Brand Manager case study

1.

BRAND MANAGER- CASE STUDY

2.

WHO ARE WE?
WHO DO YOU THINK IS THE TARGET CONSUMER OF RED BULL IN UKRAINE?
MAJOR AUDIENCE
Men 18-35 with an active lifestyle
ADDITIONAL AUDIENCE
Women (20-30) with an active lifestyle covered by Red Bull non sugar
POTENTIAL
AUDIENCE
All soda drinkers
(w/o audience with age and/or health limitation)

3.

WHAT CAN WEBASED
DO BETTER?
ON YOUR UNDERSTANDING OF THE RED BULL MARKETING STRATEGY,
DESCRIBE WHAT IS MISSING AND WHAT ARE THE KEY OPPORTUNITIES FOR RED
BULL MARKETING
TO THE TARGET CONSUMER?
• RED BULL become an integral part of sport world thanks to organizing and sponsoring
sport events, music (festivals), cybersport, dance world, etc.
• Consistent strategy in a whole world brings high level of awareness (driven by global
presence) and uniform brand image
• RED BULL allocate massive investment to BTL activities and placed directly in the places
where consumer is located
RED BULL'S MARKETING STRATEGY MADE BRAND THE MOST FAMOUS ENERGY DRINK IN THE
WORLD.
BUT THERE IS A WAY TO INCREASE REVENUE:
• Overcome barrier “Red bull is a dangerous product for my heals”

4.

THE BRIEF
PLEASE COME UP WITH A BRIEF TO BE PITCHED TO AN EXTERNAL AGENCY (I.E. CREATIVE AGENCY, MED
AGENCY, RESEARCH AGENCY, ETC.) ON ONE OF THE POINTS THAT YOU BELIEVE IS MISSING IN OUR
STRATEGY.
1st stage: Find insight via q-ty focus-group “Why do you think Red Bull is dangerous product?
What the reason or president?”
2nd stage: Brief to a creative agency based on the insight:
Campaign Brief
Background
Numerous articles saying that energy drinks are unhealthy and can kill instantly, low trust in the composition of the
product and its effect despite the brand's global presence on the market
Objective
Overcome barrier “Red bull is a dangerous product for my heals”
Audience
M/W 20-35
Launch date
tbd
Budget
tbd
Video details
Video length
6 sec, 10 sec, 15 sec
Language(s)
Ukrainian
Device(s)
Smartphone
Channels
OLV
Creative details
Key messages
Not worse than coffee, time-tested ingredients
Video tone
Trustworthy, сonfidence, drive, energy
Desired reaction
”I trust this brand” to increase product trail
Tag line
Red Bull gives you wings

5.

THE RELEVANCE & LOCAL PROJECTS
HOW WOULD YOU BUILD LOCAL RELEVANCE FOR RED BULL IN UKRAINE BY KEEPING THE
ASPIRATIONAL PREMIUM POSITIONING? PLEASE SHARE YOUR TOP 2 İDEAS WHİCH WİLL HELP YOU TO
ACHİEVE THİS TARGET AND EXPLAİN THE REASONS OF YOUR SELECTİON.
IDEA 1 – Customize a bottle “Choose your hobby”
The idea in a sentence? Customize a bottle for direct communication with
target groups and increase a brand value
What is unique about it? No similar offers in energy drinks market
Who are we targeting? Young (m/w 18-35) audience with sports hobby
How do you see the integration of the functionality of the product into the
implementation of this idea? Red Bull gives you wings for new sports
achievements
How would you activate it? Update AW w/o logistic data change → place
product on product on shelf → support activation via digital campaign with
bright communication and call to action «tell about your hobby!»
How do we execute it in an efficient way? Avoid product re-listing, only
through product re-placement on the shelf (to maintain a high level of
distribution)
What will people talk about it? «Did you see the new packs of Red Bull? They
forgot my hobby!!”… Increasing audience attention to the product
Only 1 idea because everything I have in mind (such personal communication in digital, limited
editions, good level of distribution even in small stores) you already did

6.

MEDIA STRATEGY
YOU HAVE BEEN ALLOCATED A LIMITED ATL BUDGET FOR NEXT YEAR. WHAT ARE
THE MEDIA PILLARS YOU WILL FOCUS YOUR RESOURCES ON TO MAXIMIZE YOUR
MEDIA CAMPAIGN IN UKRAINE?
Assuming comparatively young audience: M/W 18-35 I believe that most
effective pillars is Social Media:
Within OLV, bumpers. banners placement
PLUS, COOPERATION WITH BRAND AMBASSADORS IN DIFFERENT FIELD WITH YOUNG
LOYAL AUDIENCE (AS YAN GORDIENKO, ANTON PTUSHKIN, USIK ETC)

7.

PRODUCT LAUNCH
YOU HAVE A NEW TASTE OF RED BULL WITH PINEAPPLE TASTE LAUNCHING IN SUMMER.
PLEASE SET GOALS AND DESCRIBE YOUR COMPLETE LAUNCH PLAN ACROSS DIFFERENT
CHANNELS, IN ORDER TO REACH MAXIMUM EFFICIENCY
Jan - Feb
Product presentation
to the team
Provide Trade Story to
the team considering
the specifics of the
channels
Setting listing goals for
the sales team (chains,
deadlines)
1w
Media Support (Digital,
POSM, BTL)
June
1w
1w
Product on the shelves
May
1w
Product on warehouse
Distribution build-up
April
March
8w
2w
TBD assuming budget
limitation
WD target – 70%

8.

DATA ANALYSIS
PLEASE ANALYZE THE FUNNEL OF TWO BRANDS, BRAND A – YOUR BRAND, BRAND B –
MARKET BENCHMARK. HIGHLIGHT KEY ISSUES & GIVE YOUR RECOMMENDATIONS.
2020 vs. 2019
Brand
A
2020 vs. 2019
Brand
B
+4%
Consideration 63% (-5%)
66%
(70%)
-4%
-5%
96% (-1%)
Aided
Awareness
Conversion Rate
-5%
95%(-2%)
Aided
Awareness
Conversion Rate
Difference 2020 vs 2019
73%
(72%)
P12M
Trial
+1%
-7%
65%
(70%)
46% (-3%)
65%
(51%)
P4W
30% (+5%)
Consumers
+14%
+2
%
-7%
Consideration
70% (-8%)
73%
(80%)
+6%
P12M
Trial
-5%
46% (-9%)
63%
(63%)
P4W
29% (-6%)
Consumers
0%
Brand A performance almost in line vs benchmark on every stage;
The kay issue is gap in conversion rate to consideration stage and negative dynamic -5% vs PY of consideration
NEXT STEPS:
Check via BHT if campaigns creative make clear the purpose of the product for TA → consider the creation of personalized
content for each target group
Consider new pillars for placement relevant for the specific target group
Highlight product in-store via POSM and additional placement at check-out and cross-category placement (snack for
example) to drive consideration of product

9.

LEADERSHIP
HOW WOULD YOU GO ABOUT ESTABLISHING YOUR CREDIBILITY AND LEADERSHIP WITH A
YOUNG AMBITIOUS, PASSIONATE TEAM, GIVEN THEY HAVE MORE EXPERIENCE WORKING ON
BRAND?
BE A HUMAN
• Speak honest and consistent
• Do not hesitate to ask a question
• Show respect for collogues
• Listen the team members
• Show commitment
• Keep promises

10.

Describe the activities you are involved with outside work and how do they contribute to your performance at work?
WHO ARE YOU?
TRAVELING
INSPIRATION AND HORIZONS EXPANDING
PILATES
BODY AND MENTAL HEALTH
SPEND TIME
WITH
LOVED ONES
KNITTING
COOKING
REST FOR MIND AND GOOD MOOD
REST FOR MIND AND CONCENTRATION

11.

WHO ARE YOU?
DESCRİBE YOURSELF WİTH A KEYWORD CLOUD

12.

WHO ARE YOU?
SHOW US A PICTURE/PHOTOGRAPH OF WHAT A DREAM DAY AT WORK IS LIKE FOR YOU
REALITY
TEAMWORK AND SUPPORT IN ANY SITUATION

13.

HAVE FUN!