Monday, October 31, 2011

Ch.10 Product Concepts

Red Bull is a sweet, caffeinated drink aimed to give consumers the high energy kick.
Available only in rather expensive 250ml cans, 350ml bottles, with 4 packs and only two
‘flavours’ (original or sugar-free).  Red Bull being a consumer product can also be classified convenience product in that, Red Bull customers don't normally plan ahead on purchasing the product but often buy it regularly.  Red Bull Consumers view the product as both a homogeneous and heterogeneous shopping product. A homogeneous product becuase like many other soft drinks energy drinks Red Bull delivers the same effect : enhance energy boost, or endurance. But what helps Red Bull Make such a large profit margin is its heterogeneous aspect ( or what the company wants you to think makes Red Bull different).
"There are three basic human needs that Red Bull satisfies, physical, social and individual
needs. ‘Human needs are states of felt deprivation… marketers do not invent these needs; they
are a basic part of human makeup…People in industrial societies might try to find or develop
objects that will satisfy their needs." With the company releasing comments like the one just stated they create a subconscious need in the consumer that they must acquire Red Bull to fulfill a need that's really isn't there to begin with. 

Red Bull has tried a series of product line extension to increase revenue;

- Red Bull Energy Drink:

- Red Bull Sugar Free: 

-Red Bull Energy Shot: 

-Red Bull Cola


Red Bull has an aggressive international marketing campaign. The numerous sponsored activities range from extreme sports  like mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, and breakdancing to art shows, music, and video games. In keeping with their target market of young males, Red Bull has also enlisted help from celebrities, such as Eminem that would appeal to this group (sponsoring the Red Bull "EmSee Battle Rap championships"). It also hosts events like the "Red Bull Flugtag" (German for "flight day" or "flying day") and other such contests. Red Bull also sponsors association football teams, with clubs in Austria, Germany, the United States and Brazil featuring the Red Bull trademark in their names. By associating the drink's image with these activities, the company seeks to promote a "cool" public image and raise brand power. In addition, the slender container is used to suggest a "sexier" image than some other cola counterparts. Hence, this one energy drink has helped create a market for over 150 related types of merchandise, like Red Rooster and Blue Lightning

Team ownerships

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