1. INTRODUCTION

2. 1985

5. Improves physical
endurance
Improves overall
feeling of well-
being
Increase mental
alertness
Improves reaction
speed and
concentration
Stimulates
metabolism and
helps eliminates
waste substances

10. Word-Of-
Mouth
Sampling
Program
Point-Of-
Purchase
Event
Sponsorship
Athlete
Endorser
Advertisement

15. Controlled All
Aspects Of The Event
Reinforced The Brand
Positioning As An
Independent
Stimulating Beverage
Events Enhanced Red
Bull Visibility
Unique Events
Attracts Media
Coverage

22. QUESTION 1

23. Describe Red Bull’s sources of
brand equity.
Do these sources change
depending on the market or
country.

24. Brand equity is a set of characteristics
that are unique to a brand. In
essence, brand equity is the
perception that a good or service with
a given brand name is different and
better.
(Clow & Baack, 2012 )
Brand equity is the added
value endowed to
products and services.
( Kotler & Keller, 2012 )
BRAND EQUITY

25. Product
Image
Associations
Packaging
SOURCES OF BRAND EQUITY

27. Seeding
Program
Leading
Opinion
Limitation
AUSTRIA

28. 1995
• Sport drink
• Large channel
• Billboards
1996
• Stimulating drink
• WOM
• Electronic Media
“never under estimate
what Red Bull can do for
you”
“gives you
wiiings”
UNITED KINGDOM

29. • West
Coast
• East Coast
CELL
MARKETING
• Rentals
equipped
with Red
Bull.
RED BULL
STUDENT
MANAGER
PROGRAM
65%
Market
Share
UNITED STATES

30. QUESTION 2

31. Analyze Red Bull’s marketing
program in terms of HOW it
contributes to the brand’s equity.
Discuss its strengths and
weaknesses.

32. BUILDING BRAND EQUITY
RED
BULL
Memorable
Meaningful
Likable
Transferable
Adaptability
Protectable
RECOGNIZED
PERSUASIVE
FUN
LESS SUGAR
REGISTERED
LINGUISTIC
COMPETITION

33. RED
BULL
Logo &
Symbol
Characters
Slogans
Packaging
BRAND EQUITY
TWO BULLS COLLIDE
ENERGY
FUNCTIONAL
“GIVES YOU WIINGS”
SHAPE
GRAPHIC

34. ADVERTISING
STRENGTHS
• Catchy phrase
• Memorable.
• Wide audience
HOW
• “gives you
wiings”
• Adult cartoons
WEAKNESSES
• Controversial.

35. RED BULL TV AD, SUPERHERO

36. SAMPLING
STRENGTHS
• Creates
significant
buzz.
• Brand
associates.
• Direct response
from the
crowd.
HOW
• RED BULL
STUDENT
BRAND
MANAGER
PROGRAM
• Placement
Sampling
WEAKNESSES
• Negative
WOM.
• Negative
perceptions.

37. “ sampling [is a] key element of Red Bull’s
marketing strategy. The customer feedback
that they get in invaluable and the conversion
rates are huge. “
- Henry Drnec, Red Bull Managing Director United Kingdom

38. EVENT MARKETING
STRENGTHS
• Attractiveness
to audiences
and media.
• Creativity, Uniq
ueness.
HOW
• RED BULL
extreme sports
• Red Bull “Flying
Day”
• Red Bull Music
Academy
WEAKNESSES
• Costing.
• Selected reach
of audiences.

39. RED BULL FLUGTAG DAY 2012

40. SPORTS MARKETING
STRENGTHS
• Attractiveness
to audiences
and media.
• Creativity, Uniq
ueness.
HOW
• RED BULL
extreme sports
• Red Bull
Signature
Series.
• Red Bull Music
Academy
WEAKNESSES
• Costing large
amount of
money.
• Purchased
Jaguar $100M/
year, generates
profits only
$70M/ year.

41. RED BULL SIGNATURE SERIES

42. POINTS-OF-PURCHASE
STRENGTHS
• Ensures quality
and
personalization
• Prevent clutters
of promotional
tools.
HOW
• RED BULL
refrigerator.
• Visible
aluminum
window sticker
to indicate
availability.
WEAKNESSES
• Limited spaces
in retail outlets.

43. QUESTION 3

44. How can Red Bull maintain its
marketing momentum?
Would you recommend that Red
Bull develops any brand
extensions? If so, what would
they be?
Would you use the same
marketing strategy?

45. Red Bull maintain their marketing
momentum thru their Marketing Program
• The strategy involved
“micro-targeting” hip and
cool locations and hangouts
and flooding them with
opportunities for influencers
to consume Red Bull. After
consumption, these
influencers would start the
word of mouth’s campaign.
Word
of
mouth
(WOM)

46. • Red Bull employs
sampling teams or
Red Bull Student
Brand Managers
throughout the world
that set up sampling
programs in strategic
locations. Include
sporting
events, concerts, or
any place where
people are tired.
Sampling

47. • Red Bull has
made an art of
creating and
sponsoring
events, all of
which are
designed to
enhance its brand
image and build
brand equity.
Event
marketing

48. • Red Bull has also
ventured into
sponsoring athletes to
build brand equity. This
is an especially
powerful tactic as many
athletes are perceived
as successful and
powerful.
• Creating and continue
sponsoring sports
events such as ‘Red Bull
Signature Series’.
Sport
Marketing

49. RED BULL STRATOS 2012 JUMP

50. RED BULL STRATOS 2012 JUMP
Felix Baumgartner's epic jump from the edge of space was successful.
Supported by a team of experts, Felix ascended in a helium balloon to
an altitude of 120,000 ft / 36,576 m where he took a leap of faith into the
unknown in an attempt to become the first person to break the speed of
sound during freefall.

51. • setting up Red Bull
refrigerators and other
signage in many
nightclubs and bars.
• team of dedicated Red
Bull with vehicles
covered with the Red
Bull logo and servicing
targeted locations to
ensure they not lack of
stock and make sure all
necessary advertising is
up.
Point of
purchase

53. • Through the social
networking media, Red
Bull keep updating their
customer about their
marketing
activities, promotional and
etc which related to
customer.
• Currently, 32, 555,502
(seen on 17 October 2012)
likes in Facebook.
• More than 400M viewers
in youtube with nearly
790, 000 subscribers.
Social
media
Network

54. Source: http://www.youtube.com/user/redbull/featured, as on 18 Oct 2012

55. Brand Extensions
Brand extensions could be
considered, but marketing research
needs to be conducted to assess the
effect of such extensions on the
image of the brand.

56. Primary ingredients and supplementary features
Product reliability (consistency of performance),
durability (life-span), and serviceability (after sales)
Service effectiveness (speed), efficiency
(responsiveness), and empathy (caring, trusting)
Style and design
Price
Before doing brand extension , refer
customer Brand equity pyramid at
performance dimension. Red Bull need
to cope up:

57. Customer-Based Brand Equity Pyramid
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
4.
RELATIONSHIPS
=
What about you and
me?
3. RESPONSE
=
What about
you?
2.
MEANING =
What are you?
1.
IDENTITY =
Who are you?

58. Currently there are only
four product made: Red
Bull Energy Drink, Red
Bull Sugar Free, Red
Bull Energy Shots, and
Red Bull Cola. Each
product is in line with the
original tagline that
makes Red Bull so
successful- “Red Bull
Gives You Wiings”. In
2005- Thailand launch
Red Bull ice coffee.

59. Lower-priced extensions as well as
extensions to new product
categories are possible options.
One of the pulling buying powers
for Red Bull is lower price which
offer by Red Bull compare to other
company is same category.

60. QUESTION 4

61. Evaluate Red Bull’s move into
herbal teas, fast-food
chains, and magazines.
Does it make sense for the
company to expand into these
areas? What are the potential
benefits and dangers?

62. There is pro and contra to
extend product
development. What Red
Bull need to do is to have
proper research in
extending product and
associate it with other
product or services.

63. Benefits
Capitalize
on the
diverse
target
markets
Diversify
and grow
the
business
Herbal
tea would
be
consistent
with the
healthy
image
A
magazine
could
generate
good
publicity
to the
brand

65. QUESTION 5

66. “a Red Bull consumer first attracted to
the product as a nightlife enhancer in his
or her early twenties might later use the
drink as a morning pick-me up or a
revitalizer during a long day meetings.”
How effective is Red Bull at a
advertising to these varied
groups ?

68. CONCLUSION

69. “ The reasons for consumptions change,
but the basics are always there: the real
benefit.”
- Norbert Kraihamer, Red Bull’s Group Marketing and Sales
Director