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    Red Bull Marketing Strategy

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    roshmyc
    Red Bull is the largest energy drink company in the world. It has over 5,100 employees and $2.31 billion in annual turnover. Red Bull cans are sold in over 167 countries and 5.2 billion cans were sold in 2012. Red Bull symbolizes power and energy through its colors - red for strength, yellow for energy, blue for confidence, and white for perfection. Red Bull maintains its number one market position through aggressive marketing, expanding the total energy drink market, and protecting and increasing its current market share.

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    Red Bull Marketing Strategy

    Uploaded by

    roshmyc
    890 views36 pages
    Red Bull is the largest energy drink company in the world. It has over 5,100 employees and $2.31 billion in annual turnover. Red Bull cans are sold in over 167 countries and 5.2 billion cans were sold in 2012. Red Bull symbolizes power and energy through its colors - red for strength, yellow for energy, blue for confidence, and white for perfection. Red Bull maintains its number one market position through aggressive marketing, expanding the total energy drink market, and protecting and increasing its current market share.

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    A comprensice discription on Redbull Marketing

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    Red Bull is the largest energy drink company in the world. It has over 5,100 employees and $2.31 billion in annual turnover. Red Bull cans are sold in over 167 countries and 5.2 billion cans were sold in 2012. Red Bull symbolizes power and energy through its colors - red for strength, yellow for energy, blue for confidence, and white for perfection. Red Bull maintains its number one market position through aggressive marketing, expanding the total energy drink market, and protecting and increasing its current market share.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    890 views36 pages

    Red Bull Marketing Strategy

    Uploaded by

    roshmyc
    Red Bull is the largest energy drink company in the world. It has over 5,100 employees and $2.31 billion in annual turnover. Red Bull cans are sold in over 167 countries and 5.2 billion cans were sold in 2012. Red Bull symbolizes power and energy through its colors - red for strength, yellow for energy, blue for confidence, and white for perfection. Red Bull maintains its number one market position through aggressive marketing, expanding the total energy drink market, and protecting and increasing its current market share.

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    It Gives You Wings!

    Introduction
    Red Bull carters to food industry business Sector(mainly focused on beverages). Today Red Bull is the most popular energy drink in the world. The production is mainly done by the company Rauch Ltd. in Austria and Switzerland. Entered in the US market 1997.

    The Organization.
    Size of the organization : ~5100 employees Annual turnover : 2.31 bn. Can sold in 2012 is 5.2 bn. Cans. The drink is prohibited in certain countries due to its caffeine content. Red Bulls Facebook presence is massive: they have almost 24 million likes. Currently 8.3 fl oz Can = retail price is $1.99 :: double the price of a can of coke and at locations such as bars and pubs it goes up to 8$

    Red Bull symbolize Power and Energy. The colors


    Red = Strength and Power Yellow = Energy Blue = Confidence White = Perfection

    All four of these pulsating colors combine to form an Energetic and Powerful image for Red Bull.

    More distinctive push in new channels


    Vending machines
    Athletic wear stores Campus recreation facilities Yoga studios Bicycle shops Tactics such as the city chase and other partnerships Red bull will be able to leverage new channels to further brand awareness across new demographics.

    The message is that the brand can help current users transition in life, as you become less party centric you can feel comfortable knowing Red Bull is not just for that party era of their life but as they become healthier more active individuals RB also is right there along with them.

    Red Bull History


    Inspired by pre-existing energy drink Krating Daeng (Sold in Thailand) Austrian Entrepreneur Dietrich Mateschitz in patnership with Chaleo Yoovidhya ( who owned Krating Daendg) launched RED BULL.

    First Advertisement
    Red Bull: So awesome that polka dots will literally fly off your tie!

    Red Bull and Sports

    1988,Formula 1 Grand Prix champion

    First Red Bull flying sport athlete.

    SWOT Analysis

    MARKETING MIX

    PRODUCT

    Limited product range Health benefits Packaging

    PRODUCT

    Premium price Higher customer value

    PLACE
    Wide global distribution Large availability through supermarkets, clubs etc Positioned for quick attention

    PROMOTION
    Free Sampling Media Ads Sponsoring

    STP
    STP stands for segmentation, targeting and

    positioning. Knowing who your target audience is what they watch and what do they like. The focus was on Millennials or as we call them GEN Y( born in 1979-1994). In the fast moving world its important not to get exhausted.

    Contd.
    Red bulls target group is not determined by the demographic, but by the state of mind. Generally targeted group who are sports enthusiast, extreme gamers and hip hop crowd.

    Redbulls Market Competition

    Redbulls Market Competition


    Energy drink have become very famous since last decade. Red Bull is all about energy, with a promise of increasing performance, concentration, reaction speed, vigilance, and even wellbeing. Contains the Amino Acid-Taurine, B-complex vitamins, caffeine, and carbohydrates. Energy drink sales are up 6.7% over last year in the USA alone.

    Reported fiscal 2012 sales of over $3 billion with profits over $400 million. With a dollar market share of 43% in the US, it leads competitors like Monster, Rockstar, Full Throttle, Burn, Amp, etc.

    Monster serves up a variety of "alternative" sodas, juices, and teas, and is the #2 energy drink behind Red Bull and has spawned the Java Monster coffee drink. Redbull reacted by adding Cranberry, Lime- and Blueberryflavoured Red Bull, to be sold in red, silver and blue cans. This line is called Red Bull Editions

    Pricewise Red Bull is in position in which it can command a premium price because there simply nothing to compare it with. It is a unique functional drink, promising and delivering benefits that no other drink can offer. In the UK the average price of a Red Bull can is 1.05 which is clearly above its competitors average price of 1.03. The price expresses superiority of Red Bull and further on it proves that there is no substitute

    What does Redbull do to maintain its Number One position?

    Expand total market demand Protect current market share: Increase market share By Aggressive marketing By attracting the consumers who havent tried the products yet

    BRAND POSITIONING

    VALUE PROPOSITION

    Red bull vitalizes body and mind It Gives you Wings

    Emotional Branding!

    When Marketing reaches new heights!

    Wings For Life is a research foundation thats working on making spinal cord injury curable.

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