Marketing Product Strategy

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Marketing Product Strategy
Group A9 01-03-2004
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From Thailand to the world
From Krating Daeng
to Red Bull

• CEO Deitreich Mateschitz
• Discovered in 1984 in Thailand
• Market targets Blue collar, Truck driver
• Ownership 51 Thai 49 Austrian

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The number 1 in Energy Drinks
In 2002, 1 Billion annual sales
1.2 Billion cans sold
8.7 sales growth
70 of the energy drinks market
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Targeted at Young Dynamic People
Generation Y (14 29 year old)
Trend-setters/followers
Party In-People
Sports enthusiasts
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Red Bull Gives you Wings
Improves overall feeling of well being
Improves physical endurance
Improves reaction speed and concentration
Increases mental alertness
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Its all in the can

• Unique can slim, sleek small (sexual appeal
  and energy)
• No options in packaging
• Looks European
• Ingredients
• - Synthetic
• - Non-alcoholic
• - Taurine, caffeine, sugar, amino acids and
  vitamins
• - Vegetarian friendly

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It delivers as promised
Stimulates body and mind
Just like a caffeine-containing coffee
Most effective energy drink on the market
(functional drink)
Not for hydration (not a thirst quencher)
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Distribution follows the target market

• Securing unusual distribution channels.
• Dedicated distributors
• Company owned warehouses
• On-premise off-premise accounts
• The mission
• to find out where the target demo (men and women
  age 16-29) hangs out and what interests them.

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Innovative use of grassroots marketing
No print, prime time advertising, web based
campaigns, billboards
Extreme Sports
Student brand managers
Mobile Energizers
Single Product Focus
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The drink your parents are scared of

• Bull semen/urine
• Taurine
• Legal speed/cocaine

• Fatalities
• Verge of being banned
• Discovery of Red Bull

• Founder is an elusive character
• Rarely deny the rumours

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Red Bull Created a Brand-new Market
High
Interact
Follow
Customer orientation
Shape
Isolate
Low
Low
High
Innovation orientation
Group A9