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Red Bull Marketing Strategy (Slide Show)

Written By Muhammad Yaqoob on May 16, 2013 | 12:46 AM

Red Bull starting 1987: First CAN sold in Austria 1992: First cartoon commercial (ATL) 1997: Market entry US 2 Formula 1 teams 1 Nascar team 5 football clubs 1 hockey club Close to 440 athletes sponsored (Vettel, Pastrana, Von, Loeb, Henry, Macaskill) Red Bull Rampage Red Bull Road Rage Red Bull Crashed Ice Red Bull X Fighters Red Bull Air Race Red Bull Big Wave Red Bull Cliff Diving Micro environment Competition Suppliers Customers Consumers Win at POS Availability Visibility Activation Credibility "All of the POS material is obviously highly campaign and location specific. For example our Gas Station material differs from that of our pub or club POS material. You need to convey a different message for each location." (Wolfgang Ritz-Red Bull Germany) Brand personality innovative, anti-establishment, self ironic, self-confident, polarizing and unpredictable SWOT Strength Lack of innovation Extension of product line Geographical expansion Public health concerns Consumer awareness of health and well being Weakness Opportunity Threat Industry leadership Marketing capabilities Value proposition Philippe Razanakolona Ksenia Bocharova Marta Domanska Cary Burchett Florian Kiener April 2nd 2013

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