Presented By: Prativa Neupane

BACKGROUND
Type: Energy Drink Country of origin: Austria in 1987 Available in more than 165 countries More than 35 billion cans have been consumed so far. Inspiration: Krating Daeng- energy drink (Thailand) Birth of a totally new product category

PRODUCTS

BRAND ELEMENT: NAME

Red Bull
Red color symbolizes passion and action Bull: Expresses power, energy, strength and courage

BRAND ELEMENT: LOGO

Logo: Two charging red bulls Colors: Red, blue, white/silver, yellow Two charging red bulls represents sheer speed, power, risk-taking and aggressiveness. The blue and silver parts in the background symbolize intellect. The red and yellowish gold parts characterize emotion.

BRAND ELEMENT: SLOGAN

RED BULL GIVES YOU WINGS

TARGET CUSTOMERS
Not determined by a demographic, but by a state of mind. Consumers have drive, are active and are dynamic. Athletes, busy professionals, college students and travelers Position itself as luxury, lifestyle identification

MARKETING STRATEGIES
We dont bring the product to the people. We bring people to the product. Effective use of buzz marketing. Target- young urban professional consumers Builds its reputation as stimulant or party drink. Cool college students - brand ambassador. Free cases to college students - Party Vehicles Painted in blue and silver-colors of red bull

SPONSORSHIP AND ENDORSEMENTS

Red Bull Event Marketing
Red Bull Soapbox Race, the Red Bull Flugtag, Snow Thrill Skiing Competitions and the Red Bull Cliff Diving Tour

Sports Events
surfing, snowboarding and skydiving

Struck an incredible sponsorship deal with F1 team Showcase the car with number 83.

RED BULL STRATOS JUMP

A record breaking skydive from the stratosphere. Their first of its kind and the first of its kind for any brand to ever attempt

CELEBRITY ENDORSEMENTS
Red Bull placed cans before award shows and at exclusive after parties

Customer-Based Brand Equity Pyramid for Red Bull

POINT OF PARITY AND POINT OF DIFFERENCE

POP (Points of Parity) -Bring energy -Huge community around the brand -Values around the fun and excitement

POD (Points of Difference)

-Large event sponsoring and huge

marketing budget
-Oriented to the extreme sport field -Effective communication with Red Bull stratos jump