innovation for red bull - product portfolio
TRANSCRIPT
Innovation for RedBull
products portfolio
concept by Ondrej Durjak
RedBull was the first company that introded energy drink
Now it´s time to be first again...
Sugar free doesn't mean healthy
Zero calories is not healthy either
There is high demand for healthy and active lifestyle products
Story first energy drinkPeople are looking for energy that last, not
just for a short „sugar and caffeine“ kick
Long day at work
Long driving
Studying for exams
Reasons for healthy product
Healthy product will shift "can lovers" to "can buyers" (people identify themselves with brand and lifestyle behind it, but they want to buy healthy products)
If we introduce healthy line of Red Bull products young students can drink it to stay more focused in school = building brand awareness and brand relationship in young age leads to brand loyalty = securing future customers
Entry on healthy products market and acquiring customers from active lifestyle segment
Red Bull „Green“ healhy product
How to do it?
Replace caffeine with natural booster like:
Guarana, B Vitamins, Taurine, Ginkgo, Arginine, docosahexaenoic acid (DHA), Iron...
Replacing source of energy from simple sugars to the more complex carbohydrates or sugars with lower GI from healthier resources:
Maple syrup, cane sugar, coconut palm sugar...
ChampaignGive your celebration wings
First champagne that will boost your party
Red Bull have excellent position to introduce first ever champagne mixed with energy drink
All sports which Red Bull supports and sponsors can promote the champagne during award winning ceremonies
To be the first on the market = Possibility to enter the club scene
Exclusive products
Exclusive products will be introduced for marketing purposes
We will use reverse marketing strategy
Brands pay to influencers for product promotion in differentsocial media. We will use the fact that people like to „show off“ on Instagram, Facebook or Twitter with Exclusive products
We will let the end consumers promote exclusive products themselves
Red Bull Exclusive products line
What should exclusive products be like?
Can made from premium materials (stainless steel)Contains premium or unique ingredientsPremium box Package with complementary productExclusive products require exclusive price tagLimited editions 1/499
Goal is to use marketing impact of premium products consumers on regular customers
Thank you for attention
For more detailed information or any questions and comments please don't hesitate to contact me via phone or email: [email protected]