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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!