Posted at 01.01.2019
Red Bull is an extremely successful branding account. The brand arrived to India in 2003. Although brand has been keeping a low profile set alongside the Cola majors, Red Bull has created a group of energy drinks in the Indian market. Relating to Economic Times ( 30. 05. 08) the vitality drink market in India is predicted to be around 100 crore. The market now has two main players Red Bull and Electricity Horse.
Energy Drinks aren't much popular in India or it could be said that this product is employed generally by sport individuals hence a distinct segment. So far the utilization of these kind of refreshments has not percolated to the mass market. .
The energy drink broadly comes under the category of functional drinks which really is a bigger market predicted to be around Rs 543 crores.
Red bull has consistently worked on growing international sales. Red bull has a well toned network of local subsidiaries setup in key market segments to oversee syndication in virtually any given region. Instead of targeting largest distributors with greatest reach, red bull targets small distributors who often become exclusively red bull distributors. Small independent venues are also the first targets.
Red Bull will not use traditional market the local subsidiaries are accountable for local marketing content such as oral marketing, bill planks and radio.
With Red Bull's target market currently aimed at the Technology Y's (15 - 30 year
olds) you have the question of whether this technology will continue steadily to drink Red Bull as they
grow more aged. And can the next approaching generation accept this product as their own. They should segment the market in two difeernt ways, one relating to the junior. Second to the old generation
Due to growing pressure on organisations in culture, Red Bull now encourages their
product with current societal and health issues in mind. Youth weight problems and type 2-onset
diabetes has turned into a major issue across western developed nations. By adding 'sugar
free' Red Bull will start a new opportunity to the 'health conscious' and diabetics.
Managing this issue is a regular process and Red Bull must be seen to be adjusting their
product to suit society.
One particular issue Red Bull must consider is their limited product range. Unlike
their major competitors such as Coca Cola and Pepsi, who've various different products in
different drink classes (normal water, carbonated drinks, electrolytes) Red Bull does not. Only having
one product can be a positive however, for example Red Bull can concentrate 100% work on
their product without being distracted by other influences, however the downside is that
should the marketplace share of that product reduction in the near future, Red Bull has no back up
product to protect losing.
Red Bull internationally is well known for excitement marketing. It is a brand which has built its collateral through careful below the brand marketing. Through the initial kick off time, Red Bull used to invest heavily in buzz marketing.
Some of the famous online marketing strategy used by Red Bull is listed below :
Student Brand Managers : The brand tried out to attain the tendency setters and thoughts and opinions leaders by appointing ( casual agreement ) pupil brand managers across campuses. These customers were given free Red Bull cans and was motivated to organize parties for other youngsters.
Identify Hot Areas : The brand determined hot spots where in fact the majority of consumers /judgment leaders gather. This may be a bar or a party area. Once these hotspots are discovered, the brand campaigns in that location.
Red Bull gets the famous slogan " Red Bull offers you wiings ". The advertising are revolving round this theme of the brand providing a high. One fact is that Red Bull need not do a lot of a product advertisements because the brand was positive that after the customer tries the product, he'll start understanding the benefits associated with this product.
In India which really is a market which is seen as a heavy duty advertisements, high profile movie star endorsements and mouth-watering sales deals, Red Bull has managed to take the various route.
Since the start the brand has managed to dominate the Indian market with more than 60 %60 % market show. The level of popularity of Red Bull has prompted many cola majors to unveiling their energy beverages brand in India. There are news information of Coca Cola and Pepsi providing their global brands in this category in to the Indian market.
Despite the success of Red Bull and Power Equine, there are stumbling blocks in the development of the category. The primary issue is about the understanding of consumers towards this category.
Energy refreshments are usually viewed this kind of drinks with suspicion. Honestly speaking they have got an attached perception that this energy beverages are associated with alcoholic beverages ( it was a perception). I got astonished to find these products are targeted towards youngsters. And these products are more found in pubs and bars which further reinforced the perception these beverages have parity with products like ale. India, the culture is different. The consumption of these beverages are not considered an integral part of social living. A couple of restrictions in ingestion and availability of these beverages.
Red Bull is advertised greatly through pubs and bars across the european markets. However in India, Red Bull should stay away from associating itself with these kind of beverages. Because such an association will repel many customers especially girls.
Having said that, this category also offers excellent growth potential also provided the brand rationalizes the price. The price tag on energy drinks vary between Rs70-95 per can which can restrict the regularity of purchase of this product.