Strategic issues affecting red bull

Covering all the following: Writer could explore the external environment of the specified organisation and draw conclusions on how changes in the external environment impact on the organisation. Writer can also draw on topical examples of how organisations are responding to changes in the external environment, for example technological developments affecting the music and entertainments industry. In the below mentioned items, the writer should cover all in the paper with a Clear Explanation, Analysis, Graphs and References:

Strategic issues affecting red bull

Summative Report Case Study: Marketing strategy 5 2.

Strategic issues affecting red bull

Marketing objectives 6 2. Creative Strategy 7 2. Marketing Communication 8 3. Contingency plan in case of changing attitude towards competitors 9 2. Analysis of competitors 9 2. Marketing strategy 10 4. References 12 2 Table of Figures Figure 1. Types of energy drinks used, by gender, May 7 Figure 2.

Economic Factors

Brand shares in the UK take-home sports and energy drinks, 10 Figure 3. Marketing issues for Red Bull! From the Red Bull case study Kumar at al. Firstly, the Red Bull brand faces significant competition from large industry companies including Pepsi and Coca-Cola, in addition to retailer brands such as Blue Charge by Wal-Mart.

Secondly, Red Bull has been criticised for its limited product development, as there is only one other version of Red Bull, which is sugar-free.

Thirdly, the question of whether Red Bull should use more traditional ways of marketing was raised in the case study Kumar at al. Moreover, as showed by Dahlen et al in the case of Pepsi competing with Coca-Cola: Simply stated, Red Bull's high brand equity means that consumers feel and think about the brand much more strongly than they do about its competing brands.

Red Bull is for many consumers synonymous with energy drinks Euromonitor,in a similar way as the iPod is synonymous with MP3 players Levy, Slow or very limited product development in the case of Red Bull can be criticised as one way of expanding sales in order to produce a new product.

On the other hand, it can be 4 argued that Red Bull as a brand is known for being energy drink focused; thus, expanding into the soft-drink sector, for instance, could have a negative effect on the brand's image Heckman, Moreover, taking in account the development of different flavours, it must be highlighted that consumers tend to stick to original products rather than alternatives Mintel, Therefore, product development is an option for Red Bull; however, it is not the most important issue to be addressed for increasing sales.

Finally, as highlighted above, the brand's marketing strategy is highly dependent on its target consumers; hence, the final and most important marketing issue concerns a strategy for increasing the consumption of Red Bull.

Red Bull, as a successful and pioneering brand of the energy drink sector has developed a coherent, dominant and persistent idea embedded in all its communication: Moreover, it has been successful in attracting new young consumers Euromonitor, by linking its brand image with extremism, energy and mystique.

Hence, in order to keep those working professionals loyal while attracting a younger generation at the same time, the Red Bull brand image should be altered Levy and Rook, In 5 accordance, Kjedgaard argues that partly, consumer express their identity through the brands they use.

Strategic issues affecting red bull

Hence, the symbolic meaning of Red Bull is massively important in sending its meaning to consumers. According to Kapfererp. Thus, by creating an acceptable meaning that can be related to as many age groups as possible, Red Bull may expand its original targeted group of year-old males Euromonitor, and subsequently increase its sales.

Marketing objectives Red Bull should expands its original targeted group of young active men Euromonitor, to ordinary students, as even though this target group may not be as wildly social or participate in adrenaline-fuelled sports, they nonetheless need to stay awake and concentrate for long hours on end studying.

Moreover, the ageing consumers from 25 to 45, who had in the past been moving away from Red Bull consumption Kumar, must also be targeted, as they can also benefit from Red Bull's positive effects e. For example, an executive finishing an annual report, a retailer conducting exhausting inventory checks or even a taxi driver during an evening shift.

In addition, the targeted consumer group should also be extended to females, as in our post-modern and emancipated society Raaij,women - though not in the same numbers - purchase similar products and engage in similar activities as men Figure 1.

Types of energy drinks used, by gender, May Price, ! Therefore, the slogan should be changed into one that appeals to wider age group and is not associated with any extreme or illegal activity Dahlen at al.

Marketing Communication Good marketing communication should be based on one simple message that is being communicated though all media platforms Light, However, due to the broadening of the brand's target groups, promotion of Red Bull in places such as offices, hospitals and universities should be added.Red Bull is an unbeatable marketing powerhouse.

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