Company Overview 3
Corporate, Business, and Marketing Strategy 5
Market Orientation 6
Marketing Macro Environment 7
Consumer Behavior and Psychology 8
Porter’s Five Forces 12
Pricing Strategies 14
Integrated Marketing Communications 17
Social Media Press Release 19
Future Problems for Red Bull 20
I. Mission Statement and Slogan
A. Mission Statement
No official mission statement could be obtained, since Red Bull is not a publically traded company.
“Red Bull gives you wiiings.” / “Red Bull verleiht Flüüügel.”
This slogan was popularized via TV commercials in German-speaking countries in the 1990s; the slogan was later translated into English as Red Bull became more internationalized.
Controversy arose over the rights to use the English slogan in the early 2000s when a patent attorney from Sarajevo claimed that he had patented the slogan for his own purposes back in 1997 in Romania . The slogan is still in use today by Red Bull.
II. Core Competencies
Needless to say, the brand has developed an image for power, speed, and recklessness , and dominates the energy drink market all across the globe.
As can be seen in Pricing Strategies, the energy drink is marketed as a premium product.
Special ingredients like taurine and alpine spring water in addition to a high concentration of caffeine in a can half the size of other energy drinks are used to differentiate Red Bull from competitors
Red Bull is known primarily for its dominating position in the energy drink business, selling its Red Bull Energy Drink.
In Austria, the company has also started its own TV channel, called Servus.TV, and a cell phone service called “Red Bull Mobile”
Red Bull sponsors not only many extreme sports athletes , but also a Formula 1 racing team that won both the constructors’ and drivers’ championship in 2010 and 2011