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Red bull marketing mix
Red bull marketing mix
Red Bull and the elements of promotional mix
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Social media have gained popularity in recent years as an advertising tool; businesses nowadays use social media to advertise their brands and products. Red Bull promotes on social media a particular life style concentrated on energy, sports and performance rather than their own product (Carlier, 2013). Red Bull has integrated different types of social media to reach out to their targeted market. It will be discovered later on what different types of social media tools and which media is the least effective for Red Bull to use.
Red Bull is an Austrian company that was founded in the mid 1980’s. It has not just launch its first product, but a new, different product market. They have sold about 5.387 billion cans worldwide in 2013. Also they sell their beverages to over 166 countries (Red Bull the company, 2014). They aim for young culture and extreme sports.
Red Bull is mostly based on social media; therefore, it has been the force that driving their advertising and promotions, they are heavily dependent on it (Carlier, 2013). Red Bull’s core message,’ Gives you wings’. Their primary social media is Facebook for marketing. Their Facebook page has been ranked top 50 branded pages on the world’s largest social network (The Content Strategist, 2012) .Their main page has over 42 million likes (Facebook, 2014). They do have other Facebook pages, which are dedicated to their other events and sponsored activities (Heit, 2013), such as Stratos Balloon, X-Fighters which each of these pages alone are extremely close to a million likes, and the Music Academy is over a million likes (Carlier, 2013). On their main Facebook page they usually post around one or two posts, however, it is very rare to find a post that contains an image of the Red...
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...schitz-on-brand-as-media-company [Accessed: 17 Feb 2014].
• Mims, C. (2013), Who actually uses Google+? Exactly who you’d expect. [online] Available at: http://qz.com/156733/who-actually-uses-google-exactly-who-youd-expect/ [Accessed: 23 Feb 2014].
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The Dallas Cowboys, popularly called “America’s Team” and winners of five Super Bowls has a well-rounded social media presence. The major social media platforms used by Dallas Cowboys are Twitter and Facebook. Their social media platform content advances the brand and engages the fan base. The content on Twitter highlights retweets of related posts from current and former players, fans, cheerleaders, and other third party sources. The Cowboys also tweet and promote news worthy articles from their website. The main purpose is to drive traffic back to their website for up to date news and information, and from time to time they will advertise new gears. The Dallas Cowboys’ Facebook platform is used differently and very effective. It is
The Red Bull registered trademark reserves exclusive rights to the product’s idiosyncratic logo, name, symbol and design, which identify and distinguish it from other products. In this case, Red Bull argued that the competitor was misleading customers into believing that its product was a Red Bull product or was endorsed by Red Bull due to its similar name and packaging, and hence carried the benefits and qualities that Red Bull offers.
Hagey, K. (2012, October 8). The advertorial's best friend; BuzzFeed site relies on sponsored content shared by visitors on social media. Wall Street Journal. Eastern Edition
They had a 2,900% return on their spending in advertising through remarketing which is targeting people that have visited their website or used their app. The Golden State Warrior’s highly successful strategy in social media and remarketing have lead them to have an ROI of 30-40x. Also the Warriors’ slogan which is “Strength in Numbers” proves that emphasizing the team aspect of the organization has helped fan engagement. Their top three posts on Facebook has together an earned media value (EMV) of $700,000. The social media division has a much targeted plan for remarketing to customize all the factors of having specific ads to their audience based on highly detailed criteria such as how recently they visited the Warriors’ website or if they have the mobile app.
Since inception, the company has always embraced aggressive promotions and marketing campaigns that have enabled the company to remain competitive in its energy drink industry. The company targets active males in the age bracket 18-35 years according to O’Brien (2012) as its target market. Over time, the company has developed various slogans to market their products though their logo has remained unchanged. The most famous slogan “Red Bull gives you wings” has been used to market the Red Bull brand in various English and German speaking countries over the last decade.
The connection between social media and relationship marketing cannot be disregarded. This is because in the modern world that we are in now a sporting organisation can use social media to launch a well-coordinated campaign with the click of a button. Whereas, many years ago in order have a success relationship marketing a huge amount of labour, money and time were needed. Due to social media still being considered to be in the early stages, a lot of sporting organisation has not fully incorporate it into their marketing strategy in order to gain maxim potential that these powerful tools can offer. Most sporting organisation needs a better understanding of the background of social media which will potentially allow for strategies to be implemen...
Red Bull has becoming hugely successful and operates within the global soft drink marketplace. Within the soft drink industry its niche is the ‘energy drink’ market, of which Mateschitz was largely responsible for creating. Red Bull currently is the leading energy drink across the entire globe. It holds 70% of the market worldwide (Gschwandtner, 2004). Once the drink was passed by health ministries, Red Bull entered the Austrian market, soon thereafter then moved into Germany, United Kingdom and the USA by 1997.
Background - RedBull was launched in 1987 by GmbH and was derived from a Thai drink KratingDaeng. Austria was the first place where Red Bull started its business in 1987.It started its business in Hungary in 1992 and the United states in 1997. These were the first foreign market for a Red Bull energy drink. Itsslogan “RedBull Gives You Wings” started in German...
Sports are one thing that unite people from various backgrounds. The idea of being up-to-date with trends is also something that is idolized over different cultures. The key place to find the latest and greatest trend is from the youth’s interest and sporting events. The fact that “RBMH covered all the various aspects of its marketing tools from making online feature films, television coverage, sports magazine called The Red Bulletin, and an in house record label” means that Red Bull is not afraid to dabble into new industries in order to expand their brand (Kansara, 4). Red Bull also has a unique 4-pack packaging that differentiates them from their competitors (Kansara, 4). Supporting over 500 extreme sports athletes leaves little to no room for competitors to try and be seen in the sports industry (page 6). Red Bull also uses social media, such as Twitter, to truly connect with their consumers rather than solely sale their product. They hope to remain a privately owned company (Kansara, 9), eliminating room for unauthentic replication of their brand. They also strongly connect to the youth because they are noted as a “rebellious drink” (Kansara,
If you asked 10 followers on Twitter if they prefer Coke or Pepsi 9 out 10 would probably say Coke. This paper will explore the concepts of social media presence for The Coca- Cola Company. Why do people drink Coke? Why is Coke so popular? Questions such as these will be answered throughout this strategy recommendation project. This paper will discuss and identify the effects of social media, and what will make social media better by research on best practices.
This method is used to “gain mutual understanding and find a win-win common ground” between brand and consumers, and develop a more long-term relationship beyond just sales (Straubhaar, 300). From Facebook posts and Tweets to Youtube videos, each channel offers a distinct venue for brands to share its content with consumers on platforms they frequent. Each of these social channels help develop the brand’s overall aesthetic and personality, giving consumers a more personal connection with the brand. In return, social media provides consumers with the ability to engage directly with the brands they take interest in, 24/7. Consumers can “favorite” or “like”, share, and post comments on brand posts which can increase brand awareness and spread their message. PR teams have taken advantage of the move from “business hours
Social media is an outlet that allows a company to introduce new products, control the speed of how they want to introduce their products and free advertisement. Sending out a tweet or putting up a status would let your customers know about a product that is released. This benefits companies because they spend less money on televised commercials, which takes more time to produce and will not reach as many generations that it could by using social media. Any social media site is free, and it takes less than 10 seconds to put out a post on any website. Facebook has also launched Facebook advertisements, which assist advertisers by showing advertisements to a user based on demographic factors, such as location, age, or gender, and which can further engage the audience by incorporating social context into advertisements, such as displaying when someone’s friend has liked an advertiser’s Facebook page (Li, Lin, & Chiu, Fall2014) . There is nearly 100 million daily active snapchatters and growing. Teenagers are constantly on their phones checking their pages so there is no way they will not know about the product being released. Marketers can discover potential customers for market positioning by filtering the content that online users mention or discuss (Li, Lin, & Chiu,
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
Social media marketing is a new trend of marketing where different Businesses have taken to social media sites to market and promote old and existing products and brands or create more awareness of their new products. Facebook and Twitter are the two most well known sites where firms market and promote themselves. Over one billion users worldwide use both sites everyday; from averages Joe’s to famous celebrities. Such is the power of each social media site that one post can make or break you.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...