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Red Bull Energy Drink Success Story The Current Energy Shot Category What is the Consumer Telling Us they Need? How will Red Bull meet the Consumer Needs?

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Presentation on theme: "Red Bull Energy Drink Success Story The Current Energy Shot Category What is the Consumer Telling Us they Need? How will Red Bull meet the Consumer Needs?"— Presentation transcript:

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2 Red Bull Energy Drink Success Story The Current Energy Shot Category What is the Consumer Telling Us they Need? How will Red Bull meet the Consumer Needs? How will Red Bull Shots help you? Activation Plan AGENDA Agenda

3 AGENDA Agenda

4 RED BULL ENERGY DRINK SUCCESS STORY Energy Category Created & Led By Red Bull Red Bull Created and Leads the Energy Category *Source: D&M Trial & Awareness Study 2009 Red Bull is the original and Worlds leading energy drink. Red Bull has the highest Top of Mind awareness of any energy brand in Australia – 98%*. Red Bull has a strong consumer base built on consistent and heavy Brand support.

5 RED BULL ENERGY DRINK SUCCESS STORY The ‘Secret’ To Our Success One of the reasons for continued growth is the extraordinary marketing investments - consistently outspending all of our competitors. Source: Media Edge Jan –Jun 09

6 RED BULL MARKETING PROGRAM Heavy ATL – TV, Cinema, Radio Leverage Events/ Media Coverage Red Bull Top AthletesSampling and Cultural Marketing Nudist MASSIVE $25M IN BRAND INVESTMENT IN 2009 Christmas OutbackPigeon

7 AGENDA Agenda

8 ENERGY SHOTS BACKGROUND Energy shots are a rapidly emerging market in North America and Europe, generating in 2008: 188 million units sales value of US$423m Category growth +200% in 2008* Key findings from the 2009 Zenith Energy Shot Drinks report include: 250ml/500ml energy drinks may contain too much volume for some consumers; Shots opening up new consumption occasions for energy; Appealing to new energy consumers; Ready to expand into new markets. Source: Nielsen Scantrack USA 11/08; Zenith International Current Category Status

9 Category Outlook - Growth Estimated to reach 500 million units and a retail value approaching $1.2bn by Product theft already an issue Proper execution and exploitation of the Leading Brand(s) will maximize the potential THE CURRENT ENERGY SHOT CATEGORY Source: Zenith International

10 Energy shots are driving new users to functional products… and do not extensively cannibalize existing business = huge opportunity!!! MASSIVE INCREMENTAL OPPORTUNITY *Source: IRI Energy Shot Attitudes and Usage Study 1/09 Current Category Status – Incremental Business

11 THE CURRENT ENERGY SHOT CATEGORY Source: Aztec P&C Value 21/6/09 Performance of Current Energy Shots Low ROS and awareness and distribution of current energy shot offerings contributing to lower ROS Great opportunity for Red Bull to bring trust and credibility to the emerging shot category

12 AGENDA Agenda

13 CONSUMER RATIONALE: UNITED STATES 1) Need for a trusted brand: 5-Hour is an uncontested leader...but… “I don’t trust (energy shots) they feel cheap and the packaging is sketchy.”* 2) Need for better taste: Current shots on the market are not entirely satisfying … “Ugh. It doesn't taste very good.”* 3) Need for ‘Image’ in the category in addition to rational usage: Shots are associated with rational supplemental consumption … “Energy drinks are more of a social drink for me….Its fun to drink. Energy shots are about efficiency….one slug and I’m done.”* *Source: Greenfield qualitative research energy shot users December 2008 Gaps in the Current Category Offer

14 AGENDA Agenda

15 HOW WILL RED BULL MEET THE CONSUMER NEEDS? Many potential consumers do not try the category due to the lack of a trusted and premium brand. Top Brands drive the vast majority of sales and growth! The original and premium Red Bull brand will establish and grow the Energy Shot Category by addressing the Consumer Need for brand trust. *Source: Greenfield qualitative research energy shot users December 2008 “ Red Bull has a good energy drink so they should have a good energy shot as well. The Brand Red Bull would make me interested in trying their energy shot. ” * 1) Need for a Trusted Brand with Clear Positioning

16 Red Bull Shots have the same taste profile as the Energy Drink. Most current shots rank poorly on taste. 76% of energy shot consumers feel that energy shots taste bad* HOW WILL RED BULL MEET THE CONSUMER NEEDS? #1 DISLIKE OF CURRENT ENERGY SHOTS: BAD TASTE* *Source: IRI Energy Shot Attitudes and Usage Study 1/09; **Greenfield qualitative research energy shot users December 2008 “ (Red Bull Energy Shot) didn ’ t taste like chemicals, very familiar ” ** 2) Need for Better Taste

17 Red Bull has the Brand Image to attract new younger consumers 37% Current Energy Shot consumer is between % is between % of Red Bull Energy Drink users are between Over $25 million will be invested into the Red Bull Brand in HOW WILL RED BULL MEET THE CONSUMER NEEDS? “ Red Bull is the leader, they drive the cool little cars, they ’ re advertising and promoting all the time, there ’ s a trust. ” * *Source: Greenfield qualitative research energy shot users December ) Need for a Cool Image in the Category

18 AGENDA Agenda

19 RED BULL ENERGY SHOT - PRODUCT OVERVIEW 60 mL liquid, plastic bottle with screw top Same taste as Red Bull Energy Drink Same ingredients as Red Bull in other formats Non-carbonated No need for refrigeration – SNACK VENDING!!! Low calories per serving 25 calories for Red Bull Energy Shot Provides Sustained Energy For Hours…….

20 HOW WILL RED BULL SHOTS HELP YOU? Convenient Functionality Fits in a purse, pocket, glovebox, … New Usage Occasions Small, portable, resealable Warm Consumption Opportunities Option to buy now, drink later Functionally-focused Product Less liquid, no carbonation, fewer calories General Consumer Benefits

21 HOW WILL RED BULL SHOTS HELP YOU? New Impulse Purchases: Attracts new and existing energy consumers New Placement Opportunities: Ability to range in snack vending machines as no refrigeration required Each column in machines can range greater numbers of each product to its compact nature Additional Profits: Attractive margin, consistent rate of sale *Source: HIM Research 2009 Vending Benefits

22 HOW WILL RED BULL SHOTS HELP YOU? Red Bull will establish and build credibility for the Energy Shots category in Australia. Red Bull Energy Shots combine the Top Energy Brand with a viable and growing category Red Bull will drive penetration of Energy Shots by appealing to: The Current Red Bull Energy Drink consumer who will buy a shot in addition to Red Bull Energy Drink; The Current Shot Consumer who is looking for a trusted brand and better taste; The New Shot Consumer who recognizes the Red Bull Brand. “Red Bull brings the two things that are missing from the category…taste and trust.”* *Source: Greenfield qualitative research energy shot users December 2008 Creating a Clear Target Consumer

23 AGENDA Agenda

24 List Price (case): $52.80 (excl GST) Net 20% Terms (per shot):$1.94 inc GST RRP (vending): $4.00 inc GST Margin:$2.17 % Margin:52% ACTIVATION PLAN Pricing

25 Size (Approx): Bottle: 9.6cm (H) x 3.5cm (W) 12 Pack Unit: 9.9cm (H) x 14.7cm (W) x 10.9cm (D) Case: 12.2cm (H) x 23.1cm (W) x 15.5cm (D) Shipper: 12 bottles per self-merchandising unit (12 Pack) 2 x 12 pack units per case (24 units per case) 1 pallet = 350 cases (700 outers) ACTIVATION PLAN Detailed Product Specifications

26 ACTIVATION PLAN Product Available: W/c 1 September Distribution in store – wc 15 September Timings

27 ACTIVATION PLAN Volume Forecast for National Vending Customers


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