Corporate marketing strategy and pricing from Red Bull’s perspective
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| Format: | Thesis |
| Kulcsszavak: | marketing marketing plan marketing strategy pricing policy Red Bull |
| Online Access: | http://dolgozattar.uni-bge.hu/28600 |
| Abstract: | The energy drink market in Hungary is constantly evolving. Red Bull faces huge challenges in Hungary, as it is not only hindered by the fact that a fully domestic brand is the biggest competition, but newer and newer products appear in stores every year with a low pricing strategy. Under such conditions, in a market with a significantly more price-sensitive consumer base than the Western example, it is difficult to assert a single premium brand in a category. In my dissertation, I wondered how this pricing policy is related to the premium image developed globally, and whether it can be maintained in a market where competition is extremely intense and consumers are also more price sensitive than average. As a starting point in my dissertation, I reviewed the literature background of the topic, where I first examined marketing communication, including concepts such as corporate image, brand value or the brand of love. In the second half of my theoretical research, the concepts of pricing and pricing policy came into focus. I presented the process of developing the company's pricing policy point by point, as well as the acceptance of the consumer price and consumer knowledge. |
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