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Marketing strategy of Red bull Marketing strategy of Red bull Essay One of the main questions that can be emphasized in respect of this case is the approach to the marketing strategy of Red Bull.
One of the root of this question lies in a statistics of market growth provided in the case study p. Another reason is connected with the increasing competition in this segment of beverage industry where such giants as Coca-Cola and Pepsi began to promote their energy drinks.
Also it is stated in the case that only in 23 new energy drinks were introduced in the UK alone and in Finnish market the drink Battery managed to outsell better that Red Bull p.
Moreover, these new competitors attempted to imitate Need essay sample on "Marketing strategy of Red bull"? Hence, the most critical issue is the risk of decreasing of brand loyalty among the customers because of appearing of copycats which are similar to Red Bull by their strategies and they also provide some advantages like cheaper prices for bigger volume of a drink.
Thus, the main question is how Red Bull marketing strategy should be adjusted to the changing external environment or should this non-traditional buzz-marketing approach be maintained in order to increase market share in soft drinks and effectively compete with rivals.
Marketing strategy Concerning the allocated critical issue, the strategic direction should be focused on fostering of brand loyalty to Red Bull among potential and competitor customers and maintain current customers at the same time. The action plan that will help to achieve the aim of the strategy will be based on weaknesses of Red Bull that competitors began to exploit, because it is supposed that fixing of these disadvantages will strengthen the market dominancy of Red Bull and enhance the brand loyalty with other things being equal.
Analyzing the current position of Red Bull it is possible to highlight four main drawbacks: That allows them to satisfy different taste preferences that their customers may have. Furthermore, it is worth to note, that releasing of new non-energy drinks will entice new consumers who are adverse to the energy drinks concept Walker, Another problem of red bull drink is that its price is relatively high, compared to the main competitors.
For example, can of Monster drink is almost twice cheaper than Red Bull in the same volumes, while the content of caffeine and other energy substances is even lower in red bull Polis, Furthermore, it will allow decreasing the relative price due to the economy of scale.
However, Red Bull standard can has more than double dose of caffeine than in Coke Dolan, and mL can has 13 teaspoons of sugar Webb,what looks unattractive for those people, who are take care of their health. Thus, since Red Bull offer the mL can it should begin to provide sugar free option in this volume of drink like with standard ml cans.
Besides the fact that energy drinks market is a growing industry Heckman, it is essential for Red Bull to pay attention to the aspect of making their drink healthier by releasing new products with less harmful ingredients and conduct a campaign which will show that moderate consumption of the drink will not harm the health.
This may be more clearly demonstrated by attracting athletes sponsored by Red Bull and showing that red bull helps them to achieve higher results. According to GillanderRed Bull is not popular among females compared to males.
As a result, there is a big customer niche that could be filled.
In addition, it may be promoted by female sportsmen and by new special TV advertisement cartoons. This action is supposed to attract new female customers and foster their loyalty since other competitor brands do not have any specific energy drinks for females.
Generally, it is possible to allocate two types of promotion: Above-the-line and Below-the-line Manral, First type helps to cover the wider audience as it uses such media sources as TV, press or radio, but it is more difficult to deliver a memorable message that is tailored to a specific target market and cost of this type of promotion is high.Red Bull Marketing Theory.
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essay books free vs technology essay new year's eve vancouver island. essay marketing mix project report how do i. Red Bull – Promotional Mix specifically for you. Direct Marketing. Red Bull uses direct marketing to contact other businesses directly through email and letters to promote their product.
They also use it to contact businesses to use their product, e.g in shops and supermarkets. Related Essays.
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