2. RED BULL
• “We don’t bring the product to the people, we bring people to the
product.”
• Originated in 1980s from a Thai energy drink “Krating Daeng”.
• Created a new category of “functional foods”.
• 7th leading carbonated soft drink company in terms of market
share.
6. TARGET MARKET
• All who lie in the categories of :
– Students, Drivers, Clubbers, Business people, and sports
people.
• And are mentally or physically fatigued or both.
• Or need an adrenalin rush.
7. Challenges
• Facing a strong competition from other carbonated drinks.
• While the competitors are improving and innovating, Red Bull
stays the same.
• Product has completely oversaturated the market – losing the
‘cool’ factor.
• Red bull is one tricky pony – if sales start to slump, the party goes
in serious jeopardy.
• Being ignorant and unaware about their competitors.
8. BRAND PLAN OBJECTIVES
• To extend the Red Bull brand.
• To diversify the association of the brand with different events and
activities.
• To bring the product from saturated market to growth stage.
• To increase the consumption of number of cans per person per
year.
18. BRAND PLAN OBJECTIVES
• To bring the product from saturated market to growth stage.
• To increase the consumption of number of cans per person per
year.
25. “We Created the
market.
If you appreciate the
product, you want the
Real one, the original.
Nobody wants to have a
rolex made in Taiwan or
Hong Kong”
