7. Managerial Implications
The managerial team at Red Bull GmbH has to supervise the entire process of manufacturing and selling of the new candies. In this order of ideas, they must first conduct a market analysis assessing the need and consumer perceptions relative to the introduction of a new energy candy. Given that the study reveals satisfactory results, the managers will carefully review the ingredients to be used in the making of the candy. Using natural ingredients will be a plus in the later development of a differentiation strategy. Once the product is manufactured, details such as packaging or the slogan will be addressed.
The next step is that of signing contracts with intermediaries that will be in charge of distributing the candy and representing the company's liaison to the final buyers. The intermediaries will be selected based on specific criteria, such as past performances in selling energy products, location of their stores in highly populated areas or previous relationships with the organization. The marketing campaign will then have to be developed. It should continue the ideas promoted with the energy drinks and should be simultaneously aired on multiple channels. Focus should be placed on differentiation techniques, such as the good taste or the natural and healthy features of the ingredients.
Once the product is launched onto the market, the managerial team will continually monitor the responses of the audience to the new candy and will make decisions based on these assessments. Given for instance that the customers state that the candy is bitter, they will decide to add more sugar to make it even tastier. They could also decide to make a sugar-free version. The managers will be involved all the way and at all stages of the process, identifying shortages in the system and coming up with solutions.
8. Conclusions
The market for energy products...
One such player is Australian Red Bull GmbH, became famous for its energy drink and its popular media campaigns of animated characters growing wings after drinking Red Bull. The company sees an additional opportunity in developing a new product line of Red Bull energy candies. The new items will combine the benefits of an energy product, but also pleasant chocolaty taste.
In making sure that their product is successfully launched onto the market, the company will first have to assess the marketing mix, the industry, the competition and the macro-environment in terms of political, economic, socio-cultural and technological scenes. The findings indicate both forces which could stifle but also promote success of the Red Bull energy candy.
The ultimate success of the campaign depends directly on the skills of the managerial team and their ability to respond to the changing features of the market. Also, they are required to develop the most compelling strategies and ensure that they are being properly implemented. Whenever the course of action fails to retrieve the expected result, the managers will identify the problems and resolve them.
