WHAT YOU NEED TO KNOW ABOUT RED BULL’S SUCCESSFUL C O M PA N Y A N D T H E I R C A N S
AU R É L I E S TA M P F L I
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FLORENCE DESROCHERS
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I L O N A TO U R E AU
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EDITH LEBLANC
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J U L I E B O U S S AU D
A BRIEF HISTORY OF RED BULL The famous beverage comes from Thailand and is a “non-sparkling drink containing more sugar and
APRIL 1, 1986
caffeine” inspired by functional
Red Bull launched in Austria on April 1st, 1987,
drinks from the Far East.
creating the energy drink product category. 1994
Red Bull signed its first two international athletes. Dietrich Mateschitz, Red Bull’s CEO 2012
The Red Bull stunt team completed the Stratos Jump.
Red Bull is the THIRD MOST VALUABLE
soft drink in the United States.
68 BILLION CANS H AV E B E E N S O L D TO T H I S D AY
48 MILLION FA C E B OO K F O L L O W E R S
Red Bull is the 4TH MOST POPULAR brand page on Facebook.
RED BULL EMPLOYEES 11,865 PEOPLE WORLDWIDE
RED BULL IS AVA I L A B L E I N
171 COUNTRIES
RED BULL’S CANS ARE 100% RECYCLABLE
A S O F 2 0 1 7 , R E D B U L L I S VA L U E D AT
7.39 BILLION DOLLARS
*
Sugar-free version
Special editions
* US $
NOW LET’S TAKE A LOOK AT THE CHAPTERS
1. Chapter 2 : Perception 2. Chapter 4 : Motivation & Values 3. Chapter 5 : The Self 4. Chapter 6 : Personality & Lifestyles 5. Chapter 11 : Brand Community
CHAP 2 | PERCEPTION
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Sensory Marketing (sight, touch)
•
Differential threshold
The meaning of colors Yellow
Red
Blue
energy, youth, cheer
passion, danger, vigor
confidence, trust, tranquility
CHAP 2 | PERCEPTION
•
Sensory Marketing (sight, touch)
•
Differential threshold
The meaning of colors Yellow
Red
Blue
energy, youth, cheer
passion, danger, vigor
confidence, trust, tranquility
NO SUGAR, JUST WIIIINGS. RED BULL SUGAR FREE.
CHAP 2 | PERCEPTION
PERCEPTUAL SELECTIVITY
•
Guérilla Marketing (novelty)
•
Out-Of-Home Advertising (size)
STEP 1 Exposure
STEP 2 Attention
STEP 3 Interpretation
CHAP 2 | PERCEPTION
PERCEPTUAL SELECTIVITY
•
Guérilla Marketing (novelty)
•
Out-Of-Home Advertising (size)
STEP 1 Exposure
STEP 2 Attention
STEP 3 Interpretation
CHAP 2 | PERCEPTION
RED BULL CLIFF DIVING
SPONSORING SPORTS EVENTS
CHAP 2 | PERCEPTION
RED BULL ICE SKATING RACE
CHAP 4 | MOTIVATION & VALUES
KEY POINTS
•
Motivational process
•
Approachavoidance motivational conflict
•
Our society value thinness
•
Expectancy theory
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Adapt product to meet consumer’s expectations
CHAP 4 | MOTIVATION & VALUES
KEY POINTS
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Different types of needs
•
Physchologenic needs → need for power
•
Provide you strength, endurance
•
The logo, the advertising, the image of the brand
CHAP 5 | THE SELF
ACTUAL SELF → IDEAL SELF
•
Sponsoring professional athletes
•
Sebastien Loeb
• • • •
Determination Confidence Control Power
CHAP 5 | THE SELF
“RED BULL GIVES YOU WINGS”
•
Wings = An ability to reach the ideal self
•
Different situations → multiple selves
CHAP 6 | PERSONALITY & LIFESTYLES
KEY POINTS
•
We sort ourselves into groups
• •
VALS typology Our lifestyle is determined by our personality
•
Certain values and vision about how we spend our time and money
CHAP 6 | PERSONALITY & LIFESTYLES
KEY POINTS
• Red Bull advertisements and mainly the medium they use
• Strong support to athletes, organizations of sports contests or show up
• Brand personality • Skydiving free-fall break by Felix Baumgartner
• Adventurous, crazy but also dream-maker • Experiences • Telling something about who you are to others (group you belong to, values your carried,…)
CHAP 6 | PERSONALITY & LIFESTYLES
KEY POINTS
• •
“Red Bull gives you wings” → core message Trigger different emotions in people according to their dreams or aspirations
•
Different demographic group with different core value
• •
Cartoon advertisements Built a strong and powerful brand equity
CHAP 11 | GROUP INFLUENCE
GROUP INFLUENCE
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Social relationships based on the consumption of Red Bull drinks
•
Consumers regroups during :
•
Red Bull fans together on trips and get to meet celebrities or experience the “Red Bull spirit”
CHAP 11 | GROUP INFLUENCE
Celebrity endorsement
• •
Anthony Davis, Basketball player Sebastien Loeb, WTCC, Ralleyraid
THE SURVEY A N D O U R R E C O M M A N D AT I O N S
83,9% NEVER CONSUME RED BULL *
* ( OR OCCASIONALLY)
RED BULL BELONGS TO THE EVOKED SET
50% SEE RED BULL AS BOTH UNHEALTHY AND DANGEROUS
68,3% ARE NOT PAYING ATTENTION TO THEIR CONTENT ON SOCIAL MEDIA
Three things Red Bull could improve or work on : 1. Work on the associations people assign to their products. 2. Arise consumer’s engagement in their social media 3. Work on their positioning maybe.
CONCLUSION T H A N K YO U !