Transcript Document

PRODUCT LAUNCH:
Valerie Dominguez
Josh Kern
Chris Phelps
Monique Yniguez
MOSCOW, RUSSIA
01.02.14
source
OVERVIEW
Red Bull Lifestyle
●About Red Bull
●Timeline
●Product (4P's)
●Price (4P's)
●Place (4P's)
●Old Advertising vs. New
●Promotion (4P's)
●Conclusion
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RED BULL LIFESTYLE
ABOUT RED BULL
● Created in Austria in the
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mid 1980s
First can sold in 1987
Red Bull created a new
market category for energy
drinks
Available in over 165
countries
Sold over 35 billion cans of
Red Bull.
TIMELINE
Plan
EVENTS
January 2nd-5th: Russian New Year
January 7th: Orthodox Christmas
February 7th-23rd: Winter Olympics
March 7th-16th: Winter Paralympics
March 17th: St. Patrick's Day Festival
PRODUCT
Original
Red Bull
Sugar Free
Red Bull
Source
PRICE
● List Price (8.4 oz)~ $2.99
o
95 Roubles
● Discounts- None
● Payment period- 60 days
● Credit Terms- 2/10 net 60
PLACE
● Moscow, Russia
● Average winter
temperature: 48°F
● Introduce bars, liquor
stores, sporting
events
BARS & NIGHTCLUBS
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8 Ball (Shooter)
Jagermeister + Red
Bull Energy Drink
Absolut Bull (Cocktail)
Absolut Vodka + Red
Bull Energy Drink
Agwa Bomb (Cocktail)
All Nighter (Cocktail)
Source
LIQUOR STORES
Source
EXTREME SPORTING EVENTS
PROMOTION
Red Bull 2000
Red Bull 2013
PROMOTION
Athlete Endorsements
Host Major Sporting Events
Environmental Promotion
INTERNET PROMOTION
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30 Million “likes” on Facebook
Twitter is an up and coming
digital marketing channel in
Russia.
2011-2012 Russian Twitter
users tripled.
Over 33 million views for their
project stratos video.
Red Bull shares videos of
sponsored athletes from around
the world in many different
sports.
CONCLUSION
WHAT WE LEARNED
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Introducing a Product globally involves extra
research about the culture to implement
Brands that transcend through time are about a
lifestyle
Red Bull builds relationships with extreme
athletes they sponsor and in turn those extreme
athletes serve as brand ambassadors
Promotion is more than just about advertising
REFERENCES
http://www.mos.ru/en/index.php
http://www.ukessays.com/essays/marketing/red-bull.php
https://www.facebook.com/redbull
http://www.ewdn.com/2012/02/06/russian-twitter-users-triple-in-one-year/
http://www.redbull.com/us/en
http://codeboxr.com/blogs/timeline-for-brands-and-how-red-bull-uses-it-so-successfully
http://www.youtube.com/watch?v=FHtvDA0W34I
http://www.redbull.ru/cs/Satellite/ru_RU/Article/Red-Bull-Jump-And-Freeze-2013-021243339274318
http://energydrink.redbull.com/