red bull marketing report

8/17/2019 Red Bull Marketing Report

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[Marketing Report] Red bull

CONTENT

1. Induction......................................................................................................4

2. Body............................................................................................................5

2.1 Part A Influence factors of macro environment...............................................5

2.1.1 Demographic.......................................................................................5

2.1.2 Economic............................................................................................5

2.1.3 Natural...............................................................................................6

2.1.4 Technological.......................................................................................7

2.1.5 Political..............................................................................................8

2.1.6 Cultural..............................................................................................9

2.1.7 Reference lit of Part !.........................................................................10

2.2 PART B Sementation of Red !ull..............................................................11

2.2.1 !utralian mar"et................................................................................11

2.2.2 #o$ %ig an& ho$ fat it gro$ing.............................................................12

2.2.3 Rele'ant tren&...................................................................................12

2.2.4 (ar"et egmentation............................................................................13

2.2.5 (ar"et targeting.................................................................................14

2.2.6 Reference lit of Part )........................................................................16

2." Part C Com#etitors of Red !ull $ all com#anies% com#etitive #osition..............18

2.3.1 *oal+ trategie+ trength an& $ea"nee of Re& %ull, competitor...............18

2.3.2 Competiti'e poition of energ- &rin" in !utralia.......................................19

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2.3.3 Reference lit of Part C.........................................................................22

2.& Part ' Red !ull%s com#etitive advantae $ #erce#tion of itself and customers....23

2.4.1 Differentiation competiti'e a&'antage.....................................................23

2.4.2 #o$ Re& )ull to %e percei'e& %- it target mar"et.......................................24

2.4.3 Poitioning tatement...........................................................................25

2.4.4 #o$ Re& %ull to %e percei'e& %- cutomer %- a face/ to 0face uetionnaire...25

2.4.5 Poi%le alue Propoition.....................................................................26

2.4.6 Reference lit of Part D.........................................................................27

Conclusion......................................................................................28

A##endices.....................................................................................29

(uestionnaire of Enery 'rin) in Australia..................................................31

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E*ecutive Summary

Thi report i for reearch an& anal-i of performance of Re& )ull peration Compan- in !utralian

mar"et.

The Part ! i a%out ho$ i macro en'ironmental force impacting the compan-, en'ironment in

in&utr-+ compan-+ pro&uct an& %ran& area. Re& )ull ha uccee&e& to &e'elop mar"eting approache

for the !utralian mar"et an& coni&er &ifferent macro en'ironmental factor $ith &emographic+

economic+ natural+ technological+ political an& cultural.

Part ) i Re& )ull to &efine& !utralian mar"et %- cutomer+ competitor an& Demograph-. Then

anal-i the ho$, ituation of &e'elopment of !utralian mar"et+ an& &igital age an& utaina%le

&e'elopment coul& influence the gro$th of the mar"et. There are three mar"et egmentation coul& help

for Re& )ull more effecti'e in the mar"et+ $hich are Demographic+ )eha'iour an& *eographic. The

target mar"et of Re& )ull i male $ith age %et$een 1 an& 35 -ear ol&. Thee cutomer li'e in citie

an& the- ma- %e tu&ent+ athlete+ profeional an& &ri'er.

Part C i anal-i Re& )ull, a&'antage an& &ia&'antage compare& competitor+ an& it i alo pre&ict

their mar"eting trateg- %- &ifferent t-pe of mar"et group+ uch lea&er+ challenger+ follo$er an&

nicher. Re& )ull a challenger of the mar"et ha to learn more from the lea&er.

Part D i a%out earch &ifferentiation of Re& )ull %- pro&uct an& image of %ran& an& ho$ it can %e

competiti'e a&'antage. Re& )ull &e'elop tre mar"eting8 trateg-+ the 9ing team,8 ha the role

to get relationhip $ith cutomer %- tal"ing $ith them a%out pro&uct an& con'e- information from

them. Re& )ull $oul& li"e to maintain price relati'e imilar an& high compare& the ret of the Energ-Drin" in&utr-.Re& )ull poitioning tatement i pro'i&e& mot 'alua%le energ- &rin" for cutomer

$ith highet price. :or fla'or an& pac"age+ pro'i&ing more fla'or can %ring more attracti'e

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pac"age an& timulate conumer confi&ence $hich i %eneficial for the &e'elopment of a compan-.

The Re& )ull 'alue poitiona i pro'i&ing the %et pro&uct $ith higher price+ alo the cot i epeni'e.

1. Induction

;n recent -ear+ more an& more people $oul& li"e to ha'e energ- &rin" to replenih necear- po$er

to catch the uic" pace of life an& $or". )ae& on the &eman&+ there are a large num%er of energ-

&rin" in the mar"et+ particularl- in !utralian mar"et. Thi report focue on a $orl& famou %ran&+

Re& %ull+ to anal-


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2. Body

2.1 Part A Influence factors of macro environment

2.1.1 'emora#+ic

;n !utralia mar"et+ the -outh people %eing the ma=or conumer an& alo %ring a pea"e& of the

conumption of Energ- Drin" in recent -ear. The age from 16 to 45 all en=o- Energ- Drin" $hich

can impro'e their effecti'e of the $or"+ tu&- an& port.

The operation of the Re& )ull in !utralia $a locate& in >-&ne-+ $hich cit- i the mot population an&

economic cit- in !utralia+ an& the mot population of !utralian $a &itri%ute& on the !utralia Eat

Coat. The location of compan- coul& %enefit for mar"eting reearch an& %etter to un&ertan& the

feature of &eman&.

:or &ifferent le'el of age tructure an& conumer+ Re& )ull pu%lihe& &ifferent t-pe of pro&uct. Re&

)ull ugar free an& Re& )ull


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Re& )ull a the firt energ- &rin" in !utralia+ it ha firt mo'er8 a&'antage in the mar"et. The ol&er

people till chooe Re& )ull e'en after + (other an& Roc"tar entr- the mar"et. ther han& Re& )ull,

lo-al conumer not onl- inclu&e ol&er age, conumer+ %ut alo people $ho lo'e port or acti'itie

$hich Re& )ull ponore&.

2.1.2 Economic

The economic en'ironment $on,t ha'e much impact on the Energ- Drin" in&utr-. !utralian a'erage

$ee"l- epen&iture on the foo& an& non/alcoholic %e'erage are a%out A2B4. The price of Energ-

Drin" in !utralia till %et$een the range of A2 to A5 an& %elong to pecial &rin" an& niche mar"et+ =ut

fe$ u%titution uch a coffee an& normal &rin". !utralian )ureau of >tatitic+ 2B11 Compare

coffee or other normal &rin"+ Energ- Drin" coul& pro'i&e mot energ- for people $ho nee& the

po$er+ an& that it uniue feature $hich cannot u%titute.

;n !utralia+ compan- in'et &ifferent "in& of port an& e'ent+ for eample+ the Racing !utralia+

:ormula ne 9orl& Championhip 2B13 an& other eciting port. !ll thee port an& acti'itie are

attracting attention of people all o'er the $orl&.

The price of Re& )ull price till more than at leat 1B of other Energ- Drin". :oo& an& non/

alcoholic %e'erage i the econ& epen&iture on the goo& an& er'ice+ that mean there are enough

potential conumer in !utralia+ an& Re& )ull $ant pro'i&e price premium an& ho$ the- are the %et

in the Energ- Drin"+ not onl- their price+ %ut alo pro&uct, ualit-.

Re& )ull ha more effecti'e %ran&ing campaign than it competitor. Re& )ull in'eting huge capital

on gra/root campaign+ $hich can help them attracting ne$ conumer an& maintaining the lo-al the

ol& cutomer. (ullin+ .9.+ 9al"er+ .C.?i"e Racing !utralia coul& %e pro'i&e& honour an& raie

a$arene for !utralia+ that coul& help more conumer accept Re& )ull in p-chological apect.

2.1.3 Natural

Energ- Drin" i one t-pe of &rin" $oul& help people timulant &rug+ an& it ma- %e contain

car%onate& an& uuall- ha'e huge of caffeine an& other timulant+ ugar or other $eetener. Energ-

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Drin"+ !utralian )e'erage Planting material+ manufacturing pollution an& pro&uct rec-cle coul&

influence the natural en'ironment.

Re& )ull !utralia croing manage& tranportation+ logitic an& channel to a'ing cot an& energ-

$ate. :irtl- i 9!??/T/9!?? Pro&uction. Re& )ull, manufacturing %ae in central Europe+ not

!utralia+ an& alo pro'i&e lot of %enefit+ uch a eplicit local high ualit- ingre&ient+ protect local

reource imme&iatel- an& B i ource& from rene$a%le energie in the Europe. Can ?ifec-cle+ Re&

)ull iteNet i i&eal tranport pac"aging. Re& )ull can i effecti'e tranport pac"aging %ecaue of it

form an& lo$ $eight+ an& it can a'e& at leat 3B compare& $ith gla %ottle an& PET %ottle. Can

?ifec-cle+ Re& )ull iteThe lat i Efficient Cooling. Re& %ull promote the ue of EC/Cooler+

$hich coul& a'oi& greenhoue gae. Can ?ifec-cle+ Re& )ull ite

Re& )ull al$a- %e careful the rec-cling of the pro&uct+ the- ha choen the ue of aluminium can.

The ue of aluminium ha e'eral %enefit+ coul& %e rec-cle& man- time $ithout &amage of ualit-+

a'ing more energ- %- uing reclaime& aluminium+ lo$er $eight than %efore+ maller car%on an& "eep

&rin" freh for long time.

Re& )ull implement utaina%ilit- &e'elopment trateg- for %uilt the ethical an& en'ironmental %ran&+

$hich can help them to recei'e competiti'e a&'antage $hen !utralian more focu on ocial

reponi%le a $ell a the ret of the $orl&. ;n !utralia *reen, %ran& i more eail- accepte& %- the

cutomer+ an& it i alo the "e- to get the a&'antage of %ran& reputation.

2.1.4 Tec+noloical

Energ- Drin" a an emerging in&utr- can %e trace& &eca&e ago. The first ‘energy’ drink - Co"e $a

pu%lihe& in 16 an& it containe& caffeine an& timulant $hich can pro'i&e people etra energ-.

>amantha ?ile+ 2B13 !fter &eca&e -ear+ Energ- Drin" "eeping impro'e& an& inno'ation. ;n 1F2F+

pu%lihe& of ?uamantha ?ile+2B13;n 1F4F+ Dr.Enuf &e'elope& a oft &rin" $hich name& a energ- %ooter, an& it i not onl-

contain caffeine an& ugar+ %ut alo mie& $ith ) 'itamin. >amantha ?ile+ 2B13Then apan

pu%lihe& popular energ- &rin" of ?ap'itan in 1F62+ an& Thailan& &e'elope& Thai Re& )ull8 $a

popular in Eat !ia $hich i no$ Re& )ull. >amantha ?ile+ 2B13! the technological inno'ation+Page7


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Energ- Drin" not onl- %ring more energ- for conumer+ alo tren&ing to %e health &rin". Therefore

technological impro'ement %ring unlimite& poi%ilitie for Energ- Drin".

Technological coul& re&uce the cot of Re& )ull+ epeciall- on the tranportation+ logitic an&

channel+ uch a 9!??/T/9!?? Pro&uction an& i&eal tranporting pac"aging. Re& )ull $a

manufacturing pro&uct in !utria an& eport pro&uct to other countrie. ;t not onl- can promie the

ame tate of the pro&uct+ %ut alo a afe $a- to "eep ecret of the recipe.

:or pro&uct+ Re& )ull in'ete& earch an& &e'elopment on the tate+ hape an& material of can. :or

tate+ Re& )ull pu%lihe& RED )G?? ED;T;N> $ith three pecific fla'ourH Cran%err-+ ?ime an&

)lue%err-. Re& )ull &eigne& the hape of can+ $hich i %etter to tranport. The ue of aluminium on

the material of the Re& )ull pro&uct can+ the "in& of material eaier to rec-cle for re&uce the cot of

the ne$ can. ;n other han& the &eign of 25Bml can i for uic"l- to &rin" an& effect. 9ith &e'eloping

of technolog-+ people %u- Re& )ull pro&uct are no longer limite& to con'enience tore an&

upermar"et+ online hopping or phone hopping alo %ecame a tren&. Cutomer onl- nee& to hop in

front of computer or phone at home.

?ogo of Re& )ull com%ine& t$o re& %ull $hich face each other an& one gol& un. T$o re& %ull an&

gol&en un are repreenting the po$er+ pee&+ energ- an& aggreion. T$o re& %ull %uil& a pair of

$ing $hich i Re& )ull, official logan 0 Re& )ull gi'e -ou $ing8+ e'er-one ha right an& po$er

to fl-.

2.1.5 Political

;n !utralia+ there, no enforcement la$ to limit for conumption of caffeine+ %ut :oo& >tan&ar&

!utralia Ne$ Iealan& :>!NI recommen& 2B1 mg caffeine per &a- per a&ult. ;n Energ- Drin"

25Bml contain Bmg of caffeine+ o the maimum amount of &ail- of Energ- Drin" houl& %e t$o can

of 25B ml. :in&?a$ Team+ :in& ?a$ !utralia The >tan&ar& 2.6.4 pu%lihe& %- !utralia Ne$Iealan& :oo& >tan&ar& Co&e $hich i formulate& caffeinate& %e'erage mut not %e mie& $ith non/

alcoholic oft &rin" to pro&uce pro&uct. :in&?a$ Team+ :in& ?a$ !utraliaThe tan&ar& Co&e alo

limite& the maimum amount of caffeine of Energ- Drin" i 32Bmg per litre. :in&?a$ Team+ :in&

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?a$ !utraliaTherefore+ ecei'e inta"e of Energ- Drin" that poi%le to &amage the health of

conumer.

Re& )ull Compan- claim their &rin" i afe+ an& the le'el of caffeine an& taurine i afe a a cup of

coffee. >ome people till &ea& after too much Re& )ull or mie& $ith $ine+ an& ome people &ea& ha&

ue& Re& )ull a a mier $ith alcohol. >ome countrie limit an& %an Re& )ull+ for eample+ :rance+

Denmar" an& Nor$a- =ut allo$ Re& to %e ol& in Pharmacie. Dan #arri+ !)C NE9>

Re& )ull ha $arning conumer on the pro&uct pac"age+ uch a contain caffeine+ not recommen&e&

for chil&ren+ pregnant or lactating $omen or caffeine eniti'e peron an& it i alo tatement the

maimum can or %ottle &ail-.

:or the %ran&+ Re& )ull al$a- focue on ocial reponi%le+ ma"e ure the %ran& reputation o'er the

$orl&. Re& )ull not onl- concerne& a%out en'ironmental protection an& utaina%le &e'elopment+ %ut

alo aim to organiurfing (atch+ an& free Re& )ull in uni'erit-.

Re& )ull ha pro&uce& &ifferent t-pe of pro&uct to atif- &ifferent u%culture group. :or eample+

Re& )ull E&ition ha three &ifferent "in& of tate correpon&ing to &ifferent fa'ourite tate group+ an&

Re& )ull ugar free an& Re& )ull Iero aim to group of cutomer $ho &o not $ant ugar an& caffeine.

The reearch tatement there are more than 5B of men an& $omen an& at leat 2B of chil&ren are

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o'er$eight or o%ee. 9ell%eing Centre+ Chemmart Thee tatitic Re& )ull ugar free an& Re& )ull

Iero ha'e enough potential mar"et in !utralia.

The core of Re& )ull %ran& i Re& )ull gi'e -ou $ing8. ;n !utralia+ people are ai& to 'alue

eualit- an& a fair go, for other. Therefore+ the meaning of Re& )ull gi'e -ou $ing8 i that create

ame opportunit- a poiti'itan& confi&ence in the conumer+ %ecaue all conumer ha'e the energ-

an& the a%ilit- to &o $hate'er the- $ant. The- are not contraine& or retricte&+ if the- ha'e %een gi'en

$ing to et off an& complete their ta" ahea&.

2.1.7 Reference list of Part A

!utralian )ureau of >tatitic+ #ouehol& Epen&iture >ur'e-+ !utraliaH >ummar- of Reult+ 2BBF/

1B+ Cat. No. 653B.B >eptem%er 2B11.

Can ?ifec-cle+ Re& )ull ite+ httpHKKenerg-&rin"/au.re&%ull.comKcan/lifec-cle/BL'i&eoK21B11731BB1

Dan #arri+ Re& )ull Drin" Raie Re& :lag,+ !)C NE9>+ httpHKKa%cne$.go.comK9NTKtor-M

i&13B751@page1

Energ- Drin"+ !utralian )e'erage+ httpHKKautralian%e'erage.orgKpro&uctKenerg-/&rin"/2K

:in&?a$ Team+ Energ- Drin" an& the ?a$ in !utralia,+ :in& ?a$ !utralia+

httpHKK$$$.fin&la$.com.auKarticleK42FKenerg-/&rin"/an&/the/la$/in/autralia/.ap

Re& )ull ite+ Pro&uct+ httpHKKenerg-&rin"/au.re&%ull.comKre&/%ull/energ-/&rin"

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http://energydrink-au.redbull.com/can-lifecycle-0#video/2108117381001http://abcnews.go.com/WNT/story?id=130751&page=1http://abcnews.go.com/WNT/story?id=130751&page=1http://australianbeverages.org/products/energy-drinks-2/http://www.findlaw.com.au/articles/4298/energy-drinks-and-the-law-in-australia-.aspxhttp://energydrink-au.redbull.com/red-bull-energy-drinkhttp://energydrink-au.redbull.com/can-lifecycle-0#video/2108117381001http://abcnews.go.com/WNT/story?id=130751&page=1http://abcnews.go.com/WNT/story?id=130751&page=1http://australianbeverages.org/products/energy-drinks-2/http://www.findlaw.com.au/articles/4298/energy-drinks-and-the-law-in-australia-.aspxhttp://energydrink-au.redbull.com/red-bull-energy-drink


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(ullin+ .9.+ 9al"er+ .C.+ Targeting (ar"et >egment,+ Marketing strategy+ (c*ra$ #ill

E&ucation !n$er+ httpHKKan$er.mhe&ucation.comK%uineKmar"etingKmar"eting/trateg-Ktargeting/

mar"et/egment

%eit- an& 'er$eight+ National Health and Medical Research Council + !utralian *o'ernment+

httpHKK$$$.nhmrc.go'.auK-our/healthKo%eit-/an&/o'er$eight

>amantha ?ile+ 2B13+ The #itor- of Energ- Drin"H ! ?oo" )ac",+ 9!?? >TREET ;N>!N;TO+

httpHKK$alltreetinanit-.comKthe/hitor-/of/energ-/&rin"/a/loo"/%ac"K

9hen ece %o&- fat %ecome a pro%lem,+ 9ell%eing Centre+ Chemmart+

httpHKK$$$.chemmart.com.auK$hen/ece/%o&-/fat/%ecome/a/pro%lemK$2Ki1B1156K

2B12+ RED )G?? C#!R;TO C!(P!;*N R!;>E> J1 (;??;N+ ame !llen on :1 a.:1 The

official 9e%ite+ httpHKK$$$.=ameallenonf1.comK2B12KB6Kre&/%ull/charit-/campaign/raie/e1/millionK

2.2 PART B Sementation of Red !ull

2.2.1 Australian mar)et

!utralia i an important mar"et of Re& )ull. Thi i %ecaue the a&'antage a%out cutomer+

competitor an& &emograph-.

a. Customer

Re& )ull &efine !utralian mar"et %ecaue of !utralian cutomer %eha'ior. !utralia i a &e'elope&

countr- $ith porting culture. !ccor&ing to Department of :oreign !ffair an& Tra&e !utralia+

!utralian lifet-le un&er porting culture i mentione& thatH there are more than 11 %illion !utralian

of 15 an& o'er -ear ol& pla- port at leat once a $ee" D:!T 2B12. Thi i one of main factor for

Re& )ull to chooe !utralian mar"et.Energ- &rin" pro&uct $ill %e the mot choen %- -oung people+

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http://answers.mheducation.com/business/marketing/marketing-strategy/targeting-market-segmentshttp://answers.mheducation.com/business/marketing/marketing-strategy/targeting-market-segmentshttp://www.nhmrc.gov.au/your-health/obesity-and-overweighthttp://wallstreetinsanity.com/the-history-of-energy-drinks-a-look-back/http://www.chemmart.com.au/when-excess-body-fat-becomes-a-problem/w2/i1011586/http://www.jamesallenonf1.com/2012/06/red-bull-charity-campaign-raises-e1-million/http://answers.mheducation.com/business/marketing/marketing-strategy/targeting-market-segmentshttp://answers.mheducation.com/business/marketing/marketing-strategy/targeting-market-segmentshttp://www.nhmrc.gov.au/your-health/obesity-and-overweighthttp://wallstreetinsanity.com/the-history-of-energy-drinks-a-look-back/http://www.chemmart.com.au/when-excess-body-fat-becomes-a-problem/w2/i1011586/http://www.jamesallenonf1.com/2012/06/red-bull-charity-campaign-raises-e1-million/


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$ho nee& more energ- in the proce of pla-ing port. Therefore+ !utralian mar"et i reall-

appropriate for Re& )ull to &e'elop it pro&uct.

!. Com#etitor

!utralia ma- %e a goo& mar"et %ecaue there are not man- competitor. !utralia ha it o$n energ-

&rin" pro&uct+ uch aH + mon"e-. (oreo'er+ there are o'erea %ran& $ith Roc"tar an& (other of

Coca/Cola. #o$e'er+ !ccor&ing to 9eton+ !utralia ha to import energ- &rin" $ith more than 1BB

liter per -ear 9eton 2B13. ;t can %e een that locall- pro&uce i not enough uppl- for &eman& of

!utralian people. Therefore+ Re& )ull $ith a&'antage of the lea&er in energ- &rin" mar"et it $ill

ha'e man- opportunitie to &e'elop on the !utralian mar"et+ $here there i high &eman& of the

mar"et %ut not too man- competitor.

c. 'emora#+y

The tren& of gro$ing population i one of the mot important factor of Re& )ull to &efine !utralian

mar"et. !utralian )ureau of tatitic ho$n the gro$th tren& of !utralian population thatH there are

2.6 million cutomer of age& 1B to 1F an& it i increaing from the earl- 1FFB 2BB7 cite& in Qotler at

al. 2B13+ p.123. Oouth an& tu&ent are the main cutomer of Re& )ull. #ence+ $ith the increae of

thi group+ Re& )ull can increae it mar"et an& get more ale. )ecaue of thi reaon+ !utralian

mar"et i one of the appropriate mar"et for Re& )ull $hich $a choen to epan& compan-.

2.2.2 ,o- !i and +o- fast it ro-in

!utralia i one of the %igget mar"et of Re& )ull in the $orl&. ;n 2B11+ Re& )ull got 32 mar"et

hare of energ- &rin" !utralia mar"et+ =ut follo$ $ith 37 Eurominitor 2B12. !ccor&ing to

&rin"tra&e+ the profit of Re& )ull in !utralian mar"et i ho$n that )- the en& of 2BBB+ Re& )ull

ha& ecure& 7+65+F2 unit ale through the on/premie channel an& in e'en -ear+ it no$ repreent

21+56B+64B million unit -ear en& 2BB7.8 &rin"tra&e 2BBF. ;t can %e een that+ !utralia i a

ucceful mar"et of Re& )ull. nl- in 7 -ear %ut Re& )ull can uic"l- gro$ an& earn lot of profit

from thi mar"et.

2.2." Relevant trends

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There are t$o rele'ant tren& that affect thi mar"et. The firt one i the &igital age an& the other i

utaina%le mar"eting.

a. T+e diital ae

No$a&a-+ technolog- ignificantl- &e'elop that lea& to the &igital age. People &epen& more on the

&e'elopment of technolog-+ particularl- internet. ;t i an important tren& that affect &irectl- to Re&

)ull, mar"et. Thi i %ecaue it main cutomer are -oung teen+ $ho pa- lot of time on ocial

net$or" an& internet. Ioautralia maintaine& thatH there are F4 !utralian acce to internet an& 6F

age& group of 25/34 ha'e hoppe& online Ioautralia 2B12. !ccor&ing to !%ramo'ich+ the author

mentione& the &igital trateg- of Re& )ull thatH compan- ha ucceful &igital trateg- $ith it muic

ho$cae+ %log an& 'i&eo content !%ramo'ich 2B12. Capturing thi tren&+ Re& )ull ma- ta"e

more communication an& a&'ertiing to it cutomer. (oreo'er+ it can %uil& a %etter relationhip an&

get more cutomer nee&. Thu+ thi tren& can %e one of the mot rele'ant tren& affect Re& )ull,

mar"et.

!. Sustaina!le mar)etin

>econ&l-+ to&a- companie are epecte& to &eli'er 'alue to cutomer in en'ironmental reponi%le $a-

Qotler at al. 2B13+ p.1 %ecaue cutomer are pa-ing more attention to protect en'ironment. #ence+

cutomer $ill pa- more atifaction an& lo-al to companie $hich ha'e reponi%ilit- to en'ironment.

Re& )ull ha'e it o$n trateg- to protect en'ironment%-uing up to B rene$a%le reource+ mart

tranport %- train an& hip to re&uce C 2 emiion an& uppl- 313.BBB EC/cooler o'er the $orl& to

re&uce greenhoue gae Re& )ull 2B12. ;t can %e een that Re& )ull capture& the tren& of it

cutomer. The- more $ant to aociate $ith companie that are frien&l- $ith en'ironment. Therefore+

Re& )ull $ith it en'ironmental reponi%le $ill get more lo-al cutomer.

2.2.& ar)et sementation

Re& )ull i one of the firt energ- &rin" pro&uct for a&ult $ho nee& more energ-. Thu+ it i

important for Re& )ull to in&icate mar"et egmentation. ;t $a in&icate& %ae on &ifferent 'aria%le+

inclu&eH &emographic+ %eha'ior an& geographic.

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a. 'emora#+ic

Cutomer ha'e &ifference nee&+ $ant an& uage rate that cloel- to 'aria%le of &emographic

Qotler at al. 2B13+ p. 24F. Therefore+ it i an important apect for Re& )ull to &efine it mar"et+

particularl- &epen& on age+ gen&er an& occupation egmentation.

Ae and ender

;n 2B12+ !utralia ha 42.2 people from 25/54 -ear ol&+ $ith 4+713+552 male+ an& the econ& group

i 13+5 of 15/24 -ear ol&+ $ith 1+524+35 male ;n&emun&i 2B13 . Thi age group ha the mot

&-namic &ail- acti'itie that nee& to get more energ-. !ccor&ing to ,%rien+ Re& )ull focu on male

%et$een 1 an& 35 -ear ol& ,%rien 2B12. #ence+ $ith thi energ- &rin"+ thi group i the mot

appropriate $ith it pro&uct. (oreo'er+ $hen chooe thi egmentation+ Re& )ull i ucceful to

promote to it cutomer %- ponoring for game contet+ muic concept an& ocial me&ia. Thi can

help Re& )ull %ring it pro&uct &irectl- to it cutomer.

Occu#ation

Re& )ull gi'e more energ- for it cutomer. Thu+ it cutomer are mentione& thatH the- are acti'e

tu&ent+ athlete+ %u- profeional an& long &itance &ri'er :n)ne$ 2BB6. Thee people al$a-

uffer mental an& ph-ical tre. The- nee& a pecial &rin" that can help them increae their capacit-

an& concentration. #ence+ re& %ull $ith feature characteritic of it pro&uct can atif- thee

cutomer.

!. Be+avior

The 'aria%le in thi egmentation that $a in&icate& i Gage rate. There are three t-pe of uage rate+

there are light uer+ me&ium uer an& hea'- uer Qotler at al. 2B13+ 247. !ccor&ing to eie+ the

mot cutomer of Re& )ull focu on i hea'- uer an& thee uer %ring the mot profit for Re& )ull+$ith nearl- A2 %illion in 2B12 eie 2B11. Re& )ull, cutomer are mainl- men in 1 an& 35 -ear

ol&. Thi age& group i the hea'- uer that Re& )ull focue on ince the- ha'e the mot &eman& on

energ- &rin" pro&uct.

Page14


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c. /eora#+ic

Re& )ull %ae on the &enit- of geographic to &efine Re& )ull mar"et. !ccor&ing to ;n&emun&i+ in

!utralia+ F of total of !utralian population i ur%an population ;n&emun&i 2B13. The- ha'e a

more acti'e an& %u- li'ing o the- $ill%e potential cutomer of energ- &rin". (oreo'er+ in citie

there are more %ar+ night clu% an& pu%+ $here Re& )ull i one of the mot popular an& fa'orite

&rin". Thi i place $here Re& )ull ha the mot cutomer an& get the mot profit of ale. Therefore+

Rural $ill %e the main mar"et targeting of Re& )ull.

2.2.0 ar)et taretin

The target mar"et of Re& )ull i male $ith age %et$een 1 an& 35 -ear ol&. Thee cutomer li'e in

citie an& the- ma- %e tu&ent+ athlete+ profeional an& &ri'er. Therefore+ the- $ant to chooe an

energ- &rin" to %ecome more concentrate an& capacit-. (oreo'er+ it cutomer are alo the people

$ho li"e going %ar+ night clu% an& pu%+ $here Re& )ull i a popular pro&uct. 9ith an appropriate

mar"et targeting+ Re& )ull can ma"e lot of ale to increae it profit o'er -ear. !ccor&ing to

energ-fien&+ the profit of Re& )ull i ho$n thatH

earProfit

3 illion4

2B13 3+433

2B12 2+F5B

2B11 2+3BB

Energ-fien& 2B13

Page15


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;t can %e een that+ $hile %eing the lea&er of energ- &rin"+ the profit of Re& )ull i increaing from

2B11 $ith 2+3BB to 3+433 in 2B13. Thi i %ecaue Re& )ull uccefull-in&icate it o$n mar"et

targeting. Thi mar"et i reall- rele'ant $ith it pro&uct an& thi i one of the main reaon for the

ucce of Re& )ull.

2.2.5 References list of Part B

Department of :oreign !ffair an& Tra&e 2B12+ People, Culture and Lifestyle, D:!T+ 'ie$e& B7

cto%er 2B13+ httpHKKpu%licB1.li%rar-.uo$.e&u.auKrefciteKt-le/gui&eKhtmlK

Page16

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9eton+ > 2B13+ Hoegro!n energy drinks fuel the arket in "ustralia and Ne! #ealand + :oo&%e'+

'ie$e& B6 cto%er 2B13+ httpHKK$$$.foo&%e'.comKne$Khomegro$n/energ-/&rin"/fuel/the/

mar"etL.Gll-T:)mi>o

Qotler+ P+ )urton+ >+ Dean+ Q+ )ro$n+ ? @ !rmtrong+ * 2B13+ Marketing + Fthe&n+ Pearon+ !utralia.

!%ramo'ich+ * 2B12+ $nside Red %ull Canada’s digital strategy, &igiday+ 'ie$e& B6 cto%er 2B13+

httpHKK&igi&a-.comK%ran&Kini&e/re&/%ull/cana&a/&igital/trateg-K

Re&)ull 2B12+ Can lifecycle+ Re& )ull+ 'ie$e& B7 cto%er 2B13+ httpHKKenerg-&rin".re&%ull.comKcan/

lifec-cle

,r%ien+ 2B12+ Ho! Red %ull Takes content Marketing to the '(tree+ (aha%le+ 'ie$e& B6 cto%er

2B13+ httpHKKmaha%le.comK2B12K12K1FKre&/%ull/content/mar"etingK

:n)ne$ 2BB6+ 'nergy drink Red %ull to start a rage in satellite cities, :n)ne$+ 'ie$e& B7 cto%er

2B13+ httpHKK$$$.fn%ne$.comKarticleK&etne$.apMarticlei&1713@ectioni&32

?ou'er+ C 2B11+ Re& )ullH ! )ran& )uilt on (ar"eting+ )uine De'elopment >trateg-+ 'ie$e& B5

cto%er 2B13+ httpHKK$eare&e'elopment.netK2B11K12K2Kre&/%ull/a/%ran&/%uilt/on/mar"etingK

Energ-fien& 2B13+ The Top )* 'nergy %rands+ Energ-fien&+ 'ie$e& B5 cto%er 2B13+

httpHKK$$$.energ-fien&.comKthe/15/top/energ-/&rin"/%ran&

Drin"tra&e 2BBF+ +light of The %ull,Drin"tra&e+ 'ie$e& B6 cto%er 2B13+

httpHKK$$$.&rin"tra&e.com.auKContent:ileKDocumentKDrin"

2BTra&eKPu%licK?i%rar-KinightKother2BcategorieK;ue2BB72Bct/No'2BB2BRe&

2B)ull2B!utralia2Banelle2BNeath/2B#ea&2Bof2BCommunication2Binight.p&f

Ioautralia 2B12+ *ro$th Continue in !utralia E/Commerce+ Ioautralia+ 'ie$e& B6 cto%er 2B13+httpHKK


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Euromonitor 2B12+ /ports and energy drink in "ustralia+ Euromonitor+ 'ie$e& B6 cto%er 2B13+

httpHKK$$$.euromonitor.comKport/an&/energ-/&rin"/in/autraliaKreport

2." Part C Com#etitors of Red !ull $ all com#anies% com#etitive #osition

2.".1 /oals6 strateies6 strent+s and -ea)nesses of Red !ull%s com#etitors

Page18

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a.7rucor Beveraes 8td

! famou &rin" compan- in the $orl&+ :rucor )e'erage ?t& from Ne$ Iealan&+ ha three pro&uct of

energ- &rin" inclu&ing + Roc"tar an& Protein Re'i'al. 9ith regar& to + it ha &e'elope& o $ell

an& %ecame one of the mot popular energ- &rin" in !utralia ince 1FFF.

:irtl-+ it o%=ect are meeting client, &eman& %- elling 'ariou energ- &rin". ;n or&er to catch the

&ifferent cutomer, tate+ it pro'i&e man- "in& of fla'our uch a coffee an& perimmon /energ-

2B13. >econ&l-+ for increaing the pro&uct $hich can %e upplie& to the cutomer+ implemente&

ponorhip %eing it trateg-. ;n 2BB7+ for increaing -oung cutomer+ hel& an acti'it- calle& /

R!9 $hich helpe& -oung people to fin& their i&eal =o% me&iahunter 2BBF. ;n a&&ition+ ha high

%ran& a$arene in !utralia. !ccor&ing to a report of >port an& Energ- Drin" in !utralia 2B12+ it

ho$ that it ha occupie& more than 37 of mar"et in !utralia. :inall-+ there are ome $ea"nee in

a $ell. ;t &i& not ue a competiti'e price in !utralia. ;n 9ool$orth+ a famou upermar"et of

!utralia+ the price of 5BBml A6.B4 i higher than the ame iupercar $hich i ma&e a &eep

impreion %- the pu%lic. 9hat i more+ there are alo ome a&'antage of (other. ;t %elong to Coca/Page19


20/34


Cola+ $hich i the larget %e'erage compan- in the $orl& o it can &e'elop itelf uite $ell %- uing

the parent compan-, capital upport. #o$e'er+ the hortcoming of (other houl& not %e neglecte& a

$ellH it ha lo$ %ran& a$arene an& lo$ %ran& 'alue. ;t coul& %e %ecaue that it =ut eta%lihe& in

2BB7 o it i much -ounger than other %ran& in !utralia.

c. Bu:: on)ey

;n term of )u


21/34


increaing ne$ cutomer of it pro&uct i a fa%ulou $a- to epan& the total &eman&. !ccor&ing to a

report+ %u- mother $ho ha'e to ta"e care of their %a%ie nee& more energ- than the -oung tu&ent

$ho tu&- at chool !lternet 2B13. )ecaue of that+ ma&e -oung mother their ne$ target

cutomer /energ- 2B13. ;n a&&ition+ an effecti'e mar"et lea&er $ill focu on lea&ing the in&utr- in

cutomer er'ice+ promotion an& cot cutting to protect mar"et hare. 9ith regar& to promotion+ in

2B13+ it ue& /me&ia to hol& a ale programme in >-&ne-. >ome $or"er aigne& the free &rin" to

-oung people $ho $ere 13/25 -ear ol& in ome hopping mall uch a 9etfiel& in )on&i unction

/energ- 2B13. :inall-+ epan&ing mar"et hare i alo 'ital for mar"et lea&er. :rucor )e'erage ?t&

ue& 'ariou pro&uct inclu&ing + Roc"tar an& Protein Re'i'al to "eep it $hole mar"et hare in

!utralia.

!. ar)et c+allener Red !ull4

Companie $hich are 'er- large $ith 3B mar"et hare %ut ta- econ& or thir& tatu in an in&utr-

calle& mar"et challenger an& the- ha'e capacit- to challenge the mar"et lea&er Qotler et al. 2B13+

p.1B1.

Re& %ull occupie roughl- 3B in the mar"et of !utralia+ it coul& %e the mar"et challenger. ;n general+

it chooe the &irect $a- to attac" the mar"et lea&er on the %uine %attle. >pea"ing of the a&'ertiing

trategie+ :rucor )e'erage ?t&+ it =ut hol& ome entertainment acti'itie to catch more -oung

cutomer. ;n 2B12+ it hel& a li'e muic performance in !utralia+ an& then 15 ale increae& in

Energ- Drin" /energ- 2B13. #o$e'er+ a to Re& %ull+ it uuall- ponor %ig an& profeional port

e'ent to enhance the %ran& reputation. n 2r& :e% 2B13+ Re& )ull Cliff Di'ing 9orl& >erie 2B13

Sualifier $a hel& in !utralia Re& %ull 2B13. !fter that+ the %ran& a$arene $ill %e higher than

%efore in the athlete circle. 9hat i more+ fan of ome famou athlete ma- %ecome ne$ cutomer of

Re& %ull.

c. ar)et follo-er Coca9Cola4

>ome firm $ith 2B mar"et an& the- =ut choe to learn from the lea&er, eperience intea& of

challenging them are calle& mar"et follo$er. ;t ma- %e %ecaue cop-ing the ucceful %eha'iorfrom

Page21


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lea&er can %ring them more profit %ut a'e the reearch an& &e'elopment cot Qotler et al. 2B13+

p.1B2.

(other from Coca/Cola =ut ma&e up a%out 2B coul& %e the follo$er in !utralian mar"et. ;t &i&

ome acti'itie to cop- or impro'e the mar"et lea&er+ from :rucor )e'erage ?t&. Thi pro&uct

inclu&e man- fla'orH green $ith original fla'or+ ugar free+ %lac" $ith coffee fla'or+ Not

range $ith perimmon fla'or an& %lue /energ- 2B13. 9ith the a%un&ant t-pe of pro&uct+

:rucor )e'erage ?t& attracte& a throng of hopper. >imilarl-+ Coca/Cola prefer the ame trateg- to

&e'elop it pro&uct+ (other. Gp to no$+ it ha conite& of (other original+ (other ugar free+ (other

green torm+ (other frot- %err-+ (other urge an& (other lemon %ite Coca/Cola 2B13. !%o'e all+

Coca/Cola houl& %e an a&aptorH it copie& the i&ea from :rucor )e'erage ?t& %ut a&&e& one ne$

fla'or for getting more cutomer.

d. ar)et nic+er Bu:: on)ey4

Companie $hich ha'e mall iince 2BB5+ it ha "ept pricing polic- to catch lo$/income group.

Nonethele+ other companie uuall- ignore thee client. ;n a&&ition+ it implement on/line elling

trateg- $hich not onl- can get more on/line cutomer+ %ut alo can a'oi& the eriou competition in

the ph-ical tore.

Page22


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2."." Reference list of Part C

!li%a%a 2B13+ %u00 Monkey 'nergy &rink, )ueptem%er 2B13+httpHKK$$$.alternet.orgK&rugKU.

)ueptem%er 2B13+ httpHKK$$$.coca/cola.com.auKin&e.=pU.

Euromonitor 2B12+ /ports and 'nergy &rinks in "ustralia,Euromonitor+ 'ie$e& 2th >eptem%er

2B13+httpHKK$$$.euromonitor.comKport/an&/energ-/&rin"/in/autraliaKreportU.

Qotler+ P.+ )urton+ >.+ Dean+ Q.+ )ro$n+ ?. @ !rmtrong+ *. 2B13+ Marketing, Fth e&ition+ Pearon

!utralia+ :rench :oret+ pp.1BB/1B5.

(e&iahunter 2BBF+ 5 'nergy drinks engage audience online !ith R"7, (e&iahunter+ 'ie$e& 2th

>eptem%er 2B13+ httpHKK$$$.me&iahunter.com.auK'/energ-/&rin"/engage/au&ience/online/ra$U.

Re& )ull 2B13+ Cliff &i4ing on the Ha!kes2ury,Re& )ull+ 'ie$e& 2th >eptem%er

2B13+httpHKK$$$.re&%ull.com.auKU.

/energ- 2B13+ $n the 2eginning + /energ-+ 'ie$e& 2th >eptem%er 2B13+httpHKK'/energ-.com.auKU.

9ool$orth 2B13+5 'nergy Can &rink *l, 9ool$orth+ 'ie$e& 2th >eptem%er 2B13+

httpHKK$$$.$ool$orth.com.auKU.

Page23

http://www.alibaba.com/product-free/11328690/Buzz_Monkey_Energy_Drink.htmlhttp://www.alternet.org/drugs/young-moms-are-some-surprise-young-mothers-are-some-biggest-consumers-energy-drinks-biggesthttp://www.buzzmonkeyenergy.com/http://www.campaignbrief.com/2012/03/version10-starthtml0000000149-182.htmlhttps://www.coca-cola.com.au/index.jsphttp://www.euromonitor.com/sports-and-energy-drinks-in-australia/reporthttp://www.mediahunter.com.au/v-energy-drinks-engage-audience-online-with-raw/http://www.redbull.com.au/cs/Satellite/en_AU/Red-Bull-Australia/001242758640967?ref=http%25253A%25252F%25252Ffollowgram.me%25252Fu%25252F13536805http://v-energy.com.au/http://www.woolworths.com.au/wps/wcm/connect/webSite/Woolworths/http://www.alibaba.com/product-free/11328690/Buzz_Monkey_Energy_Drink.htmlhttp://www.alternet.org/drugs/young-moms-are-some-surprise-young-mothers-are-some-biggest-consumers-energy-drinks-biggesthttp://www.buzzmonkeyenergy.com/http://www.campaignbrief.com/2012/03/version10-starthtml0000000149-182.htmlhttps://www.coca-cola.com.au/index.jsphttp://www.euromonitor.com/sports-and-energy-drinks-in-australia/reporthttp://www.mediahunter.com.au/v-energy-drinks-engage-audience-online-with-raw/http://www.redbull.com.au/cs/Satellite/en_AU/Red-Bull-Australia/001242758640967?ref=http%25253A%25252F%25252Ffollowgram.me%25252Fu%25252F13536805http://v-energy.com.au/http://www.woolworths.com.au/wps/wcm/connect/webSite/Woolworths/


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2.& Part ' Red !ull%s com#etitive advantae $ #erce#tion of itself and customers

2.&.1 'ifferentiation com#etitive advantaes

There are t$o &ifferentiation that create the a&'antage competiti'e for Re& )ull. The- are pro&uct

&ifferentiation an& image &ifferentiation.

a. Product differentiation

No$a&a-+ there are more competitor on the mar"et. Thu+ &e'eloping pro&uct to ma"e it &ifferent

that $ill attract an& get more cutomer atifaction. )ecaue of thi reaon+ Re& )ull i epan&ing it

pro&uct $ith more fla'orH cran%err-+ %lue %err- an& crime%ut the- ale it in the limite& time !a"er

2B12. Re& )ull, cutomer no$ can get more choice $ith their fa'oritefla'or. (oreo'er+ it change

it &eign an& pac"ing $ith tin- can !a"er 2B12. That$illgi'ecutomermore 'ar- choice.

Therefore+ Re& )ull can gain more cutomer atifaction.

!. Imae differentiation

No$a&a-+ there are man- competitor on energ- &rin" mar"et. )- eta%lih the image &ifferentiation+

compan- $ill %e more percei'e& %- it cutomer Qotler 2B13+ p. 265. )ei&e creati'e a&'ertiing+

Re& )ull &e'elop it image %- ponoring for man- port an& racing game in man- countrie li"e

Re& )ull !ir Race+ Ne$ Oor" Re& )ull or >"ate%oar&ing in Colora&o !a"er 2B12. )- ponoring for

thee e'ent+ Re& )ull ma- communicate an& %uil& trong image to the cutomer. #ence+ it $ill gain

a&'antage competition %ecaue of the $i&el- "no$n from it cutomer.

c. 'ifferences to #romote

Re& )ull promote on t$o &ifference factor to poition themel'e. The- are communica%le an&

important factor.

d. Communica!le

;t i important to chooe an appropriate trateg- to $ell communicate $ith cutomer. Targeting

cutomer of Re& )ull are mot of -oung people. Therefore+ Re& )ull &e'elop tre mar"eting8

Page24


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trateg-+ the 9ing team,8 ha the role to get relationhip $ith cutomer %- tal"ing $ith them a%out

pro&uct an& con'e- information from them ?ou'er 2B11. Thi trateg- $ill &irectl- communicate to

it cutomer. #ence+ cutomer $ill ha'e a %etter image a%out pro&uct an& compan- can get more

poiti'e impact from it cutomer.

e. Im#ortant

The importance i to &eli'er higher 'alue to target cutomerQotler 2B13+ p. 266. Re& )ull i energ-

&rin" that %ring more energ- for cutomer. #o$e'er+ $ith a high rate of caffeine+ it i coni&ere& that

it i not goo& for the health of uer. Thu+ Re& )ull i propoing to &e'elop it pro&uct %- uing

natural reource an& nutrition upplement that not onl- pro'i&e energ- %ut alo increae memor-

an& other health- %enefit/ accor&ing to re&%ull/%ran& Re&%ull/%ran& 2B11. 9ith thee ne$ pro&uct+

Re& )ull $ill %e energ- &rin" %ut goo& for the health. Thu+ it can get more a&'antage trateg- %-

&eli'ering more 'alue from pro&uct to cutomer.

2.&.2 ,o- Red Bull to !e #erceived !y its taret mar)et

! the poitioning map ho$+ Re& )ull ha highet price $ith highet %ran& image repect to

competition. Re& )ull ha foun&e& at leat 25 -ear $ith "ept haping their o$n %ran& image 0 Re&

)ull gi'e -ou $ing. Re& )ull e'ent a a uniue an& tr-ing to gui&e &rin"er to Re& )ull e'ent+ it

$ill attract conumer an& impro'e conumption in target mar"eting. The e'ent coul& help people %e

part of eclui'e the Re& )ull famil-. Re& )ull gi'e -ou $ing Re& )ull $ill continue to ue the

tagline on pro&uct an& =ut ma"e the tagline more e'i&ent on pro&uct+ uch a on the gi'e/a/$a- that

the college Rep $ill %e gi'ing out. Thee tu&ent $oul& %e encourage& to ma"e acti'itie on

uni'erit- campue.

Re& )ull $oul& li"e to maintain price relati'e imilar an& high compare& the ret of the Energ- Drin"

in&utr-. Thi i for "eeping the image of a premium an& high ualit- pro&uct. Re& )ull price premiumcoul& e'en ell more than 4BB. #ealth @ )eaut- Cloe 0 Gp+ 2BBF ;n !utralia+ the normal energ-

&rin" price are %et$een 2A/4A+ %ut Re& )ull price %et$een 3A/5A. Therefore compare& other

competitor+ Re& )ull coul& pro'i&e conumer mot energ- the- nee& $ith highet price+ an& alo

Page25


26/34


the- $ant preent Re& )ull $orth the high price. Re& )ull %ran& poitioning i the premium pro&uct+

premium price an& premium profita%ilit-.

2.4.3 Positionin statement

Re& )ull poitioning tatement i pro'i&e& mot 'alua%le energ- &rin" for cutomer $ith highet

price+ an& alo the- are the %et in energ- &rin". ;n target mar"et+ conumer nee& energ- for $or"ing+

tu&-ing an& porting+ an& Re& )ull can pro'i&e mot energ- compare& other energ- &rin".

2.&.& ,o- Red !ull to !e #erceived !y customers !y a face9 to ;face


27/34


There are correlation %et$een the energ- &rin", fla'our an& pac"age. :igure 2 illutrate ho$

cutomer, percept a%out the energ- &rin", fla'our an& pac"age. 9ith regar& to an& (other+ the-

%oth ha'e attracti'e pac"age an& 'ariou fla'our. #o$e'er+ a to Re& %ull an& (on"e-+ the- are in

the oppoite ituation. ;t ma- lea& to the lo of client for the t$o companie in the future. )- the total

&ata from :igure 3+ it i clear to fin& that+ if there are more fla'or for an energ- &rin" pro&uct+ the

pac"age $ill %e more+ an& 'ice 'era. ;t coul& %e eplaine& %- that+ the more fla'or of pro&uct can

&eri'e the &eman& of more pac"age.

c. Recommentation

!ccor&ing to the t$o fin&ing a%o'e+ there houl& %e ome recommen&ation follo$ing. ! to

a&'ertiement an& %ran& a$arene+ energ- &rin" companie houl& focu on a&'ertiing trateg- to

&e'elop their pro&uct+ it $ill enhance their %ran& a$arene an& enlarge the mar"et hare in the future.

;n a&&ition+ for fla'or an& pac"age+ pro'i&ing more fla'or can %ring more attracti'e pac"age an&

timulate conumer confi&ence $hich i %eneficial for the &e'elopment of a compan-.

2.&.0 Possi!le =alue Pro#osition

:or Re& )ull+ the Poi%le alue Propoition houl& %e more/for/more, $hich i pro'i&ing the %et

pro&uct$ith higher price+ alo the cot i epeni'e. ;n thi 'alue propoition+ Re& )ull coul& gi'e

pretige to the %u-er $ith high 'alua%le. Re& )ull gi'e -ou $ing, repreent tatu an& a loftier

lifet-le+ Re& )ull e'ent %ring challenge+ enthuiam+ an& 'italit- for people life+ it i alo %elong to

elf/concept for p-chological. :or eample+ >ucceful miion to the E&ge of >pace ho$ :eli

)aumgartner !GT fl- uperonic after a =ump from one of the %igget helium %alloon e'er from

12BBB ft. People can $atch the 'i&eo from OouTu%e an& alo fin& Re& )ull icon on the >pace uit.

Re& )ull ite+ 2B12 That i other challenge elf/concept+ alo preent Re& )ull gi'e -ou $ing,.

Page27


28/34


2.&.5 Reference list of Part '

!a"er+ D 2B12+ #o$ Re& )ull Create )ran& )u


29/34


Conclusion

;n ummar-+ firtl-+ compan-, en'ironment i impacte& %- macro en'ironment+ uch aH economic+

political+ technological+ cultural+ &emographic an& natural. >econ&l-+ !utralia mar"et i &efine& %ae

on cutomer+ competitor an& &emographic. Thi i a %ig mar"et an& &e'elop o'er the -ear. ;n

a&&ition+ Re& )ull in&icate it egmentation an& target mar"et %- anal-e &emographic+ %eha'iour an&

geographic of the countr-. Thir&l-+ thi report preent o%=ecti'e+ trategie+ trength an& $ea"ne of

Re& )ull, competitor+ uch aH :rucor )e'erage ?t&+ Coca/Cola an& )u


30/34


A##endices

Positionin a#

Perce#tual a#

Pro&uct !&'ertiement )ran& :la'our Pac"age

Page30

Hig brand

"o# Hig

"o# brand


31/34

More %a&our'(e#er%a&our'

)oringpa$kage'

*ttra$ti&e pa$kage'

(igure 2+ ,er$eptual !ap1 -%a&our' / pa$kage' a#arene''


a$arene

7

Re& )ull 7 5 5

(other 7 6 6 7

)u


32/34

Hig )rand *#arene''"o# brand *#arene''

(e#er ad&erti'e!ent'

(igure 1+ ,er$eptual !ap2 -ad' / brand a#arene''


(uestionnaire of Enery 'rin) in Australia

/eneral (uestions>

1 9hat i -our nameM

2 *en&erH !H (ale )H :emale.

3 9hich countr- are -ou come fromM

4 Do -ou $or" or tu&- no$M !H 9or" )H >tu&-

S#ecific (uestions>

1 9hat i the mot important factor to influence -ou %u-ing an energ- &rin"M

!H )ran& )H Sualit- CH :la'or DH Pac"age EH !&'ertiement :H ther

2 #o$ &o -ou li"e thee pro&uctM

Page32

(ore a&'ertiement


33/34


Pro&uct >core 1/'er- atifie&+4/

a'erage+7unatifie&

Re& %ull(other

)u


34/34


Pro&uct >core 1/'er- hort+4/a'erage+7/'er-

long

Re& %ull(other

)u

red bull marketing report

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