’t usually use: billboards, banner ads, taxicab holograms, Super Bowl spots

25/01/07

Red Bull Internet Exercise Group 11

International Marketing



Grass marketing strategy ( person to person marketing)



A strategic programme to provide "cool" postsecondary students with free cases of the drink, and then convince them to throw



Sponsoring extreme sport events (cliff diving, BMX, skateboarding), art of can Competition, sponsorship in motorsport



Has developed MET (mobile energy team) programme

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

9

Mag. Katharina Roth

10

Red Bull backs-up a multitude of events and contests

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

11

Mag. Katharina Roth

12

2.Why

should Red Bull have an understanding of the different cultural nuances for its different international markets?

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

• In order to have a succesfull marketing you have to understand the variables contained in every target market (laws, traditions) – they even discuss on their site if Red Bull is kosher or halal - and it is! • Some markets react differently to some marketing strategies than others • Red Bull attracts customers to product rather than bringing the product to customers

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

13

Important variables for target market • Geographic: region, country, climate Red Bull in Asia vs. Europe • Demographic: age, gender, income, religion, nationality/race, language In Switzerland „Gummibäärlii“ In Turkey „Enerjii Votka“ • Psychographic • Behavioral 25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

14

3. Is it possible for Red Bull to standardize its marketing mixes? Explain your reasoning.

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

15

Barriers to Developing Global Brands • • • •

Culture and consumption patterns Language Regulations Media availability and promotional preferences • Organisational structure and culture The reality is that full standardisation is rarely possible 25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

16

• • • • • • • •

Full

Full

adaptation

Standardization

Product positioning Product formulation Product design Brand Name Pack Design Advertising Price Distribution channels

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

17

Mag. Katharina Roth

18

4. What types of products are easily globalized, and why?

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Easy to globalize products • Luxury products: Rolex, Gucci, Christian Dior • IT Technology products: cell phones, MP3 players, laptops, computers, digital cameras, software (e.g. Office software is translated or enabled to meet the linguistic and cultural needs of countries around the world. ) • Franchise based restaurants like Starbucks or McDonald's (the same products, the same taste the same marketing) • Products that doesn't contradict people's beliefs, culture 25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

19

Easy to globalize products • Necessities (cars, cosmetics)- Toyota, Unilever products

For food: the same recipe, differrent name

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

20

THANK YOU FOR YOUR INTEREST AND ATTENTION !

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

21

Mag. Katharina Roth

22

Bibliography • http://www.redbull.com • Jobber, D., Principles and Practice of Marketing, 2004, McGraw-Hill International (UK) • Wikipedia

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

ADDITIONAL SLIDES

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

23

Mag. Katharina Roth

24

Product • Product comes in one size, one design, the same flavour (the recipe is not even patented so everyone can copy it) • The product is the same in the whole world • Red Bull is not changing its composition in respect to every country (the same recipe everywhere)

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Promotion • Relying on local-scene makers to spread the word • Viral approach to marketing • Buzz marketing- alpha bees • Exclusive and exciting events • Red Bull generates a great deal of awareness through sport sponsorship 25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

25

Mag. Katharina Roth

26

Price • Premium price everywhere in the whole world • Doesn´t matter in which country they sell, they are not the cheapest energy drink but probably the most expensive

25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Place • Red Bull is sold in more than 100 countries • In France it is banned • In Norway and Denmark Red Bull is classified as a medicine • It wasn't sold in Canada • It was also available only in pharmacies in Japan 25/01/07

Red Bull Internet Exercise Group 11

International Marketing

Mag. Katharina Roth

27