Red Bull Media Analysis Amanda Przybyl Sara Riggs

Red Bull Media Analysis Amanda Przybyl & Sara Riggs

Competition and Consumer Analysis Energy Drink Sales in the US (2015): $12, 074 million Energy Drink Sales Worldwide (2016): over $12 billion The trend of energy drink consumption has been on the rise, and millennials will help make it continue to rise through 2020. Mintel 2015

Energy Drink Media Spend Comparison ● Red Bull uses Network TV (30. 3%) and Cable TV (30. 1%) the most. ● Monster uses Network TV the most with 28%. ● 5 -hour ENERGY uses Cable TV the most by a landslide of 75. 8%. Mintel 2016

Competition Audience Analysis Monster Energy drink advertisements typically target males with the use of extreme sports. Because of their college education, Monster consumers have a middle class household income. College Students tend to drink more Monster because of their lack of sleep and need to study. Though based out of California, Monster is most popular in the south. 2017 Info. Sco 2017 Simmon

Competition Media Spending Monster Energy In 2015, Monster Energy’s top three media outlets were: ● Network TV - $301, 200 ● Spot TV - $270, 720 ● National TV- $138, 600 Monster Energy spent $86, 700, 000 on annual ad spend. The total annual sales were $1, 703, 230, 000. Redbook 201

Competition Audience Analysis Energy drink advertisements typically target males with the use of extreme sports. Because of their college education, 5 -hour ENERGY consumers have a middle class household income. 5 -hour ENERGY College Students tend to drink more 5 -hour ENERGY because of their lack of sleep and need to study. Though based out of Michigan, 5 - Hour ENERGY is most popular in the south. 2017 Info. Sco 2017 Simmon

Competition Media Spending 5 -hour ENERGY’s most recent top three media outlets are: ● Cable TV - $21, 537, 740 ● Network TV - $3, 360, 700 ● Spot TV - $1, 245, 358 5 -hour ENERGY’s total ad spending in 2015 was $ $57, 293, 771 and the total sales made was $241, 740, 000. Redbook 20

Audience Analysis Red Bull Energy drink advertisements typically target males with the use of extreme sports. College Students tend to drink more 5 -hour ENERGY because of their lack of sleep and need to study. Because of their college education, Red Bull consumers have a middle class household income. Though based out of California, and founded in Austria, Red Bull is most popular in the south. 2017 Info. Scout 2017 Simmons

Media Spending Red Bull’s current top three media outlets are: ● Network TV $9, 600, 000 ● Cable TV - $9, 518, 769 ● Outdoor - $5, 508, 091 In 2015, Red Bull spent $73, 312, 943 on ads. The total annual sales amount is $3, 310, 000. Redbook 201

Competition and Consumer Analysis Energy Drink Competitors based on Market Share Company Market Share Red Bull 42. 3% Monster 38. 4% Private Label Shots (5 -hour ENERGY) 2. 1% ● In a 52 -week period ending in January 2016, Red Bull increased sales by 12%. ● In the same 52 -week period, Monster increased its sales by 16. 5% ● Monster gained 1% of the market share during this time while Red Bull had a 0. 2% loss. ● Energy shot (5 -hour ENERGY) sales declined 54. 2% February 2014 -2015. ● Energy shot sales grew 20% February 2015 -2016 reaching 7. 9 billion in sales. Mintel 2016 ● Energy shots now have a energy drink market share of 2. 1%.

Energy Drink Consumer Activities ● ● This graph displays the activities and the occasion of energy drink and shot consumers, February 2016. Base: 1, 037 internet users aged 18+ who drink energy drinks and/or energy shots. Activities Occasion Mintel 2016

Energy Drink Consumer Sports ● ● This graph shows the sports played in the past 12 months by energy drink and shot consumers December 2014 -2015. Base: 3, 282 adults aged 18+ who drink energy drinks and/or energy shots. % Fitness/Exercising/Walking came in at the top with 41% of consumers using energy drinks and shots during this time while soccer came in at the bottom with 17%. Simmons Research

Media Budget $35 Million Budget for second of 2016 20% Outdoor =$7 million ● ● ● $2 million - transit advertising $2 million - vehicles $3 million - billboards 30% Digital Media/Internet = $10. 5 million ● ● $8 million - social media $2. 5 million - retargeting ads 50% Television =$17. 5 million ● ● $7 million - Superbowl ad $10. 5 million - other TV ads

Media Strategy Outdoor =$7, 000 Transit advertising ● Place Red Bull advertisements near buses and subways in urban areas. ● 24% of Red Bull consumers drink the product at work or school. ● 33% of them drink Red Bull before working out. Vehicles ● Create vehicles that sell Red Bull energy drinks and include a eye-catching car design. ● Vehicles could go to all of the extreme sporting events, festivals/concerts, and college campuses to reach Billboards ● Create billboards that are attentiongrabbing and action packed. ● Place these billboards around high traffic areas like Times Square, LA, and other urban areas. ● 24% of consumers

Media Strategy Digital =$10, 500, 000 Media/Internet Social Media ● Creating a strong social media presence on all platforms would benefit Red Bull. ● 39% of people say that they use social media the most daily. ● 14% said they use Youtube and other photo/video websites. Retargeting ads ● Creating retargeting ads would benefit Red Bull because 44% of people said they used Amazon, e. Bay, and other shopping sites the most monthly. ● Using this will lead consumers to other products and

Media Strategy Television =$17, 500, 000 Superbowl ad ● The superbowl is the #1 watched program on TV. ● Filling a 30 second advertisement spot would increase sales because it would have many impressions. Other TV ads ● Red Bull uses 30. 3% of their ad spending on Network TV ads. ● In May 2016, 91% of people said they are reached by ads via TV. ● Using money for other TV ads allows the brand to create

Citations ● Libraries, WVU. "WVU Libraries EZ-Proxy. " EZProxy | WVU Libraries. Mintel, 2016. Web. 22 Apr. 2017. ● Libraries, WVU. "WVU Libraries EZ-Proxy. " EZProxy | WVU Libraries. Redbooks, 2015. Web. 22 Apr. 2017. ● Libraries, WVU. “WVU Libraries EZ-Proxy. ” EZProxy | WVU Libraries. Simmons, 2017. Web. 22 Apr. 2017. ● "Red Bull Consumer Insights and Demographics. " Infoscout. co. N. p. , 2017. Web. 22 Apr. 2017.