Red Bull Are You Ready for the Ride - 2688 Words

The Anti-Brand Brand The image of Red Bull is open to interpretation. It is synonymous to a â€Å"bull in china shop† – it is not subtle and you are likely to break something, however, you will look cool doing it and become part of a sub-culture bordering on anti-establishment. This is the key to the â€Å"BUZZ† – there are no rules. Who doesn’t have a rebel inside wanting to get out, who wants to fly, jump, ski or escape from the mundane? Red Bull developed a safe way of escape through association: energy, danger and youth. Brand Equity is the added value given to products and services – reflecting how consumers think, feel and act towards a brand (Kotler et al 2009). Red Bull sells â€Å"cool† as added value to their hyped-up liquid. They sell a life†¦show more content†¦However, what is most important is that this attitude goes all the way through to their very being, in so much as Red Bull believe in making a difference. Potential Risks and Challenges To The ‘Red Bull’ Brand Red Bull’s successful brand building process has led the company to enjoy a well established presence in the market. To maintain and further develop the brand, Red Bull needs to formulate a coherent growth strategy. However, there are potential risks and challenges that need to be considered. Red Bull was being sold in over 100 markets and was the market leader in the USA as well as in 12 of the 13 West European markets where it was present (Zenith International, 2004). Red Bull dominated the energy drinks market in most of the Western Europe countries in 2002, with 83% of market share while the rest of top 20 brands had a combined share of 17% (Economist online, 2002). However, Red Bull needs to be aware of declining industry sales because volume growth for energy drinks had slowed in one of its core market, Western Europe, down from 44% in 2000 to 6.5% in 2003 (Zenith International, 2004). The slow market growth in Western Europe can affect Red Bull’s total sales growth. Red Bull needs to develop a brand growth strategy to protect its market share in the declining WesternShow MoreRelatedRed Bulls Biggest Sales1321 Words   |  6 PagesRed Bull’s biggest sales months happen to be in the summertime, therefore this is important for us to be at our best throu ghout the hundred days of summer. For the month of June, Red Bull Philadelphia is given the goal of 130,000 cases of product to sell throughout the entire month. There are many different ways that we will be able to accomplish this sales goal. The company has spent so much money over time training our employees to achieve our goals. The main part of our training comes fromRead MoreDescriptive Essay : Hiking Up At The Canyon Edge1377 Words   |  6 Pagesof landmarks. Water forms, Water creates, and Water has flowed around me for my whole life. 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For the past two Olympics, Red Bull GoPro have funded the production of a private training course in a remote location. For the 2010 Vancouver Olympics, the location was set in Silverton, Colorado with production beginning in 2009. Deep in Colorado backcountry, the 2009 mission was