Founded by Dietrich Mateschitz in Austria in 1987Red bull was the birth of completely new product category –The ENERGY DRINK!
The LOGO
TWO CHARGING BULLS REPRESENTING POWER, RED SIGNIFIES PERSEVERANCE AND SUN SYMBOLISES
ENERGY
Ingredients
Caffeine Sucrose and
Glucose Taurine B-group
vitamins Alpine spring
water
Fans call it LIQUID COCAIN & SPEED IN A CAN
YES…Redbull
Improves Vigilance
Stimulates metabolism
Improves emotional status
Increases physicalendurance
Increases concentration andReaction speed
NO…Redbull
Not good for pregnant womanHigh caffeine=miscarraige
Not good for health if consumed while goingto bed
Dangerous for people with high bloodPressure or anxiety disorders
Market approval
and legal status
Objective
To be seen as unique and rebellious product.
To build its brand image of authenticity, and originality.
Connect with the global youth!!
The SLOGAN!
Early marketing strategies
Seeding program
Sponsorships
Sampling program
Advertising
Red Bull aligns with a wide variety of extreme sports, athletes, teams, events and artists in music, dance and film.
An art fellowship program held in multiple cities all over the world.
Fly home-made, size- and weight-limited, human-powered flying machines.
Series of air races to navigate a challenging obstacle course in the fastest time over water , airfields or natural wonders.
And now, Red Bull sells 60 billion cans each year in over 165 countries all over the world.
To Ponder Strengths• Sponsorship-Red Bull sponsors various
concerts, adventure sports• Brand Positioning-Red Bull vitalises Body
and Mind- confident and energy giving drink• Celebrity endorsement- Sports athletes and
various entertainment celebrities
Risks • Competition- Energy drinks of other companies
with reduced price may decrease its market share
• Health concerns- tougher rules from government on high caffeine content
• Failure in the new product/service or market category
• Negative impact from extreme sports
What are Red Bull’s greatest strengths and risks as more companies (like coco cola, pepsi, and Monster) enter the energy drink category and gain market
share ??
To Ponder• Red bull should not do more traditional
advertising. • Sticking to newer forms of advertising like
online, and social media works better for Red bull.
• Their target demographic is young adults, mostly college age people who are more likely to be heavier users of technology and thus more likely to see these ads.
• Red Bull’s sponsored events are extreme and expensive , but they also bring brand awareness targeting the Generation Y. Therefore, it should continue this way of non-traditional advertising
Should Red Bull do more traditional
advertising ? Why or
why not??
To Ponder• Red bulls sponsorships such as Stratos are
quite effective. Red bull strategically used Stratos as a means of having their catchphrase “Red bull gives you wings” resonate more.
• By sponsoring daring high energy events it gets the point across to consumers that Red bull energy drinks can also invoke such high energy and power to the consumer.
• Red bull should draw the line if the costs of the sponsorship are too high and they do not foresee themselves being able to make up the costs in the near future and it shall also draw a line when the current marketing strategies become ineffective
Discuss the effectiveness of Red Bull’s sponsorships , for example , Bull Stratos. Is this a good use of Red Bull’s
marketing budget? Where should the company draw the
line??
DisclaimerCreated by SUHANI CHANDRA, IIITD&M Kancheepuram during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (see www.IIMInternship.com)