Florida International University Red Bull Case Study Analysis Case #4: Red Bull. Answer questions 14-10, 14-11, 14-12, 14-13, 14-14, & 14-15Case PowerPoint

Florida International University Red Bull Case Study Analysis Case #4: Red Bull. Answer questions 14-10, 14-11, 14-12, 14-13, 14-14, & 14-15Case PowerPoints – These PowerPoint Slides will help facilitate the case analysis assignments:Case #10 Bed Bull.docxRed Bull.pptxCase analyses need to have at least 300 words or 30 lines. Red
Bull
“Critical thinking is the intellectually disciplined
process of actively and skillfully conceptualizing,
applying, analyzing, synthesizing, and/or
evaluating information gathered from, or generated
by, observation, experience, reflection, reasoning,
or communication, as a guide to belief and action.”
https://www.criticalthinking.org/pages/defining-criticalthinking/766
Critical Thinking
• For the Red Bull case we must interlink and go deep
(or multi-layered).
• We are presented with a few of the Red Bull
promotional efforts that are not intuitive and are not
traditional but were highly successful. So, we must
look at the reasons (from a myriad of unrelated areas)
why they work and how these reasons fit together
(link into a synergistic promotional strategy).
Critical Thinking
• Is non-traditional advertising an improvement?
• If so, how, in what way, or for who?





Deep Dive into:
Social media
Target Market
Market Profile
Etc.
• Surely, not all non-traditional ads are an improvement. So what makes some
non-traditional ads an improvement where other efforts are complete failures?
• How can you predict when innovative events will link successfully to your
product.
• What is the impact of Red Bull’s Music Academy?
• Why does Red Bull insist it is not a sponsored event?
The four main goals of
communication are:
• To inform
• To request
• To persuade
• To build relationships
Brand Touch Points
•Consumers’ Interaction and exposure to
a Brand
•There are many of them:
•Ads, Social Media, Word of Mouth, PR,
Direct Marketing, Employees,
Servicescape, Personal Research, etc.
List of Possible Advertising Brand Touchpoints
• TV ads
• Online ads
• Search ad
• Print ads
• Radio ads
• Outdoor ads
• Transit ads
• In-store ads
• Google search ads
• Social media ads
List of Possible Direct Marketing Brand Touchpoints
• Salesperson advice
• Direct mail
• Email
• SMS/text
• Call center contact
• Flyer/handout
• Chat online
• Filled in a form
• Scanned a QR code
• Brochure
• Newsletter
• Catalogue
• Business card
List of Possible Event and PR Brand
Touchpoints
•Attended event
•Seminar, speech
•Sponsorship
•Trade show
•Media and blogger stories
•A celebrity brand
•Famous CEO
List of Possible Servicescape Brand Touchpoints
• Overall look and presentation of the stores
• Perceived quality level
• Array of merchandise
• Quality brands in-store
• Geographic location
• External signage
• Cleanliness and comfort of the stores
• Trialled the product
• Inspected the product
• Staff and presentation
• Music, aroma, other than sensory cues
• In-store displays
Anti-Brand Brand
• Anti-Establishment
• Non-traditional use
• Brand Mystique
• Liquid Cocaine
• From Bull’s
testicles
• Etc.
• Alternative Life-Style
• Alternative Music
• Raves
• Alternative Sports
• Alternative Promotions
• Red Bull Car
• Free Samples
• Skydiving
• Etc.
Brand essence is the core characteristic which defines a brand. It is an
intangible attribute that separates your brand from your
competition’s brand by your audience. It is emotional and based on feelings.
A brand essence is intangible for your audience, unique to your brand and,
most importantly, reliable.
Here are some of the most widely recognized examples of brand essence:
• Volvo – Safety.
• Apple – Think Different.
• Nike – Authentic Athletic Performance.
• Hallmark – Caring Shared.
• Walt Disney World – Magical.

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