Grow Wings for the Cause (Red)

Company Information Red Bull is an energy drink sold by a Austrian company Red Bull Gmbh Started in 1987 Red Bull is the most popular energy drink in the world, with 4.6 billion cans sold in 2011.

SWOT Analysis Strengths -Red Bulls market leadership and strong representation in the market can help introduce this new item and have it gain popularity. Weakness -Possible disapproval from customers because Red Bull is known for their familiar taste.

SWOT Analysis Opportunities -Energy drinks among young adults continue to sky rocket but also has a chance to expand into other target markets meaning this product could possibly make major sales. Threats -Major competitors such as Coca Cola and Pepsi are continually seeking to regain market share of Red Bull. -Media reports have been targeted towards parents stating the caffeine levels in Red Bull can be dangerous if consumed by children/teenagers

Marketing Objectives For this academic year of 2012-2013, our goal is to try to raise $500,000 from the college target market to be funded for the awareness to fight HIV/AIDS in Africa. Also for this academic year we want to raise more awareness of (Red) among our fellow peers by using social media such as Facebook, Twitter, and Instagram

Research Plan For our research we decided to ask college students different questions about red bull and also some research done online.

How many times a week do you Purchase a Red Bull? 13% 66% 0 to 5 -66% 6 to 10- 13% 10 or more- 10%

Have you ever heard of Red Bull The Red Edition? 87% No- 87% yes- 13%

Would you try a new flavor if Red Bull produced one? 55% 45% Yes-55% no-45%

Production Selection Product Brand Energy Drink Red Bull Red Bull: Red Edition ■This version is cranberry flavored. ■Same Energy Formula as original ■Sweetened with sugar. ■8.4 Fl. Oz. can. ■80mg of caffeine

Product Design The New Look The can will be all red different from the traditional look A picture of Africa will also be included in the front to show the support the towards the (Red) project and the fight towards AIDS/HIV in Africa

Product Design Back of Can On the back of the can there will be a story of a (red) individual that is being helped with this foundation and also include a picture of the individual. Survivor Story of child being helped on the back.

Pricing The price for this special edition will be adjusted to stores pricing of regular red bulls Prices will be adjusted according to sizes of can so price range could be from $2.50-5.50 Retailers will be able to choose from in between these price ranges. Reason for not charging extra is because we want people to try our (Red) product at no extra cost

Distribution Plan This product will be available at many places and is projected to be consumed by a large target market Distribution centers will remain the same as regular Red Bull Examples: Supermarkets (Target, Wal-Mart, Publix) Gas Stations College campuses

Communication Strategy Create Facebook, Twitter, and Instagram pages to help promote and gain supporters for (Red) Have (Red) seminar speakers come on campus to speak Promote Red Bull: Red Edition on racing cars Create commercials which Red Bull is well known for Have celebrity endorsements