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Transcript
PITCHING AN ADVERTISING PROJECT
The case of Red Bull
EXECUTIVE SUMMARY (the facts)
● Established in 1984
● A pioneer in the energy drinks
● Market leader in the global
market
● Most popular with young
people of 15-30 years of age
MARKETING GOAL
To extend RB’s market to a larger age group of customers of 30-45 years of age
COMPETITIVE ANALYSIS
• Red Bull is market leader in the global energy drink market with a constant and
comfortable market share of 40% on average
TARGET MARKET ANALYSIS
● Energy drinks with high sugar levels are more popular
among children and women, while drinks with strong flavor are
more popular among male customers.
● 65% of the energy drink market consists of men.
ADVERTISING:
GOALS AND QUESTIONS TO CONSIDER
● The target market to be reached: potential consumers of 30-45
● What kind of image do we want to portray?
● Which aspect(s) of the product do we want to emphasize?
● Which media to advertise in?
ADVERTISING STRATEGY
● Dismantle the popular image of energy drinks as being for young people only
● Utilize the positive association of energy drinks with dynamism,
youthfulness, and the overcoming of exhaustion
● Lift the boundaries between the two age groups, suggesting the
older ones are not really old
● Create a new slogan or modify the existing one to convey this
message
Never lose ’em!