Red Bull Marketing Strategy
National University
School of Professional Studies
MKT 302A
Marketing Fundamentals
Final project based on the marketing strategy of Red Bull
04/18/2014
Contents
1. Executive summary
2. Introduction the project
3. Marketing Plan
3.1 Business Mission Statement
3.2 Situation Analysis
3.3 SWOT Analysis
3.4 Objectives
3.5 Target Markets
4. Positioning
5. Marketing Mix
5.1 Product
5.2 Pricing
5.3 Place
5.4 Promotion
6. Conclusions and Recommendation
7. Bibliography
1. Executive summary
Red Bull is most popular energy drink of the world. They sold more than 5 billion cans in 164 countries all over the world in 2013. The brand has a very good image and is category leader. Red Bull is following a high price/quality premium product strategy, but there are a lot of competitors with lower prices liker Monster or Rockstar. The marketing strategy includes a lot of promotion and well-targeted sponsorship, especially with extreme sports. The aim target markets are young urban males ranging from 15 to 30 years old.
2. Introduction to the project
¹ ”Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the most popular energy drink in the world, with 5.387 billion cans in 2013.”
¹ http://en.wikipedia.org/wiki/Red_Bull
04/10/2014
History
The idea for drinks enriched with taurine come from japan. Dietrich Mateschitz the inventor of Red Bull imports the idea from Thailand to Europe. During a visit in Thailand he realizes that it was easier to get over the jetlag with an energy drink. He took this idea and the marketing concept, modified the ingredients to suit the tastes of westerners and founded Red Bull GmbH in 1987 in Austria. Based on the good marketing strategy with alternative scenes like techno music, mountainbiking or snowboarding Red Bull got very
School of Professional Studies
MKT 302A
Marketing Fundamentals
Final project based on the marketing strategy of Red Bull
04/18/2014
Contents
1. Executive summary
2. Introduction the project
3. Marketing Plan
3.1 Business Mission Statement
3.2 Situation Analysis
3.3 SWOT Analysis
3.4 Objectives
3.5 Target Markets
4. Positioning
5. Marketing Mix
5.1 Product
5.2 Pricing
5.3 Place
5.4 Promotion
6. Conclusions and Recommendation
7. Bibliography
1. Executive summary
Red Bull is most popular energy drink of the world. They sold more than 5 billion cans in 164 countries all over the world in 2013. The brand has a very good image and is category leader. Red Bull is following a high price/quality premium product strategy, but there are a lot of competitors with lower prices liker Monster or Rockstar. The marketing strategy includes a lot of promotion and well-targeted sponsorship, especially with extreme sports. The aim target markets are young urban males ranging from 15 to 30 years old.
2. Introduction to the project
¹ ”Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the most popular energy drink in the world, with 5.387 billion cans in 2013.”
¹ http://en.wikipedia.org/wiki/Red_Bull
04/10/2014
History
The idea for drinks enriched with taurine come from japan. Dietrich Mateschitz the inventor of Red Bull imports the idea from Thailand to Europe. During a visit in Thailand he realizes that it was easier to get over the jetlag with an energy drink. He took this idea and the marketing concept, modified the ingredients to suit the tastes of westerners and founded Red Bull GmbH in 1987 in Austria. Based on the good marketing strategy with alternative scenes like techno music, mountainbiking or snowboarding Red Bull got very