Due date Refer to the UC Unit Outline for the current teaching period Weighting 50% Relevant modules 1 à 10 Assessment format Please submit in .doc or .docx format Length 2,500 words Specific...

Running Head: COMPETITOR-POSITIONING MAP FOR RED BULL    1
COMPETITOR-POSITIONING MAP FOR RED BULL     2
MANAGEMENT
COMPETITOR-POSITIONING MAP FOR RED BULL
Table of Contents
1. Introduction to the Chosen Company— Red Bull    3
2. Competitor-Positioning Map for Red Bull    3
Cu
ent Competitors and Target Customers    4
3. Competitive Brand Positioning Strategy    5
a) What position do we have now?    5
) What position do we want to own?    5
c) From whom must we win this position?    6
d) Do we have the money to do the job?    6
e) Do we have the tenacity to stay with the strategy?    6
f) Does our creative strategy match it?    7
4. Recreating the Positioning Map for Red Bull    7
5. Market Re-Positioning Strategy    9
Digital Marketing and Brand Awareness    10
Public Relations (PR)    10
Conclusion    11
References    12
1. Introduction to the Chosen Company— Red Bull
· Today’s market needs constant modification and innovation i
espective of the type of product.
· ‘Dietrich Mateschitz’ an Austrian entrepreneur was inspired by the idea of an existing energy drink named Krating Daeng.
· He modified it’s ingredients in order to make it suitable for western taste and in partnership with ‘Chaleo’ led to the foundation of ‘Red Bull’ in 1987.
· With its world famous tag line ‘Red Bull gives you wings’, this company has sold more than 6.790 billion cans as of 2018.
Red Bull has targeted core markets of Western Europe and USA and has now expanded to eastern countries also. Because of its expansion and core focus on the Red Bull organic range, it has been credited with the highest market shares of any energy drink in the world (Red Bull, 2019). With the market history of more than 31 years, Red Bull has presented some remarkable work in terms of marketing and growth.
2. Competitor-Positioning Map for Red Bull
Cu
ent Competitors and Target Customers
· Red Bull is an energy drink with caffeine as a major ingredient. Beside caffeine, taurine, vitamins B, simple sugars and ca
onated water are other ingredients that categorizes it under energy drink.
· Starting from its origin, Red Bull has targeted young audience that includes teenagers, schools and college students, office employee (aging 23-30 years).
· Just after 3 years of its testing, the owners realized that there is no demand for this kind of drink but today it dominates the market with over 43% of market shares.
As mentioned by Venkatesan (2017), Red Bull presents an excellent example of how a company
and can emerge out based on marketing. Red Bull is said to be the marketing powerhouse due to its unbeatable marketing strategy. Each can of Red Bull contains around 80 mg of caffeine, which is roughly equals to 1 cup of coffee. This makes it prevalent among the age group 18-35years and this is the only strategy that Red Bull chose for its marketing. Venkatesan, Petersen and Guissoni (2018) presented a data that shows that Red Bull came up with the distribution of free sample strategy and started giving free samples to the Radio speakers (RJs). Not only this they also recruited college students and trained them in order to promote their product in return for free supplies.
Red Bull as a beverage was launched in 1987, and had to compete with other beverages that market has to offer such as mineral water, juices, soft drinks and much more. Before Red Bull, there existed kings of beverage industry such as companies like ‘Coca Cola’ (started in 1887), ‘PepsiCo’ (founded in 1898) which had a market history of more than 100 years. Both these companies provide soft drinks but with less caffeine and nutrient composition which are very much prevalent among teenagers and youngsters.
Other than soft drink, red Bull also has to compete with sports drinks that are almost similar to it and has a better market among young athletes. Juice industry also provides competition to this energy drink since, they are cheaper and nutritious than red Bull therefore parents prefer juice to Red Bull for their kids. As mentioned by Husted (2016), hot beverages like tea and coffee are also prevalent among youngsters as a mode to release stress, gain caffeine for better focus towards study, and work.
Cu
ent competitors of Red Bull are ‘Monster’, ‘Dr. Pepper Snapple’, ‘Nestle’, ‘Burn’, ‘Xtense’ and many more depending upon the beverage market every region has. Despite of all the potential competition from beverage industry, Red Bull has successfully laid its ground among the targeted audience, which is youth aging 18-35. In 2014, out of all available energy drinks, Red Bull was found to be the most popular energy drink occupying 25% of total market value (BDA, 2019).
3. Competitive Brand Positioning Strategy
a) What position do we have now?
Red Bull with a market history of 31 years is now sold in more than 171 countries of this world. Until now, they have sold more than 75 billion cans worldwide and 6.5 million cans in 2018 only. Company’s turnover in 2017 raised 3.8% that is from EUR 5.336billion to EUR 5.541billion. In terms of sales, productivity and profit company’s figures are positive. These positive figures are due to outstanding sales in India (+30%), Brazil (+22%), North Europe (+12%) and Germany (+12%), with the combined efforts of cost effective management and ongoing
and investment in innovation (Red Bull, 2019)
) What position do we want to own?
Cu
ently, Red Bull has a labor of more than 11500 individuals working globally and are producing the best work they can. Company has set a milestone in the category of energy drink with the identity ‘Red Bull’, they are now...