After its introduction in 1987, Red Bull started to fill the void within the sparsely populated energy drinks market and quickly grew to become a household name. With approximately 45 percent in current market share, Red Bull towers above all of its competition in the energy drinks market. Utilizing highly effective marketing tactics that involve TV and radio ads, sponsorship agreements and celebrity endorsements, Red Bull has converted many top athletes causing a slight shift from sport drinks to energy drinks within the general public. Over the years, this trend has caused concern to Gatorade and its competitors since it directly affects sales…
Since Red Bull is such a large company it would not be useful to determine the marketing strategy because it is believed that Red Bull simply cuts through lifestyles. So for a product like Red Bull the best marketing strategy would be behavioral segmentation. Red Bull is a special drink serving a niche market. Consumers of Red Bull are men and women of all ages, who are sporty and very hard working. Red Bull has a very trendy image and gets sold in a lot of bars and clubs.…
Marketers are increasingly segmenting their market on consumer’s lifestyle. Red Bull cola must also target psychographic segments as it appeals to be iconic brand. They have more focus on life style and social class of people. They are trying to be trendy.…
From conducting this report it was found that Red Bull energy drink is facing some problems, the main one of which is the negative media that it has been receiving. However both primary and secondary research shown that negative publicity does not affect buyer behaviour to a great extent.…
3.Red Bull……………………………………………………………………………………………………………………………. 7 4.Integrated marketing communication channels………………….……………………………..………….13 5.Survey Analysis……….……………………………………………………………….…………………..……………….22 6.Red Bull brand………………………………………………………………………………………………………….……29 7.Competitor analysis………………………………………………………………………………………………………..38 8.Red Bull positioning…………………………………………………………………………………………………..….40 9.SWOT analysis……………………………………………………………………………………………………….………42 10.PESTEL analysis……………………………………………………………………………………………………..…….43 11.Supply and distribution of red bull………………………………………………………………………….…….45 12.Red bull in news…………………………………………………………………………………………………………....46 13.Reccomendations…………………………………………………………………………………………………………. 50 References Exhibit(survey questions)………………………………………………………………………………………………….53…
In order to continue to succeed, I believe that Red Bull must optimise opportunities in the growing economies of India and China. With greater economic freedoms and increased population growth in the middle class there are millions of young people falling into an attractive demographic for the Red Bull product. These young people will be the opinion leaders of the future in their countries, therefore holding the key for a success. Ways in which the company can expand its current activities to begin the process will lie in the correct marketing strategies; in particular I believe that the continued sponsorship of extreme events in these regions will be the perfect way to introduce young people to the product in an exciting new way.…
Red Bull case studies, downloads and information | The Times 100. 2011. Red Bull case studies, downloads and information | The Times 100. [ONLINE] Available at: http://businesscasestudies.co.uk/red-bull/. [Accessed 10 December 2011].…
So what can we learn from Red Bull? Of course, most of us can’t afford to sponsor extreme sporting events, art shows or the like but we can do things differently than the rest of our competition. Try to be the first one there. If not, then do it differently then those before you. Try new things. Explore…
This report is based on Red Bull GmbH’s international development and is divided into four distinct sections. Firstly, the key strategic challenges that it faces internationally in the functional drinks sector would be identified and evaluated. Secondly, the existing product mix of Red Bull and any suitable changes to the same will be analysed and discussed. Third section of the report will talk about Red Bull’s existing market entry mode into non-domestic markets and relevant alternative strategies. The final section will cover the company’s existing approach to product promotion/advertising and distribution and if they can act as a source of competitive advantage in the future. The report will be concluded with a summary of overall assessment of the company.…
The Marketing Strategy used by Red Bull was not to pound the market with their presence but to be seen as an exclusivity, and to be perceived as the drink for all occasions when needed. In this…
Red Bull’s essence is based on its authenticity and free soul. As such a modern and young brand,…
________________________________________ Global Marketing Case Study - “Red Bull: The global market leader in energy drinks is considering further market expansion.” ________________________________________…
Although Red Bull is a young brand, it is currently the worldwide market leader in energy drinks. Today, Red Bull sells more than 4 billion cans of energy drinks each year in more than 160 countries. As well as being the current market leader, Red Bull’s strengths include its marketing strategy and its alliances with distributors. They have used no print, billboards, banners ads and Super Bowl spots and minimal television ads. They focused on getting Red Bull products into trendy shops, clubs and bars. Free Red Bull products are available at “sports competitions, in limos before award shows and at exclusive after-parties. Among Red Bull’s most popular “anti-marketing” campaigns are the events that they sponsor. Red Bull has united its brand clearly and consistently with extreme sports and action.…
Red Bull has built an image as a trendy energy drink, catering to young adults and young professionals between the age groups of (16-29) years. It also targets young club-goers and private parties in order to spread its picture as a stylish drink. It also believes that it is not just selling a beverage, but instead it is selling a ‘way of life’. Red Bull also uses a catchy slogan as ‘Red Bull gives you wings’. These non –traditional marketing strategies of Red Bull are not unique to any market.…
We were assigned the job of analyzing the Energy Drink sector so that we can predict its trend and give an investment decision to a financer, who has got enough money and want to invest in this sector. We started our research and it was based on an immature market which lacks education regarding energy drinks. Also there are numerous existing and potential competitors on the rise which will stiffen the competition level and distribute the market share.…