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Red Bull International Marketing Plan [2]

论文作者:英语论文网论文属性:学期论文 termpaper登出时间:2015-07-14编辑:wangjinjin点击率:22373

论文字数:6394论文编号:org201507140945517662语种:英语 English地区:英国价格:免费论文

关键词:

摘要:本文主要讲述到红牛公司的发展史,其战略分析以及在国际中所处的地位,因其战略优势已经引起了该领域众多研究者的兴趣,在年轻人市场中也占有一定优势。

ghty Red Bull ('A REFRESHED CREW IS AN EFFICIENT CREW'). With over 1 billion cans sold each year, Red Bull controls 70% of the world's market share of energy drinks.


Background


Red Bull became strong when they created a high quality drink that is only made in Austria. Furthermore, all of its ingredients are synthetically made in pharmaceutical companies to grantee high quality and safety. Moreover, due to the ingredients of the product, it is said that Red bull ('Red Bull FAQ'):

Improves performance

Improves concentration and reaction speed

Improves vigilance

Improves emotional status

Stimulates metabolism

However, the main reason for the success of Red Bull is in its advertising style. Red Bull tends to spend very little on conventional or traditional marketing tools, like TV and Print ads. Their marketing strategy is usually out of the box and creative. Red Bull tends to be more active in sponsoring extreme spots and giving away samples in local events. Due to the fact that Mateschitz has been involved in Formula One racing for more than a decade, he used the events to draw attention to his brand. In addition, he sponsored the World Stunt Awards, an annual fund-raiser to help injured stunt workers ('Red Bull Founder Rides Wave of Success'). Moreover, some observers say that Red Bull uses the 'antibranding' method of advertising, where they broke the usual method of marketing and branding. Actually what they did was use the 'buzz marketing' strategy or better known as word of mouth. With this strategy, they associated their brand with the youth culture and extreme and adventurerelated sports, such as motor sports, mountain biking, snowboarding and dance music. Thus they targeted their brand directly to people from Generation Y, the socalled 'millennials': people born after 1981 who were believed to be cynical of traditional marketing strategies ('A Look at a Key Feature of Red Bull's Business').




The Buzz over Red Bull among the youth and their underground attitude has created Red Bull's reputation as 'the drink' within that community. That is why Red Bull continues to use 'Viral' marketing internationally, where the company would rather restrict the supply of Red Bull and not advertise it, expecting that growing numbers of target consumers to 'catch the bug' and its reputation would spreads. Through this strategy, Red Bull has successfully captured 70% of the a‚¤1.6 billion market ('A Look at a Key Feature of Red Bull's Business').


External Analysis



Porter Five Force Analysis


External analysis is very important, the analyst taking this step should be aware of how competitive strategy has to be formulated. The analyst must bring all relevant social and economic factors in both micro and macro environment to consideration.


The people in charge of formulating competitive strategy of the companies should know all strategic options available to the company. They should know all forces inside and outside industry affecting the company. Michael porter has unique framework for industry analysis and formulation of the strategy.


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