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STRATEGY

Red Bull Cola AWARENESS (short-term). S ustainable C ompetitive A dvantage . Omnipresence (Digital Media & POS). Red Bull Cola UNDERSTANDING (middle-term). Implicit Teaching (Game A pp , Recipes , Photo C ontest ) . Red Bull Cola LOYALTY & TRUST (long-term).

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STRATEGY

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  1. Red Bull Cola AWARENESS (short-term) Sustainable Competitive Advantage Omnipresence (Digital Media & POS) Red Bull Cola UNDERSTANDING (middle-term) Implicit Teaching (Game App, Recipes, Photo Contest) Red Bull Cola LOYALTY & TRUST(long-term) Increased Market Share STRATEGY 1 2 3 Young Lions 2014 MEDIA Competition

  2. Creation of RB Cola Facebook-Page Presence at festivals Cooperation with gastronomy POS Attraction of customers to platform DIGITAL MEDIA Start of digital Social Media campaign Win codes on cans, photo contest, recipes, gastro tips www. .com Beneficial Network Synergies Positive Emotions & Health Awareness

  3. Photo contest“Back to nature” • subconscious linkage of • nature & positive leisure feelings • to RB Cola ingredients • increasing product awareness • Free Game APP • playfully learning what is • part of RB Cola & what is not • creating community BUZZ digital word-of-mouth IMPLICIT TEACHING • RB Cola based Recipes • increasing awareness of RB Cola’s • natural ingredients • creating appetite for RB Cola • higher traffic on Social Media • platforms

  4. = € 180.000,- BUDGETING ✓

  5. Future Prospects

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