Analyse de la communication de red bull
Red Bull promotion’s campaign
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Summary
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. Red Bull sales promotions a. Red Bull promotion on Points of sells b. The Red Bull “Buzz” c. The French launch d. STREET MARKETING IN FRANCE
4. Red Bull Communication a. TV advertising b. World Sponsoring
5. Loyalty and Acquisition politic a. Loyalty politic b. Acquisition politic
1) The Red Bull presentation
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 that Krating 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.