One of the leader in the energy drink market, Red Bull was created in 1984 by Dietrich Mateschitz and now produces an annual turnover of more than 3 billion Euros (Gschwandtner 2004). Red bull is an internationally popular energy drink that is intended to taste like mixed berries. Red Bull is packaged in a slim aluminium blue and silver container with two red bulls as the logo. It provides 8.3 US fl. oz. of thirst quenching power fluid and contains 80 mg. of pure caffeine; this energy drink combats mental and physical fatigue (Redbull 2011). Red Bull however, was not always Red Bull; this energy drink originated in Thailand and it was sold under the name “Krating Daeng”. For more than 20 years, Red Bull has managed to establish itself brilliantly in the world, which, despite the widespread economic gloom, has always taken a growing interest for this new drink (Nicole 2011).
64% of volume was generated by consumptions in bars clubs and petrol stations. Retail outlets made up the remaining 36% of volume. Red Bull has always relied on a word-of-mouth or "buzz" marketing instead of traditional advertising. They focus on getting the word out through various stealth marketing techniques playing on associations with energy, danger and youth culture, careful cultivating its mystique.
(Kotler & Keller 2006) explain that “marketers should understand the fundamental elements of effective communications.” It was further explained that “there are eight basic steps in effective communication; determining the target audience, determining the objectives, designing the communications, selecting the channels, establishing the budget, deciding on a media mix, measuring the results, and manage integrated marketing communications.” A major part of Red Bull 's marketing was sponsorship of extreme sports events such as BMX biking, kite-boarding, extreme snowboarding, free skiing, paragliding and sky diving. Soon the drink became associated with