1

Background of Red Bull

• Created in Australia in 1987

• Largest Energy Drink company in terms of market share & volume sold

• Products available in 162 countries

• World renown for their advertising campaignso Slogan: “Red Bull gives you wings”

• Red Bull Offers 4 Products: o Red Bullo Red Bull Sugar-Freeo Red Bull Colao Red Bull Shots

Quick Facts

Not Pictured: Red Bull Sugar-Free

2

Target Market/Competition

Target Market

Millennials aged 14 – 35 who enjoy watching or participating in action sports. Red Bull customers are always looking for a new thrill.

Competition Comparison

Red Bull: 4 products, 164 countriesMonster: 30 products, 47 countriesRock Star: 15 products, 28 countries

Red Bull46%

Monster34%

Rockstar12%

Nos4%

Amp3% Fulll Throttle

2%

2012 Market Share

3

Marketing Communication

Focus specifically on sponsoring extreme sporting events

o Red Bull Stratoso Red Bull Flugtago X-Games

Sponsorship of Stunts and Events

Purpose of this Communication?

Worldwide Product = Need for Global Attention

Red Bull maintains brand personality of being the pioneer in Extreme Stunts

4

Consumer Perception – Red Bull Stratos Example

Consumer ExposureRed Bull Stratos was exposed to over 8 million people worldwide. Incorporating social media, Red Bull was able to expose themselves to their target market.

• YouTube Live stream provides access to the world

• 40 TV Stations, 130 digital outlets

• Broke record for most views of a live event

http://www.youtube.com/watch?v=FHtvDA0W34I

5

Consumer Perception – Red Bull Stratos Example

Consumer ExposureRed Bull Stratos was exposed to over 8 million people worldwide. Incorporating social media, Red Bull was able to expose themselves to their target market

Consumer AttentionStimulus: The actual jump, creates something interesting and contrasting. Millions of people received the stimulus.

• #SpaceJump trending on Twitter worldwide• Not just viewing event, talking about it as well• Avoided clutter with this campaign

6

Consumer Perception – Red Bull Stratos Example

Consumer ExposureRed Bull Stratos was exposed to over 8 million people worldwide. Incorporating social media, Red Bull was able to expose themselves to their target market

Consumer AttentionStimulus: The actual jump, creates something interesting and contrasting. Millions of people received the stimulus.

Consumer InterpretationRed Bull stays consistent with their brand personality & slogan.

From a semiotic perspective:• Object: Red Bull• Sign: Felix’s 24 mile jump from space• Interpretatation: Red Bull supports an adventurous

life style

7

Consumer Learning

Classical Conditioning• UCS vs CR• Stimulus & Response

Live Campaign• Extreme stunts

Viewers• 8 Million viewers for Red Bull Stratos

Risk Associated with Communication• Vertical market• Product sales

8

Consumer Learning

Classical Vicarious Learning (Knowledge through observation• Attention• Retention

Observe Extreme Stunts and see End Results• Production• MotivationCognitive Learning (Knowledge through perception)• Observe (power)• Symbol

9

Consumer Attitude

Guerilla Marketing TacticsPlease create a short statement explaining relevance

Grabs the Attention of Target UsersPlease create a short statement explaining relevance

Relating brand to the customerRed Bull sends the message to consumers that we are one of you; Not just sending purchase function message?

Subtle BrandingEveryman theme, engagement, engagement with audience, high production quality without overproduced look - Please reword or explain better

10

Consumer Attitude

Katz’s Attitude FunctionsDidn’t really understand, will let you fill this in

Altered Door-in-the-face TechniqueRed Bull shows consumers the extremes of what one can do. By doing so, they encourage target consumers to live in their own exhilarating way

11

Consumer Attitude

Tri-Component Attitude Model

Affective Component: Emotions that amplify or enhance experiences

Conative Component: Tendency of consumer to behave in a particular way. Causes the intention to purchase

Elaboration Likelihood Model

Peripheral Route: Source expertise; Quick persuasion without much though

12

Conclusion

“Red Bull gives you wings”

• Extreme stunts/sports are the perfect fit for Red Bull

• By sponsoring & hosting these extreme stunts, Red Bull backs their slogan

• Red Bull innovates new ways to maintain their Brand Personality

Red Bull Remains #1 because…

Consumer Perception: Red Bull keeps their message consistent

Consumer Learning: Red Bull keeps their consumers involved before, during, and after stunts occur

Consumer Attitude: Shows consumers that they too can be adventurous