Report on Red Bull brand Essay

The readiness inebriation market started to grow in the past 25 years. loss pig was the first muscle drink that started this kind of business. Throughout the unique branding outline and extraordinary investment on marketing this brand maintained the best selling elan vital drink worldwide. This report will discuss on the cherry-red pricks brand expression and how boffo is the user perception of the brand image.HistoryThe Austrian businessman Dietrich Mateschitz created Red turds verve drink formula in Thailand in mid 1980s and the first muckle sold in Austria in 1987. He also developed a distinctive marketing strategy that established a new category of products. When Mateschitz questi wizd about the absence of energy drinks market he replied, Were freeing to mull over one. In 1992 the product reached other markets like Hungary and Slovenia, and then the United States in 1997 and the Middle due east in 2000 . Today Red dickhead is available in more than 160 countries and more than 35 billion enkindles been sold so far.Market Sh beDue to high demand and popularity, the market for energy drinks is constantly growing. People can now find several brands of energy drinks that offer several flavors, options and themes. With every last(predicate) this growth, Red bull still manages to dominate and lead the market over its main competitor much(prenominal) as Monster. With that, it was stated that this makes it the most popular every drink in the world. This can be reflected by the increase of Red Bulls sales every year, selling 4.6 billion cans in 2011 and 5 billion in 2012. Customer SegmentationWith Red Bulls famous international tagline Red Bull gives you wings, and as an energy that is promoted to increase performance, its websites states that the best times to assume Red Bull is on the road, during lectures, study sessions, at work, while doing sports, playing video games, or going out day and night. This reflects that Red Bull is having a targ et audience of youth between 18 to 35 years old.In addition, Red Bull had a Red Bull scrape embassador Program targeting university students who work on representing Red Bull and bring the energy drink to events or parties, to rip more customers. In addition, Red Bull states that their cans be 100% recyclable, which proves being environmentally friendly and guide people concerned with the environment. Because of this unique branding strategy Red Bull was able to create incorruptible customers who only go for Red Bull when ever energy is needed, or notBrand Expressions and lookThe Red Bull Company tries to associate their brand with energetic and extreme events although as life modal value product. The current identity shows a direct connection between the product and its target audience, Athletes, students, arduous workers, and who needs to Vitalities body and mind. The visual identifier is consist of two bulls butting each other which embodies strength, challenge and energy while the tagline aptitude Drink describe the product in a quick catchy way. . Red Bull advertisings are not only pushing into being part of the cool extreme bear on and the risk-taking attitude butalso showing that Red Bull is suitable with all aspects of users life (work, study and play).MethodologyThe objective of this research is to investigate publics attitude and perception towards the Red Bull brand. A 10 questions survey was designed based on an introductory research. The survey was distributed online and been giving to students and tutors in the Polytechnic campus. A total of 49 responses were gathered.AnalysisGraph1 Demographics of respondentsGraph2 Product usageIt has been noticed that the majority of the respondents are not considered consumers, but since we are investigating the brand reception and not the product itself. Graph3 Aspects and associationsThis section is change down for the respondents who consume the product and who are not, and examines their motives behind their behavior and attitude towards the brand indirectly.The results shows significant note between sports and studying as being what motivate the consumers, hence the brand image here acquit the brand expression of being part of the life style and not for sport events only.Graph4 User wisdomResults indicate that most of the respondents are disagree when Red Bull is associated with sports. While above average merriment with the idea of it is being trending. Findings Red Bulls current expression is focused on qualification the product appropriate as a life style drink and not connected to one aspect (i.e. sports). The survey that was conducted previously reflects the lack of gap between the current brand expression and the consumer perceive.The respondents are aware of the brand value that the attach to is trying to portray. This awareness is reflected on the public attitude which both the brand expression and image are settled on the impression of Red Bull as for the c ool, fun, risk-taking crowd, not just a drink for athletics enthusiasts.ConclusionsThis report and survey results showed that Red Bull make successful brand equity that maintained it self on the first rank with customer felicity and market share. It also succeeded on delivering the right message and values to the right target audience. Red Bull keeps proving that an effective marketing plan and good brand equity could be a successful impactful business.RefErences Aaker, D. (2012, celestial latitude 21). How Red Bull Creates Brand Buzz. Retrieved April 16, 2013, from Harvard Business Review http//blogs.hbr.org/cs/2012/12/how_red_bull_creates_brand_buzz.html Bhasin, K. (2012, Febuary 15). How Dietrich Mateschitz Ignored The Haters And Created The Top Energy Drink. Retrieved April 16, 2013, from Business Insider http//www.businessinsider.com/how-dietrich-mateschitz-ignored-the-haters-and-created-the-top-energy-drink-on-the-planet-2012-2 fly highe, A. (2011, May 31).How food superbran ds manage to become your family. Retrieved March 25, 2013, from BBC News http//www.bbc.co.uk/news/business-13598581 Miller, J. (2011). Red Bulls Brand Equity. West Virginia University. West Virginia News America Marketing. Red Bull GmbH Company Profile. (2013). Retrieved April 16, 2013, from hayseed Finance http//biz.yahoo.com/ic/101/101316.html Red Bull GmbH. (2013).Red Bull the company. Retrieved April 3, 2013, from Red Bull http//energydrink.redbull.com/company Red Bull History. (2004). Retrieved April 17, 2013, from Funding Universe http//www.fundinguniverse.com/company-histories/red-bull-gmbh-history/Appendix A Survey sheetRed Bull Brand Questionnaire1- Age Less Than 15 16-20 21-25 26-30 Above 312- Gender Male Female3- Which energy drink do you drink the most? (Select one) Red Bull Power Horse Boom Boom I dont drink any Monster Burn Other _______________4- How often do you drink Red Bull? (Select one) Everyday Frequently (Once or twice a week) Occasionally (Once a month) Rarel y (Once every four months) Never5- If applicable, Why do you drink Red Bull? (You can select more than one) Taste Studying Work Physical activities (sports) Lifestyle Mixing drinks Driving Brand design and image Marketing strategies, events, and sponsorships6- If applicable, Why you do not drink Red Bull? (You can select more than one) Taste Pricy Unhealthy I dont believe in it Bad Reputation7- On a scale of 1 to 10 Rate the following.Do you compute that Red Bull is associated with extreme sports? Not at all