A Marketing Plan of Red Bull Checklist • Preface • Marketing Analysis • Marketing Strategy • Marketing Mix • Summary Preface • Industry Environment • Grobal Environment • Target Market • Product Characteristics Marketing Analysis •SWOT Analysis Marketing Strategy •Pricing Strategy •Product Strategy •Promotion Strategy Marketing Mix • Product • Price • Promotion • Advertisement • Volume • Place Marketing Mix • Product • Price • Promotion • Advertisement • Volume • Place Marketing Mix • Product • Price • Promotion • Advertisement • Volume • Place Marketing Mix • Product • Price • Promotion • Advertisement • Volume • Place Marketing Mix • Product • Price • Promotion • Advertisement • Volume • Place Marketing Mix • Product • Price • Promotion • Advertisement • Volume • Place Marketing Mix • Product • Price • Promotion • Advertisement • Volume • Place Marketing Mix • Conclusion • • • • Product:Red Bull is a beverage Price:5.5yuan Promotion:discount,giveaway gift Place:supermarket,convenient store Industry Environment • Red Bull GmbH(红牛股份有限公司) has four modern production bases with an international standard, which are in Beijing, Hubei, Guangdong, Hainan. It's helpful to supply national market. • Every link of manufacturing of Red Bull Vatmin Drinks had obtained safety certification. Grobal Environment • Sales of worldwide market of energy drinks increased from 47 billion dollars in 2000 to 120 billion dollars in 2007. Compared to developed countries, the consumption of energy drinks in China still has huge rise space. Global market pattern of energy drinks, showing that 68 percent is sports drink and 25 percent is nutritious drink, is beneficial for the development of Red Bull. Target Market • Student • This market has broader development space because student group is a large group and studying and exercise will consume more energy. Target Market • Especially Sportsman Product Characteristics • It's rich in Vitamin and it gives us energy and vitality • Ingredients:water,sugar,flavors,taurin e,lysine,inositol,niacinamide,vitamin B6,vitamin B12,food additives • Storage:stored at room temperature • Function:Anti-fatigue SWOT Analysis Strength:Red Bull belongs to functional beverages,can refresh people’s body, anti fatigue effect, which is a kind of sports drink. Weakness:Some people think that Redbull would make them unhealthy because of the too high caffeine in Redbull,also it lead to Redbull lawsuit repeatedly in China. SWOT Analysis • Opportunity: At present，the per capita consumption of functional drinks is only 0.5 kilograms in China every year, which still has great space from the whole world 7 kilograms per capita consumption. Functional beverages in the domestic market potential is enormous. In addition, Chinese per capita GDP beyond $1000, and the purchasing power of consumers has increased. In this optimistic market situation, Red Bull can bet on it. SWOT Analysis • Threat: SWOT Analysis • Threat:Ripple’s target can be seen from its advertising slogan:”ripple” action.Its market may not be the elderly,also maynot be middle-aged group.The target market positioning in the 15-30 year-old students,young,fashion sports lovers,white-collar.Ripple’s prices are over the master Kang,unity,but less than Redbull.For example,its average price in Wuhan market is 4.5 yuan,Redbull’s average price is 6 yuan. Pricing Strategy • Loss Leader Pricing Strategy According to the marketing research, in order to attract customers, we decide to make a discount or offer some premiums. Pricing Strategy Product Strategy • Product Placement : We keep the middle and high end prod uct image of Red Bull because of its l ong history and high popularity. Product Strategy • Product: Different kinds of products that has different targer market and is suitable for different kinds of customers. Product Strategy • New Product: New product that collect nutrients from food so that is substitute for food beverage. Its advantage is that you can absorb many kinds of nutritions you want without eating food. It can help you keep fit and won't be fat. Promotion Strategy • When Redbull comes to China,it shows the slogan “Redbull comes to China” in CCTV Spring Festival Gala. • Redbull insist on localization strategy,it rapid rise of the Chinese market • Red Bull China pre-expanding Chinese market, mainly through extensive brand implies, vigorously promote the media,and a powerful combination of the terminal building Promotion Strategy Summary • We have made a marketing Plan of Red Bull in detail, including a survey and Marketing Analysis. We draw some conclusions and make some strategy about it. We sincerely hope that the target market of Red Bull will greatly increase,not only sportsmen, but also everyman. Summary • Target Market:sportmen->many kinds of customers. • Place:supermarket,convenient store. • Advertisement:image,video, spokesperson. • Price:discount,giveaway gift,different kinds of products that is suitable for different kinds of customers. Summary • Product:Different kinds of products that has different targer market and is suitable for different kinds of customers. • Creation:New product that is substitute for food beverage(collect nutrients from food). Summary Combining the experience of Red Bull and our new ideas, we may establish a new company in the future.