With its unique product, Red Bull is the perfect example of a successful business development strategy. In twenty years the brand has certainly become a reference in terms of energy drinks but also in terms of marketing strategy. The two brands have the same advantage:
Situational Analysis A classic SWOT analysis of Red Bull reveals many positive attributes that make the drink a strong product upon which to build a successful marketing campaign, but also show that there are negative aspects of the product that lead to a wealth of opportunities for improvement in marketing and product design. Free Essays on Red Bull Situation Analysis for students. Use our papers to help you with yours 1 - please read the red bull case study and imagine that in , you were hired by the company to assist in their marketing efforts. your answers should reflect the company’s situation at that time, including their competition, their target market(s), and their own forecasting efforts.
Through creative marketing and sponsorship it has linked itself with extreme sports, innovative music and art, all aimed squarely at the youth market. Red Bull is a European success story.
The product was launched in in Austria. It faced opposition from the Food and Drink Administration FDAwho refused to clear it for distribution but despite this it became an underground success through clubbers and snowboarders.
This anti-establishment stance found synergy with consumers, even after it was cleared for sale. It quickly spread into neighboring countries and into the US market. However, the brand still faced problems; it was banned in Denmark and France following unsubstantiated rumors that people had died from drinking the product in Sweden and Ireland.
The European market was stagnating, and it faced distribution problems from companies supporting their own-brand products. The ever-present competition from Pepsi and Coca-Cola limited the scope for expansion. With these pressures, the company developed a marketing strategy that avoided mainstream advertising, instead focusing on grass-roots promotion.
The product was sold in trendy nightclubs and bars, and the credibility of those held in high regard by the young target audience, such as DJs.
Examples include offices, building sites and garages. Self-styled Red Bull distributors exploited their local knowledge to help sell the brand and its products.
It terms of higher profile marketing, Red Bull has primarily focused on maintaining its links with extreme sports. It sponsors two Formula One teams Red Bull and Toro Rossoas well as snowboarding, kite-boarding, surfing and aircraft racing.
All of these underline its commitment to its youthful, energetic target audience.
The next part of the brief examines how its marketing strategy fits into contemporary marketing theory. Byover 4 billion cans of the energy drink had been sold in more than countries worldwide.
To date, the company has been highly successful, reporting large year-on-year growth figures in terms of both sales volumes and company value. However, in recent years, it has encountered a number of challenges. Competitive rivalry in the industry is growing, and there are concerns that the key product is deleterious in terms of health, adolescent behavior and use of materials.
A major strength of the company is its status and standing within the energy drink industry. Red Bull was the first energy drink to be developed, sold and popularized in the West. This means that today, the Red Bull name is synonymous with energy drinks in the cognition of consumers, in much the same way as Sellotape is to sticky tape, and Hoover to vacuum cleaners.
Since the company is privately held, it is not required to report its financial information, however, data is available for the period Red Bull GmbH is an Austrian-headquartered business developed and founded by Dietrich Mateschitz in the mids (Red Bull, ).
Education Index Red Bull Situation Analysis. Red Bull Situation Analysis words 9 pages. Show More Executive summaries This document is part of the requirements of the Foundations of marketing course, the University of Newcastle. It is the first part of the marketing plan for Red Bull, the leader of energy drinks market. Red Bull Situation Analysis Essay for Red Bull, the leader of energy drinks market. The business overview, current situation analysis and marketing objectives are reviewed in this document as the following briefly details. The current objectives of. Red Bull SWOT Analysis adam May 12, Consumer Goods No Comments Detailed SWOT Analysis of Red Bull which is a famous energy drink around the world. it was introduced in at Thailand and introduce in the same market.
Mateschitz was a traveller and a technician who developed the formula for a new energy drink based on those he had sampled while in the Far East. Situation Analysis: Launch Of A New Product.
Situation Analysis. Situation Analysis is taken up by the company manager to know about the situation of the company at the present moment.
This situation analysis is generally taken when there is some major decision is needed to be taken in the company. Question:Discuss about the Red Bull.
Red Bull, which does not sponsor the Olympics, has won gold for the “Top Ambush Marketing Campaign” of Sochi , according to new figures exclusively seen by insidethegames. In this Situation Analysis, the focus will be on the Swatch Originals product line. This is relevant as the Swatch Originals gives direct brand image of Swatch and it is the most familiar Swatch product line among the audience.
· Germany Red Bull X-Fighter. ; It’s a (Red) Bull Market After All The controversial energy drink in the slim little can has a simple but crafty grassroots marketing strategy that’s winning hordes of loyal gen-Y fans.
Red Bull chief Christian Horner says that the team's engine uncertainty has now reached a "critical" point with the programme for their car already behind schedule.