Thesis (MBA (Business Management))--Stellenbosch University, 2008. / ENGLISH ABSTRACT: Red Bull is probably one of the most interesting brands ever created. Since its launch in Austria in 1986 and the launch in South Africa in November 1997, Red Bull has caused a stir. Dietrich Mateschitz created Red Bull after visiting Thailand and seeing the taxi drivers drinking syrup called Kraling Daeng. He took this mixture to his home country and started to develop something more acceptable to the Western taste. The Red Bull brand was developed and built by firstly developing the taste, then designing the can and lastly designing the famous cartoons. Only thereafter the rollout started. Red Bull created a new drinks category called energy drinks. This research will take a close look at and discuss how Red Bull used the strategic marketing process to decide whether to enter the South African market, and from a marketing point of view, how the brand was and still is managed, focusing specifically on the first ten years since its launch in South Africa. Red Bull hit the South African shops in November 1997. This
happened after a local distributor, THUMB Trading and later J Melnick & Company, did some analysis about the market. This industry, political, economic, social, technical and environmental analysis showed that the brand could be successful in the country. The volatile and ever changing exchange rate and import duties would however be the biggest external factors affecting the pricing in South Africa. Red Bull Head Office together with the local distributor investigated the market size and market potential, concluding that there was huge potential to launch the product in South Africa. The distributor at the time, THUMB Trading, was a consumer goods importer with good knowledge of the market. Their distribution and penetration into the retail market was solid although they lacked in the newly identified on-premise market. A new team was established to service this on-premise market, which was Red Bull 's focus when entering the market, supported by consumer sampling. The first phase, getting the silver and blue can into all the trendy and well-known on-premise outlets, was very successful but soon the next phase of rolling the brand out to the retail and convenience stores needed to commence. This coincided with even more consumer
awareness programs across the country. The marketing activities soon followed, not in the traditional 4 Ps style of price, product, place
and promotion, but something quite different. Red Bull introduced their methodology looking at the brand based on five pillars - media, sport and events sponsoring, consumer collecting, trade and retail promotions, and market research. These pillars each have their specific goals closely
interacted to form an integrated marketing approach. Red Bull has unique brand events such as Boxcart and "Flugtag" (Flying day) to create the
awareness and fun around the brand. These events are held in popular and spectacular locations, which attract tens of thousands of spectators to witness the brand at first hand. The Red Bull sponsored and supported athletes help to promote the functionality of the brand by helping
athletes (and other consumers) with endurance, recovery, concentration and focus in time when they need it most. The marketing mix also consists of trade and retail promotions where Red Bull has developed specific point-of-sale items for the different channels. The category management and "global score" projects further enhance the Red Bull visibility, resulting in increased sales. Red Bull looks at the marketing spend on a monthly basis making sure it is progressing according to the budget. Any deviations found in the control process are carefully analysed and the adjustments are made accordingly. The local marketing team has to submit a revision at the
end of each quarter making sure they stay on track according to the Annual Business Plan approved in December of the previous year. Monthly feedback is given to the country manager or Quarterback and Area Manager in the marketing and sales report on all development according to a predefined set of targets.
The Red Bull sales and marketing efforts in South Africa are not only supported by local marketing efforts but also by Red Bull Head Office's international marketing strategies. These include Red Bull projects such as the channel crossing, the Jesus statue jump and world record speed skiing attempts to name but a few. The Red Bull companies with the well-known Red Bull Racing and Torro Rosso respectively competing in the Formula One Grand Prix series, Hangar 7 housing the Flying Bulls or the Red Bull Air Race, also contributes to keep the brand in consumers minds. Red Bull is truly a different brand with unique ways of doing business. The planning and thinking integrate not only the different pillars but also the head office projects, and Red Bull companies make the marketing effort something special to watch. This integrated marketing approach comprising of so many different angles sets new marketing standards, and also makes it easier to understand why the brand is so strong globally. The Red Bull success can be attributed to a small number of things, which include their people,the passion for the brand, a drive to succeed, and their detailed planning methodology. The way of doing is consistent throughout the world, speaking the same language with the same message everywhere - a unique brand with strong brand values, focus and strategies, which thinks as a number two to be the number one ...... "Red Bull gives you wiiings!" / AFRIKAANSE OPSOMMING: Red Bull is waarskynlik een van die mees interessante handelsname wat ooit geskep is. Sedert die bekendstelling in Oostenryk in 1986 en die bekendstelling in Suid-Afrika in November 1997, het Red Bull 'n beroering veroorsaak. Dietrich Mateschitz het Red Bull ontwerp nadat hy
Thailand besoek het en daar gesien het dat taxi-bestuurders 'n stroop, genaamd Krating Daeng, drink. Mateschitz het hierdie mengsel na sy tuisland teruggeneem en begin om iets te ontwikkel wat meer aanvaarbaar vir die Westerse smaak sou wees. Die Red Bull handelsmerk is ontwikkel en uitgebou deur eerste die smaak te ontwikkel, daarna die blikkie te ontwerp en laastens die welbekende tekenprente. Slegs daarna het die bekendstelling begin.
Hierdie navorsing sal in diepte kyk en bespreek hoe Red Bull die strategiese bemarkingsproses gebruik het in die besluit om die Suid-Afrikaanse mark binne te dring al dan nie en vanuit 'n bemarkingsoogpunt bespreek hoe die handelsmerk bestuur is en steeds bestuur word deur spesifiek te fokus op die eerste tien jaar vanaf bekendstelling in Suid-Afrika. Red Bull is in November 1997 in Suid-Afrikaanse winkels beskikbaar gestel. Dit het gebeur nadat 'n plaaslike verspreider, THUMB Trading, later bekend as J Melnick & Company, 'n markanalise gedoen het. Hierdie industrie, politieke, ekonomiese, sosiale, tegniese en omgewingsanalise het gewys dat die handelsnaam baie suksesvol in die land kon wees. Die onbestendige en ewig veranderende wisselkoers asook invoerbelasting sou egter die grootste eksterne faktore wees wat betref die prysbepaling vir die Suid-Afrikaanse mark. Red Bull hoofkantoor, tesame met die plaaslike verspreider het die markgrootte en markpotensiaal ondersoek en tot die gevolgtrekking gekom dat daar baie potensiaal is om die produk in Suid-Afrika vry te stel. Die verspreider, THUMB Trading, was 'n invoermaatskappy van verbruikersgoedere met 'n grondige kennis van die mark. Hul verspreiding en penetrering van die handelsmark was bestendig, alhoewel hulle tekortgeskiet het in die nuut geidentifiseerde "op-perseel"-mark. Red Bull wou spesifiek fokus op die "op-perseel"-mark asook verbruikersmonsters terwyl die mark betree word en daar is toe 'n span saamgestel wat hierdie
"op-perseel"-mark sou diens. Die eerste fase, om die silwer-en-blou-blikkie in al die gewilde, toonaangewende "op-perseel" verkooppunte beskikbaar te stel, was baie suksesvol, maar kort daarna moes die volgende fase begin - om die produk in die kleinhandelafsetpunte en gerieflikheidswinkels te hê. Hierdie fase het saamgeval met selfs nog meer gebruikersbewusmakingsprogramme oral deur die land. Die bemarkingsaktiwiteite het kort daarna gevolg - nie in die tradisionele 4 P-styl van prys,
produk, plek en promosie nie, maar iets heeltemal eiesoortig. Red Bull het hulle metodologie bekendgestel wat daarop berus dat hulle die bemarking van die handelsmerk op vyf pilare basseer: media, sport en geleentheidsborgskappe, verbruikersversameling, handel- en kleinhandel promosies, asook marknavorsing. Hierdie pilare het elk sy eie spesifieke doelwitte met noue wisselwerking tussen mekaar om uiteindelik 'n geintegreerde bemarkingsbenadering te vorm. Red Bull bied unieke okkasies, soos "Boxcart" en "Flugtag" (Vliegdag) aan om bewusmaking en pret rondom die handelsmerk te verhoog. Hierdie okkasies word in gewilde, skouspelagtige
plekke aangebied wat tienduisende toeskouers teiken wat die handelsmerk eerstehands kan ervaar. Atlele wat deur Red Bull geborg en/of ondersteun word, help om die funksionaliteit van die handelsnaam te bevorder deur atlete, asook ander verbruikers, te help met hul uithouvermoë, herstel, konsentrasie en fokus op die tye wat hulle dit die nodigste het. Die bemarkingsaktiwiteite sluit ook in handels- en kleinhandelpromosies waar Red Bull spesifieke verkooppunt-items ontwikkel het vir die verskillende kanale. Die kategorie bestuur- en globale puntestandprojekte bevorder die Red Bull sigbaarheid wat weer lei tot verhoogde verkope. Red Bull kyk maandeliks na die bemarkingsbesteding om sodoende te verseker dat dit volgens die begroting verloop. Enige afwykings wat tydens die kontrole proses gevind word, word baie
deeglik geanaliseer en aanpassings word gemaak. Die plaaslike bemarkingspan moet elke kwartaal 'n revisie indien om te verseker dat hulle op die regte spoor bly aangaande die Jaarlikse Besigheidsplan wat Desembermaand van die vorige jaar goedgekeur is. In die bemarkings- en verkoopsverslag word maandeliks terugvoer aan die landbestuurder en areabestuurder gegee rakende alle vordering op grond van 'n voorafgedefinieerde stel doelwitte. Die Red Bull verkoop- en bemarkingsprestasies in Suid-Afrika word nie net deur plaaslike bemarkingspogings ondersteun nie, maar ook deur Red Bull hoofkantoor se internasionale bemarkingstrategiee. Hierdie sluit projekte in soos die kanaaloorkruising, die Jesusbeeld-sprong en wereldrekord spoedskipogings, om maar net 'n paar te noem. Die Red Bull maatskappye,
tesame met die welbekende Red Bull Racing en Torro Rosso wat afsonderlik deelneem aan die Formule Een Grand Prix-reeks, die Hangar-7 wat die Vlieende Bulle of die Red Bull Lugspan huisves, dra almal daartoe by om bewusmaking van hierdie handelsnaam by verbruikers te verhoog. Red Bull is verseker 'n andersoortige handelsnaam wat op 'n unieke manier besigheid doen. In die beplanning- en oorwegingsfase word nie net die verskillende pilare geintegreer nie, maar ook die projekte wat deur die hoofkantoor geloods word en die Red Bull maatskappye maak die bemarkingsprojek iets besonders om te sien. Hierdie geintegreerde bemarkingsbenadering wat uit soveel verskillende fasette bestaan, stel nuwe bemarkingstandaarde, maar maak dit ook makliker om te begryp waarom hierdie handelsnaam wereldwyd so sterk is. Die sukses van Red Bull kan toegeskryf word aan 'n paar dinge, wat insluit hul mense, die passie
vir die handelsmerk, die deursettingsvermoe om suksesvol te wees, asook hul gedetaileerde beplanningsmetodologie. Die manier van doen is wereldwyd konsekwent, praat oral dieselfde taal met dieselfde boodskap - waarlik 'n unieke handelsnaam met sterk waardes, fokus en strategiee, wat dink soos 'n nommer twee om verseker die nommer een te wees. . .... "Red Bull
gives you wiiings"!
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/5538 |
| Date | 12 1900 |
| Creators | Koen, Gerhardus Ignatius |
| Contributors | Herbst, F. J., Stellenbosch University. Faculty of Economic and Management Sciences. Graduate School of Business. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Rights | Stellenbosch University |
Page generated in 0.0038 seconds