Product and Price Analysis of Red Bull in Central Europe

Marketing Mix

Trabajo , 2014 , 29 Páginas , Calificación: 2,0

Economía de las empresas - Marketing en línea y fuera de línea

In this second assignment named „Product and Price Analysis of Red Bull in Central Europe” the goal is to analyse the “product” and “price” strategy and to give a short overview of their “place” and “promotion” strategy.
Red Bull as company was founded in 1987 with its slogan “Red Bull gives you wiiings”.
The firm developed by Dietrich Mateschitz sold more than 35 billion cans until now and is available in more than 165 countries. The product is developed from a Thai energy drink and includes caffeine, taurine, B-Vitamines, saccharose, glucose and water, what can be consumed by people in many situations for their physical and social needs and Red Bull created an emotional binding. The product is only available in six different types but because of the well established brand and its young and modern image people have a positive association with it and so buy it.
The Company has worldwide steady growth rates although it is sold at a very high price level with compared to that low production costs. In contrast to that the competitors’ products are much cheaper, but Red Bull sticks to their prices even many competitors entered the market.. But it can be said that Red Bull is aiming for an abnormal profit and concentrating on internal and marketing orientation when setting their prices. The consumers are paying for the “way of life” and the quality.
To the place and promotion strategy can be said that Red Bull is available in 165 countries (in nearly ever little shop) but produced only in Austria and Switzerland. The company is widespread represented in sports sector where they are sponsoring much sportspersons and events.
To summarize that it can be said that Red Bull is a very successful and powerful company and the world’s market leader in the energy drink sector but the challenge will be how to maintain the constant growth in revenue and market share. The authors hold the opinion that Red Bull should maintain developing their extreme sport sponsoring and should develop some new products as well as produce them from natural resources.

Table of Contents

Executive summary

List of Figures

1. Introduction
1 Marketing Mix - Theoretical approach
1.1 Definition of Marketing Mix
1.2 Product
1.2.1 Consumer Behaviour - Creating Satisfaction
1.2.2 Buying Process in Product Management
1.2.3 Product - Brand - Innovation
1.2.4 Marketing Services
1.2.5 Tools
1.3 Price
1.3.1 The Profit Motive
1.3.2 Pricing Strategies and Differentiation
1.3.3 Pricing Methods and Buyer Reaction
1.3.4 Competitor Reaction
1.3.5 Discounts
1.3.6 Delivery and Payment Conditions
1.4 Place
1.4.1 Distribution
1.4.2 Channel Strategy
1.4.3 Logistics
1.5 Promotion
1.5.1 International Marketing Communication
1.5.2 Advertising
1.5.3 Other forms of Promotion

2 Product and Price Analysis
2.1 Product
2.1.1 Buying Process
2.1.2 Products
2.1.3 Branding
2.1.4 Tools - BCG Matrix
2.2 Price
2.2.1 Pricing Strategies
2.2.2 Pricing Methods and Discounts
2.2.3 Competitor reaction
2.3 Outlook and Overview of Promotion and Place
2.3.1 Promotion
2.3.2 Place

3 Conclusion

Bibliography

ITM Checklist

Appendices

• Universidad: University of Applied Sciences Essen
• Calificación: 2,0
• Autores: Julia Teigeler (Autor), Ann-Katrin Hahne (Autor)
• Año de publicación: 2014
• Páginas: 29
• No. de catálogo: V271841
• ISBN (Ebook): 9783656660507
• ISBN (Libro): 9783656660521
• Idioma: Inglés
• Etiqueta: product, price, analysis, bull, central, europe, marketing