about case study of red bull brand management

1. RED BULL:
BUILDING BRAND EQUITY IN A
NON-TRADITIONAL WAY
BY:
KAMARUL ARIFFIN
NADHIRAH
NOORAZLIN BINTI ANI

2. INTRODUCTION

3. 1985

23. QUESTION 1

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

25. BRAND EQUITY
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 )

26. SOURCES OF BRAND EQUITY

28. AUSTRIA

29. UNITED KINGDOM
“gives you
wiiings”
“never under estimate
what Red Bull can do for
you”

30. UNITED STATES
65%
Market
Share

31. QUESTION 2

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

33. BUILDING BRAND EQUITY
RECOGNIZED
REGISTERED
COMPETITION PERSUASIVE
LESS SUGAR
FUN
LINGUISTIC

34. BRAND EQUITY
TWO BULLS COLLIDE
FUNCTIONAL
GRAPHIC
SHAPE ENERGY
“GIVES YOU WIINGS”

35. ADVERTISING

36. RED BULL TV AD, SUPERHERO

37. SAMPLING

38. “ 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

39. EVENT MARKETING

40. RED BULL FLUGTAG DAY 2012

41. SPORTS MARKETING

42. RED BULL SIGNATURE SERIES

43. POINTS-OF-PURCHASE

44. QUESTION 3

45. 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?

46. Red Bull maintain their marketing
momentum thru their Marketing Program

50. RED BULL STRATOS 2012 JUMP

51. 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.

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

56. 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.

57. Before doing brand extension , refer
customer Brand equity pyramid at
performance dimension. Red Bull need
to cope up:
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

59. 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.

60. 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.

61. QUESTION 4

62. 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?

63. 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.

66. QUESTION 5

67. “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. IVE!
EF FECT

69. CONCLUSION

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

72. Thank You