Pricing of the Cookie

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RED BULL
2
Mission

• To deliver healthy food products for college age
  students that will satisfy their hunger needs
  while including a variety of ingredients that
  stimulate the body and mind.

3
Goals

• To deliver a product that is price sensitive to
  all college level incomes
• To improve focus and deliver an increase in
  energy
• To successfully enter all college markets within
  ten years
• To retain the present image of Red Bull
• To aid a new product line every year
• Boost Red Bulls image within college campuses

4
Strengths

• Internationally known
• Sponsorship of many different international
  events
• More than just a drink-Versatile
• Independently owned and distributed

5
Weaknesses

• Redbull is prohibited in many countries
• Individually expensive
• Segmentation is smaller than other soft drinks
• Associated with drinking
• Word of mouth marketing

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Opportunities

• Takes Red Bull into the food market
• An untouched niche in the energy market
• Can market a fast-acting energy food product
• Able to expose more markets for Red Bull
• Gum, smoothies, fruit mix, cereal

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Threats

• Opens up the energy food market to competition.
• Power Bar and other meal bars already taking up a
  form of the market- working with protein
  supplements etc.
• Huge investment for Red Bull taking a
  chance/risk with going into this new market.

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Pricing of the Cookie

• Justification
• Redbull cans- 4 of them 7.49
• Nila Wafers- 3.59
• Oreo Cookies- 3.59
• REDBULL COOKIES- 4.59
• Quantity 12/package

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Packaging
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Packaging

• Red Bulls Energy Drink Logo

• New Energy Cookies Logo

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Family Packaging

• Family packaging uses either highly similar
  packages for all products or packages with a
  common and clearly noticeable feature
• - Color
• - Design
• - Quality

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Packaging Labels

• Descriptive Label
• - products use
• - type of cookie
• - serving size
• - ingredients
• - nutritional contents

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Purposes and Importance

• Persuade consumers to buy the product
• Protect the product on its way to the consumer
• Protect the product after purchased
• i.e. freshness

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Criticisms of Packaging

• Packaging that depletes natural resources
• Forms of packaging that are health hazards
• Disposal of used packages
• Deceptive packaging
• Expensive packaging

15
Place

• Red Bull energy cookies will be distributed to a
  variety of retail formats
• Initially, will be found next to the red bull
  energy drinks
• Will be moved to the energy supplement section
  after the introductory period is finished
• Also available in vending machines

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Challenges to marketing the idea

• Unfamiliar concept to consumers
• Generating consumer awareness of the product
• Combining the ingredients in red bull into a form
  that is tasty and promotes mental clarity
• Market research will be extensive

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Promotion

• All promotional activities focused around the
  large, state universities across the country
• Promotions will only take place for
• the first semester of the college school
• year. This way we are able to see the
• effect of overall sales and awareness
• after a semester (about 4 months) of
• promotion

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Finals Week

• Sponsor finals week
• Competition
• Longest student to study, without stopping
• Study break game shows
• Longest to go without facebooking
• Entertainment
• Live music/shows
• Cafeterias in dorms are reopen in late hours
  providing brain food
• Have a finale for the finals week
• Live entertainment
• Comedian
• Band
• Host a Red Bull invented sport
• Flugtagging
• Crashed Ice
• Air Race

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Red Bull Sports
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Continued Push

• Hand out flyers/coupons/etc around high-traffic
  areas
• Free t-shirts, bumper sticker, poster giveaways,
  calendars focusing on Red Bulls Sports
• Wakeboarding
• Snowboarding Skiing
• Aerobatic Flying
• Running
• Kitesurfing
• Mountain Biking
• Surfing
• Skateboarding
• B.A.S.E. Jumping
• Free Climbing
• Promote at college football games
• Mascot
• Giveaways
• Tasting

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• Questions?