red bull

RED BULL BRAND

mission statement:

"We are dedicated to upholding Red Bull standards, while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner. We create a culture where employees share best practices dedicated to coaching and developing our organisation as an employer of choice."

Red Bull improves endurance, increases mental alertness, improves reaction time, and eliminates waste substances. These are favorable for athletes, business people, and clubbers.


Strenghts -

- it gives you wings
- trustworthy, never changes, familiar brand experience -strong brand recognition
- prominent and eye-catching logo of two bulls and a yellow sun
- THE energy drink - leading brand
- Successful advertising and brand placement within extreme sports.
- Innovative can design - distinctive, slim can
- Consistence in its presentation over time.
- local television coverage from sponsored sporting events
- sponsors events that will appeal to individuals who have a natural inclination to use the product


Weaknesses -

- Small market - its a masculine drink associated with extreme sports - company is not reaching beyond the youth segment
- Carbonated and hard to glug down in one go.
- Tastes to sweet.
- When mixed with vodka, dancing, more vodka and more dancing it lead to multiple heart attacks/death.
- quite expensive
- Unhealthy - too much caffeine and sugar!
- effective slogan - gives you wings - faded
- considered a mixer more often than desired - really bad for you when mixed with alcohol