วันจันทร์ที่ 26 กรกฎาคม พ.ศ. 2553

Key successful

Key successful factors of Red Bull there are:

Distribution
As Red Bull’s distribution strategy is go-to-market principle. They are going slowly and deliberately to main markets. They divide each country into individual, autonomous cells. They enter markets by signing non-exclusive deals with larger distributors. Red Bull has taken distribution back and helping to start small distributorships that can focus on their brand. Another important strategy is company focus on conceptual distribution opposed to weighted distribution. In other words, company sees that distribution as a branding too, not just a number of outlets. It likes Gatorade had developed a conceptual approach to distribution by prioritizing “points of sweat” about make sure that Gatorade has been available everywhere athletes are active.

Marketing Mix (Sampling)
Red Bull’s marketing mix is sampling. Sampling is all about quantity, the reach and the experience of a real difference.
Celebrity Sponsorship
Red Bull takes very seriously celebrity endorsements. They dedicated full-time a senior manager to look after celebrities and make sure that they have a great one. Company doesn’t pay for VIP support but the company positions Red Bull as a part of the celebrity lifestyle instead. It is the method of company that celebrity endorsement has a steep price, but gets advertising and pursue those celebrities that are fans of Red Bull, but don’t pay them.

Merchandising
It is Tchotchkes rule of company to keep merchandising out of consumer reach. The idea is for consumers to try hard to get a hold of any Red Bull merchandising and when they do, they will nourish it like a prized possession. And importantly they will tell their friends and acquaintance about their misadventures. Including it is adding to the mythology of the brand.

Network Relationships
They treated stakeholders as partners or are lucky to work for company. Red Bull wants very contact, they have; whether distributor, event planner, owner store or journalist to be a fan of Red Bull and to be blown away by Red Bull’s customer service. While potential distributors, that have been rejected because the company arrogant and contact with supporters of the brand is considered serious. Every stakeholder is treated with respect. For example, Red Bull gets incredible cultural press coverage. They provide extensive photo files and product sampling for journalists. If that isn’t breakthrough enough, consider this: Red Bull does not only treat business partners with respect, but also treat their social network as business- partners to integrate teamwork with sub-cultures into their company model that is Bottom line, Red Bull discovered and appreciates the value of its business and social network as a source of ability.

Corporate Leadership
Company focus on what’s right for brand and the business in the long term. They don’t alter budget at the end of each quarter to make its numbers to manage their brand rather than the stock price. Increasing maximum profit is a company’s highest goal. Company’s goal is about quality of the product and coaching people before start work which they have to use both patience and investment.

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