Mission To deliver healthy food products for college age students that will satisfy their hunger needs while including a variety of ingredients that stimulate the body and mind. Goals • To deliver a product that is price sensitive to all college level incomes • To improve focus and deliver an increase in energy • To successfully enter all college markets within ten years • To retain the present image of Red Bull • To aid a new product line every year • Boost Red Bull’s image within college campuses Strengths • Internationally known • Sponsorship of many different international events • More than just a drink-Versatile • Independently owned and distributed Weaknesses • • • • • Redbull is prohibited in many countries Individually expensive Segmentation is smaller than other soft drinks Associated with drinking Word of mouth marketing Opportunities • Takes Red Bull into the food market • An untouched niche in the energy market • Can market a fast-acting energy food product • Able to expose more markets for Red Bull – Gum, smoothies, fruit mix, cereal Threats • Opens up the energy food market to competition. • Power Bar and other meal bars already taking up a form of the marketworking with protein supplements etc. • Huge investment for Red Bull – taking a chance/risk with going into this new market. Pricing of the Cookie Justification: – Redbull cans- 4 of them $7.49 – Nila Wafers- $3.59 – Oreo Cookies- $3.59 REDBULL COOKIES- $4.59 Quantity= 12/package Packaging Packaging Red Bull’s Energy Drink Logo New Energy Cookies’ Logo Family Packaging • Family packaging uses either highly similar packages for all products or packages with a common and clearly noticeable feature - Color - Design - Quality Packaging Labels • Descriptive Label - product’s use - type of cookie - serving size - ingredients - nutritional contents Purposes and Importance • Persuade consumers to buy the product • Protect the product on its way to the consumer • Protect the product after purchased – i.e. freshness Criticisms of Packaging • • • • • Packaging that depletes natural resources Forms of packaging that are health hazards Disposal of used packages Deceptive packaging Expensive packaging Place • Red Bull energy cookies will be distributed to a variety of retail formats • Initially, will be found next to the red bull energy drinks • Will be moved to the energy supplement section after the introductory period is finished • Also available in vending machines Challenges to marketing the idea • Unfamiliar concept to consumers • Generating consumer awareness of the product • Combining the ingredients in red bull into a form that is tasty and promotes mental clarity • Market research will be extensive Promotion • All promotional activities focused around the large, state universities across the country • Promotions will only take place for the first semester of the college school year. This way we are able to see the effect of overall sales and awareness after a semester (about 4 months) of promotion Finals Week • Sponsor “finals week” – Competition » Longest student to study, without stopping » Study break game shows » Longest to go without facebooking – Entertainment » Live music/shows » Cafeterias in dorms are reopen in late hours – providing “brain food” – Have a finale for the finals week » Live entertainment » Comedian » Band – Host a Red Bull invented sport » Flugtagging » Crashed Ice » Air Race Red Bull Sports Continued Push • Hand out flyers/coupons/etc around “high-traffic” areas • Free t-shirts, bumper sticker, poster giveaways, calendars – focusing on Red Bulls Sports – – – – – – – – – – Wakeboarding Snowboarding & Skiing Aerobatic Flying Running Kitesurfing Mountain Biking Surfing Skateboarding B.A.S.E. Jumping Free Climbing • Promote at college football games – Mascot – Giveaways – Tasting Questions?
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