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Red Bull - History -

Created in 1987 by the Austrian entrepreneur

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Entered the U.S market via California, Oregon, Texas, and Colorado in 1997

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In 2003 Red Bull sugar free is introduced

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Available sizes: 250ml, 355ml, 473ml, 330ml (bottle)

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Most popular energy drink in the world

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3 billions cans sold each year

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Red Bull is sold in a tall and slim blue-silver can.

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Slogan “Red Bull gives you wings�

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Marketed through advertising, tournament sponsorship, sports team ownerships, etc.

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Red Bull Cola contained trace amounts of cocaine. (In 2009)

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Took marketing and ingredients ideas from the energy drink Krating Daeng in Thailand.

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Red Bull has been subject to bans in France (began in 1996)

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Made for moments of increased physical and mental stress and improves endurance, alertness, concentration, and reaction speed.

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Red Bull’s worldwide sales were estimated at EUR 1.4 billion in 2002

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Marketing to young peole who are active

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Worldwide sales accompanied by about 300 million cans in 1998

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It is to be used 30 minutes before a boost of energy or concentration is needed for it to be more effective.


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Contains 80 milligrams of caffeine per 8 ounce can.

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Red Bull has also marketed Red Bull Cola (soft drink) – Strong and natural soda with no phosphoric acid, or artificial flavours.

Four types of Red Bull.

1. Red Bull energy drink. (Extra ingredients included; Glucose and Sucrose) 2. Red Bull sugar free. (Without sugar, with only 3 calories per 100 ml) – Vitalizes body and mind, for those who want to have a clear and focused mind. 3. Red Bull energy shot. (It’s small and fits perfectly in pockets) 4. Red Bull cola (For those who prefer a natural Cola)

Animated TV Commercials

There are many Red Bull adverts which have chosen to use the stop-motion animation technique as their primary medium which is linked to the slogan “Red Bull gives you wings”. I believe that this creates a positive theme throughout the advert. Although they are animated, they are targeted at adults as the product is not suitable for younger children. Most of the adverts end with the animated character being able to fly, and this is done to link the advert with the slogan. The adverts are animated so the advertisers are able to exaggerate the effect that the product gives after drinking it and the animation is very simple so the product can stand out whereas if the product was aimed at children, the animation would be more colourful and realistic. There is a shot used in both adverts of the produts and the slogan to clearly emphasise what the advert is about, and possibly to show the details and how it looks like. The slogans are included when the drinks are on sight to make the audience remember the advert as the slogan is quite memorable. Both adverts introduce the


product to the audience at 17 seconds into the advert to keep the audience watching the advert. The effect that both the animations experience also influences the audience to buy the product. In the first advert there is no music included as it is a simple and short advert which doesn’t even include any dialogue, however the second advert includes a calm and positive background music to link to the happy and peaceful theme that the advert includes, and also to catch the audiences attention. The animated adverts: http://www.youtube.com/watch?v=fJl1qjScDBk http://www.youtube.com/watch?v=t5DndA40wHs

Sport TV Commercials Red Bull is a company which is advertised by sports events such as motor sports, bike sports, water sports etc. This is because the product is an energy drink which increases performance and reaction speed. The advertisers have chosen to use Ian Walsh and Ashley Fiolek in their adverts as the actors as they are real athletes and champions at sport, and so this will influence the audience to buy the product. Adult actors are also used in the advert to emphasise who the target audience is, which is clearly adults. The adverts include tense backround music to emphasise to the audience that there is more to come at the end of the advert. The first advert has a fast paste to it to link to the effect which the product gives to you after drinking it, however the second advert has a more slower pace which links to the background music the advert has. This is to show to the audience clearly what is going on, and what the actor is doing. At the end of both of the adverts there is a shot used of the products and the slogan to clearly emphasise what the advert is about, and possibly to show the details and how it looks like. The slogans are included when the drinks are on sight to make the audience remember the advert as the slogan is quite memorable. The sport adverts: http://www.youtube.com/watch?v=MmT74EgWNdE http://www.youtube.com/watch?v=aZdo6Hc-Fl8


ASA dealings of my product Television advertising of food and drink products to children • No HFSS (High in Fat, Salt or Sugar) product advertising to be shown in programmes specifically made for children • A limit to the amount of food and drink advertising when children are most likely to be watching. This could be; -a limit of 30 seconds per hour between 6-9am and between 3-6pm on week days, as well as 6am – 1pm at the weekend -a limit of 60 seconds per hour during family viewing times – between 6-8pm on week days and between 18pm at the weekend -a limit of 30 seconds per hour throughout the day for children’s channels – except pre-school channels, which would carry no food or drink advertising at all

SWOT ANALYSIS Strengths -Red Bull has managed to become very known and popular. -Within the energy drinks market Red Bull is the industry leader throughout the world. It has sold a billion cans with a significant presence in Europe and the US. -The brand is present in 13 West European countries and holds the lead in 12 of these. -Red Bull uses every means of marketing to reach their target groups. Their marketing is mainly based on advertising and sponsoring, however they also drive around in Red Bull modified cars handing out cans of Red Bull and sponsor big extreme sports events and competitions to promote their product.


-Partnerships such as Cadbury Schweppes allow the company to reduce competitive threats from its rivals and extend its sales opportunities. -It has a strong, fresh and fashionable brand identity.

Weaknesses -There are lot of competiors in the market and a number of new energy drinks that have been launched in 2004. -Other firms are making headway in the market by introducing sports drink packaging and other initiatives -The competitors in the market have their own USP (Unique selling point), which leaves Red Bull behind. -It’s above average prices

Opportunities -There are four different types of Red Bull. The positive thing about this is that there are different tastes to Red Bull. -With sales derived from 100 countries, Red Bull has an extensive geographical reach. The company is building upon this by making inroads into developing markets such as India. -Red Bull will initially be promoted in North, East and Central India, with a view of rolling out the product to further regions in the long-term. -New ventures like partnership with Facebook. -Hardcore Advertising and Promotions -Consumer recognition through sponsorships of sports events

Threats -The health concerns could be a threat as the consumer may be aware of the health issues that make occur, and so they may start to drink other alternatives, as it is associated with a healthier life style. -The tougher rules fom the government on high caffeine content are also a big threat towards the product. -It has been banned in France due to concerns over its high


caffeine content. -Experts fear that the drink could be potentially deadly when combined with alcohol or when drunk after exhausting exercise

Red Bull research  

Research notes for my product

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