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MARKETING AUDIT FOR RED BULL

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MARKETING AUDIT FOR RED BULL
Red Bull Marketing Audit

MARKETING AUDIT:
THE CASE FOR RED BULL

TABLE OF CONTENTS
Title Page

PART I. MARKETING ENVIRONMENT AUDIT
Macroenvironment
A. Demographic ……………………………………………………. 2-3
B. Economic ………………………………………………………… 3-4
C. Environmental …………………………………………………… 4-5
D. Technological ……………………………………………………. 5-6
E. Political …………………………………………………………… 6-7
F. Cultural …………………………………………………………… 7-8
Task Environment
A. Markets …………………………………………………………… 8-10
B. Customers ……………………………………………………….. 10-12
C. Competitors ……………………………………………………… 12-13
D. Distribution and Dealers ……………………………………….. 14
E. Suppliers …………………………………………………………. 15
F. Facilitators and Marketing Firms ……………………………… 15-16
G. Publics ……………………………………………………………. 16
PART II. MARKETING STRATEGY AUDIT
A. Business Mission ……………………………………………….. 16-17
B. Marketing Objectives and Goals ………………………………. 17-18
C. Strategy ………………………………………………………….. 18
PART III. MARKETING ORGANIZATION AUDIT
A. Formal Structure ………………………………………………… 18-19
B. Functional Efficiency …………………………………………… 19-20
C. Interface Efficiency …………………………………………….. 20
PART IV. MARKETING SYSTEMS AUDIT
A. Marketing Information System ……………………………….. 21
B. Marketing Planning Systems …………………………………. 22-23
C. Marketing Control System ……………………………………. 23-24
D. New-Product Development System …………………………. 24
PART V. MARKETING PRODUCTIVITY AUDIT
A. Profitability Analysis ………………………………………….... 25-26
B. Cost-Effectiveness Analysis ………………………………….. 26-27
PART VI. MARKETING FUNCTION AUDIT
A. Products …………………………………………………………. 27-28
B. Price ……………………………………………………………… 28-29
C. Distribution ……………………………………………………… 29-30
D. Advertising, Sales, Promotion, Publicity & Direct Marketing. 30-31
E. Sales Force ……………………………………………………… 31-32
REFERENCES ………………………………………………………….. 33-37
RED BULL GmbH MARKETING AUDIT REPORT
PART I. MARKETING ENVIRONMENT AUDIT
Macroenvironment
A. Demographic
The energy drink industry where Red Bull is a major player, like other beverage industries, is



References: ‘AMP Energy Drink’ n.d, Bevnet, accessed May 24, 2007, from <http://www.bevnet.com/reviews/amp/>. CIA World Factbook, accessed May 23, 2007, from <https://www.cia.gov/library/publications/the-world-factbook/geos/xx.html#Econ>. Cohen, E 2001, ‘Energy Drinks Pack a Punch, but is it too Much?’, CNN website, accessed May 23, 2007, from http://archives.cnn.com/2001/HEALTH/diet.fitness/05/29/energy.drinks.02/>. Dolan, K 2005, The Soda with a Buzz, Forbes.com, accessed May 24, 2007, from <http://www.forbes.com/global/2005/0328/028_print.html>. Grand Prix.com 2007, Red Bull Buys Into Soccer, accessed May 24, 2007, from <http://www.grandprix.com/ns/ns14574.html>. Helm, B 2005, The Sport of Extreme Marketing, Business Week website, accessed May 23, 2007, from <http://www.businessweek.com/magazine/content/05_11/c3924015_mz003.htm>. Ho, M 2006, For Red Bull, Its Here, There and Everywhere. Washington Post, accessed May 24, 2007, from <http://www.washingtonpost.com/wp-dyn/content/article/2006/08/22/AR2006082201516.html>. Kerley, D 2006, ‘Extreme Energy Drinks get Government Inspection’, ABC News website, accessed May 23, 2007, from <http://abcnews.go.com/WNT/story?id=2622310>. McKenna, J 2004, Keepin’ it Raw: Hip Hop and Celebrity Energy Drinks, BevNET.com website, accessed May 23, 2007, from <http://www.bevnet.com/news/2004/05-27-2004-keepin_it_raw.asp>. Red Bull Advertisement 2007, No Red Bull, No Wings, accessed May 24, 2007, from <http://www.tellyads.com/show_movie.php?filename=TA2610&advertiser=Red%20Bull%60>. Red Bull Air Race 2007, You Tube.com, accessed May 24, 2007, from <http://www.youtube.com/watch?v=4_e-VGidxLA>. Red Bull BC One 2005 Trailer 2005, You Tube.com, accessed May 24, 2007, from <http://www.youtube.com/watch?v=xZhOGmgDQDo>. ‘Red Bull GmbH’ 2007, Hoovers Inc. website, accessed May 23, 2007, from <http://www.hoovers.com/red-bull/--ID__101316--/free-co-factsheet.xhtml>. ‘Red Bull National Packing Covenant’ 2005, The Packaging Council Of Australia, Inc. website, accessed May 23, 2007, from <http://www.packcoun.com.au/ActionPlans/ap_RedBull_Y1RY2P.pdf>. Red Bull website 2007, accessed May 23, 2007, from <http://www.redbull.com>. Sauer, A 2001, Red Bull All the Rage, Brand Channel.com, accessed May 24, 2007, from <http://www.brandchannel.com/features_profile.asp?pr_id=44>. ‘World Economic and Social Survey’ 2007, United Nations website, accessed May 23, 2007, from <http://www.un.org/esa/policy/wess/index.html>. ‘World First Agreement on Soft Drinks in Schools’ 2006, Scoop website, accessed May 23, 2007, from <http://www.scoop.co.nz/stories/BU0612/S00180.htm>. ‘Youth at a Glance’, 2007, The World Bank Group website, accessed May 23, 2007, from <http://web.worldbank.org/WBSITE/EXTERNAL/NEWS/0,,contentMDK:20201865~pagePK:34370~piPK:34424~theSitePK:4607,00.html>.

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