Transcript Red Bull A Marketing Plan of

A Marketing Plan of
Red Bull
Checklist
• Preface
• Marketing Analysis
• Marketing Strategy
• Marketing Mix
• Summary
Preface
• Industry Environment
• Grobal Environment
• Target Market
• Product Characteristics
Marketing Analysis
•SWOT Analysis
Marketing Strategy
•Pricing Strategy
•Product Strategy
•Promotion Strategy
Marketing Mix
• Product
• Price
• Promotion
• Advertisement
• Volume
• Place
Marketing Mix
• Product
• Price
• Promotion
• Advertisement
• Volume
• Place
Marketing Mix
• Product
• Price
• Promotion
• Advertisement
• Volume
• Place
Marketing Mix
• Product
• Price
• Promotion
• Advertisement
• Volume
• Place
Marketing Mix
• Product
• Price
• Promotion
• Advertisement
• Volume
• Place
Marketing Mix
• Product
• Price
• Promotion
• Advertisement
• Volume
• Place
Marketing Mix
• Product
• Price
• Promotion
• Advertisement
• Volume
• Place
Marketing Mix
• Conclusion
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Product:Red Bull is a beverage
Price:5.5yuan
Promotion:discount,giveaway gift
Place:supermarket,convenient
store
Industry Environment
•
Red Bull GmbH(红牛股份有限公司) has
four modern production bases with an
international standard, which are in
Beijing, Hubei, Guangdong, Hainan.
It's helpful to supply national market.
•
Every link of manufacturing of Red
Bull Vatmin Drinks had obtained
safety certification.
Grobal Environment
• Sales of worldwide market of energy
drinks increased from 47 billion dollars in
2000 to 120 billion dollars in 2007.
Compared to developed countries, the
consumption of energy drinks in China still
has huge rise space. Global market
pattern of energy drinks, showing that 68
percent is sports drink and 25 percent is
nutritious drink, is beneficial for the
development of Red Bull.
Target Market
• Student
• This market has broader development
space because student group is a large
group and studying and exercise will
consume more energy.
Target Market
• Especially Sportsman
Product Characteristics
• It's rich in Vitamin and it gives
us energy and vitality
• Ingredients:water,sugar,flavors,taurin
e,lysine,inositol,niacinamide,vitamin
B6,vitamin B12,food additives
• Storage:stored at room temperature
• Function:Anti-fatigue
SWOT Analysis
Strength:Red Bull belongs to
functional beverages,can refresh people’s body, anti
fatigue effect, which is a kind of sports drink.
Weakness:Some people think that Redbull would
make them unhealthy because of the too high caffeine
in Redbull,also it lead to Redbull lawsuit repeatedly in
China.
SWOT Analysis
• Opportunity:
At present，the per capita consumption of
functional drinks is only 0.5 kilograms in China
every year, which still has great space from the
whole world 7 kilograms per capita consumption.
Functional beverages in the domestic market
potential is enormous. In addition, Chinese per
capita GDP beyond $1000, and the purchasing
power of consumers has increased. In this
optimistic market situation, Red Bull can bet on it.
SWOT Analysis
• Threat:
SWOT Analysis
• Threat:Ripple’s target can be seen from its
advertising slogan:”ripple” action.Its market may
not be the elderly,also maynot be middle-aged
group.The target market positioning in the 15-30
year-old students,young,fashion sports
lovers,white-collar.Ripple’s prices are over the
master Kang,unity,but less than Redbull.For
example,its average price in Wuhan market is
4.5 yuan,Redbull’s average price is 6 yuan.
Pricing Strategy
• Loss Leader Pricing Strategy
According to the marketing research,
in order to attract customers, we
decide to make a discount or offer
some premiums.
Pricing Strategy
Product Strategy
• Product Placement :
We keep the middle and high end prod
uct image of Red Bull because of its l
ong history and high popularity.
Product Strategy
• Product:
Different kinds of products that has
different targer market and is suitable
for different kinds of customers.
Product Strategy
• New Product:
New product that collect nutrients
from food so that is substitute for
food beverage.
Its advantage is that you can
absorb many kinds of nutritions you
want without eating food. It can help
you keep fit and won't be fat.
Promotion Strategy
• When Redbull comes to China,it shows the
slogan “Redbull comes to China” in CCTV
Spring Festival Gala.
• Redbull insist on localization strategy,it rapid rise
of the Chinese market
• Red Bull China pre-expanding Chinese market,
mainly through extensive brand implies,
vigorously promote the media,and a powerful
combination of the terminal building
Promotion Strategy
Summary
• We have made a marketing Plan
of Red Bull in detail, including a
survey and Marketing Analysis.
We draw some conclusions and
make some strategy about it. We
sincerely hope that the target
market of Red Bull will greatly
increase,not only sportsmen, but
also everyman.
Summary
• Target Market:sportmen->many kinds
of customers.
• Place:supermarket,convenient store.
• Advertisement:image,video,
spokesperson.
• Price:discount,giveaway gift,different
kinds of products that is suitable for
different kinds of customers.
Summary
• Product:Different kinds of products
that has different targer market and is
suitable for different kinds of
customers.
• Creation:New product that is
substitute for food beverage(collect
nutrients from food).
Summary
Combining the experience of
Red Bull and our new ideas,
we may establish a new
company in the future.