Analyse du produit Red Bull (document en anglais)

The marketing mix explains the overall marketing decisions that a firm have to make relative to the different products it will produce (Product), the place where the product will be sold (Place), the different ways – direct marketing, advertisement, free samples.. – a product will be promoted (Promotion), and the price strategy to achieve the best profitability for the company (Price).

Red Bull was invented in 1984 by Dietrich Mateschitz, an Austrian entrepreneur who discovered energetic beverages during a trip in Thailand. The kind of beverages didn’t exist in Western countries, and he developed a very successful marketing strategy to promote the brand.

Product

Product: The product, originally sold in a small bottle of non-carbonated nectar, was very popular among cab and truck driver to be awoke more time, but the taste was not popular for occidental consumers. Red Bull Company transformed the product into a sweet soda, recognizable by the typical shape and color of its can. Red Bull soon extended its product line, with Red Bull Light – for people who want energy but no calories – and Red Bull Shot – for office workers, which use again the original concept of the beverage: a small bottle of non-carbonated nectar

Place

Place: Red Bull is present in the most outlets it can be: in grocery store, in gas stations but also in clubs where clubbers enjoy Red Bull to party more time.

Promotion

Promotion: According to the ATAR model, Red Bull has to develop Availability (Place), but also the trial of the drink, the awareness of the product and make the customers repeated customers. To develop the awareness and the branding image of the company, Red Bull spend about 15% of its revenue (€450 millions) in sponsoring extreme sports, such as formula 1, free climbing or paragliding, to be associated with extreme sensations, and eventually earn market share. Red Bill also advertise, for example on the TV with a funny advertisement and an easy slogan “it gives you wing”.

To catch new customers, Red Bull also use a lot of eye-catching car in the color of the companies, who give free samples of the drink to pedestrian and can become repeated purchasers, and give a young and dynamic image for the beverage.

Price

Price: the product is quite expensive, in order to target a high-end market – Red Bull is not a drink, it’s a social proof to be young, trendy and dynamic.

Source

http://www.01men.com/editorial/328846/gastronomie/

http://en.wikipedia.org/wiki/Red_Bull

http://www.strategies.fr/etudes-tendances/tendances/108949W/red-bull.html

http://www.drawert.com/red_bull_7.php

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