Red Bull's New Coffee Energy Drinks: A Product Analysis

Product Analysis Madeline Myers Capella University BUS-FPX 3030: Fund of Marketing and Sales Nancy Wilkins October, 2023

Introduction Amidst the constantly changing environment of the refreshment sector, Red Bull is introducing a daring concept. The combination of energy drinks and coffee flavors is being utilized to enhance the energy boost. Envision indulging in three exhilarating new beverages, namely Cinnamon Latte, Cafe Mocha, or Blonde Roast Light, which combine the finest aspects of different flavors. This innovation is not solely focused on remaining awake, but rather on embracing energy in a manner that is both familiar and soothing. Red Bull's coffee energy drinks provide a distinctive combination, blending the thrill of energy drinks with the comforting flavor of coffee. These beverages are designed for individuals who balance their professional commitments, pursue exciting experiences, and handle various tasks, providing the energy and endurance to overcome any obstacles that life presents. Catering to the needs of ambitious students and focused professionals, this new range is specifically designed to meet their requirements. In the following analysis, we will thoroughly examine Red Bull's range of coffee energy drinks, entering its branding, packaging, and strategic approaches. By combining the power of Red Bull with the gratification of coffee, these beverages are poised to not only dominate the energy drink market but also revolutionize our sensory encounter with our preferred tastes. Product Analysis and Target Market Red Bull rarely introduces new product lines or flavors. Following the recent introduction of tropical varieties, they have now transitioned to coffee. Both Red Bull and coffee will continue to focus on the 18-34 age bracket, while also targeting a somewhat older population that has a greater affinity for coffee paired with an additional boost of caffeine. (Blank, 2023) Individuals who lack desire and stamina will benefit from having a product to rely

on. Enthusiasts of caffeine will now have a novel product to enjoy, providing them with the advantages of three different options. Soon, Red Bull will be infused with three novel coffee flavors, adding a unique touch to the beverage. Cinnamon Latte, Café Mocha, and Blonde Roast Light will all be introduced to the market. Forbes states that Red Bull's marketing strategy is highly successful in establishing a unique market position by harmonizing with the preferences of its target audience (Urrutia & Urrutia, 2023). Distinctive specialty attributes include a notable amount of caffeine, an unique combination of ingredients, and practical packaging. Branding The Red Bull trademark prominently displays two combatant bulls positioned before a bright golden ring, symbolizing the concepts of vitality, endurance, and vitality. Beneath this remarkable symbol lies the wordmark, Red Bull. (The Red Bull logo and the history of the company - Hatchwise, 2023"). The branding of Red Bull's coffee energy drink product will strive to achieve a harmonious blend of its well-established energy drink identity and the novel coffee flavor. Given that the target demographic consists mostly of current Red Bull lovers who are willing to try new tastes, it is important to maintain a consistent brand identity without considerable deviation from the original essence. The product positioning emphasizes the improvement of performance, maintaining alertness, and enjoying the taste of coffee all in one cup. The established heritage and renown of Red Bull in providing efficient energy solutions enhances its market influence, granting it a competitive advantage. Packaging Red Bull will maintain the same distinctive product design with slight modifications when presenting the three new coffee energy drinks, so as not to detract from their originality.

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