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Sunday, 6 November 2011

Red Bull Brand Strategy: New Product Categories

1) Red Bull Energy Plasters
Red Bull should also consider introducing a new product category of Energy Plasters. Building on the trend of healthy living, energy plasters can possibly become a big hit with consumers. The concept of energy plasters is derived from medicated plaster brands such as Tiger Balm and Salon Pas, which are effective in the relief of aches or pains of muscles and joints when pasted on the affected skin area.

Red Bull Energy Plasters will retain the same properties as Red Bull energy drinks, which enhances performance and provide energy boost. When adhered to the body, energy plasters will enable the user to absorb the energy-boosting properties effectively.

Health-conscious consumers who need an energy boost may not be receptive to consuming energy drinks on a regular basis. This is due to the fact that they are skeptical of the properties in these drinks and are worried that there may be ill effects. Energy plasters can then be a good alternative as they are used externally instead of consumed. Also, the easy usage and storage of these plasters makes it convenient for consumers to enhance their performance anytime they want, especially in view of their busy lifestyles.

2) Red Bull Powder Sticks/Tablets
Since consumers in Singapore are unlikely to have time for exercise or nutritious meals due to their hectic lifestyles, the need for health supplements is even greater. Red Bull should tap on this demand for health supplements by extending its product line to offer healthier products in the form of energy powder sticks and tablets. Red Bull can launch energy powder sticks and tablets with healthy and all-natural ingredients such as ginseng, cordyceps, vitamin C, to help enhance consumers’ well-being while giving them the energy they need. 
Being time-pressed and wanting to see quick results, consumers typically want products that are easy to consume. Having energy powder sticks and tablet products offer great convenience for consumers, as they are able to consume the product immediately. Moreover, energy powder and tablets are small and light, making it easier for consumers to carry them around easily. When in need of an energy boost, consumers can simply consume the powder or tablet, making the consumption process a hassle-free one.

It is imperative that Red Bull retains its image of a lifestyle brand that appeals to the extreme crowd when building associations to health and wellness through the execution of product line extension and new categories introduction strategies. This is to ensure that Red Bull’s brand value will not be diluted. If Red Bull can achieve this, the brand will be able to maintain its position as market leader in the energy drink product category and establish a foothold in new product categories through the growth strategies proposed.

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