Marketing Research on Red Bull Energy Drink in Vietnam Market Essay

1 Objective Nowadays, energy drinks becoming an important part in food trade memory great number of consumer in the world as well as in Vietnam. Thinking approximately high energy drink branches, many a(prenominal) customers think to a greater extent or less a popular learn expiration bull. How flourishing this branch is, the way they develop their mark and how was they c bed in Vietnams market. Everything cogitate with departure bull get out explained in this research. 2 Targets In this research, Customers, market sh ar and Advertising are foc utilise most.Through 3 literary yieldions re observes, much information about Customers, Market share and Advertising will discoed. 3 S throwholder Supplier Absolutely compliance all regulations in the pinch between producer and provider about timely and the quality keen materials as well as payments. The common purpose is getting benefit. The supplier can get benefit from selling raw materials while cherry-red hair Vietna m get from selling finished products Distribute Channels producer can non go every where to sell their products.They impoverishment to the helps from swoon channels include representatives, wholesalers and retailer. These distribute channels can be push away from producer depend on their agreement. Union is an organization which can value the benefits of staffs and workers in ships go with. red ink shucks also try to care for the vitality of staffs and workers, invest money to improve the skills of workers, depict them feel free when working, spiel the best effectiveness for production Government A legal company is that is not only unlawful, but also full implementation of obligations with the government.It is taxation. This is a condition for government to consider the legitimacy of that company Beside that, there are some organizations such as Vinatas_ The Standard and harbor consumers Vietnam which will representing for consumers and protect for the benefits of con sumers when their benefits were violated. 4 Background (PEST) POLITICAL-In the beverage market of Vietnam, inflammation Bull is the non-alcoholic drinks ehich was original introduced , namely nothing Drinks- A phase Energy Drinks is not rattling credible.It is easy to be banned in domestic market if fortuity the scandals that relevant to the quality or safety such as containing cocaine or other drugs ECONOMICS-Red Bull is a special drinks and it serve for a niche market. Their target customers is sportsmen or pot who must catchy an d need to to pushed up-Product life cycles quickly, easy to turnover SOCIAL-At the beginning, no many people wanted to try it because the psychology suspect.but now people are changing and tend to open more new experiences- People take care more about healthy, only using products which have been support by Health organizations- Red Bull has appeared in Vietnam market for a abundant time and has built a strong image in customers mind TECHNOLOGY - Technique requires high technology, line forward-looking machinery, closed line, ensure hygiene and safety-The main types of packaging are cans and glaze over bottle.Can is made from recyclable aluminum which is very friendly with environment.moreover, scratch bottle aldo can be recycled, therefore not be detrimental for our environments ( Red Bull_ The macro environment, 2009) Although still having a little bit difficulties about political, Red bull is a strong brand that has been a long time n customers mind, with many advantages of technology and economic, Red Bull has a potential opportunity to develop more and more in Vietnam beverage market. PEST Analysis 5 Literature analyze 5. 1 Literature review 1 (Customers) Red Bulls one of the crowinggest energy drink branches all over the world no one can negate that.It seems not to stop at that topographic point but keep developing wider and deeper. Red bull grasps in his fade which kinds of customer want to recover their energy faster and aim them as the target customer of branch. They are in the age from 18 to 35, who need more and more energy for work, study with serious stress and extol their life in nightclubs. Especially, universities are the solid place to consume product every night and day because many students feel very hard to concentrate on their study without Red bull. So that this branchs trying to create their promotional strategies target straight to university and students.(Red Bull IMC Plan, 2008) In Vietnam, Red bulls still a popular name in different appearance red tin, blue words trade from Thailand or made in Binh Duong-Vietnam . However, recent years, its market share in energy drink market is decreasing lower than other branches such as Sting from Pepsico or Number1 from Coca-cola, even unmarketable. Many audiences have doubts about its quality, wonder if its not good for health with nicotine or jadet like its taste. Red bull seems to have more good strategies to please Vi etnamese customers. (Red Bull ban t? i VN co ? nh hu? ng d? n s? c kh? e? , 2009) 5. 2 Literature review 2 (Market share).Red Bull is the product of Energy Drinks which are dominate in the market now. It has been in more than one hundred countries all over the world. Production of annual sales is about 1 billion cans, the revenue of Red Bull has increased from 920 million USD in 2001 to 2 billion USD in 2004 ( Red Bull- Anh hung tu con so khong, 2007) In Vietnam, Red Bull Energy Dinks are becoming more and more popular. In any restaurant or bar, this beverage always be the first choice of custormers. The market share of Soft Drinks in Vietnam has been increased, bonny is 2% per year between 2001-2006 ( Soft Drinks in Vietnam to 2011, 2007).The leading company in this filed is Red Bull company, the second is Pepsico with Sting ( Soft Drinks in Vietnam to 2011, 2007). The market share of Red Bull has decreased slightly in recent year, when some brands such as Coca-Cola, Pepsico, Wo nderfarmhave been successful in constructing the image in Vietnam market, however, Red Bull still overriding in the market in Vietnam, about 30% of market share, productiveness of Red Bull increased to 7 million safes per year (tuoitre. com. vn, 2009). Nowadays, Red Bull get 70% of global market share (Soft Drinks in Vietnam to 2011, 2007).It is because of strong brand name and large of number people ravish this attractive beverage. 5. 3 Literature review 3 (Advertising) Red Bull is a famous brand of energy drink in europium and all over the world. It was found out by Dietrich Mateschitz in 1982, in a trip of him to Hong Kong. Nowadays, Red Bull almost has no antagonist in energy drink market, thanks to the brilliant marketing and advertisings strategies of Dietrich. forwards Red Bull has come out of any market, Mateschitz always make a statement in public as he not only sold drinks, but also sold a cheerful, homy feeling for consumers (SGGP, 2009).According to Hong Nhung (2 008), Mateschitz has used sports as a tool to build the image of Red Bull brand, as he bought racing and football game teams and renamed it following Red Bull. Of course, the traditional advertising, TV and radio have been used widely, to expand the brand of Red Bull. On the other hand, organize big shows was also one great way to advertise of Mateschitz, as the Red Bull Music Academy, a show of over 50 DJ was showed twice a week in Berlin the first time in 1998 (Vietnambranding, 2008). 6 Reference list 1.Red Bull_ The macro environment 2009, drawert. com, viewed 30 July 2009 http//www.drawert. com/red_bull_4. php. 2 Red Bull IMC Plan 2008, megaessays. com, viewed 30 July 2009 http//www. megaessays. com/viewpaper/14478. html 3 Red Bull ban t? i VN co ? nh hu? ng d? n s? c kh? e? 2009, thegioitrithuc. vn, viewed 30 July 2009 http//thegioitrithuc. vn/content/view/23874/169/ 4Red Bull- Anh hung tu con so khong, 2007, socbay. com, viewed 29 July 2009 http//www. socbay. com/news/detail /red-bull-anh-hung-tu-con-so-khong/600896582/50397184/0. html 5 Kho? ng tr? ng th? tru? ng n? i d? a K? 3 Nh? ng cach lam thanh cong, 2009, tuoitre. com. vn, viewed 29 July 2009.http//www. tuoitre. com. vn/Tianyon/Index. aspx? ArticleID=302421&ChannelID=11 6 Soft Drinks in Vietnam to 2011, 2007, researchandmarket. com, viewed 29 July 2009 http//www. researchandmarkets. com/reports/586703 7SGGP, 2009, Red Bull thuong hieu manh ve nuoc tang luc, Xa lo, viewed twenty-fourth July, 2009, http//tintuc. xalo. vn/20-2043108925/red_bull_thuong_hieu_manh_ve_nuoc_uong_tang_luc. html. 8Hong Nhung, 2008, Dietrich Mateschitz Nguoi lam nen Red Bull, VietnamleaderI, viewed 25th july, 2009, http//www. vietnamleader. com/index. php? option=com_content&view=article&am.