Red bull marketing strategies

Slide 1

STRATEGIES

FACTS

The original Red Bull was a Thai energy drink called "Krating Daeng"

Jet lag brought Red Bull from its humble beginnings to the international stage The logo's red bulls are not actually cattle, but guarsAll the cans of Red Bull sold in 2013 add up to 475 tons of caffeineAt one point it was banned for allegedly containing cocaine.

PRODUCT ANALYSIS

FIGHTS MENTAL AND PHYSICAL FATIGUE

CREATES INCREASED MENTAL AND PHYSICAL EXERTION

STIMULATES METABOLISM

TARGET MARKET PROFILEYOUNG URBAN MALES RANGING FROM 16-29 YEAR OLDS.

THE ONES WHO PARTICIPATE IN A COMPETITIVE OR EXTREME SPORTS OR SOME RECREATIONAL ACTIVITY

THE ONES WHO LIVE A CONSTANTLY EXCITING, ADVENTUROUS AND EXCITING LIFESTYLE

ADVERTISING OBJECTIVESTO CREATE BRAND PREFERNCE WITHIN GEN Ys YOUNG ACTIVE MALESTO MAINTAIN ITS BRAND LEADERSHIP WITHIN THE ENERGY DRINK MARKETTO ENSURE THAT CONSUMERS ARE AWARE OF ITS NEGATIVE EFFECTS

BUZZ MARKETING FOR SALES PROMOTION

HELPS CREATE EXCLUSIVITY AND OPINIONATED PREFERENCE FOR THEIR PRODUCTS

SPORTS TEAMS OWNERSHIP

RED BULL FLUGTAG

AN EVENT ORGANISED BY RED BULL

COMPETITORS FLY HUMAN POWERED FLYING MACHINES

VARIOUS DESIGN CRITERIA ARE SET UP BY THE ORGANISERS

RED BULL SUPPORTS A WIDE VARIETY OF MOTOR SPORTS.

EVENT SPONSORSHIP REINFORCES THE BRAND POSITIONING AS AN INDEPENDENT STIMULATING BEVERAGE

MAJOR EVENTS

RED BULL HAS ENGAGED THREE NEW TACTICS TO CREATE THE MUSIC HUB

RED BULL MUSIC ACADEMY

RED BULLSTUDIOS

RED BULLRECORDS

ENDORSEMENTSREGGIE BUSH

JOHN REYNOLDS

WHY THE TAGLINE

RED BULL GIVES YOU WINGS

RED BULL REMAINS #1 BECAUSE

CONSUMER LEARNING

KEEPS THEIRCONSUMERS INVOLVED BEFORE, DURING AND AFTER STUNTSCONSUMER ATTITUDESHOWS CONSUMERS THAT THEY TOO CAN BE ADVENTUROUSCONSUMER PERCEPTIONKEEPS THEIR MESSAGE CONSISTENT

DISCLAIMER

Created by Harsha Agarwal, MNIT Jaipur, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow