ABPAUSTIN, BETHSAIDA, PAUL

BACKGROUND

• Inspired by functional drinks from the far east, Dietrich Mateschitz founded red bull in the mid 1980's

• On april 1st, 1987, red bull energy drink was sold for the very first time in its home market austria

• Today red bull is available in more than 169 countries and around 60 billion cans of red bull have been consumed so far.

• 10,997 employees. as of the end of 2015, red bull employed 10,997 people in 169 countries -compared to the end of 2014 when we had 10,410 employees in 167 countries.

BACKGROUND CONTINUED...

• 5.9 Billion Cans sold. A total of 5.957 billion cans of Red Bull were sold worldwide in 2015, representing an

increase of 6.1% against 2014

• In 169 Countries around the world. In terms of further expansion, Red Bull is targeting the core markets of

Western Europe and the USA and growth markets in the Far East, while also focusing on the worldwide roll-out

of the Red Bull Editions

• In 1988, Red Bull 1st sports event Red Bull was in is the “Dolomitenmann” it’s a marathon race against the clock

and the other competitors

• In 1995, Red Bull inters the Formula 1 Grand Prix. Getting a partnership the Sauder Grand Prix Team for 10

years

PAST

FUTURE

• Social media ads will increase

• Revenue of the company will increase

• The company is doing pretty good and is expected to

introduce new products

• Red Bull will be the image of many sports

SWOT ANALYSIS: RED BULL

Strengths

• Customer engagement

• Advertising• Marketing

strategy• Net growth in

media• Dominant

player

Opportunities

• New Flavors• Sponsorships• No many

competitors• Market

expansion

Weaknesses

• Limited products

• Pricing• Controversial• High sugar

content

Threats

• Health issues• Monster• Environmental

concerns

COMPETITIVE ANALYSIS

MonsterRock star

NOS

Full Throttle Amp

Arizona Energy

Rip it

INDIRECT COMPETITORS

Soft Drinks

Coffee and tea

Gatorade

Muscle Milk

GNC

MARKETING OBJECTIVES OF CAMPAIGN

1. Induce trail: red bull special edition by 10% through the months January-March. the age groups of 19-24

2. Break the ice: increase brand recognition of Reb bull special edition by 15%, through the months march-may. the age groups of 19-24

3. Increase sales: increase sales of Reb bull special edition by 20%, through the summer months of may- august. with age groups of 19-24

STRATEGIES TO MEET THE OBJECTIVES OF THE CAMPAIGN/ TARGET MARKETS

• Primary objectives: • Increase positive brand perception among 18-24 year olds• Increase product purchase consideration among 18-24 year

olds • Establish red bull as the #1 energy drink for college students

• Secondary objectives: • Increase brand awareness for females by 15% • Increase product purchase for females by 20%

Advertising objectives:

TARGET MARKETS

• Millennials: females and males

• People with active life

Age Wisconsin

20-24 399,097-6.9%

25-34 737,799-12.7%

SOLVE PROBLEMS

We are going to increase advertising in grocery stores. around the checkout lane where people get impulse buys.

We are going to put in cans in a giant red bull special edition cooler.

This will gain awareness for events and also in-store promotions that will lead to more sales and brand awareness.

Events: car shows, sporting events, motor cross, snowmobiling, Nascar.

TARGET MARKETS• Income: the median income for 18-27 year olds is $25,000 and for

28-36 year olds it’s $48,000.

• Occupation: students, working professionals, sports enthusiasts, and athletes.

• Education: associate degree, bachelors, and masters.

• Race/Nationality:• Asian/pacific islands: 2.6%

• Black: 6.4%

• Other: 2.6%

• Native americans: 1%

• White: 85.4%

• Multi-race: 2%

11%

51%

31%

1%6%

Marital Status

Divorced Married Never Married

Separated Widowed

EVENTS AND ACTIVATES

Red Bull snow boundaries: • This event is crowning the ultimate snowmobile champion in a

race unlike any other. Featuring a grueling 8-mile loop, racers will face an unrelenting onslaught of natural and man-made terrain including tight wooded trails, high-speed swamps, vertical climbs, icy chicanes and big air snocross. Redefine your limits and experience the ultimate snowmobile challenge

CURRENT PROBLEMS OR OPPORTUNITIES FOR RED BULL

Problems: • Negative media exposure. • Faces challenges to stay at the top of the market for energy drinks.

Opportunities: • China and US offer best growth opportunities in volume and value • Big energy drinks growth markets in Asia are not premium markets • Top Brazil brands in energy drinks: Red Bull dominates

LOCATIONS:

Any super

market

Target

Walmart

Most gas stations

Sam's club

PigglyWiggly

Vending machines

Most bars

Clubs

PACKAGING AND PRICE:

The product comes in a variety of ways. individual cans or

small shots, to entire crates for large sale.

The most common package is the 4 or 6

packs that cost around $5to $10.

With the packaging getting bigger

moving up to 24 packs that can go up

to $35 to $56.

With the most expensive being a

pallet that is $500,000 which is

269,936 cans

TARGET MARKET

Psychographic:• Social class: upper and middle class • Lifestyle: students, overnight workers, and athletes • Personality/behaviors: strivers and experiencers

Geographic's: • Region: Wisconsin • County size: 65,497.82 sq mi (169,639 km2)• Climate: mostly cold• Density: 105/sq mi (40.6/km2) ranked 23rd

THEME AND BIG IDEAS

Slogan: • Fly to a new paradise

Tag-line: • Powerful, Original and Enjoyable

Promotions:• Samples in any store• Free coupons• Sponsoring events • Direct mails

SAMPLES & COUPONS: 7 ELEVEN

• 18 LOCATIONS

• AGES 20-34

• MILWAUKEE COUNTY

• 228,675

• 23.8%

• WAUKESHA COUNTY

• 61,686

• 15.4%

• MADISON

• 85,194

• 34.7%

• APPLETON

• 15,984

• 21.6%

• GREEN BAY

• 25,440

• 23.9%

• WAUSAU

• 8,699

• 21.9%

SPONSORING EVENTS: COLOR RUN

• Day run

• June 25, 2016

• Miller park

• $24.99 presale tickets on sale

• Discount and surprises go to www.redbull.com

• Night run

• Featuring glowtastic color zones, illuminating bubbles, neon color throws, an after party and so much more.

• August 12, 2016

DIRECT MAIL

• 417,700 HOUSES

BUDGET

Newspaper

CouponSocial Media Ad#REF!#REF!Banner Ad#REF!

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000

Type of Media Spent per month

Newspaper Coupon Social Media Ad #REF! #REF! Banner Ad #REF!

Total money spent $943,332

NEWSPAPERNEWSPAPER AD

The Newspaper ad will be placed in the front of the newspaper, so, there will be more exposure for the AD.

MAGAZINE AD

This magazine will be placed in a Sports Illustrated Magazine, next to the main article

EVENT MARKETING PROMOTION AD

The serenity of a cold winters morning in Wisconsin. (with a strong content voice)

Sound: (twinkling) of snowflakes falling in the calm cold air

A man is shivering in the cold, walking to the store.

(with his teeth chattering, walking in the snow).

Looking back at where he once

was…

Gives you wings

…with the chill of Thirst.

Gives you wings

Standing in front of the store like looking into a glimpse of paradise.

With a confident step he enters the store out of the cold.

The clerk says, How’s the weather out there? (with a sarcastic chuckle).

He sees the new cans of

Red Bull(making his

mind up with in an instant)

He grabs a can of Red Bull Tropical with delight.

He steps outside into the snow once more…

Then opens his can of Red Bull Tropical

This is Powerful, Original, Enjoyable

Are you ready to Fly into a NewParadise?

Gives you wings

RADIO SCRIPT• SOUND: (TWINKLING) OF SNOWFLAKES FALLING IN THE CALM

COLD AIR

• NARRATOR: (WITH A STRONG CONTENT VOCE) THE SERENITY

OF A COLD WINTERS MORNING. CALM, PICTURESQUE, SERIAL.

• SOUND: MAN SHIVERING IN THE COLD, WITH HIS TEETH

CHATTERING, ALONG WITH FOOTSTEPS IN THE SNOW.

• MAN: (MUTTERS TO SELF) I WISH I WAS IN PARADISE; I WISH I

WAS IN PARADISE. I WISH I WAS IN PARADISE.

• SOUND: TREES SNAPPING AND A BIG EXPLOSION

• MAN: WHAT ON EARTH!?!? (IN A PANIC)

• SOUND: RUBBLE FALLING AND TROPICAL MUSIC COMING FROM

THE EXPLOSION

• MAN: (HEAVY WITH HIS BREATH) SAYS IS THAT TROPICAL MUSIC?

• SOUND: FOOTSTEPS OF MAN AND TROPICAL MUSIC AND PEOPLE

HAVING FUN

• MAN: (DESCRIBES WHAT HE SEES) THERE’S A CRATER WITH A PALM

TREE AND MUSIC AND DRINKS?

• MAN: (HE YELLS) WHAT ARE YOU PEOPLE!?

• SOUND: MUSIC AND VOICES STOP

• LADY FROM THE CRATER: WHAT? YOU NO LIKE RED BULL?

• SOUND: OPENS A CAN

• SOUND: TROPICAL MUSIC STARTS TO PLAY

• NARRATOR: GRAB A CAN OF RED BULL AND DISCOVER YOUR

NEW PARADISE!

COUPON

•

BILLBOARD DESIGN DAY AD

Red BullGet your Wings

Red BullGet your Wings

BILLBOARD DESIGN NIGHT AD

SOCIAL MEDIA AD

BANNER AD

DIRECT MAIL AD

THE END