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Marketing Analysis Red Bull Table of Contents Table of Contents 2 Introduction: Red Bull 4 Situation Analysis 4 Market Analysis of Energy Drinks 4 5 5C of Red Bull 5 PEST Analysis 7 Political Factors 7 SWOT Analysis 8 Strategic Options &Solutions 9 Innovation & Pricing Strategy 9 Blue Ocean Strategy 9 Brand Equity 10 Keller's Brand Equity Model 10 Distribution Strategy 11 The RATER Model 11 Marketing &production Strategy 12 The ERCC Model 12 Evaluation of Strategic Models & Solutions 13 Evaluation of Innovation &Pricing Strategy (Blue Ocean Strategy) 13 Evaluation of Brand Equity (Keller's Brand Equity Model) 13 Evaluation of Distribution Strategy (The RATER Model) 14 Evaluation of Marketing
The energy drink was inspired by a popular Thai drink named Krafting Daeng that was suggested for jet lag remedy. The owner of Krafting Daeng was requested to manufacture and market a new energy drink with completely new flavor. The main objective of Red Bull was to sell energy drink with a unique taste that appealed to the people living in the western countries. It sold more than one million cans in its first year and decided to expand into UK, USA, Hungary and Germany during the tenure 1992 to 1997. The company’s slogan “Red Bull gives you wings” defined the drink appropriately. However, there has been certain health risks associated with the drinks. The reason was that the ingredients of the drink contained high levels of caffeine which led to the cardiovascular diseases. However, the popularity of the company had soared and it began to promote a series of flagship events in the sports world. ...
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