Analyse de la communication de red bull

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Sales Promotions
Red Bull promotion’s campaign



1. Red bull presentation
a. History of Red Bull
b. Red Bull’s strengths/ opportunities
c. Red Bull’s weaknesses/ threats

2. Red Bull objective and strategy
a. The market
b. Consumers
c. Positioning and differentiation
d. Competition

3. RedBull sales promotions
a. Red Bull promotion on Points of sells
b. The Red Bull “Buzz”
c. The French launch

4. Red Bull Communication
a. TV advertising
b. World Sponsoring

5. Loyalty and Acquisition politic
a. Loyalty politic
b. Acquisition politic

1) The Red Bullpresentation

a) History of Red Bull

First Red Bull drink was developed in 1962 by Chaleo Voovidhya( a Thai businessman) and sold with this name “Krating Daeng” (Thai for Red Bull) by a pharmaceutical company. The beverage was based on Lipovitan, an earlier energy drink that had been introduced to Thailand from Japan. Krating Daeng sales soared across Asia in the 1980's. At the beginning,the working class image was boosted by sponsorship of Thai boxing matches, where the logo of two red bulls charging each other was often on display.

The Thai product was transformed into a global brand by Dietrich Mateschitz, an Austrian entrepreneur. Mateschitz was international marketing director for a German toothpaste company, when he visited Thailand in 1982 and discovered thatKrating Daeng was. Between 1984 and 1987, Mateschitz worked with TC Pharmaceutical to adapt Krating Daeng for European consumers. At the same time Mateschitz and Voovidhya founded Red Bull GmbH; each investing $500,000 of savings and taking a 49% stake in the new company. Red Bull GmbH launched the “Austrian” version of Red Bull in 1987, which is carbonated and not as sweet as the original Thai recipe.It is the Austrian formula that has taken almost half of the US market for energy drinks, and up to 80% of the market in some other countries.

In addition to owning half of Red Bull GmbH, Chaleo and his son continue to market the original formula across Asia. In 2006, Forbes Magazine listed Chaleo as being the 292 richest person in the world with an estimated net worth of over $2.5billion while Mateschitz was listed at number 317. The architecturally spectacular headquarters of Red Bull GmbH are located in Fuschl am See, Austria.


Brand portfolio

Nowadays, it exist three kinds of Red Bull beverages, but only the first one is selling in France. For the American market, we can find Red Bull (1987) of course. Also, in shops there are Red Bull sugars free (2003) andRed Bull Cola was launched last year in USA. Fr the last one, according to the company, the product is natural and the company wants to take part in Cola market.

b) Red Bull’s strengths/ opportunities

Red Bull is a national trend. It has exported its products all around the world. It is presents in 145 countries, on 5 continents. Red Bull can be booked by internet in legality.
Red Bull isalso well known for its efficacy of it marketing. The sponsorship is very important on extreme sports and now on the television (1.5 milliars of euros by year for communication only) and also local campaigns in order to promote its several products.
Red Bull sponsoring around 300 athletes spread on several sports in order to show Red Bull everywhere. Every years, a stunt show, called” Worl stuntawards” takes place in America. It is a very popular show in America.
Formula 1 is nowadays one of the most important sponsorship for Red Bull, in the world. Indeed, it is an international sport, popular in Europe and United States. At the end of 2004, Red Bull bought Jaguar team. In 2005, partnership with Minardi for Toro Rosso, in formula 1, also.
Football is also concerned by Red Bull...