StudentShare solutions
Triangle menu
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Case study on Red Bull - Essay Example

Nobody downloaded yet
Branding is about enabling people to identify a product from alternatives offered in the markets (Percy, 2003). “Brand equity is the creation of positive brand attitudes or service” (Schroeder et al, 2006). In other words, brand equity involves the creation of attitudes and perceptions that will enable a consumer to identify a product from alternatives offered by competitors. Although Red-Bull is a single product offering, it has been able to achieve brand equity across the world through its uniqueness and other factors that enable customers to identify it as unique and different from other soft drink and energy drink offerings on the market. In summary, its unique packaging (the blue, silver and red 250ml can) is famous around the world. Also, the unique content and effects on users is a very strong element of brand equity since it gives consumers a very positive physical, mental and health advantages that most competitors do not give. The Burnett model states that a brand equity has four main facades: personality image, source, differences and functions (Randall, 2000). In terms of personality image, customers around the world feel good about the health and mental alertness that Red Bull provides. They respect it as a premier energy drink because it does what a normal cup of coffee would do but with a very positive impact on the individual. Secondly, Red Bull seems to stand for good health, vitality and productivity and that is exactly how it is promoted and packaged as a revitaliser. Also, Red Bull was originally created to be different from all other soft and energy drink offerings on the market. Now that several similar products are available, Red Bull still maintains its distinct packaging and content which keeps it embedded in the mind of consumers. In spite of the universal nature of Red Bull's brand, there was the need for some variation in the brand offering in markets around the world. Dunn (2004) points out that there are six main processes that a business needs to go through before they can create brand equity and they are: 1. Market Analysis 2. Brand Architecture 3. Creation of a Strategic Branding Idea 4. Marketing Communication 5. Employee Involvement and 6. Measurement Market analysis involves scanning the dominant environmental factors in a country before offering your products in a country. For the case of Red Bull, the regulatory requirements, market penetration, presence of potential competitors and dominant culture played a major role in the establishment of the brand in Austria. This varied in other parts of Europe so their expansion into Europe required a high degree of analysis and understanding of the dominant culture. In growing from Europe to other markets around the world, Red Bull had to also understand the vital elements of these markets before they could move into them. Brand architecture involves the technical components of determining the brand's DNA (Dunn, 2004). Although the name, identity and character of Red Bull was sustained in most markets around the world, the vision, positioning, target market, emotions and pricing had to be varied based on the social, economic and cultural factors of the market they were entering. Thus we notice that the arrangements for entry into the UK market was quite different from that of the South African market because the political, economic and cultural structures of both countries required Red Bull to modify its brand penetration systems. I notice in page 79 ...Show more
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Case study on Red Bull Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Retrieved from https://studentshare.net/marketing/41912-case-study-report
(Case Study on Red Bull Essay Example | Topics and Well Written Essays - 2000 Words)
https://studentshare.net/marketing/41912-case-study-report.
“Case Study on Red Bull Essay Example | Topics and Well Written Essays - 2000 Words”, n.d. https://studentshare.net/marketing/41912-case-study-report.
  • Cited: 0 times

Summary

Report on the Case Study of the Red Bull Brand Presented by Wahib [Add your Surname] [Add your University's Name] [Add your lectuer's Name] Introduction This report examines the salient features of branding and brand management related to the Red-Bull case study…
Case study on Red Bull
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Case study on Red Bull"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Investigating of British Consumer Behavior for Red Bull
Beverages market in the UK has been of interest to the marketers because of the trend of engaging in health and energy drinks. Red Bull is a kind of energy tonic, which has the potentiality to strengthen physical power and concentration level up to the mark.
16 pages (4000 words) Essay
Energizing Red Bull
This research aims to remark the marketing strategies adopted by Red Bull across the globe. There are a number of communication messages that are recommended to pitch during the re-branding communication campaign in this paper. This research describes the advertising strategy for Red Bull to appeal to the mass market.
11 pages (2750 words) Essay
Strategic Marketing Plan For Red Bull
It is a part of the bigger business plan. The marketing plan helps the business to focus on the goals and objectives. It varies depending on the type of business and the objective on which it focuses. Before designing the marketing plan the marketing manager needs to accumulate enough information about the competitors and the customers so that they can target the right market segment with appropriate strategy (McKinlay, O'Connor and Ross, 2007; Nijssen and Frambach, 2001).
8 pages (2000 words) Essay
Red Bull: Market Analysis
Red Bull: Market Analysis. The world has now entered into an era of conclusive change, unprecedented breadth, scope and pace. Whether in the context of business, economic, political or social environment, every navigational landmark which used to act as a pathway or guide have been obliterated (oasisadvantage, 2013).
7 pages (1750 words) Essay
Advertising Red Bull
There has been intense criticism in the social media, television and print media about the previous advertisements of the Red Bull energy drink. The most recent was in South Africa which caused controversy among many believers.Most of the catholic leaders have been in the Frontline to influence their followers not to take Red Bull even during fasting seasons since it tries to suggest that the drink is capable of giving someone the power to walk over water.
4 pages (1000 words) Essay
Marketing report on Red Bull and its global opportunities
................... 2. The marketing environment in the UAE................................................................. 3. Market and competitive audit................................................................................... 4. Marketing plan for Red Bull.
14 pages (3500 words) Essay
Red Bull
He adapted it to a palatable drink and launched Red Bull in his home country in 1987.Founded in 1987 by Dietrich Mateschitz, the company Red Bull now employs 200 people in Austria and 1850 people allover the world. Dietrich Mateschitz, aged 60, ranks 406th in Forbes.com's list of the world's richest people, worth $1.4bn.
4 pages (1000 words) Essay
RED BULL COLA CASE STUDY
This becomes the first step for broadly defining market imperatives, especially for new products that are to be introduced. Red Bull needs to launch
8 pages (2000 words) Essay
Red Bull
The core competence of the company appears to be grass-roots marketing, judging by the case. Coming from this initial perspective of core competency, one can also assess the strategy of possessing first mover advantage. First mover
5 pages (1250 words) Essay
Redbull case study
Today, the drink is distributed internationally and has acquired a reasonable market share in most countries. It is also a leading brand in some countries like Austria. The company has been able to expand globally through the use of creative and unique promotions of the
3 pages (750 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Case study on Red Bull for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us