Brand positioning

Red bull

BRAND POSITIONING

The brand positioning comes from out of the product benefits: Red Bull vitalizes body and mind.

TARGET GROUP

Red Bull's target group is not determined by a demographic, but by a “state of mind“.

Red Bull consumers have drive, are active and dynamic. They want to be physically and mentally fit and wide-awake.

OPINION LEADER MARKETING

Opinion Leaders, especially in the sport and cultural area, are a perfect target group for Red Bull.

Red Bull develops relationships with them and treats them like friends.

Red Bull worldwide has over 250 agreements with top athletes, but not one written contract.

EVENT MARKETING

Red Bull's event marketing also covers both areas, sports and culture, through a variety of events like Flugtag, Creative, Contest, Music, Academy, Local Hero Tour and many more.

Red Bull doesn’t sponsor events, Red Bull creates, organizes and supports new, innovative and image building events.

Powerade

BRAND POSITIONING

The brand positioning comes from out of the product benefits: Powerade is a sport drink.

TARGET GROUP

Teenagers are the main targets.

Powerade also aims and foremost athletics, all sports and ages combined. In loyalty at an early age, Coca-Cola Company is in the long term to conquer the market.

Targeted young customers today, will be the future parents who tomorrow continue to consume and transmit the taste of the drink for their child.

OPINION LEADER MARKETING

Opinion Leaders, especially in professional sport is a perfect target group for Powerade.

Powerade develops relationships with them and accompanies them to surpass themselves, improve their performance.

T. Henri, T. Parker, L. James, J. Robinson, W. Rooney.

EVENT MARKETING

Olympic Games, Rugby worl cup, Basket-Ball league

Louise