Red Bull must find a way to maintain its leadership in the energy drink category. Looking for ways to grow sales, Red Bull’s marketing manager has tasked you with preparing a plan for introducing a new product line of energy drinks with a coffee flavor. The first three drinks will be Cinnamon Latte, Cafe Mocha, and Blonde Roast Light. In this assessment, you will submit a detailed analysis of these new products.
Effective marketing begins with great products, and Red Bull’s new products must meet their customer’s needs. A product analysis focuses on the design, packaging, product positioning, brand identity, and the other elements that are part of a company’s efforts to maintain a unique set of values in the customer’s mind, maintaining market share leadership against the onslaught of competitive products. Submit your analysis of the first P (product) for Red Bull’s hypothetical new coffee product line. Use your imagination and explain your assumptions about this product line based on what you have discovered about Red Bull products, other similar products, and the energy drink market. Your product analysis should include the company, packaging, brand identity, and target market requirements. Incorporate information from three other sources related to the content of the assessment. In your analysis, evaluate the following:
• Analyze the new product line and Red Bull’s primary target market for its new coffee energy drinks. What are the niche characteristics of the product and the traits of the primary target market?
• Analyze the branding of the new product line of coffee drinks, including the intended audience and the product positioning. What influence, if any, does the brand have on its product category?
• Analyze the packaging for the product, and the overall product color scheme. How will these new energy coffee drinks stand out?
• Synthesize product strategies for Red Bull to achieve business success. Why will those strategies yield success? What would you recommend to Red Bull management to do in terms of this product to assure its long-term success?
• Cite any resources you use.
• Be sure your analysis presents a focused purpose through strong organizational skills. Also, be sure it presents evidence through strong paraphrasing/summarizing, appropriate tone, and sentence structure.
Additional Requirements
• Written communication: Communication should be clear and well organized, and support a central idea, with no technical writing errors, as expected of a business professional.
• References: References and citations are formatted in a consistent style, using APA. See the Campus page Evidence and APA. Also refer to the Business Academic Professional Document Guidelines [PDF], which provide basic formatting and APA guidelines you should follow to create attractive and usable documents not just within your business program but in the workplace as well.
• Resources: Incorporate information from three other sources related to the content of the assessment.
• Length of paper: Approximately 3–4 typed, double-spaced pages, in addition to the title and references pages.
• Font and font size: Times New Roman, 12 point.