Mission

To deliver healthy food products for college age students that will satisfy their hunger needs while including a variety of ingredients that stimulate the body and mind.

Goals

• To deliver a product that is price sensitive to all college level incomes

• To improve focus and deliver an increase in energy

• To successfully enter all college markets within ten years

• To retain the present image of Red Bull• To aid a new product line every year• Boost Red Bull’s image within college campuses

Strengths

• Internationally known• Sponsorship of many different international

events• More than just a drink-Versatile • Independently owned and distributed

Weaknesses

• Redbull is prohibited in many countries• Individually expensive• Segmentation is smaller than other soft drinks• Associated with drinking• Word of mouth marketing

Opportunities

• Takes Red Bull into the food market

• An untouched niche in the energy market

• Can market a fast-acting energy food product

• Able to expose more markets for Red Bull–Gum, smoothies, fruit mix, cereal

Threats

•Opens up the energy food market to competition.

• Power Bar and other meal bars already taking up a form of the market- working with protein supplements etc.

•Huge investment for Red Bull – taking a chance/risk with going into this new market.

Pricing of the Cookie

Justification:– Redbull cans- 4 of them $7.49– Nila Wafers- $3.59– Oreo Cookies- $3.59

REDBULL COOKIES- $4.59Quantity= 12/package

Packaging

PackagingRed Bull’s Energy Drink Logo New Energy Cookies’ Logo

Family Packaging

• Family packaging uses either highly similar packages for all products or packages with a common and clearly noticeable feature

- Color- Design- Quality

Packaging Labels

• Descriptive Label- product’s use- type of cookie- serving size- ingredients- nutritional contents

Purposes and Importance

• Persuade consumers to buy the product

• Protect the product on its way to the consumer

• Protect the product after purchased– i.e. freshness

Criticisms of Packaging

• Packaging that depletes natural resources• Forms of packaging that are health hazards• Disposal of used packages• Deceptive packaging• Expensive packaging

Place

• Red Bull energy cookies will be distributed to a variety of retail formats

• Initially, will be found next to the red bull energy drinks

• Will be moved to the energy supplement section after the introductory period is finished

• Also available in vending machines

Challenges to marketing the idea

• Unfamiliar concept to consumers• Generating consumer awareness of the product• Combining the ingredients in red bull into a form

that is tasty and promotes mental clarity• Market research will be extensive

Promotion

• All promotional activities focused around the large, state universities across the country• Promotions will only take place for

the first semester of the college school year. This way we are able to see the effect of overall sales and awareness after a semester (about 4 months) of promotion

Finals Week• Sponsor “finals week”

– Competition» Longest student to study, without stopping » Study break game shows» Longest to go without facebooking

– Entertainment» Live music/shows» Cafeterias in dorms are reopen in late hours – providing “brain food”

– Have a finale for the finals week» Live entertainment» Comedian» Band

– Host a Red Bull invented sport » Flugtagging» Crashed Ice» Air Race

Red Bull Sports

Continued Push• Hand out flyers/coupons/etc around “high-traffic” areas• Free t-shirts, bumper sticker, poster giveaways, calendars – focusing on

Red Bulls Sports– Wakeboarding– Snowboarding & Skiing– Aerobatic Flying– Running– Kitesurfing– Mountain Biking– Surfing– Skateboarding– B.A.S.E. Jumping– Free Climbing

• Promote at college football games– Mascot– Giveaways– Tasting

Questions?