Enjoy your life and the lives around you

Transcription

1 David Azan Client Analysis G2 Enjoy your life and the lives around you

2 11,865 Employees +6 Billion Cans sold What Red Bull stands for is that it gives you wings, which means that it provides skills, abilities, power, etc. to achieve whatever you want to. - Dietrich Mateschitz 171 Countries History Discovered in the 1980 s in Thailand, Dietrich Mateschitz became hooked on the unique energy boosting drink called Krating Daeng. Teaming up with the drink s creator, Chaleo Yoovidhya, a business tycoon, Mateschitz would use his successful marketing expertise to introduce a new category to the food and beverage industry: the energy drink. Taking a literal translation of the words Kratin Daeng, meaning Red Gaur, this energetic beverage would become known as Red Bull. Founded on April 1, 1987, Mateschitz had one goal in mind with this brand and would inevitably create a lifestyle icon.

3 #74 World s Most Valuable Brands - Forbes Red Bull: So awesome that polka dots will literally fly off your tie! The cans are 100% recyclable. They can be melted down and reused an infinite number of times with absolutely no loss in quality and weigh significantly less than years ago. The constant decrease in weight makes for a smaller carbon footprint. Branding In the inception of Red Bull, Dietrich mateschitz already had a vision for how he wanted to portray the brand. So much so that he spent at least three years working on Red Bull s image, marketing, and its customer base before ever releasing the drink in Austria. As of today, Red Bull hosts numerous events around the world as well as sponsors oustandind athletes and teams. By associating the drink s image with these activities, the company seeks to promote a cool public image and raise brand power. Red Bull s first ever ad campaign shows Mateschitz s whimsical and unique strategy for promoting this energy boosting drink. 43% Highest market share of any energy drink in the world

4 Media Powerhouse The first Red Bull Flugtag compe- Red Bull Stratos was a space diving project involving tition was held in 1991 in Vienna, Austrian skydiver Felix Baumgartner. On 14 Octo- Austria. Competitors attempt to fly ber 2012, Baumgartner flew approximately 24 home-made, human-powered flying mi into the stratosphere over New Mexico, machines usually launched off a pier United States before free falling in a pres- about 30 ft high into a body of wa- sure suit and then parachuting to Earth. ter. It was such a success that it has Baumgartner broke the sound barrier been held every year since and in over on his descent,thus becoming the first 35 cities all over the world. human to do so without any form of engine power. Launched in 2007, Red Bull Media House offers a wide range of premium media products and compelling content across media channels as diverse as TV, mobile, digital, audio, and print, with core media offerings that appeal to a global audience. An American soccer team acquired in 2006 and based in New Jersey. After re-branding the team s image, they have gone on to great success and even hiring high-profiled coaches and players, notably Thierry Henry. Established in 2003, Red Bull Air Race Red Bull Racing is an Austrian Formula is an international series of air races One racing team owned by the bever- in which competitors have to navigate age company and its roots can be traced a challenging obstacle course in the back to their debut in Wanting to fastest time. Devised by the Red Bull make F1 fun again, one way in doing so they sports think-tank, the initial goal was went about employing Mark Gallagher, who to create the most advanced aerial was head of marketing for nine years at Jordan. challenge the world had ever seen; This shows the unique ways in which they are shak- what they got far exceeded their orig- ing up events around the world. inal expectations.

5 Red Bull was never only a drink. It was always a lifestyle brand. Customer Demographics Gender 54% 46% Based on 2011 data Red Bull s been mainly targeting a segment of 18- to 34-year-old men based on their interests being outdoors, taking risks and having fun. More specifically their occupations mostly include students and working professionals. Red Bull pulls its audience in, rather than pushing messages out. Employee Culture Red Bull s offices are just as unique and charismatic as the individuals that work there who range in age similarly to its customers. One of the major component to enjoy this work environment is to, of course, have an interest or particpate in adventure sports. The young professionals prefer to be active in the workplace and not desk-based. They like flexible environments that remind them of the comfortable feel of a living room. This enables collaboration and boosts employee morale. Even in the freewheeling culture, Red Bull has maintained consistency in its marketing and communications strategy. In Mateschitz s words, Red Bull has been speaking in the same tone of voice since its launch in Male Female Occupation 1% 1% 54% 46% Unemployed Others Student Employed Age 8% 2% 16% 39% 35% 45 and Above and Below Goals In terms of further expansion, Red Bull is targeting the core markets of Western Europe and the USA and growth markets in the Far East, while also focusing on the continued worldwide rollout of the Red Bull Editions. Red Bull also plans to expand its Media House Productions to become a more well-known media outlet. Design Guidelines Provide various work environments that gives employees the choice to work where they choose. Think of the employee as number one customer. Configure work environment for the new tech-savvy generation. Incorporate outside design elements on the inside. Implement activities that afford recreation and movement for a balanced worklife.

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