How to get Red Bull’s “Wings” How to get people to the product
TABLE OF CONTENTS Introduction / Objectives Red Bull’s History Red Bull’s Branding Strategy Korea’s EDM Festival Culture Electric Milk Festival Conclusion References Reflective Journal PDP
INTRODUCTION / OBJECTIVES Brand strategy is an in long-term tactic for the expansion of a flourishing brand in order to accomplish a certain objective. A well-planned and fulfilled brand strategy affects all characteristics of a corporation and is directly linked to consumer needs and environments [Williams n.d.]. One of the top corporations that are famous for their brand strategy is Red Bull. Red Bull’s strategy directly targets consumers by the lifestyle of a carefree, adventurous mind, demonstrating that passion and commitment is key to creating a strong, premium strategy. An industry that lacks a creative brand strategy is the music festival industry in Korea; because the electronic music festival industry in Korea is new, traditional and less effective methods are generally used for their branding. To alter this conventional approach, there are several and more successful methods, that Red Bull practice, which can be beneficial for the electric music festival industry in Korea. Furthermore, a company does not strive by wanting more but from imagining and living the lifestyle of the consumer and feeling the passion for what the company stands for.
RED BULL’S HISTORY Red Bull, the beverage that “gives you wings,” is based in Fuschl am see, Austria. They manufacture drinks that are labeled as, “functional beverages providing various benefits, especially in times of increased performance” [Red Bull 2014]. The company claims that the benefits of the beverage are that it improves concentration, awareness and reduces weariness and exhaustion. The business currently employs over 8,900 employees and has sold over 35 billion cans of Red Bull in 165 countries around the world [Red Bull 2014]. Red Bull is a company that has been quite constant with product and packaging for about 32 years. However, since the launch of the company in 1984, the vision of the brand and strategy has been everything but consistent, as the market has seen the company evolve and become one of the top companies in the energy drink industry [Turner 2008]. The original Red Bull, originated in Thailand under the name Krating Daeng. Krating Daeng was targeted towards the working-class, which includes: truckers, farmers, and construction workers, to keep them awake while working [Wolff-Mann 2014]. Red Bull founder, Dietrich Mateschitz, first saw Krating Daeng in Chaloe Yoovidhya’s, the co-founder of Red Bull, portfolio and was intrigued. In 1984, Mateschitz set up a company with Yoovidhya, each owning 49% of the company, and his son experimenting with the formula
and translated the name to English. “The beautiful product,” as Mateschitz says, is one of the top companies that has a strong and consistent brand strategy. Hence, the birth of the energy drink category within the beverage market [How Dietrich Mateschitz 2002]. When Mateschitz first started the company, he went against the suggestions of a market research report, informing him not to launch an energy drink, and launched Red Bull in Austria in 1987. Before launching, he spent a year altering the drink formula and two years perfecting its marketing and brand strategy [Agarwal & Pangarkar 2013]. Ever since the launch of Red Bull in the mid 1980’s, Yoovidhya decided to play as a silent partner and Mateschitz, has made Red Bull a global cult drink and showed that mass-market advertising is not the most efficient way to reach customers. He has students give away free Red Bull in cars with the Red Bull can strapped on top [How Dietrich Mateschitz 2002]. He invests 30-40% of the company’s revenue back into marketing and has released new variations of the drink. The brand continues to flourish by coming up with new ideas for campaigns that are one-of-a-kind and impactful. The company delivers superior customer service and plans “to spread [their] wings over the world,” through global expansion [Red Bull 2013].
RED BULL’S BRAND STRATEGY So how did Mateschitz get a new generation of 16-year-olds on board every year? Not only does he use social media, publicity stunts, sporting events and acquisitions, but also “We don’t bring the product to the people. We bring people to the product. We make it available and those who love our style come to us,” says Mateschitz [How Dietrich Mateschitz 2002]. The company’s brand strategies are based on pushing their limits and generating ideas that are quirky, innovative and beneficial to their people. When Mateschitz first launched the company he asked students to drive around in Mini Coopers and Volkswagen Beetles with a Red Bull can strapped on top and persuaded students to throw Red Bull parties with weird and creative themes. The only other way he promoted Red Bull was through a series of whimsical TV cartoons that were annoyingly catchy [How Dietrich Mateschitz 2002]. Mateschitz uses premium positioning, sport events and acquisitions, media use, consumer interaction, publicity stunts, and many more to show the lifestyle of the brand. Premium positioning is one of the most important strategies a company can use because it can help its ranking within the market remain more secure. Even after Monster, Red Bull’s biggest threat in the market, in 2012 accomplished to overthrow Red Bull from first place, Red Bull was able to
remain secure in terms of their value through the company’s positioning [Euromonitor International 2013]. Red Bull’s premium positioning is rather direct and focuses on getting people to the product; letting people who love the brand come to them [How Dietrich Mateschitz 2002]. Red Bull makes sure that the brand is all based on brand loyalty and there are a few ways Red Bull positioned the business to get where they are today. First, they came up with the catchy slogan, “Red Bull gives you wings.” It clearly emphasizes the company’s adventurous spirit, carefree culture, and energy [Agarwal & Pangarkar 2013]. Mateschitz ensures that every employee, including himself, personifies in this culture [Kemp 2012]. He shows that he is a part of this lifestyle by consuming several Red Bull cans a day, having a passion for flying, snowboarding and motocross, showing quirkiness and passion for the brand [Agarwal & Pangarkar 2013; How Dietrich Mateschitz 2002]. The real success of the company is from their ability to demonstrate human endurance, adventure, investment, commitment and most of all, attempting to improve society [Kemp 2012]. Red Bull is renowned for associating their brand with a variety of people, teams and events. The company believes in owning teams and events so they are completely in power of content and expenses. Red Bull is about getting involved and is not about just putting a logo or name on a shirt or object. They own two Formula One car racing teams and professional
RED BULL’S BRAND STRATEGY soccer teams, the Red Bull Air Race, the Red Bull X-Fighters World Tour, the Red Bull Cliff Diving World Series and many more [Aaker 2013]. The media use in Red Bull’s branding strategy plays a key role in reaching out to the youth demographic. With over 45 million “likes” on their Facebook fan page, making them one of the top ten most liked corporations on Facebook. Red Bull’s media strategy has distinctive stages that are used for promoting their brand. Their strategy includes the following: publish amazing stories across media, create once publish everywhere (COPE), Brand the heroes featured, share the main figure’s story about adventures, repost across media types and platforms, and curate “hero-like” user generated content (UGC) [Smith n.d.]. This strategy allows consumers to watch, relate, like and repost to other platforms, which creates a viral effect for people to watch what Red Bull posts. Their social media mostly covers athletes and events that Red Bull promotes, underlining the concept of the brand being a lifestyle and culture rather than just another beverage. Red Bull’s relationship with their consumers is imperative to the company. They follow customer aspirations because they want to “bring the people to the product.” It’s all about listening to their target audience and giving them what they want because they do not see the point in trying to do
something based on what the company thinks [Kemp 2012]. UK Managing Director at Red Bull, Nigel Trood, states, “We spend a lot of time talking to consumers and have realized we need to listen to and learn from them if we want to be seen as innovative. It’s also important for us nor to simply just throw money at sponsorship. We want to be seen to be playing an active role at the events we’re involved in” [Turner 2008]. This strategy is effective because it Red Bull makes sure to produce content that their target market, 18-30 year old males, wants, will talk about and share [Kemp 2012]. Red Bull publicity stunts have acquired incomparable exposure and viral attention. Out of the numerous stunts they have executed, Red Bull Stratos is one that is the most recent and has received the most attention for. Stratos, performed on Oct. 14, 2012 by Felix Baumgartner, was a mission to “transcend human limits,” to rise 128,000 feet up into the atmosphere in a stratospheric balloon and freefell back down to earth. The goal of this “mission” was to help expand scientific discoveries in aerospace for the value of mankind [Todd 2012]. During Baumgartner’s jump, he broke the world record for highest freefall freefall jump as well as breaking the sound barrier on the way down [Todd 2012; Wolff-Mann 2014]. During Baumgartner’s jump, he broke the world record for highest freefall jump as well as breaking the sound barrier on the way down [Todd 2012; Wolff-Mann 2014].
RED BULL’S BRAND STRATEGY Throughout the jump, there were over 7.3 million live viewers on YouTube and the mission highlights has more than 37 million views. Through this adventure, Red Bull shows that they are attempting to improve society and continues to show the real value of adventure in the lifestyle of their brand [Kemp 2012]. Red Bull remains one of the top corporations in the market because of the types of strategies the company uses. Whether it is through media use or publicity stunts, no other corporation has been able to overthrow Red Bull’s innovative strategies. They believe that commitment and consumer engagement is key to brand loyalty, using 30-40% of their revenues back to investments for marketing [Aaker & Smith n.d.].
KOREA’S EDM FESTIVAL CULTURE The electronic music festival scene in Korea is one of the latest and rapidly growing hubs internationally. Electronic Dance Music (EDM) first emerged through the exposure of European music in the late 1980’s [Gluck 2007]. The rise in popularity of EDM was not until the arrival of major clubs to Seoul, each competing to bring in the bigger, better electric dance music artist to their parties every weekend [Small n.d.]. Beginning from 2009 with the importation of GGK, Global Gathering Korea, a boom of electric dance music festivals was stationed to tour in Korea [Global Gathering Korea, 2014]. The top four electric dance music festivals, Global Gathering Korea (GGK), Ultra Music Festival (UMF), World DJ Festival and Sensation Korea are typically “must-dos” in the summer for Koreans who are 19-30 years old. Although the culture is still very young, these music festivals are a way for Koreans to embrace the hot summer and relieve stress in the middle of the capital and largest metropolis in South Korea. However, because the electric dance music festival culture is young, branding strategies are limited to word of mouth, social media and other strategies that are more traditional. In comparison to Red Bull’s strategy, Korean electric dance music festival’s strategies are no match to Red Bull’s exceptional approach to their market. Electric dance music festivals in Korea connect to their clients through
social network platforms such as YouTube, Facebook, Instagram and Twiter. They also try to attract their niche by announcing headline artists in intervals, making prospective customers hyped up for the event. Red Bull on the other hand, has a concrete strategy that no other corporation has been able to surpass. Through many different strategies, Mateschitz has built Red Bull’s brand around passion and commitment. Their strategies range from a premium position to publicity stunts that no other company has been able to out-do. Revamping the approach and coming up with new solutions might help increase acknowledgment and range of music festival attendees in Korea as well as their overall experience.
ELECTRIC MILK FESTIVAL After much research on Red Bull’s approach, comparing it to Korea’s EDM festivals and trying to generate ways in which they can improve their brand strategy of electric dance music festivals, creating a new EDM festival to brand is the best way to convey a more innovative and effective approach. By learning about Red Bull’s branding strategies, there are several approaches that can be applied to a different industry, thus Korea’s EDM festivals. By using a selection of approaches, in use by Red Bull, the EDM festival industry in Korea can benefit from a better brand strategy that is further explained below. Electric Milk Festival is an electric dance festival, held in Korea, which provides an outer worldly experience for humans. At Electric Milk Festival, people party like they are in outer space, at the same time helping mankind by creating energy with the use of a kinetic dance floor, building and storing energy for Korea, that is in the midst of an energy crisis. A catchy name is significant for creating a brand because it is the face of the corporation. (figure 1) The name Electric Milk Festival was developed by thinking of words like Milky Way, galaxy, space, universe and so on, combining it with electric dance music festival. Hence, Electric Milk Festival, a name that does not give away everything about what it is, but enough to
ELECTRIC MILK FESTIVAL know that it is an electric dance music festival. In comparison to the company name, Red Bull, where the name suggests energy and adventure, but does not give away the content of the name. The slogan of a business is the hook and what lures people to show interest in your company. The tagline for Electric Milk Festival is, “feel the energy of the universe.” (Figure 2) This slogan was established through brainstorming with words that relate with space, energy and festival. Some of the keywords that were in the brainstorm process were power, electricity, light, cosmic, universe, galaxy, celestial, astronomical and so on. Electric Milk Festival’s slogan was developed to play on the outer space theme and make it feel like it is in space. It emphasizes “feeling the energy” which is referring to generating energy while partying enjoying music. In relation to Electric Milk Festival’s tagline, Red Bull’s famous slogan, “Red Bull gives you wings,” insinuates to the fact that Red Bull, provides people who consume it, so much energy, like flying. Doing something more than promoting your brand is crucial because it shows your target market that the company cares, to try to improve the value of mankind. Electric Milk Festival is not just like any other electric dance music festival for that reason. During the summer of 2013, Korea
ELECTRIC MILK FESTIVAL went under a severe energy crisis. The source of the crisis was due to the overuse of energy, when South Korea was in the spell of an extended heatwave. The situation got “extremely urgent” when the national reserves dropped down to below 2.0 million kilowatts, causing two major nuclear power plants to temporarily shutdown and a mandatory power saving action was issued [France-Presse 2013; Lee 2013]. In order to help this predicament, Electric Milk Festival uses a kinetic dance floor as a source for alternative energy. A kinetic dance floor flexes slightly which creates a friction that can be formed into electric power by a small internal generator and then the energy is stored in a battery unit to help Korea in the state of crisis while having fun [Energy Floors 2015]. In comparison to Electric Milk’s kinetic dance floor, Red Bull has a similar strategy that shows the company’s target market that they care about improving the value of mankind. Red Bull’s Stratos, a stunt that involves a man freefall jumping from the edge of space, is one of the most well executed stunts in the history of marketing. The objective of Stratos was to advance scientific discoveries in aerospace for the benefit of mankind. (Figure 3) The Red Bull Stratos team brought the world’s leading minds in engineering, medicine, aerospace and many more together to work on a mission to transcend human limits [Todd 2012].
ELECTRIC MILK FESTIVAL A nontraditional approach of promoting a brand is the best way to attract the target market. Red Bull uses guerrilla marketing to attract people ages 16 to 30 by hiring college students to drive around in Minis and Beetles that have a huge Red Bull can strapped to the top of the cars giving out free Red Bull. This approach is an effective because it is a fun and innovative way to connect to your target consumers. Electric Milk Festival’s guerilla marketing strategy is to create a space, in public areas, where people can compete in a dance off with aliens. To win this game, participants have to produce enough energy to win the dance off and every time you produce a certain amount of energy, a fact about the current energy crisis will be shown to the participant. (Figure 4) This concept is an enjoyable and inventive way of promoting Electric Milk Festival and the kinetic dance floor while raising awareness about the current energy predicament in Korea. Media use in every industry is a way to connect to the consumers, showing that the brand is open and cares for their customers. Red Bull’s approach to media use is mostly through social networking sites such as Facebook, YouTube, Twitter, and more. Through these platforms, Red Bull connects with the audience by posting images and videos of extreme sports that the Red Bull culture is passionate about. Following in Red Bull’s steps, Electric Milk Festival’s strategy to media use is also through social media platforms
ELECTRIC MILK FESTIVAL such as Facebook, YouTube, Twitter, Soundcloud and Instagram. On social media sites like Facebook and Twitter, people can get updates to the latest news about the festival as well as music links to headliners and new and upcoming artists. Through platforms like YouTube and Soundcloud, the consumers can watch videos and listen to music performed at the event as well as watch music videos and interviews of artists that are headliners for the Electric Milk Festival. On social media sites like Instagram, people can receive a live feed of videos or pictures of the event as well as people that post pictures by the tag, #electricmilk. (Figure 5) Through using the strategies that Red Bull uses for the company’s brand, Electric Milk Festival and any other electric dance music festival can improve the brand strategy. The electric dance music festivals in Korea are still new and flourishing, therefore there is a need to come up with more creative and innovative solutions for brand strategies. Settling on just using word of mouth and social media is not an efficient way to reach out to consumers. Connecting with the consumers through a catchy name and slogan, showing that the company cares more than just selling tickets for an event, and a good guerrilla marketing strategy can really show that the brand is more than just any other electric dance music festival.
CONCLUSION Brand strategy is an important element when a corporation wants to succeed, but just wanting to succeed doesn’t help achieve the company’s goals. Building a business to prosper takes premium positioning, passion for the brand, consumer engagement and commitment. Red Bull began by a businessman that coincidently tried Krating Daeng and was hooked. In 1984, the businessman, Mateschitz, then partnered with Yoovidhya to reformulate the drink and rename it for the European market. Two years later Mateschitz was persuading students to drive around in nice cars with cans strapped to the top giving out free Red Bull. Now, Red Bull is known as one of the top corporations that are renowned for their brand strategy. Red Bull targets the young-at-heart, adventurous and carefree mind, and demonstrates what it is really like to be passionate and committed to a brand. An industry that lacks an innovative approach to branding is the electronic music festival industry in Korea. Through Red Bull’s branding strategies, the electronic dance music festival industry in Korea can come up with innovative ideas and better ways to connect with there target audience, more than just through a social network platform. Electric Milk Festival is an electric dance music festival, held in Korea, which provides an outer space experience for humans while helping to generate alternative energy through a kinetic dance floor. Branding strategies like a creative name and tagline, demonstrates that the brand wants to help the community and a guerilla campaign can be used to connect with the target
market in a way that is more genuine and real. In conclusion, through research, a company does not succeed through desiring more but from having a strong brand strategy, living the culture of the consumer and passion to help the value of mankind.
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REFERENCES Kemp, N. (2012). Six marketing lessons from Red Bull Stratos. [online] Marketingmagazine.co.uk. Available at: http://www.marketingmagazine.co.uk/article/1155718/sixmarketing-lessons-red-bull-stratos [Accessed 12 Nov. 2014]. Lee, H. (2013). South Korea to Start Mandatory Power Savings as Shortages Loom. [online] Bloomberg. Available at: http://www.bloomberg.com/news/2013-06-17/southkorea-to-start-mandatory-power-savings-as-shortages-loom.html [Accessed 15 Dec. 2014]. McNaughton, M. (2012). How Social Was The Red Bull Stratos #LiveJump Publicity Stunt?. [online] The Realtime Report. Available at: http://therealtimereport. com/2012/10/16/how-social-was-the-red-bull-stratos-livejump-publicity-stunt/ [Accessed 8 Dec. 2014]. Red Bull, (2014). Red Bull the company - Who makes Red Bull? Red Bull Origin. [online] Available at: http://energydrink.redbull.com/company [Accessed 21 Dec. 2014]. Small, C. (2015). SCENE GUIDE: SEOUL, SOUTH KOREA. [online] DJ Mag USA. Available at: http://usa.djmag.com/content/scene-guide-seoul-south-korea [Accessed 16 Dec. 2014]. Smith, M. (n.d.). Red Bull’s Branding Lessons: We Are All Media Companies Now. [online] Curatti. Available at: http://curatti.com/red-bulls-branding-lesson-media-companies-now/ [Accessed 10 Dec. 2014]. The Economist, (2002). How Dietrich Mateschitz turned Red Bull into a cult tipple. [online] Available at: http://www.economist.com/node/1120373 [Accessed 21 Dec. 2014]. Todd, M. (2012). What Is The Mission?. [online] Red Bull Stratos. Available at: http://www.redbullstratos.com/the-mission/what-is-the-mission/ [Accessed 1 Dec. 2014].
REFERENCES Turner, C. (2008). How Red Bull invented the ‚Äòcool‚Äô factor. [online] Utalkmarketing.com. Available at: http://www.utalkmarketing.com/Pages/Article. aspx?ArticleID=4274&Title=How_Red_Bull_invented_the_%25E2%2580%2598cool%25E2%2580%2599_factor [Accessed 21 Nov. 2014]. Williams, J. (2005). The Basics of Branding. [online] Entrepreneur. Available at: http://www.entrepreneur.com/article/77408 [Accessed 26 Nov. 2014]. Wolff-mann, E. (2014). 17 Things You Didn’t Know About Red Bull. [online]
PDP The Problem - Oct. 15, 2014 Today I met with Gareth regarding my concern about my research topic. For a while now, I have been contemplating about what I would like to research for my assignment. Choosing a topic to research is a lot more difficult than I thought it would be, for there is an unlimited amount of topics I can choose from. I know that I am interested in branding but am not sure what part of branding I would like to know more about. Through my meeting with Gareth, I think I know have a clearer vision on what I would like my subject to be. After my meeting I started to conduct some preliminary research to see what parts of branding I would be interested in learning more about. At the library I found some interesting books on branding, global branding and branding strategy. Looking through the books, I think I might it might be interesting to see and learn about the process of brand strategy in different companies. The First Step - Oct. 29, 2014 I presented my research ideas, on October 22, as researching brand strategy, international branding, the interaction between branding and people, and branding’s future. I will be doing my secondary research through books and researching on the web. I proposed that I would contact
primary research by contacting companies to get more insight on the process of branding, their work and analyze the difference between small companies to larger companies. So far, I have done some research online and have taken out 5 books from the library hoping to get a grasp on the basics of brand strategy so that I can go on to my secondary research. Online, there are many articles on the steps to branding. One of the articles that I came across, by Forbes, is about brand strategies that CMO’s fail to execute. I found this particular article interesting because it emphasizes that because of evolving branding strategies, i.e. social media, content marketing and etc., it should challenges brands to think “out-of-the-box.” Instead of challenging brands to think, they concentrate on what everyone else is doing. This article points out that companies should stop doing what everyone else is doing and be creative about how the brand can engage with customers. I found this point interesting because it seems like such a simple task, but most companies miss this part of brand strategy. In my reading, I have learned about the elements that make up brand strategy, inspiration, justification and substantiation. I think it will be interesting to see what certain companies say about their brands strategy when I am doing my primary research.
PDP The Dilemma - Nov. 13, 2014 Through my research, I felt really overwhelmed with the amount of information that I found on that I found on branding strategy so I decided to focus on one specific company, Red Bull, and try to use their branding strategy in a different industry, Korea’s EDM festival industry. There is so much out there on the Internet for my research and I feel that it will be difficult to organize all the information for my report. Interesting things I have learned today are that Red Bull hires people that are part of Red Bull’s lifestyle because they believe that that way; they can connect with the consumers more. Another interesting thing I learned through my research was that it was originally a Thai tonic that was reformulated to fit the European market. I’m starting to worry that 4000 words might not be enough to write this report! The Young EDM Festival Culture - Dec. 6, 2014 Today I researched about the EDM festivals in Korea. There’s not much information out there than I thought there would be so I think that I will have to use my experience and observations on this one. But since EDM festivals are a new think in Korea, I think I chose the right topic to explore. One thing I have learned today through my research is that EDM became popular through the opening of major clubs that competed to bring the best DJs to the parties on the weekends.
The Change of Heart - Dec. 20, 2014 After coming up with my branding strategies, I hope that I have made the right decision to go on just creating a new music festival to strategize a brand for. I have made this decision because I think that I will have more freedom with strategies. I think it will open more creative opportunities for me to organize my thoughts better as well as get what I want to say across to the reader in a more effective way. Ideation of Strategies - Jan. 10, 2015 Today I was determined to figure out my strategies so I can start writing my report. A lot has been going through my mind and I feel like I am slowly starting to get anxious because the due date is coming near. Either way, I have thought about what strategies, that Red Bull uses, would be good to use for a new electronic music festival in Korea. First, Red Bull tries to help problems hat are going on with the environment as well as helping with expanding knowledge of the unknown. To try to use this strategy in a music festival industry I thought it would be a good idea to directly try to help the country the music festival would be held in. In the summer of 2014, Korea went through an energy crisis causing two nuclear power plants to shut down. The country had to go through a mandatory energy conservation phase, where people were not allowed to turn on the air-conditioning at certain times. Due to usage of so much energy, Korea
PDP had used up around 40% of their backup energy. I remember this being a serious problem in the summer and I thought that finding out a way to help out with the crisis would be a good way to promote this new music festival. Finding a way to help out with Korea’s energy crisis as well as promote the music festival did not take me long to figure out. A kinetic dance floor can help build up and story energy while attendees jump and dance on the dance floor. Another Red Bull strategy that I found was guerrilla marketing. Red Bull uses guerrilla marketing or publicity stunts to promote their brand to fit their target market. They use people that are in the target market so that it will be more effective and sincere. For the music festival I think that it will be a new and a more effective way because currently in the industry, marketing is very traditional and not innovative. My idea for a guerrilla campaign is to create a space where people can compete in a dance off with aliens to see who can produce more energy by jumping on the kinetic dance floor. This way, we can promote as well as create awareness for the crisis Korea is going through by providing fact about the crisis. The Big Finale - Jan. 19, 2015 I’m officially done writing my report! Now all I have to do is finish with the
rest of the graphics I would like to put into my report to convey my ideas clearly. I feel pretty confident in my report and am a bit surprised at myself for getting this done!