[ Tips ] 一分鐘使用導覽
商品編號: LBS327 出版日期: 2022/09/01 作者姓名: Tavassoli, Nader 商品類別: Marketing 商品規格: 11p 再版日期: 地域: 產業: 個案年度: -
商品敘述:
Thirty-five years after its founding, the Red Bull energy drinks business continued to show strong growth globally. Over the years, the company had expanded its product line with different variants, such as sugar-free and flavoured Editions. More recently, the company had launched a sub-branded The Organics by Red Bull range that sat outside the energy-drinks category, and the AlphaTauri functional-fashion brand. The company had renamed one of its two F1 teams Scuderia AlphaTauri to provide a unique promotional platform for the fledgling fashion brand; one that was overtly endorsed by Red Bull. The case provides a basis for discussing the (dis)synergies between Red Bull and these extensions from a brand, consumer, and marketing perspective. An extensive set of PowerPoint (PPT) teaching slides that include 7 different videos - a Red Bull brand purpose video, cartoon medley, Flugtag commercial, Soap Box Race commercial, Backyard Digger (BMX), former UK CMO interview, the AlphaTauri launch - are available to Educators by request.
涵蓋領域:
Brand management;Disruptive innovation;Global strategy;International business;Marketing;Marketing strategy
相關資料:
, (LBS328), p, by Nader Tavassoli
哪些人也有訂購?