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    Red Bull - Presentation

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    Taran Khanpara
    The document discusses research on the energy drink category and brands like Red Bull, Monster, and Sting. It covers topics like social media conversations, search trends, competition and provides insights. Red Bull dominates the category but faces competition that requires innovation to maintain its leadership.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Red Bull - Presentation

    Uploaded by

    Taran Khanpara
    107 views17 pages
    The document discusses research on the energy drink category and brands like Red Bull, Monster, and Sting. It covers topics like social media conversations, search trends, competition and provides insights. Red Bull dominates the category but faces competition that requires innovation to maintain its leadership.

    Original Description:

    A presentation on marketing strategy of Red Bull

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    © © All Rights Reserved

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    The document discusses research on the energy drink category and brands like Red Bull, Monster, and Sting. It covers topics like social media conversations, search trends, competition and provides insights. Red Bull dominates the category but faces competition that requires innovation to maintain its leadership.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    107 views17 pages

    Red Bull - Presentation

    Uploaded by

    Taran Khanpara
    The document discusses research on the energy drink category and brands like Red Bull, Monster, and Sting. It covers topics like social media conversations, search trends, competition and provides insights. Red Bull dominates the category but faces competition that requires innovation to maintain its leadership.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 17

    Taran Khanpara & Brandon Pinto

    Agenda

    1. Understanding the Category : Energy Drinks


    2. Research from various channels & sources
    ▪ 1. Social Conversation
    ▪ 2. Competition Research
    ▪ 3. Search Research
    ▪ 4. Trends Research
    3. Insights / Learnings
    4. Understanding the Brand : Monster
    5. Understanding the Consumers
    6. Case Studies
    7. Way Forward
    8. The Ideas
    Understanding the Category: Energy Drink

    • If you're looking for a pick-me-up, a coffee may


    give you the jolt you need. But if you don’t like
    the coffee bitterness you may end up reaching for
    an energy drink.

    • They increase your energy and alertness as well as


    provide you with a physical boost. That's because
    they contain significant amounts of caffeine.

    • Energy drinks are the most popular supplements


    for teens and young adults in the United States
    along with multivitamins. The majority of these
    drinks are consumed by men between 18 and 34.
    Understanding the Brand: Red Bull

    • Red Bull was founded in 1987 by Dietrich Mateschitz


    and Chaleo Yoovidhya.

    • It is the highest-selling energy drink in the world, with


    over 7.5 billion cans sold annually.

    • Red Bull is known for its distinctive slim can design and
    sponsorship of extreme sports events like Red Bull Air
    Race and Red Bull Rampage.

    • The brand's slogan, "Red Bull Gives You Wings,"


    emphasizes its association with energy and
    performance enhancement.
    THE RESEARCH

    Social Conversation Search Research


    Competition Research Trends Research
    Social Conversation Research

    • Social Conversation: Analysis of


    social media mentions reveals that
    Red Bull is frequently associated with
    sports, adventure, and lifestyle
    activities.

    • Positive sentiment towards the


    brand is high, with consumers often
    sharing stories of how Red Bull fuels
    their passions.
    Social Conversation Research
    Content buckets tailored for Red Bull:
    • Extreme Sports & Adventure
    • Lifestyle & Culture
    • Athlete Stories & Profile
    • Product Innovation & Science
    • Community Engagement & Events
    • Behind-the-Scenes & Insider Access

    Notable Campaigns by Red Bull:


    • Stratos Jump
    • Red Bull Flugtag
    • Red Bull Rampage
    • Red Bull Signature Series
    • Red Bull Racing Formula One Team
    • Red Bull Music Academy
    Competition Research – Monster Energy
    Monster Energy, launched in 2002, is Red Bull's closest competitor. It has a wide range of product offerings, including
    energy drinks, juices, and teas.

    Content buckets tailored for Monster Energy Drink


    • Extreme Sports and Athletes
    • Music and Events
    • Gaming and Esports
    • Lifestyle and Adventure
    • Product Promotion and Innovation
    • Brand Ambassadors and Influencers

    Notable Campaigns by Monster Enery Drink


    • "Unleash the Beast"
    • Monster Energy NASCAR Cup Series Sponsorship
    • Monster Energy Supercross
    • "Monster Energy Girls"
    • "Monster Army"
    Competition Research – Sting Energy
    Sting Energy (or Sting) is a carbonated energy drink produced by Rockstar Inc. (acquired by PepsiCo in 2020). Sting was
    introduced to the Indian market in 2017 by the FMCG firm PepsiCo India

    Content buckets tailored for Sting Energy Drink


    • Product Benefits and Features
    • Athlete Endorsements and Testimonials
    • Behind-the-Scenes Content
    • User-Generated Content
    • Health and Wellness Tips
    • Event Sponsorships and Partnerships

    Notable Campaigns by Sting Enery Drink


    • "Sting Challenge"
    • "Unleash the Power"
    • "Fuel Your Passion"
    • "Sting Summer Blast"
    • "Sting Xtreme Sports"
    • "Sting Energy Nights"
    Competition Research – Summary

    REDBULL MONSTER STING


    Search Research

    • Key Word search shows that words like price, effects,


    benefits, alcohol are most common queries.

    • Another discovery through trends search & keywords


    is that people are interested in Red Bull app, its
    famous players & sporting events.

    • Google Trends show that Red Bull has


    generally been on rise, without a noticeable
    dip in searches.

    • Also always ranking higher than Monster &


    Sting.
    Trends Research

    • There is a clear trend from 2011-2023 in the


    sale of Red Bull globally.
    • Market share & volume of red Bull in India has
    decreased from 2018-2023, by competitors like
    Sting
    • Red Bull charges premium rates in India.
    Key Insights
    • Red Bull remains a dominant force in the
    energy drink category, but competition from
    brands like Monster Energy requires ongoing
    innovation and strategic marketing efforts.
    • By staying true to its brand identity and
    continuously adapting to consumer trends, Red
    Bull can maintain its position as a market leader
    in the energy drink industry.
    • Red Bull should continue to leverage its
    association with extreme sports and adventure
    to maintain its brand authenticity and
    relevance.
    • Exploring new product formulations and
    packaging innovations can help Red Bull stay
    ahead of the competition and appeal to
    evolving consumer preferences.
    It’s never crowded
    Thank You

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