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Grow Wings for the Cause

Grow Wings for the Cause. (Red). Company Information Red Bull is an energy drink sold by a Austrian company Red Bull Gmbh Started in 1987 Red Bull is the most popular energy drink in the world, with 4.6 billion cans sold in 2011. SWOT Analysis Strengths

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Grow Wings for the Cause

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  1. Grow Wings for the Cause (Red)

  2. Company Information • Red Bull is an energy drink sold by a Austrian company Red Bull Gmbh • Started in 1987 • Red Bull is the most popular energy drink in the world, with 4.6 billion cans sold in 2011.

  3. SWOT Analysis • Strengths -Red Bulls market leadership and strong representation in the market can help introduce this new item and have it gain popularity. • Weakness -Possible disapproval from customers because Red Bull is known for their familiar taste.

  4. SWOT Analysis • Opportunities -Energy drinks among young adults continue to sky rocket but also has a chance to expand into other target markets meaning this product could possibly make major sales. • Threats -Major competitors such as Coca Cola and Pepsi are continually seeking to regain market share of Red Bull. -Media reports have been targeted towards parents stating the caffeine levels in Red Bull can be dangerous if consumed by children/teenagers

  5. Marketing Objectives • For this academic year of 2012-2013, our goal is to try to raise $500,000 from the college target market to be funded for the awareness to fight HIV/AIDS in Africa. • Also for this academic year we want to raise more awareness of (Red) among our fellow peers by using social media such as Facebook, Twitter, and Instagram

  6. Research Plan • For our research we decided to ask college students different questions about red bull and also some research done online.

  7. How many times a week do youPurchase a Red Bull? 13% 66%

  8. Have you ever heard ofRed Bull The Red Edition? 87%

  9. Would you try a new flavor if Red Bull produced one? 55% 45%

  10. Production Selection • ProductBrand Energy Drink Red Bull • Red Bull: Red Edition ■This version is cranberry flavored. ■Same Energy Formula as original ■Sweetened with sugar. ■8.4 Fl. Oz. can. ■80mg of caffeine

  11. Product Design • The New Look • The can will be all red different from the traditional look • A picture of Africa will also be included in the front to show the support the towards the (Red) project and the fight towards AIDS/HIV in Africa

  12. Product Design Back of Can • On the back of the can there will be a story of a (red) individual that is being helped with this foundation and also include a picture of the individual. Survivor Story of child being helped on the back.

  13. Pricing • The price for this special edition will be adjusted to stores pricing of regular red bulls • Prices will be adjusted according to sizes of can so price range could be from $2.50-5.50 • Retailers will be able to choose from in between these price ranges. • Reason for not charging extra is because we want people to try our (Red) product at no extra cost

  14. Distribution Plan • This product will be available at many places and is projected to be consumed by a large target market • Distribution centers will remain the same as regular Red Bull • Examples: Supermarkets (Target, Wal-Mart, Publix) Gas Stations College campuses

  15. Communication Strategy • Create Facebook, Twitter, and Instagram pages to help promote and gain supporters for (Red) • Have (Red) seminar speakers come on campus to speak • Promote Red Bull: Red Edition on racing cars • Create commercials which Red Bull is well known for • Have celebrity endorsements

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