Redbull Implementation Strategy

Television dramas use the way they are constructed and their production and reception contexts to affect meanings. “Stand Up” from the television series Redfern Now is an episode that features the protagonist Joel who had won an Indigenous scholarship to the prestigious Clifton Grammar. “Tara” from the television show Skippy is an episode where Sonny and Skippy befriend an Indigenous elder, who thinks that he is dying after seeing a helicopter and thinking that it is a death spirit. These two television shows both represent ideas about Aboriginal people, however, due to the different time periods, the Aboriginal people are represented different ways. The shows have a few similarities, but have more differences.

With this knowledge, the Red Bull company knowingly began advertising at gyms, night spots, and to a very wide demographic of people. Suddenly not only athletes were targeted by Red Bull campaigns but so were high school and college students, people on the go, employees, and those who went to night clubs on the weekends. Popularity caught on quickly and many abruptly switched from coffee in a cup to Red Bull in a sleek, cool, blue and silver can. Students that have been interviewed in the past say that they choose Red Bull because its tastes better than coffee, it's the same price as Star Bucks, it is refreshing, it gives them

market. With Red Bull’s various ad campaigns, the corporation uses a collaboration of extreme sports videos to market the incredible effects of their product. These differ from previous commercials, that use to be cartoony and display young adults, becoming cool and getting the hot girl, after consuming a delicious and nonaddictive energy drink. The transformation of red bull’s ads has shown that they are changing with pop culture by having what is considered most exciting to their core audience. These commercials show the true purpose of Red Bull corporation, selling children on the idea of consuming large quantities of caffeine, Taurine, B group vitamins, sugar, Alpine spring water in the Red Bull energy drink; are healthy and even make you into a fun and interesting

In the texts Redfern Now and The Rabbits, similar ideas about cultural relationships and power positions are conveyed through many different textual contexts and conventions. Whilst some of the ideas explored in these texts are comparable, many contrast the different ways that euro centricity and “white” dominance function within societies, especially with regard to Indigenous Australians. Through the clever use of camera angles and symbols in Redfern Now, and symbolism and written text codes within The Rabbits, the ideas of disempowerment and power relationships between Indigenous Australians and European settlers is examined. In the television drama Redfern Now, the creators explore the undermining racism within modern-day society. The values

Red Bull targets only a particular segment of market and therefore makes its product only available at those places where the target can be reached. The energy drink can be bought at colleges, supermarkets and is mainly associated to extreme sports. In particular, the energy drink has also known a tremendous success in India, where the segment is the fastest growing in the category, due to India’s youth centric population and fast urbanization. Red Bull was actually the brand that created energy drink category in India (Docstoc, April 2012).

In the Red Dog and The Turning, the theme of loss is an issue used to shape meaning on the idea of change using specific language choices; the way in which the two themes are seen by the audience to convey the meaning of change. The two texts use the theme of loss to shape meaning of change. In red dog, the scene where john dies depicts a huge loss for the people around him, strengthening the theme of change portrayed to the audience. Vanno, Red Dog (2011) – “Noooo!”. We see that Vanno is obviously affected by the loss of john, after his motorcycle ran off the road, signifying a huge change to Vanno’s life, and the people around him, especially Nancy. “But the blitz truck was gone and the tractor, too.’’- The Turning (2004). Loss is depicted when Melanie leaves the beach campsite to go back to the farm with her family. The audience sees a change in Billy’s attitude, it changes the way he thinks, and impacts the rest of the story. The authors of the two texts use specific language to better portray the theme of loss. Not only in dialog, but visually. An example of this would be the death of red dog. The audience sees the effect of the passing of red dog, as they are all depressed and emotional. ‘’You’re home now boy’’-Nancy, Red Dog (2011), the audience sees the effect of losing Red Dog in Nancy’s voice, a specific language that Kriv Standers used to portray a more powerful meaning of change to the audience, using the theme of loss to strengthen this idea. This idea is further strengthened by the use of context, as Dampier is a small town with a tight community, the loss of a character will cause a huge change to the story, and we see this in Red Dog and The Turning.

These manufactures will grab young people attention who are in need to increase and improve their concentration, reaction speed, and emotional state; but they fail to acknowledge the side effect of their products, such as being very tired after several hours of “sugar rush”. An over dosage of Red Bull cause a twenty-eight years old man to have a heart attack (Richards), this incidents is one of many that prove to us that this dangerous products should be banned from super markets and other easily accessed places for younger generation.

This document is part of the requirements of the Foundations of marketing course, the University of Newcastle. It is the first part of the marketing plan for Red Bull, the leader of energy drinks market.

Red Bull energy drink competes in the Non-alcoholic drink market which could be the overall Food and Beverage market. ‘Red Bulls target market is young, on the go, who enjoy extreme sports and live an active nightlife, anywhere from 18-35’(Swartz,Jon).

If one has to analyze the profitability scheme of Red Bull Energy Drink, perhaps it can be safely said that it is in a very uncompromising situation. First and foremost, the stiff competition have paved the way for the emergence of many small time players (Helm 2005). With every bottled drink that aims to steal the limelight nowadays, Red Bull should capitalize more on its creativity and ingenuity—this is of course, in relation to advertising and marketing. The company should never disregard that Coca Cola and Pepsi are still top competitors (Helm 2005). More so, even if the two share equally different components as with Red Bull, still, it is evident that the two continue to partake into the market share. Meanwhile, the notion that energy drinks offers no variety in taste is an important marketing aspect that the company should take into full consideration (Laing 2005). In 2001, Pepsi had already released AMP Energy Drink (“Amp Energy Drink” n.d). It is the company’s maidens venture into the energy drink arena. Evidently, AMP’s raison d’ etre is to capitalize on Mountain Dew’s established image. The concept would be to introduce something new, yet very familiar (“Amp Energy Drink” n.d).

Market share and strategy - RedBull had dominated the market of energy drinks all over the world. Its main mission is to provide an energy drink made with natural ingredients which provide energy to man, women or children in their day to day life. It provides instant energy which helps college students or working people to maintain their energy and keep doing their work with full enthusiastic way.The Red Bull brand had created a great impact on the mind of its customers by its product results and pricing strategies which make it a larger energy drink on the market.("The Top 15 Energy Drink Brands.")

Potentially there are some future threats for Red Bull. Generation Y, their target market will before long grow older. This raises some concerning questions. Will generation Y still buy Red Bull when they have out grown Red Bulls target market? Will Red Bull be able to develop marketing strategies that will persuade the upcoming generation? Or will they find something else? Another threat is that Red Bull focuses all their time and energy into the one product, whereas their main competitors (Coca Cola etc.) have many products. At present this strategy is a major part of Red Bull’s success, but if in the future Red Bull’s market

Red Bull’s target market is young adults and young professional (aged 16-22). If the number of people in this age – group form a small fragment of the country’s overall population, then entering such a market would be risky and not profitable enough. Red Bull has built a brand image of a youthful energy drink and hence it can be successful only in markets that have a large number of young people.

Red Bull have used crazy sounding and subversive names to build excitement around events before you’ve even heard of them to and to indelibly stamp them as “Red Bull”.

Red Bull have adopted a segmentation base strategy relating to market demographics. In particular the company has targeted young active people aged 16 – 29 years. Red Bull also use geography, identifying mainly university students and urban professionals who needed an ‘energy boost’ throughout their busy schedules and activities. Mateschitz’ strategy aimed to target opinion leaders, believing that “the authority of one alpha bee can influence the buying habits of hundreds”. The Red Bull segmentation