Million viewers on Sunday as extreme sportsman Felix Baumgartner jumped (43) at 39 km altitude of the balloon to the ground! For its sponsor an expensive but rewarding affair! Few Event Red Bull would have brought so much attention at once. The bill of lemonade founder Dietrich Mateschitz (68) has risen - it stands for the extremes and are fond of money for action, adventure and things with Oha potential.
THE IDEA BEHIND RED BULL
"It makes no sense for a company to build a single product," said the media-shy Mateschitz the British magazine "The Economist" ten years ago. Still, that was the founder of the energy drink Red Bull made at the time already.
The facts:
► In 1984, the Austrians, the company once had discovered the drink with caffeine and taurine Munter makers in the Far East.
► In 1987, he sold his first box in Austria.
► Since 1987, about 30 billion cans of Red Bull consumed
► Red Bull is available in 164 countries
► Mateschitz employs 8294 employees
► The brand is valued at 9.263 billion U.S. dollars.
As it is the beverage company with corporate headquarters in the Austrian Fuschl am See also succeeded to build a global brand on just one product?
"Red Bull is pure brand, a super successful and intelligent marketing and sales idea," says Axel merman, branding expert and professor at the University of Applied Sciences Vorarlberg.
Expensive production and bottling plants, the company has not. Production takes place at a beverage company in the neighborhood.
That's why all one third of turnover (2011: 4.253 billion Euro) in marketing, according to experts.
AND HOW THE RED BULL PRINCIPLE:
★ Red Bull was a totally new product category
Here, the product itself was initially just a copy. 1982 Mateschitz learned on a mission in Asia the popular drink "Krating Daeng" (German: red bull, English: red bull) know. "A glass of it, and the jet lag was gone," quoted the British magazine "The Economist" the manager again.
abstinence sparked hype
Target group: young people who like to celebrate, between 16 and 30 years.For the drink with the invigorating effect only at gas stations, in the trendy restaurants and bars, nightclubs and at events was available. Distribution was so very selectively tuned and perfectly to the target group.
Another plus: In this area, Red Bull introduce a high price and then hold.Production costs are estimated at 20 cents, sold the slim 0.25-liter can is for around two euros. Even the humorous, exaggerated advertising cartoons fit into the intelligent marketing concept.
"That is a myth created, Red Bull became the insider drink to tip the young people," says branding expert merman.
★ Red Bull is different
The invigorating effect, the multi-can-as-other, is transferred to very many, especially extreme sports - that sponsor Red Bull BASE jumper, cliff divers, stunt and air shows.
Merman: "The message that arrives is: Red Bull, which are the people who make always something special."
In this way Red Bull has become the market leader.
Even the United States conquered Mateschitz before the top dogs Coca Cola or Pepsico had thought to introduce myself an energy drink.
If you do nothing wrong, no scandals allowed, and the quality is good "remains the market leader Red Bull maintain this position when not in his category of the competition a more innovative and superior product offering," says merman.
The mass Red Bull has now reached. The group sponsors soccer teams such as FC Red Bull Salzburg and the New York Red Bulls, and has the youngest ever Formula 1 World Champion Sebastian Vettel under contract.
But any growth is finite, eventually begins to saturate.
First hint: The cans are larger. First there was the 355 milliliter can, then the 473 ml version. A classical way to sell to customers that you won, to more of his product.
RED BULL AS A LIFESTYLE BRAND
At the same time Mateschitz assumes already starting for a far bigger coup: Red Bull to be a lifestyle brand, such as Porsche and Chanel.
Because it is no longer a Red Bull energy drink, but for a feeling, an emotional state - and may open up new product lines that are only bought it because it says Red Bull.
The beverage company go here again a very professional way, says merman and refers to the quality lifestyle magazine Red Bulletin and its own TV channel Servus TV.
BAUMGARTNER-COUP
The small transmitter placed until Sunday to prove what he's capable of, "Servus TV" Felix Baumgartner's daring jump from space via live broadcast brought the world to the internet and millions of screens.
50 million euros to Red Bull have tasted what the record hunter along with the live broadcast to the world, the result: serious reporting rather than a Red Bull roadshow.
Of a comprehensive lifestyle brand Red Bull is still a big step away, says branding expert merman. In the audience he trusts Red Bull's success in the medium term, however.
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