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Red$Bull$Marketing$Plan$2011‐2012$
Roaring(Haus(Studio(
Marketing(Director:(Emily(Brol(
Production(Director:(Kari(Evans(
IT(Director:(Evan(Deane(
Art(Director:(Sky(Park(
Copy(Manager:(Michael(Gross(
$
Red(Bull—Real(Energy(Is.(
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Red Bull can compete within the market share of soft drinks, non alcoholic drinks and energy drinks. The competitors are product lines of larger brands, ...
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Red Bull Marketing Plan 2011‐ 2012
Roaring Haus Studio
Marketing Director: Emily Brol
Production Director: Kari Evans
IT Director: Evan Deane
Art Director: Sky Park
Copy Manager: Michael Gross
Red Bull—Real Energy Is.
Background In 1984 Mateschitz founded Red Bull. Red Bull Energy Drink was first sold on the Austrian market in 1987. Red Bull reached its first foreign markets in 1989 in Singapore and in 1992 in Hungary. In 2008 Red Bull created its own cola, Red Bull Simply Cola. It created a market segment unlike traditional colas, by using only 100% natural ingredients. In 2009, Red Bull extended its product line with Red Bull Energy Shots. Red Bull headquarters are based in Fuschl am See, near Salzburg Austria. Approximately 4 billion cans of Red Bull are consumed each year; the product is available in 160 countries. Marketing Goals
- Increase interest in Red Bull among males and females age 35 to 65.
- Increase revenue growth.
- Position Red Bull as an alternative to coffee. Product Red Bull is a lightly carbonated drink that enhances mental and physical activity. It is a blend of ingredients found naturally in your body. The standard serving size of Red Bull is 8 ounces, conveniently found in the standard 8.3 ounces can. The serving contains 110 calories, 27 grams of sugar, and 80mg of caffeine. The sugars found in Red Bull are sucrose, commonly known as basic table sugar, and glucose, a simple sugar that is found naturally in the body, most commonly realized in blood sugar. Caffeine is added to improve reaction speed, alertness and concentration; caffeine helps burn fat during endurance activities. Additional ingredients include taurine, glucuronolactone, and B vitamins. Taurine is an amino acid that naturally occurs in the human body to act as an antioxidant. Taurine attaches itself to harmful substances and accelerates the flushing of them from the body. Standard foods that contain taurine are scallops, fish and poultry. Glucuronolactone is a carbohydrate. Within the body, glucuronolactone helps detoxify the body. Common foods you that contain glucuronolactone are grains and red wine. B vitamins energize and increase metabolism.
Market Share History Market Share 1 Market Share 2 —IRI‐tracked sales Energy drinks only hold 2% of the market share within the non‐alcoholic beverage market. *CARG or Compound Annual Rate Growth is the investment growth over time. **Numbers recorded are for 2002‐2006. Energy Drinks All Other Non‐ Alcoholic Beverages CAGR Sales Market Share Red Bull 48% $272 million 43% Hansen Natural 111% $102 million 16% Rockstar 106% $77 million 12% PepsiCo N/A $84 million 13% Coca Cola Co 71% $63 million 10% Red Bull Hansen Natural Inc. Rockstar International Coca Cola Co. South Beach Beverage Co. PepsiCo, Inc. National Beverages Corp.
Marketing Tactics
- Web
- Trial
- Sponsorship
- Promotions
- Viral
- Television Forecast Goals Recorded are for the following year (March 2011‐February 2012) Revenue Through the following year, Red Bull has set a goal to increase revenue by 20% $6.22 billion. By gaining customers in a new demographic, as well as releasing a revamped campaign, Red Bull believes this is possible. Market Share Red Bull anticipates through the following year to be able to increase its market share by 10%, raising it to 58% of the market share. Through various media channel, Red Bull has set a goal to set itself further ahead from all competitors and build an undeniable brand loyalty among a different demographic. Marketing
- Outdoor
- Ambient
- Point of Purchase
- Promotional
- Web
- Rockstar sponsors athletes, bands, sports and has its own models for publicity.
- Rockstar is double the size of a Red Bull (16oz) for the same price.
- Belongs to a company that trades on NYSE. Weaknesses:
- Rockstar has more calories, sugars, and additional ingredients than its competitors.
- Rockstar was recently bought out by Pepsi Co, making it possible they may experience marketing neglect.
- Rockstar holds a significantly less percentage of the energy drink market share.
- Rockstar contains the highest levels of additional ingredients. Amp—Pepsi Co and Sobe The serving size of Amp is 8 ounces. The standard size of an Amp can is 16 ounces. Per serving, Amp contains 110 calories, 28 grams of sugar and 71mg of caffeine. Additional ingredients include: guarana seed extract, maltodextrin, taurine and panax ginseng root. Strengths:
- Amp contains the same flavor base formula as Mountain Dew. This can pull loyal consumers who are seeking the beverage for a different purpose.
- Amp sponsors popular sports such as MMA, athletes and events for publicity.
- Belongs to a company that trades on the NYSE.
- Amp is twice the size of a Red Bull (16oz) but is the same price. Weaknesses:
- Amp contains a significantly less percentage of the market share.
- Amp is owned by a larger corporation, Pepsi Co, therefore may experience neglect in marketing.
- Amp contains less caffeine than its competitors.
Media List
- Print o Full Page Magazine o Half Page Magazine o Posters
- Outdoor o Billboards o Transit Shelters o Telephone Pole
- Ambient o Bus Wrap o Stairs
- Point of Purchase o Floor Decals o Shelving Ads o Convenience Store
- Promotional (corresponding materials) o 5 K Race o Community Clean Up o Video Competition
- Web o Banners o Promotional Pages o Email coupon
Budget Fiscal Quarter 3 Fiscal Quarter 4 Fiscal Quarter 1 Fiscal Quarter 2 Print $167,572 $167,572 $167,572 $167, Outdoor $245,740 $3,160 $243,740 N/A Ambient N/A $25,000 N/A $4, Point of Purchase $10,000 $10,000 $10,000 $396, Promotional $20,000 N/A N/A $10, Web $80 $80 $225,080 $ Total $443,392 $205,812 $646,392 $577, Campaign Total $1,873, *print pricing based on Travel & Leisure Media Pricing, billboard and transit shelters pricing based on 5 cities (Chicago, Miami, Boston, Sacramento and Portland) pricing from LAMAR, bus wraps pricing based in 5 cities on pricing from buyerzone.com, floor decals based on placement in 2,000 grocery stores. Pricing from (Lundstrom). Web banner advertising based on $ CPM, pricing from Web Marketing Today, email blast based on 600,000 recipients per blast. Pricing based on optinadvertising.com.
Sources: American Express Publishing Corporation. Rate Card: 2011 National Edition. 2010. 14th February 2011. Buyer Zome LLC. Buyer Zone. 2011. 14th February 2011. Casey, Matt. "Rockstar Gels with PepsiCo, Adds Products." 26th January 2010. Bevnet: The Beverage Industry's Source. 14th February 2011. eMarketing. Optin Services. 2011. 14th February 2011. Hansen Beverage Company. Hansen's Natural. 2011. 14th February 2011. Joshi, Mohit. "Red Bull's Growth Rate Halved in 2008." 4th February 2009. TopNews.in. 14th February 2011. LAMAR. LAMAR Outdoor. 2011. 14th February 2011. Lundstrom, Meg. "Raising the Roof with Floor Ads." 16th September 1999. Businessweek. 14th February 2011. Monster Beverage Co. Monster Energy. 2011. 14th February 2011. New Europe. "Buyers bullish on Red Bull, Sales Up." 25th February 2008. New Europe. 14th February 2010. Pickard, Brandon. "Amp Energy Drink Dangers." 2011. eHow. 14th February 2011. Rockstar Energy Drink. Rockstar Energy Drink. 2007. 14th February 2011. The Earth Times. "Red Bull's Revenue Jumps 15.8 Percent in 2010." 21st January 2011. Earth Times. 14th February 2011. Wilson, Dr. Ralph F. "Using Banner Ads to Promote Your Website." 31st March 2009. Web Marketing Today. 14th February