Red bull ppt
-
Upload
peter-yates -
Category
Documents
-
view
27.387 -
download
3
Transcript of Red bull ppt
1
Background of Red Bull
• Created in Australia in 1987
• Largest Energy Drink company in terms of market share & volume sold
• Products available in 162 countries
• World renown for their advertising campaignso Slogan: “Red Bull gives you wings”
• Red Bull Offers 4 Products: o Red Bullo Red Bull Sugar-Freeo Red Bull Colao Red Bull Shots
Quick Facts
Not Pictured: Red Bull Sugar-Free
2
Target Market/Competition
Target Market
Millennials aged 14 – 35 who enjoy watching or participating in action sports. Red Bull customers are always looking for a new thrill.
Competition Comparison
Red Bull: 4 products, 164 countriesMonster: 30 products, 47 countriesRock Star: 15 products, 28 countries
Red Bull46%
Monster34%
Rockstar12%
Nos4%
Amp3% Fulll Throttle
2%
2012 Market Share
3
Marketing Communication
Focus specifically on sponsoring extreme sporting events
o Red Bull Stratoso Red Bull Flugtago X-Games
Sponsorship of Stunts and Events
Purpose of this Communication?
Worldwide Product = Need for Global Attention
Red Bull maintains brand personality of being the pioneer in Extreme Stunts
4
Consumer Perception – Red Bull Stratos Example
Consumer ExposureRed Bull Stratos was exposed to over 8 million people worldwide. Incorporating social media, Red Bull was able to expose themselves to their target market.
• YouTube Live stream provides access to the world
• 40 TV Stations, 130 digital outlets
• Broke record for most views of a live event
http://www.youtube.com/watch?v=FHtvDA0W34I
5
Consumer Perception – Red Bull Stratos Example
Consumer ExposureRed Bull Stratos was exposed to over 8 million people worldwide. Incorporating social media, Red Bull was able to expose themselves to their target market
Consumer AttentionStimulus: The actual jump, creates something interesting and contrasting. Millions of people received the stimulus.
• #SpaceJump trending on Twitter worldwide• Not just viewing event, talking about it as well• Avoided clutter with this campaign
6
Consumer Perception – Red Bull Stratos Example
Consumer ExposureRed Bull Stratos was exposed to over 8 million people worldwide. Incorporating social media, Red Bull was able to expose themselves to their target market
Consumer AttentionStimulus: The actual jump, creates something interesting and contrasting. Millions of people received the stimulus.
Consumer InterpretationRed Bull stays consistent with their brand personality & slogan.
From a semiotic perspective:• Object: Red Bull• Sign: Felix’s 24 mile jump from space• Interpretatation: Red Bull supports an adventurous
life style
7
Consumer Learning
Classical Conditioning• UCS vs CR• Stimulus & Response
Live Campaign• Extreme stunts
Viewers• 8 Million viewers for Red Bull Stratos
Risk Associated with Communication• Vertical market• Product sales
8
Consumer Learning
Classical Vicarious Learning (Knowledge through observation• Attention• Retention
Observe Extreme Stunts and see End Results• Production• MotivationCognitive Learning (Knowledge through perception)• Observe (power)• Symbol
9
Consumer Attitude
Guerilla Marketing TacticsPlease create a short statement explaining relevance
Grabs the Attention of Target UsersPlease create a short statement explaining relevance
Relating brand to the customerRed Bull sends the message to consumers that we are one of you; Not just sending purchase function message?
Subtle BrandingEveryman theme, engagement, engagement with audience, high production quality without overproduced look - Please reword or explain better
10
Consumer Attitude
Katz’s Attitude FunctionsDidn’t really understand, will let you fill this in
Altered Door-in-the-face TechniqueRed Bull shows consumers the extremes of what one can do. By doing so, they encourage target consumers to live in their own exhilarating way
11
Consumer Attitude
Tri-Component Attitude Model
Affective Component: Emotions that amplify or enhance experiences
Conative Component: Tendency of consumer to behave in a particular way. Causes the intention to purchase
Elaboration Likelihood Model
Peripheral Route: Source expertise; Quick persuasion without much though
12
Conclusion
“Red Bull gives you wings”
• Extreme stunts/sports are the perfect fit for Red Bull
• By sponsoring & hosting these extreme stunts, Red Bull backs their slogan
• Red Bull innovates new ways to maintain their Brand Personality
Red Bull Remains #1 because…
Consumer Perception: Red Bull keeps their message consistent
Consumer Learning: Red Bull keeps their consumers involved before, during, and after stunts occur
Consumer Attitude: Shows consumers that they too can be adventurous