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EXECUTIVE ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,Red Bull TV Plus , gives you front row access to the very best action sports from alladventurers. Explore mind blowing live content, thrilling videos, GoPro clips, Esports, TVshows and music festivals. Red Bull TV Plus is provided with a new interactive feature, thisfeature gives our adventurers the opportunity to download their own excited and entertainingvideos/photos.The creative minds behind this concept: Wout Breuer, Demy Kleine Schaars, Lotte Voorhoutand Maureen Eichelsheim. We created this new concept, because we believe that amateursalso have inspiring content that needs to be showed. Next to that Red Bull TV app can offerway more than it does at the moment. With “to discover and be discovered” in our minds, wecreated the Red Bull TV Plus concept. Red Bull TV app doesn’t run on profit yet, but withRed Bull TV Plus , this no longer will be the case. One objective is that as of January 2021,Red Bull Media House will be making a yearly profit of 20% on their new app. This profit willbe gained from the videos users upload. They can upload their video for 1 euro per minute inthe “2SHARE” feature of the Red Bull TV Plus app. This doesn’t only gives the professionala place in the spotlights but also the amateurs. Besides that user reviews are also importantto us. We always want to live up to the expectations of our users. To achieve this we set anobjective that strives that Red Bull TV Plus will be ranked in the top 20 of the sports appcategory in the AppStore as of January 1 2020. Listening to our users will have an positiveimpact on our performance, and will make sure we can fulfil our objectives. A high rankingwill also have an positive influence on the downloads.It is time that people get to know the company behind the can. Red Bull isn’t only a drink nomore, it is a worldwide multi brand, with Red Bull TV Plus included. Red Bull has given usenergy to make this project, like is does to other people, at all times and at all moments. Webelieve these moments have to be shared, because life is about to discover and to bediscovered.2

TABLE OF CONTENTINTRODUCTION .Page 04SITUATION ANALYSIS .Internal analysis .External analysis .Page 05Page 05Page 06OBJECTIVES .Page 08STRATEGY .Segmentation .Targeting .Positioning .Page 08Page 08Page 08Page 09TACTICS Product/Service Branding Price .Place .Page 09Page 09Page 10Page 10Page 10ACTION .Workforce planning .Budget Schedule Page 11Page 11Page 12Page 13CONTROL .Page 14BIBLIOGRAPHY . Page 15APPENDIX 1 Budget Page 173

INTRODUCTIONThis document contains a marketing plan for the Red Bull TV Plus app. The Red Bull TVPlus is an app for extreme sports lovers, and is an sequel of the Red Bull TV app. ThePlus , contains more adventures content, more interaction and a new feature where userscan upload their own content, to show their extreme actions to the world, because we believethat it is important to put amateurs in the spotlights as well.In this document we go step by step. To give you a perfect image about Red Bull we startwith a situation analysis, with the internal and external analysis, you can find out more aboutthe company behind the can. After that we will give you an insight on the two set objectives.Our target audience, and how we will reach them is described in the strategy. After strategywe go to tactics: what is exactly our idea with Red Bull TV Plus , what will be the service, theprice and the place. The tactics are described and now it is time for some action, here thebudget, planning and an development schedule will be shown. Last but not least: control,how did we achieve and how will we remain our objectives? We couldn’t succeed our planwithout resources, these can be found in the bibliography and in appendix 1 there is anextended version of the budget.4

SITUATION ANALYSISINTERNAL ANALYSIS:Vision Statement: Be the premier market & supplier of energy drinks to Asia, Europe, andother parts of the globe in the years to come (Arslan, 2012).Mission Statement: Dedicated to uphold the Red Bull standard, while maintaining theleadership position in the energy drinks category while delivering superior customer servicein highly efficient & profitable manner. We create a culture where employees share bestpractice dedicated to coaching & developing our organizations as an employer of choice(Arslan, 2012).In 1987 the Austrian Dietrich Mateschitz launched an energy drink by the name of Red Bull.He started with the sale in Austria and before he knew the drink was going international. NowRed Bull has grown into one of the biggest companies in the world. It represents itself in 171countries and has 11,865 employees working in 165 countries (The company behind the can,sd). After creating a whole new “world” around the energy drink with extreme sports, musicand several events, Red Bull wanted to pull together audio, print, video and digital projects toenjoy all these things from one location. With that idea in mind in 2007 Red bull launched theRed Bull Media House (McDonald, 2011).The Red Bull Media house is in charge of all the communications of the entire Red Bullcompanies. All together they have over 120,000 assets produced by Red Bull Media House(Keane, 2014). The Media House hasn’t run on profit yet (McDonald, 2011), so for an insighton the financials of Red Bull the overall company has been taken into account. According toForbes Red Bull is number 70 of the world’s most valuable brands. Their brand value as ofMay 2017 is 8.7 Billion (The World's Most Valuable Brands, 2017). Red Bull’s revenueworldwide in 2016 was stated at 6.03 Billion (Red Bull's revenue, 2017). Red Bull hasseveral top markets, these markets include Chile 28%, Scandinavia and Poland 13%, TheNetherlands 12% and South Africa (The World's Most Valuable Brands, 2017). In 2010 RedBull had a yearly marketing budget of 900 Million, with an average spending of 2,5 Million(Russo, 2012). Over the years Red Bull has done some extraordinary marketing stunts, in2014 Red Bull Media House sponsored 50 Million to Felix Baumgartnet, who jumped out ofspace with a BMX bike (Russo, 2012). Red Bull makes use of premium price setting, they setprices 25% above competitive drinks, this gives Red Bull a leading function (Arslan, 2012).5

PRODUCT, PRICE & PLACE: Red Bull TV, is an free app that gives access to live streamsof active sport events, E-sports, music festivals, films, videos documentaries, GoPro clipsand TV shows (Online, sd). The app is available for iOS, Android and Windows Phone, butalso can be found by selected partners platforms such as Amazon Fire TV (U.S.), Apple TV,Chromecast, Kindle Fire, XBOX 360 and several Smart TVs (Red Bull TV, sd).EXTERNAL ANALYSIS:Political factors: Not applicable, not able to find information about political factors.Economic Conditions: Digital spending increased by 10% despite the recession, non-digitaldropped by 6% (Global Media Industry, 2015). This has a positive impact on Redbull,because the online sector is growing and people are more willing to spend.Social cultural Forces: The battle of our attention determines how we buy technology (Fox,sd). Red Bull needs to make their content distinctive, to keep the attention.Technological Factors: Social media on the go, people nowadays make use of socialmedia anywhere, anytime (Fox, sd). Positive impact, easier for Red Bull to connect with theirtarget audience.Environmental Factors: Change to sustainable energy is expected (Fox, sd). More peopleare willing to go green, Red Bull’s supply chains and production processes need to beadapted.Legal/ Regulatory conditions: Lawsuits due to copyrighted content (PEST ANALYSIS ,2013) & Agreements with stakeholders (Mishra, sd). Handling very safely due to copyrightclaims can slow down a production process.It is important that Red Bull Media House handles carefully concerning portrait right. A greenfootprint is socially expected and needs to be aimed for. Besides that it is important that thedistinctive feature is more outstanding then others, so their target audience will stay loyal totheir service.COMPETITION: Extreme Sports Channel shows extreme and dangerous sports, they do nothave an app for it yet, so for the app they are not a competitor. FOX Sports Mobile (bigcompetitor due general sports and sport documentaries), NBC Sports (American broadcasterwith wide range of sports, big competitor due to their wide range of available content on theirapp).6

SUPPLY CHAIN: According to Google Play, Red Bull itself is the developer and the creatorof the app. This means that every way goes via several departments of Red Bull. It will go asfollowed: concept analysis Design Development testing UAT Final app, thisall within Red Bull departments. Ones the app is created it will go to the Apple AppStore, andAndroid PlayStore to get an approval to be uploaded in their stores.STAKEHOLDERS: Red Bull shares are for 49% held by co-founder Dietrich Mateschitzhimself. The remaining shares are owned by the Yoovidhya family, of which 2% is held byChalerm Yoovidhya. Red Bull has many different partnership with big companies fromaround the world. These partnership are connected to the distinctive departments within RedBull such as Red Bull Racing, Red Bull Media House, DHL, Game Quest and more(Partnerships, sd).TARGET MARKET: The current target market is both male and female, they are agedbetween 16-30 and their occupation is student, employee or professionals. They are in theBachelor Stage, which means young, single people not living at home. They have a highincome, an ambitious personality and their social class is the middle and upper class. Theirlifestyle is mostly active, explorer and reformer, and their degree of loyalty is “hard coreloyal”. The benefit to our target market is the sense of belonging (Dudovskiy, 2016) .SWOT ANALYSIS:STRENGHTS WEAKNESSESCross platform use, interaction with others and Uses a lot of datasharing content via social media Not running on profit Large and variety content Brand LoyaltyOPPORTUNITIES Technology factor Global Market Advertising and SponsorshipTHREATS Growing number ofcompetitors Piracy, illegaldownloads7