The Mighty Red Bull in the World of Marketing

Best Essays
Topics: Red Bull
Contents:

1.Introduction………………………. 3

2.Perception……………………….... 4

3.Attitude…………………………… 5

4.Reference Groups………………… 7

5.Conclusion………………………....9

6. References………………………..10

Introduction:

Red Bull GmbH is a global enterprise, which produces the brand Red Bull-an energy drink. An entrepreneur Dietrich Mateschitz founded the company Red Bull GmbH in 1984 after encountering the original drink called Krating Daeng (indirectly translates to Red Bull) in Thailand. The drink is an energy booster, which increases attention and concentration and also incentivizes your metabolism (Bized, 2008).

The brand enjoys worldwide annual sales of more than one billion cans and claims a 60% volume share of the world’s energy drinks (Mintel, 2005). In 2003 Red Bull in the U.K. had a sales volume of 85 million liters with an increase to 113 million liters in 2005, where the value sales were up significantly in 2004 due to the addition of the sugar-free variety, which had cemented the brand’s position as the best-selling drink in it’s category (Mintel, 2005).

Being non- alcoholic, the energy drink comes under the soft-drink category. Red Bull is perceived as a premium product with its price in the U.K. being 1.05 Pounds. This high price professes its dominance over all other energy drinks in the market due to its uniqueness and the promising effects the brand delivers. Red Bulls main competitor in England is Lucozade, which produces a variety of flavors in the energy drink segment (Drawert).

Mateschitz concentrated more on below the line marketing activities, mainly focusing on viral marketing (word of mouth) for promoting the brand (Arlidge, 2004). Red Bull sponsors events such as windsurfing, snowboarding, cliff diving, break dancing, art shows, music concerts, video games and several other sporting/social events (Redbulletin, 2008). Red Bull produces four products, first being the original Red Bull can after which a sugar-free version was released



References: Red Bull. 2009. Red Bull Street Style-London Final [online]. [Accessed 1st December 2009]. Red Bulletin. 2009. Heroes web site [online]. [Accessed 1st December 2009]. A DOSE OF REALITY. October 16, 2009.[online] [Accessed December 7, 2009]. Bized website. 2009. [online]. (accessed November 14, 2009). Bized Website. 2009. [online]. How does Redbull market its products. [Accessed November 14th, 2009]. CASE STUDY-RED BULL: Running with bulls. September 14, 2007. [online] [Accessed 21st November, 2009]. Kumar, Nirmalya. Linguri, Sophie. [online] Marketing to the no logo generation. [Accessed November 21st, 2009]. Mateschitz, Dietrich. [online] ABOUT US. [Accessed December 01, 2009]. MINTEL. 2009. Energy and Stimulant Drinks - UK - July 2005. London: Mintel International Group. Partners.[online] [Accessed December 01, 2009]. Red Bull Stash. [online] (accessed December 07, 2009). Scibetti, Russell. March 24, 2009. New direction of redbull sport marketing. [Accessed December 02, 2009]. Stefani. 21st, October, 2008. [online]. Strategic Analysis Redbull. [Accessed 18th November, 2009] Available from: SOLOMON,M.; BAMOSSY,G.; ASKEGAARD,S. ; HOGG,M.K. 2006. Consumer Behavior

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