Red Bull-Promtional Mix

Good Essays
Topics: Advertising
a) Advertising

Red Bull follows a policy that specifically excludes any print advertising because this is seen as an inflexible medium that leads to competitive advertising. According to the Red Bull strategy, the advantage of using television or radio as media lies in their impact- the advertisements are seen or heard and then disappear, thus creating interest and momentum. Positioned as an exclusive brand, these types of media are perceived as reflecting the high value of the product.

The animated advertisements have achieved great success and represent the lighter side of the brand's profile. They sum up the Red Bull positioning statement, that "Red Bull revitalises body and mind".
The many very well known cartoons as shown on television were initially meant to create a brand identity, and not awareness as many assume. However, this brand identity is directly linked to awareness and has offered a great promotional source for Red Bull. These cartoons are known globally and just as the cartoons are used in all places where Red Bull is consumed, the slogan is always the same translated into the local language.

b) Promotion

The promotion strategy used by Red Bull is the so called word-of-mouth or „Buzz –Marketing". This means that Red Bull strongly relies on it's consumers to orally pass on the quality and satisfaction of the product.

Reaching the youth is of great importance to Red Bull. This is why many promotional jobs are offered to young ambitious people which are very social and have innovative ideas.
They drive cars with a big Red Bull can strapped on top, cruise around campuses and offer free samples at parties and often try to recruit people for their promotion team at universities, clubs, gyms or sporting events as young and energetic people are found there underlining the image Red Bull aspires. They act as "alpha bees," so if they like the product, they will tell other people about it.

Red Bull did not stay at only sponsoring

You May Also Find These Documents Helpful

  • Powerful Essays

    Red Bull - promotional mix

    • 1225 Words
    • 5 Pages

    Describe the promotional mix used by red bull Red bull was originally established in Thailand in 1962 under the name Krating Daeng, Red Bull was incorporated in 1984 with its head office in Austria. It is now a market leader in the energy drink segment with presence in over 130 countries and an employee base of over 3,900 worldwide. It recorded a turnover of $2.6 billion in 2006 with a whopping 300% increase in global sales as compared to the year 2000. Starting with its first international foray…

    • 1225 Words
    • 5 Pages
    Powerful Essays
  • Better Essays

    Red Bull

    • 2781 Words
    • 12 Pages

    www.thetimes100.co.uk Engaging consumers through word of mouth marketing Curriculum Topics • The marketing function • Promotional approaches • Word of mouth (WOM) • Evaluating promotional activities Red Bull Wings Team Red Bull Cliff Diving Introduction In today’s society, consumers are bombarded with promotional messages from organisations. Consumers receive these messages when they listen to the radio, watch television, read a newspaper, commute to work or simply walk around a city centre…

    • 2781 Words
    • 12 Pages
    Better Essays
  • Powerful Essays

    Red Bull

    • 1115 Words
    • 5 Pages

    you characterize Red Bull’s overall global marketing strategy (global, glocal or local)? Ans 1 – It is my opinion that Red Bull has a global marketing strategy which it implements in all the markets in enters into. Red Bull has built its name as a trendy energy drink, catering to young adults (aged 16-29), young urban professionals and post secondary school students. Also it targets young club-goers and private parties to spread its name as an active and stylish drink. Red Bull believes that it…

    • 1115 Words
    • 5 Pages
    Powerful Essays
  • Better Essays

    Red Bull

    • 1897 Words
    • 8 Pages

    Currently Red Bull is targeting 16-29 year old young urban males, which is a limited market. Expanding the targeted market to other segments of the population would be a prolific move for Red Bull, expanding its horizon. The slogan “Red Bull gives you wings” is directed towards young people with active lifestyles interested in extreme sports and challenging recreational endeavors. It’s being marketed to combat mental and physical fatigue and to improve performance when it comes to sport, work, study…

    • 1897 Words
    • 8 Pages
    Better Essays
  • Powerful Essays

    Red bull

    • 3120 Words
    • 13 Pages

    Marketing Case Study Assignment 1 2012 Contents 1.0 Introduction 2 2.0 SWOT Analysis of Red Bull 2 3.0 Analysis of Red Bull’s Market Structure and Control Systems 3 3.1 Market Structure 3 3.1.1 The number of players in the Energy Drink Market 3 3.1.2 The Degree of Product Differentiation in the Market 3 3.1.3 The Ease of Entry and Exit Into And Out Of the Energy Drink Market 3 3.2 Marketing Control System 4 3.2.1 Intensive Research Work 4 3.2.2 Internal Statistics 4 3.2.3 Marketing…

    • 3120 Words
    • 13 Pages
    Powerful Essays
  • Better Essays

    RED BULL

    • 3775 Words
    • 10 Pages

    1. Red Bull was founded in 1985 by Dietruch Mateschitz and launched in Austria in 1987. After establishing strong sales in their home market, Red Bull gradually expanded into other markets. The brand started with just one SKU which is their signature 250mL silver and blue can. Red Bull’s target audience was defined as people who are mentally or physically fatigued, or both. Therefore they had no specific demographic or psychographic segment. The consumer categories were students, drivers, clubbers…

    • 3775 Words
    • 10 Pages
    Better Essays
  • Satisfactory Essays

    red bull

    • 302 Words
    • 2 Pages

    Red Bull’s marketing intent is to become a representative of the best energy drink and also the sports drink. Target Markets As Red Bull’s representative image, Red Bull targets young generation (men and women aged 16-29). Red Bull is especially for athletes, students, workers, and alcohol consumers who need to improve their reaction speed and physical strength, and also concentration. Not only with these effects, but also with Red Bulls’ unique flavor, alcohol consumers also find Red Bull…

    • 302 Words
    • 2 Pages
    Satisfactory Essays
  • Best Essays

    Red Bull

    • 5271 Words
    • 22 Pages

    Page |1 Executive Summary Red Bull has turned itself into a multinational company that offers a product that enhances the mind and the body. Their method of managing their internal and external situation and circumstances has become an interesting topic. Thus I conducted some analysis to look at Red Bull’s strategies, and especially the international strategies. The external analysis was a mix of positive and negative observations, for example, they have the advantage of the customer loyalty…

    • 5271 Words
    • 22 Pages
    Best Essays
  • Powerful Essays

    Red Bull

    • 1692 Words
    • 7 Pages

    Red Bull 1. INTRODUCTION The aim of this assignment is to select an organisation and discuss how the macro environment has influenced its marketing decision making, for the at least 12 months, and how it is likely to influence its future decision making in the first part. In the second part this study will also need to use the same organisation and discuss how the marketing mix is used by the strategic to gain competitive advantage in its chosen sector against their major competitors. The main…

    • 1692 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Red Bull

    • 2934 Words
    • 12 Pages

    Running Head: Red Bull Red Bull: Building Brand Equity in New Ways! Three Questions on Pearson Case Study 4. George Ray Redmond Review 1. Describe Red Bull’s Sources of Brand Equity. Do they change depending on market or country? According to Keller (2008, p 53), brand equity is the strong, favorable and unique brand associations in the memory of customers. He goes on to define (p 54) two sources of brand equity: 1.) Brand Awareness; and 2.) Brand Image. Red Bull has well defined…

    • 2934 Words
    • 12 Pages
    Powerful Essays