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Red Bull, your ice-breaking journey where?


Why is Red Bull in China, so the fire, I believe that half of them due credit, Tired, sleepy, it is the Red Bull While Red Bull claims that its success depends on the global brand positioning focus energy and vitality, and positive for product promotion, sports marketing long-term adherence to lock young customers were cultured long-term, extensive end-to promote the However, its author has been in use for many years in Europe and America wishing an advertising campaign theme
First, the ad campaign themes Is not really where consumers can impress the Chinese, or that it is not unique to Red Bull. If the terms of a simple phrase from the product ad campaign features the theme If the unilateral demands of how much Red Bull gives you the power of magic, you can replace the product on a lot of the Red Bull, Gatorade, there are numerous such as the glucose beverage brands.
Second, Red Bull itself is defined as functional drinks, if too much emphasis on emotional That success in Europe and America blindly copy will fall into a passive position. On the one hand is the speaker, the lack of credibility. Nike On the other hand, is caused due to cultural differences. Red Bull into a global sales revenue each year one third of the nearly 5 billion U.S. dollars of funds for advertising, market education and consumer culture, which mainly include: sponsorship of car racing, skiing and other sports, sponsors such as the World Stunt Awards cultural activities, organized parties, the organization's activities. These activities is not popular in China,[link widoczny dla zalogowanych], or some distance away from the general public. Red Bull in China there are about more than 200 million annual sales of cans and decided that it can not be too divorced from the general public,[link widoczny dla zalogowanych], 5,6 dollars per can,[link widoczny dla zalogowanych], after all, the retail price was not unattainable.
Moreover, if the strong implementation of the Red Bull A functional beverage of its functions from the basic, that it will easily rival the space occupied demands, and exceed it. China's consumer focus is the function of the majority, why do not they buy to buy Gatorade and Red Bull Red Bull is the root cause not only fatigue, even more important is refreshing, which is the original Red Bull, founder of De Ruiqie . Marty Cizi to the success of Red Bull with the root causes.
In China, many consumers drink Red Bull, mostly directed at The researcher believes that
to avoid the aging brand, Red Bull, founder of De Ruiqie. Marty Cizi taken in foreign countries is the acquisition of F1 to look forward to racing with the re-Hwan vitality. And the last 10 years, Marty Cizi successfully promoted the development of windsurfing and hang gliding. However, China is China, after all, F1,[link widoczny dla zalogowanych], sailing, gliding and other sports is difficult to motivate or close to the general public, even in Beijing, Shanghai, Guangzhou, Shenzhen and few young people involved in these sports. Thus the operation in the country clearly can not copy the successful experience in Europe and America.
is also worth mentioning that the marketing focus locked on the young does not mean the brand young, brand rejuvenation is to allow the brand to continue to maintain its vigor and vitality, how to make the brand brought out a second spring. That white thing is the brand to generate consumer brand in the consumer when the fatigue of things to come up with something new to stimulate the market to stimulate consumers, even if it is visual stimulation can also bring significant value to the brand benefits. Watsons Water, a new life by design, no doubt to promote the
current flagship Red Bull slogan If so, then obviously the Chinese Red Bull in order to adapt to local culture and market a temporary compromise. In fact, Red Bull is not necessarily to As previously said, the Red Bull brand younger people can make an issue of segmentation and product design.
I mention here the design is a combination of population subdivision design, that is designed in accordance with the corresponding sub-groups of products and product packaging. I suggested that Red Bull consumer groups divided into three zones: a zone is the focus of the long held goal of Red Bull to exercise the majority of young people spending; the Second District office staff is OFFICE PEOPLE; third area is the driver of the Tate's.
people in these three sub-areas, one area is the focus of all the work Red Bull, but the only downside is that Red Bull cans a hot topic world packaging approach to a difficult area of ​​consumer groups in order to clear highlight tips and personality as the proposed tank design in the packaging to reflect the identity of the symbols and elements of movement. In this way, exclusive of a naturally formed area of ​​marketing and promotion strategy and public communications activities.
the other is in the addition of the second district OFFICE PEOPLE gender breakdown. Actual consumption from the current point of view, OFFICE consumption in the crowd mostly male, in fact, not tired is not the women are not trapped, but because of the current Red Bull feels too MAN, and women generally contradict some Red Bull, Red Bull is like feeling male-specific functional beverages. Suggested for the spread of the Office of the crowd, starting from product design will be divided into two OFFICE LADY OFFICE MAN and packaging in the beverage itself, while women are more focused to join or increase their vitamin content, in order to win the goodwill OFFICE LADY. The concept of the feminization of course, not speculation too far, not to drink Red Bull to the concept of whitening into this.
I believe that Red Bull is worth three areas is hard to go deep secret agents in the market. Tate's main drivers of private cars owners, taxi drivers and other drivers long distances. Especially in open long-distance truck drivers need more time to keep a clear head, while the Red Bull driver is precisely to solve their problems Tate. In order to investigate the demand for Red Bull in the extent of drivers, the author also specifically investigated during the National Day travel several private owners, car company personnel travel to the field, the driver of the Tate's transport long distances, find that they will be prepared on time of departure a can of Red Bull. Nanning to Guangzhou by the way, I come into contact with a private car owners, who usually never drink Red Bull, but this time the meeting in Nanning, Guangzhou, by the way he actually drove 10 hours straight, half-way to drink four cans Red Bull. He drank Red Bull for the simple reason, in order to ride out the storm in order to ensure traffic safety. I believe that Red Bull should be independent of the Tate's design a package for the drivers, an increase in their refreshing beverage ingredient. At the same time spread can be independent and one or two areas for promotion. Specificity of the channel,[link widoczny dla zalogowanych], the spread of the three areas of basic positions can be mainly gas stations and highway service area.
after one, two, three area segmentation and product packaging redesign, coupled with the appropriate channel strategy, I believe that Red Bull's brand for younger waves, but also for Red Bull's ice-breaking journey to open up new paths.
welcome of the views and opinions of your e-mail: [link widoczny dla zalogowanych]
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