B - Group 7 - Red Bull

Group 7 || Section B
Kartik Kapri M091-20

Pritish Mehndiratta M106-20
Rajat Ranjan M111-20
Sonar Shruti Jagdish M123-20
Sristi Jallan M124-20
Utkarsh Vardhan M130-20
Santushti Gupta D006-20
About Red Bull
Red Bull was launched in In order to reach out to its target audience, Red
Austria in 1987, and it is the Bull engages in event sponsorships, content
first energy sports drink creation on social media and effective PR
Approximately 7.5 billion cans At the end of 2020, Red Bull employed 12,618
of Red Bull are sold every year people in 171 countries
Authorities in France, Denmark, and Norway initially kept Red Bull

from being sold domestically due to alleged presence of taurine,
after which a Red Bull without taurine was introduced
Marketing Brand Concept &

About Target Audience Improvements Brand Strategy
Objectives Positioning
01
Marketing Objectives of Red
Bull

CBBE Model for Red Bull
Brand loyalty, a comfort zone associated

with product
Feeling of Adrenaline rush, adventure

aspiring, energetic, youthful
Use cases showing animated characters

looking for an energy boost, be it at work, or
while playing a sport
Sparkling energy drink with a recognizable

and well known logo, as well as catchphrase

Objectives
#1 Creating Desirable Brand

Awareness #2 Curating Relevant Content #3 Brand Preference
With a memorable logo, tagline and Through both traditional and digital To create a brand preference
the events the brand associates as media channels, Red Bull creates for Red Bull with unique
sponsor content that strikes the target promotions, both offline and
audience online

02
Target Audience

I have to stay sharp, energetic
and focused all the time, whether
it is before, during, or after a
tough session on the water. Red
Bull helps me do that.
—Redbull Consumer

Target Audience
1 2 3 4
Age Socio Economic Class Traits Life Cycle Stage
❏ Teenagers and ❏ A2, B1 - Upper Class ❏ Interested in ❏ Bachelor, Single

College Students ❏ B2 - Middle Class Extreme Sports People not living
(13 to 21 yrs) ❏ Rebellious, Rule at home
❏ Working Breakers ❏ Newly Married
professionals (21 Benefits Sought ❏ Hedonists couples, No Child
to 35)
https://en.wikipedia.org/wiki/SEC_Cl Enhanced Performance

assification Sense of Belonging

User Persona
❏ Sameer is a 30yr old Software engineer living ❏ Jatin is a 26 yr old business man residing in
in Bengaluru. Delhi.
❏ Sameer likes to solve sudoku and is a high ❏ Jatin likes fast cars and is a Gymnast by
aspirational individual. passion.
❏ Sammer resonates with the thought that ❏ His pre workout or post workout mostly
“Hard work pays off”. includes a can of Red Bull.
❏ Sameer has a hectic schedule and mostly ❏ Jatin also consumes Red Bull in parties or
drinks Red bull religiously post his office at outings.
5pm. ❏ Jatin identifies himself from an elite class and
❏ He has influenced some colleagues also to hence indulges in experiences/eatables
indulge in Red bull occasionally. according to that.

03
Brand Concept and Positioning

Brand Concept - What Red Bull Stands for its
Customers? Brand Concept Map
Extreme
STIMULATING CAFFEINE Sports ENERGY
Crazy
Sugar
REVIVING Sleep
Sweet
Mixing
with
Passion Emotions Alcohol
“GIVES YOU DRINK(ing)
& &
WINGS” Extra
Agility Choice
Sports Fun
Strength, Confidence
& Youth Adventure Passion
Party

How is Redbull Positioned?
BRAND DOMAIN
HIGH
Large Targets: QUALITY
Students,
Adults,
BR
Athletes
AN
Price
E
HE RAND
AG
Em es
DV
Skimming
“It Wing s on
ts d
RIT
Sp sore
Strategy
oti you
AL
giv s”
Ta ssio
B
en nd
UE
on
or
rge n
Pa nd
on
gth
Str r a
al
S
Sp
Str
t
a gth
we
en
Po
LOW HIGH
PRICE PRICE
ne hen me
En ou
y
An se
Th d th s
erg
ti
U
y
an ed t s
an atio
el e
y
im
ssi our
low to
us e ad
og
ma
BR
ed
w
fol se it
o
on
N
y
k
EC D
TIO
AN
RE RAN
n
o
U
DA
The Bull: pa
B
FL
SSE
Denotes
TS
Power and
Strength
LOW
BRAND
QUALITY
PERSONALITY

04
Improving the Probability of Success of
the Brand Communications

Recommendations for Improving the Brand
Communications
Increase the TG Create Newer Focus on promoting

Focus Consumption Occasions other flavours
Current: 18-30 - Parties Focus on making people aware

- Normal days when of the other flavours that it
Suggested: 15-35 someone feels less offers.
energetic
- Associate a higher social This will help in gaining more
Current: Males consumers
class perception
Suggested: Both
Males & Females

05
IMC – Brand Strategy

Red Bull – Brand Strategy
5 2
4 3

Brand Identity & Attitude
❑ Physique
❑ Personality
❑ Culture
❑ Self Image
❑ Relationship

Brand Personality & Competence

Brand Extension
❑ Sponsorships
❑ Endorsements
❑ Events

Communication Strategy
Message- Humour Appeal

Communication Channels- Social Media
Instagram Facebook Twitter

Communication Channels
Billboards Newspaper Retail Stores

Channel Strategy
Sponsoring or creating Colossal publicity stunts Publishing awesome
event content
.
Red Bull Formula 1 race team –
Aston Martin Red Bull Racing
The content that the Red Bull
Red Bull also sponsors olympic marketing team creates is on the
athletes such as Lindsey Vonn and Red Bull takes “Go Big or Go same level as other major media
Mikaela Shiffrin (Olympic gold Home” to the next level by outlets that their audience might
medalists and World Cup alpine ski producing massive stunts that consume content from
racers), Daniel Ricciardo (Formula 1 cause everyone to freeze and
top racing driver) watch what happens
Another 500 world-class extreme

sport athletes that compete in
spectacular, and often record-
breaking, events across the globe

Here’s Something We Tried
our Hands on.
Hope you’ll like it!

THANK YOU!

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Group 7 || Section B

Kartik Kapri M091-20

Authorities in France, Denmark, and Norway initially kept Red Bull

Marketing Brand Concept &

Marketing Brand Concept &

Brand loyalty, a comfort zone associated

Feeling of Adrenaline rush, adventure

Use cases showing animated characters

Sparkling energy drink with a recognizable

Marketing Brand Concept &

#1 Creating Desirable Brand

Marketing Brand Concept &

Marketing Brand Concept &

Marketing Brand Concept &

❏ Teenagers and ❏ A2, B1 - Upper Class ❏ Interested in ❏ Bachelor, Single

https://en.wikipedia.org/wiki/SEC_Cl Enhanced Performance

Marketing Brand Concept &

Marketing Brand Concept &

Marketing Brand Concept &

STIMULATING CAFFEINE Sports ENERGY

Marketing Brand Concept &

Marketing Brand Concept &

Marketing Brand Concept &

Increase the TG Create Newer Focus on promoting

Current: 18-30 - Parties Focus on making people aware

Marketing Brand Concept &

Marketing Brand Concept &

Marketing Brand Concept &

Marketing Brand Concept &

Marketing Brand Concept &

Marketing Brand Concept &

Marketing Brand Concept &

Marketing Brand Concept &

Marketing Brand Concept &

Another 500 world-class extreme

Marketing Brand Concept &

Hope you’ll like it!

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