From "Red Bull time" to see Red Bull's marketing upgrade

Since July 23, 2010, Red Bull in the Chinese market has carried out a large-scale marketing campaign-"Red Bull time." Unlike any previous marketing campaign, this time the Red Bull did not target the car drivers, night entertainment, often stay up late staff, youth sports enthusiasts, but a larger number of invisible in the city large and small lattice in the white-collar.　　At the same time, in the dissemination, also no longer persistent refreshing brain function positioning, but through the supplementary energy, to a good state to chase the dream of this appeal to inspire consumers, so that consumers experience, each person's mind have their own Red Bull time.　　This means that Red Bull has taken a decisive first step towards the masses from a small audience!　　Aiming at white-collar workers, stepping out of market segments as market size expands, Red Bull increasingly found that functional beverage positioning is becoming a "magic spell" in their head, this positioning not only limited their own development space, but also gave competitors the opportunity, in two music, Danone invaded their territory, Red Bull anxiety more obvious.　　From "Sleepy, tired, drink Red Bull" to "who can stop you", then to "My energy, my dream", careful people found that from the second half of 2009, the change in advertising language has been explained, Red Bull began to try to change their own. Of course, the change is not only advertising language, people also found that the Red Bull's marketing theme also began to jump out of the tournament, into a broader field, such as music, film, and the latter's consumer groups more popular. These actions show that Red Bull is carrying out a huge brand upgrade, positioning the transfer of action, trying to get out of the small crowd, out of the constraints. Red Bull is going to be in the brand connotation, complete the leap from refreshing brain to "my energy, my dream", let Red Bull from functional positioning to the spiritual orientation of the transformation, covering all the need to replenish energy, chasing the dream of the people, the latter everyone needs, is a common phenomenon,　　And then realize the whole product consumption from small groups quickly to the mass group expansion.　　The "Red Bull time to" activity shows that Red Bull intends to change the pace of a greater number.　　From the current series of moves by Red Bull in this activity, in the marketing strategy, the Red Bull still continued the slow and steady style, not aggressive, but to take a more secure and flattering approach, that is, the first to occupy the mass consumption of the most powerful white-collar workers, as a breakthrough, through differentiated marketing means, capture the former heart. In this activity, Red Bull still played its good tradition in marketing, will Red Bull in marketing expertise to play incisively and vividly.　　For example, in order to highlight their own compared to ordinary carbonated beverages in the price, taste, consumer groups as a whole higher advantage, Red Bull did not take Coca-Cola, Pepsi's on-site drink delivery practices, but through a small threshold, the crowd positioning clearly divided, optimize the user classification definition criteria. In order to achieve precision marketing, Red Bull through the designated City + designated office Building + Internet conditions screening, the activities of the object directly locked in their own definition of highGrade office buildings, high-end user groups, and then through the registration of games and other links, direct hit target users. The careful Red Bull even according to the white-collar workers ' working life custom to customize a set of special distribution gift scheme. White-collar even do not need to leave the seat, as long as tapping the keyboard, landing "Red Bull time to" the official website, fill in the personal information and location of the office, those energetic handsome, wearing red and yellow uniforms, responsible for the distribution of the Red Bull Energy team will be rushed to white-collar office buildings, Deliver free Red Bull to their hands. Start the Red Bull's own marketing team, not only to ensure the brand image, but also to create a second topic spread, but also to cultivate students of this potential consumer group ...　　A lot, in this summer's marketing field to earn enough eyeballs! This is effective. From July 20 onwards, Red Bull in the national Beijing, Shanghai, Guangzhou, Shenzhen and other 12 cities in the designated office space to carry out the drink activities.　　Red Bull has given away more than 400,000 cans of free drinks, according to data from CIC's consultancy Industry Research Center, which is expected to break 600,000 cans by the end of the campaign. Follow the changes in the market pattern and cultivate a wider consumer group first not to compete for the market as the goal, and to big market as the direction, Red Bull and the masses of consumers "first intimate contact"-"Red Bull time to" activities of every aspect of the careful setting is explained, Red Bull is used as a market segment heart do mass market, It has begun to build a solid mass-consumer-training effort that will help Red Bull fly for the second time.