CASE STUDY: RED BULL
1. How will you characterize Red Bulls overall global marketing strategy (global, glocal or local)? * Red Bull’s overall global marketing strategy is kind of glocal because on the Global level, Red Bull distinguishes itself from a lot of the beverage market by only offering their product in one size, 8.3 ounce or 250ml cans, which is smaller than typical soft drink. The cans are small, sleek vessels with distinctive printing with more of blue and silver color with the bull’s logo on it, which have been more of described as the ‘European’ styling. With the exception of warning labels, the can design does not vary from country to country unlike other beverages and which further helps in uniformity in the marketing of the product. It also only offers two variants worldwide i.e. Original and Sugar-free which are same through all the countries. Seeing locally Red bull targets the small distributors instead of targeting largest distributors who have larger reach. And further these distributors become the exclusively Red Bull distributor. Apart from this Company also goes to hire the teenager’s or college students and giving them vans for distributing and marketing the product. These students were given the post of student Brand Manager. Initially Red Bull gave its energy drinks for free to the pubs and clubs only for the promotion even before the launch of the product.
2. Red Bull is available in large cities in India across supermarkets, restaurants and bars. Evaluate the opportunities for market expansion in India.
* The growth strategies that seem to offer the most likely opportunities for Red Bull’s future are their expansion into less extreme sports and the femalepopulation. Because Red Bull is an energy drink, most consumers think that its primary purpose is to boost the energy of those who are hammering it out on thefield, court, or wherever the action may be. ...
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