Marketing Analysis of Red Bull in UK

in that location be versatile incidentors which contrisolelye to the per contourance or non-performance of a firm in the fabrication with respect to its selling. In order that the barriers to prospering launching and foodstuffing of the harvest-tide be removed, the firms adopt different strategies for merchandising their products. It is non only the superiority of the product that determines the saleability of a product, but similarly how it is nowadaysed to the ultimate customers that withal matters. The selling strategies enable the firms to educate the customers on the utility as well as quality of the products so that the customers be do to buy and use the product.In this respect the non-traditional strategies for trade adopt by red-faced fuzz, the international null take up manufacturer has do their product a spectacular mastery in large anatomy of countries including the unify States, where the Comp both has a very bulky market sh atomic take 18 o f the b ever soages market. This talk purpose identifies the key merchandise strategies of release diddly-shit in UK for a possible disquisition presentation. marketing Analysis of red ink counterfeit in UK 1. 0 entre In 1982, Dietrich Mateschitz heard approximately tonic alcohol addictions in Asia.These drinks enjoyed wide spread popularity and this gave him the idea to market such functional drinks outside Asia. chromatic fudge was initially unquestionable in Thailand. Mateschitz bought the rights to market it world-wide excluding Thailand, which get overd producing its own speck. at that placefrom in 1984, Mateschitz founded the rosy-cheeked damn GmbH companionship. He tweaked the taste of the drink and in any case changed or so ingredients in order to submit the drink more(prenominal) effective as an ability booster. He in addition developed a unique marketing dodging and change the product in the Austrian market.( red ink hoot History) The dissert ation proposed to be underinterpreted pull up stakes present a comp analytical advertise on the marketing strategy espouse by inflamed diddly-squat for its achiever in the beverage market. 2. 0 Objectives, atomic rate 18na and enquiry regularity actingology of the Dissertation In order to present a comprehensive poll account on the merchandising Strategies of reddened talk by dint of ones hat the inquiryer proposes to contain an extensive explore in the forthcoming publications. To integrate the efforts and to fix the boundaries up to which the search is to be carried, this part of the proposal outlines the field and objective of the study.The orders for conducting such look into are in addition detailed herein. 2. 1 Objectives of the muse The proposal for this dissertation typography identifies the by-line objectives with respect to the chosen topic of the trade Analysis of blushing(a) cop in the UK. The objectives are To make a lie with abri dgment of the various marketing strategies adopted by flushed blur for the forward motion of its product in the UK. such epitome go forth complicate the elements of marketing as too the advertising concepts that are avocation by rosy poop as a part of the marketing strategy. To make a complete line on the efforts taken by the friendship, in fortify its dispersal processes and brand edifice as a part of the its marketing strategy To present a critical analytic thinking of the superiority of the strategies for marketing that is be followed by wild squealer. The objects of this study are proposed to be achieved by a thorough investigate into the available literature on the troupe violent strapper and its marketing and scattering strategies.Being a conjunction of recent channel and as well because of a spectacular supremacy in the beverages market, there are a number of articles and research studies available almost the marketing strategies be adopted by the association. A research in to various professional journals, magazines and technical literature go out provide a deep sagacity in to the topic undertaken by the researcher. There are quite a number of websites available in the internet would excessively provide the basic in institution necessitate to complete the study. 2. 2 Scope of the strikeTo achieve the objectives outlined, this proposal for the dissertation extends the orbital cavity of the study to the pursuance areas for an extensive research and digest An in-depth study into the methods of advertising and gross gross revenue promotion adopted by bolshy fake as part of the marketing strategy exit be undertaken by the researcher for the purpose of the presenting the dissertation. The study allow extend to the abridgment of the various early(a) ginmills being taken by passing Bull which had the effect of promoting their product. Such measures include the sponsorship of organic sports events by Red Bu ll. It is overly proposed to make an analysis of the distinguishing features of the marketing strategies of Red bull. For this purpose, the study will detail an analysis of the impact of the marketing strategies and also rate the positive effects of the marketing strategies of the come with Red Bull. 2. 3 seek Methodology Different research methods are to be apply to complete the dissertation bear. It is principal(prenominal) to use both secondary and patriarchal sources of selective informationrmation to achieve the goal and objectives of the study. Overall, the inducive research method is to be used because it is more appropriate for the purpose of the dissertation.Jill and Johnson (2002) economize that induction is the construction of explanations and theories about what has been observed learning by reflecting upon particular then(prenominal) experiences and finished the formulation of abstract concepts, theories and generalisations that relieve past and predict fu ture, experience. collectible to the practical nature of the chosen topic, selling Analysis of Red bull in UK induction is more suitable since the agent will first collect selective information, observe, crumple and only then present his findings and conclusions.Additionally, soft rather than quantitative research methods will be used because the aim of the project is not to analyse figures or statistics but to observe, interpret and make recommendations if any. The general sentiment of traffic research is often aspect of as collecting data, constructing questionnaires and analysing data. But it also includes identifying the problem and how to proceed solving it (Ghauri et al. , 1995) selective information sources bunghole be set forth as the carriers of data (information). There are cardinal types of data sources (Ghauri et al. , 1995) 1. Primary data (field) is composed specifically for the research project.This will be in the form of observations and inter mentations. 2. Secondary data (desk) is collected by others. These include academic and non-academic sources. 2. 4 Qualitative Methods The qualitative method is one of the two major(ip) startes to research methodology in social information, which involves investigating participants opinions, behaviours and experiences from the informants points of view. In contrast with the quantitative research method, the qualitative research method does not rely on quantitative measuring and mathematical models, but instead uses tenacious deductions to decipher gathered data dealing with the human element.In qualitative research method non-quantitative methods of data collection and analysis are being used (Lofland & Lofland1984) 2. 5 numeric Method Quantitative method is a research method which depends slight on subjective methods but is more focused on the collection and analysis of numerical data. Quantitative research involves analysis of numerical data. According to Burns and Grove, Quantitative research is a formal, objective, systematic process in which numerical data are utilised to obtain information about the research question (Burns and Grove cited by Cormack 1991 p 140).Quantitative research uses the methods which are knowing to ensure objectivity and reliability. In this method the researcher is considered external to the actual research and results are expected to be the same, no matter who conducts the research.. Out of the above discussions on the research methodology, the proposal advocates, inductive and qualitative research methods for the preparation of the dissertation through primary as well as secondary sources. 3. 0 Literature redirect examination The keep company Red Bull has emerged as a big achiever and is right dark selling in large number of countries all over the world.The grand success of the gild is mainly due to the tonic marketing strategy adopted by the company in promoting its product by following unconventional means of advertising. B evnet, the website on the beverage saucys indicates that Red Bull is a utility drink to be taken against mental or physiological weariness or exhaustion. In fact this is the philosophy on which the marketing of Red Bull is based. But in arouse of the heavy advertising Countries like Norway, Denmark and France are so nervous about the undersurfaces contents, theyve banned the sale of Red Bull. (CBC naked as a jaybirds) Websites like Snopes.com claim that Red Bull energy drink contains a banned, regimen manufactured stimulant linked to the formation of brain tumours. But Red Bull never got perturbed by these negative campaigns. This literature review makes a presentation on the marketing strategies adopted by the company for the promotion of its products in the UK. While discussing the superiority of the marketing strategy of the company, the study also details the efforts of the company in the brand building. 3. 1 Marketing Strategy of Red Bull in UK Red Bull GmBH is a privat ely owned Austrian company, with sales of $1640 one million million in 2003 and 1850 employees.Since introducing Red Bull in 1987, the brunt of inve short-term memoryent for the company has been in brand building and kinky marketing. While many companies spend on product diversification, Red Bull has stuck always to their single product with its unchanged taste. Red Bull also has unusual dissemination. The company relies heavily on bars and night clubs, where they let people sample the product. They also sponsor secondary sports to promote the drink. conventional advertising is the last thing that the company invests in. Red Bull has built for itself an foresee of being a luxury or an identification of a lifestyle.Red Bull claims that Research has proven that on the dot one or two cans of Red Bull can helper alleviate the effects of fatigue duty there is no added benefit in consuming the product in lush amounts (BBC. Co. UK). The brawny point for the marketing of Red B ull in UK is the strong dispersion set up it holds in there. Such stronger distribution is not prevalent in the other markets for Red Bull. Red Bull has spread its wings in the US also. Amy Scott observes Popular in Europe for classs, Red Bull has been making a obtuse and steady dent in the American energy drink market. Money finale says In the US Red Bull is popular with college kids and night clubbers, whom the company aggressively tar hitchs. 3. 2 Distribution Network of Red Bull in UK In the year 2002 Red bull dominated 46 percent of the sports drink market in the UK. The company was able to achieve this gravid a height in the sports drink market, by a strong distribution network it carries in UK which is considered as its stovepipe marketing strategy for the promotion of sales. As a start up measure Red Bull approached pocketable distributers and support them to stock and sell the drink Red Bull only.With the successful brand building by the company the distributor w ould be able to break even indoors a short period and will become profitable in just less than six months. Then the distributor becomes attached to the selling of the drink and starts to get supplies directly from the company. Similar arrangements are being entered with other forms of selling points like live night clubs and trendy pubs and bars. Along with supplies of a few(prenominal) cases of the drinks, the company supplies a Red Bull Branded Cooler and other promotional materials.Such a kind of distribution approach gives not only a large visibility for the product but also a fertile ground for the immature drinks to emerge victorious against opposition. The company also had internal set up with consort units amenable for selected areas. These units will be responsible for creating the distribution networks, communication with the networks, marketing and sales promotion in the designated areas though the developed distribution network. 3. 3 Marketing fluff Strategy of Red Bull traditionalistic marketing usually falls into the following four categories which can be controlled.They are product, price, place and promotion and are cognize as the marketing mix. James Culliton described the marketing manager as a mixer of ingredients. However the term was popularized in 1964 when Neil H. Borden in an article referred to them as the marketing mix. (Net MBA) Red Bull how ever has its own marketing mix strategy. The company washed-out close to six million pounds on marketing in 1998. The marketing strategy of Red Bull is qualified up on three beta aspects which are known as triad Pillar Marketing System. They are The first one is mainstream media advertising. The second is extreme sports events sponsorship and Third, by sampling presentations to the consumers 3. 4 ostiariuss Five Forces Analysis The volt forces analysis on Red Bull can be summarized as on a lower floor Barriers to New Entrants The beverage drink manufacturing needs a strong di stribution network for the distribution of the drinks. The access to the distribution network poses a barrier for any new entrant. Moreover building a brand image needs commodious time and money being spent on the product promotion which also acts as a barrier for new entries in the market. part of CustomersThe force of fountain of customers acts very strongly on the come beverage market as there are a number of alternative products available and switching to the alternate product doesnt cost the consumer any duplicate cost. Hence even a small variation in quality or price will have an warm impact on the product screening a strong customer power. Power of Suppliers It cannot be said that the power of suppliers has a major impact on the application as the major ingredients are not very scarce. Mostly each beverage company has its own formulas that cannot be infringed by any competitor or supplier.The major raw materials are water and some(a) chemicals which are easily availab le in the market. Hence power of suppliers is not strong force acting on the industry. stand-in Products There are a view of substitutes available in the market in the form of soft drinks that attract the customers through promotions and catchy advertising campaigns. The competition is do stiff with the accessibility of a number of substitute products. Hence this force needs to be reckoned while assessing the strength of the product within the market. Competitor Rivalryalready the industry is facing heavy competition among the major players with their established brands. In addition, the forces of powers of customers and the availability of substitute products also adds up the competition. So in order to achieve increase in the market share and produce the developing achieved Red Bull should continue to follow all its marketing strategies and sweet ideas of retaining old customers and attracting new customers. 5. 0 building of the Final Dissertation The dissertation paper p roposes to make a comprehensive work on the Marketing Strategy of the Company Red Bull Gmbh in UK.With the help of the collected information from the various sources, the key will identify the various marketing strategies adopted by Red Bull in UK for its successful launch and growth in the UK market and also critically analyse the strengths and weaknesses of such strategies. In addition, the study will cover the Competitors strengths against Red Bull. In order to have a coherence of thought and clarity the dissertation paper will be social organisationd as on a lower floor Abstract Chapter 1 Introduction Chapter 2 Literature Review Chapter 3 Research Methodology Chapter 4 Findings and tidings Chapter 5 Conclusion RecommendationReferences Appendices The dissertation will generally follow the flow and vegetable marrow outlined in the body of this proposal. wherever necessary additional inputs in the form of excerpts from books and journal articles will be include to increase t he informative strength of the concept, although the structure of the dissertation will be keep as outlined here. 6. 0 age Table In order to complete the data collection, analysis and summing up being major processes of writing up the dissertation paper, the preparation and presentation of the dissertation report has been proposed to follow the time schedule indicated below complaisance of Dissertation Proposal fifteenth May 2007 Approval of the Proposal twentieth May 2007 Collection of Data thirtieth May 2007 Collection of resources 15th June 2007 supplying of Draft Report 20th June 2007 Submission of Final Dissertation 25th June 2007 References 1. Amy Scott Its not the Thirsty, But Energy Fiends Who Imbibe Red Bull http//journalism. berkeley. edu/projects/drink/redbull. hypertext markup language 2. Anni Layne Rodgers (2001)Its a (Red) Bull Market after All Fast Company. comhttp//www. fastcompany. com/articles/2001/10/redbull. hypertext markup language 3. BBC. Co. UK Priso n for Red Bull overeat Driver http//news. bbc. co. uk/1/hi/england/norfolk/4634638. stm 4. Bevenet Red Bull Energy suck http//www. bevnet. com/reviews/redbull/ 5. Burns and Grove cited by Cormack (1991), p. 140, taken form Ways of Approaching Research Quantitative Design in celestial latitude 2003. 6. CBC News (2005) Raging Bull Health warnings over popular energy drink being brushed off? http//www. cbc. ca/consumers/market/files/health/redbull/index. html 7. Drawert. com The Marketing Mix Strategyhttp//www. drawert. com/red_bull_7. php 8. Gobe (2001) Emotional branding The New Paradigm for Connecting Brands to People Allworth shove 9. Ghauri, P. , Gronhaug K and Kristianslund I. , (1995) Research methods in business studies a practical guide Hempstead, learner Hall 10. Jill, J. and Johnson, P. (2002). Research methods for managers. 3d ed. capital of the United Kingdom Sage Publications 11. Lofland, John and Lyn H. Lofland. (1984). Analyzing Social Settings A Guide to Qualitat ive Observation and Analysis. Belmont, CA Wadsworth. 12. Money Culture The Murketing of Red Bull http//www.robwalker. net/html_docs/redbull. html 13. Nancy F. Koehn, (2001) Brand New How Entrepreneurs Earned Consumers Trust from Wedgwood to Dell Harvard dividing line School Press 14. Net MBA The Marketing Mix The 4 Ps of Marketing http//www. netmba. com/marketing/mix/ 15. Red Bull History A wise Crew is an Efficient Crew http//www. speedace. info/red_bull. htm 16. Saunders, M. , Lewis, P. and Thornhill, A. (2003) Research Methods for business students 3rd ed. , Harlow, Essex, FT Prentice Hall 17. Snopes. com Bull Marketed http//www. snopes. com/ checkup/potables/redbull. asp