Red Bull
Building sustainable growth for the world’s most famous energy drink.
Business Strategy
Beverages
The Challenge
- Opportunity identification – we conducted an in-depth analysis of sales and brand data (growth today) and longer-term trend analysis (growth tomorrow) to define the long-list of growth opportunities.
- Short-term Opportunity Prioritization – we prioritised the six most attractive short-term opportunities using our proprietary opportunity assessment methodology. Growth opportunities that would drive the core business. Creating revenue and profit to fuel longer-term development opportunities.
- Long-term consumer problems to solve - we also identified the key consumer problems that would drive their growth tomorrow. Helping the team assess, understand and prioritise the big future consumer needs that Red Bull should start building solutions for today.
- Adaptable implementation – we underpinned this all with an adaptable and flexible implementation and learning plan. A plan that drove tangible action, but was flexible to market shifts, new learning and unexpected failures and successes.
Cognosis focused on building a strategy that delivered commercial results; balancing opportunities with operational pragmatism. Working closely with our leadership team, they built real alignment behind a clear plan that the wider business fully understands and are strongly committed to.
Managing Director
Red Bull
The Result
We demonstrated a clear path to sustainable growth. Showing how optimising the performance of the business today could not only drive the necessary shareholder returns, but also create additional investment to fuel the next wave of growth. Sustainable growth for a business managing the difficult transition from category innovator to established leader.
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