Company Information
• Red Bull is an energy drink sold by a
Austrian company Red Bull Gmbh
• Started in 1987
• Red Bull is the most popular energy
drink in the world, with 4.6 billion
cans sold in 2011.
SWOT Analysis
Strengths
-Red Bulls market leadership and strong
representation in the market can help
introduce this new item and have it gain
popularity.
Weakness
-Possible disapproval from customers because
Red Bull is known for their familiar taste.
SWOT Analysis
Opportunities
-Energy drinks among young adults continue to
sky rocket but also has a chance to expand into
other target markets meaning this product could
possibly make major sales.
Threats
-Major competitors such as Coca Cola and Pepsi
are continually seeking to regain market share of
Red Bull.
-Media reports have been targeted towards parents
stating the caffeine levels in Red Bull can be
dangerous if consumed by children/teenagers
Marketing Objectives
1. For this academic year of 2012-2013, our goal is
to try to raise $500,000 from the college target
market to be funded for the awareness to fight
HIV/AIDS in Africa.
2. Also for this academic year we want to raise more
awareness of (Red) among our fellow peers by
using social media such as Facebook, Twitter, and
Instagram
Research Plan
• For our research we
decided to ask college
students different
questions about red bull
and also some research
done online.
How many times a week do you
Purchase a Red Bull?
Sales
0 to 5
6 to 10
10 or more
Have you ever heard of
Red Bull The Red Edition?
100%
80%
60%
Yes
No
40%
20%
0%
Category 1
Would you try a new flavor
if Red Bull produced one?
60%
40%
YES
NO
20%
0%
Category 1
Production Selection
• Product
Energy Drink
Brand
Red Bull
• Red Bull: Red Edition
■This version is cranberry flavored.
■Same Energy Formula as original
■Sweetened with sugar.
■8.4 Fl. Oz. can.
■80mg of caffeine
Product Design
• The New Look
• The can will be all red
different from the
traditional look
• A picture of Africa will
also be included in the
front to show the support
the towards the (Red)
project and the fight
towards AIDS/HIV in
Africa
Product Design
Back of Can
Survivor
Story of child
being helped
on the back.
• On the back of the can
there will be a story of a
(red) individual that is
being helped with this
foundation and also
include a picture of the
individual.
Pricing
• The price for this special edition will be
adjusted to stores pricing of regular red bulls
• Prices will be adjusted according to sizes of
can so price range could be from $2.50-5.50
• Retailers will be able to choose from in
between these price ranges.
• Reason for not charging extra is because we
want people to try our (Red) product at no
extra cost
Distribution Plan
• This product will be available at many places and is
projected to be consumed by a large target market
• Distribution centers will remain the same as
regular Red Bull
• Examples:
Supermarkets (Target, Wal-Mart, Publix)
Gas Stations
College campuses
Communication Strategy
• Create Facebook, Twitter, and Instagram pages
to help promote and gain supporters for (Red)
• Have (Red) seminar speakers come on campus
to speak
• Promote Red Bull: Red Edition on racing cars
• Create commercials which Red Bull is well
known for
• Have celebrity endorsements