BUILDING BRAND EQUITY IN

A NON-TRADITIONAL WAY
 INGREDIENTS

CAFFEINE - -------SUCRCOSE

-----
TAURINE -------- --------GLUCOSE

B VITAMINS --------
(B3 , B5 , B6 , B12) ------ ASPARTAME

-----ACESULFAME K
MISSION OF RED BULL
RANGE OFPRODUCTS
 How Red Bull became the energy
drink market leader?

By developing an integrated marketing communications plan to reach its

target audience, i.e., youth around the globe.
 Advertising

The Tagline “Red bull gives you wings” is the main reason which
Amazed and attracted the customers to buy the drink.
 SPORTS & EVENTS

Red Bull also aligns itself with a wide variety of extreme sports &
athletes events from motor sports to mountain biking, snowboarding
to surfing etc. to get connected with its core audience.
 Other Events

It’s an event in which people make their own rides and then fly these
human powered machines from a platform.
Red bull air race is airplane race in which world’s top
10 to 14 aerobatic stunt pilots participate in a air race in
Which they perform in a low level Aerial race track
Red bull motocross is the best and audience loving extreme
sports event in which motor riders race in
difficult tracks.
SPONSORSHIP & ENDORSEMENTS DEALS

With the help of various endorsement deals with famous

celebrities, it has positioned itself as a lifestyle brand.
 What are Red Bull’s strengths and risks as more
companies enter the energy drink category?

Strengths
1. Market leadership
2.Marketing Efforts
3.Strong, fresh and fashionable
brand identity.
4.Easy adaptable advertising
across the globe.
5.Product sampling approach
Weaknesses
1. Market share has shrunk over the
last few years.
2.Health concerns due to high
caffeine contents.
3.Failure in the new product/service
or market category.
 RISKS

•Dominance of the Red Bull is threatened by the entry of Coca Cola

into the industry.
•Growing health concerns among the public.
•Failure in the new product/service or market category.
•Losing the tight focus among existing brands and Damaging the
perceptions of your existing brand.
Should Red bull do more traditional
advertising? Why or Why not?
•No, Red bull should not do more traditional advertising instead they
should stick to newer forms of advertising like online, and social
media advertising that works better for them & will be very helpful in
future.

•They should also employ other non-traditional methods of

advertising such as giving free drink away sometimes when
students rent books from Chegg.

Hence, the current marketing strategy is good and it will continue to

grow in the market.
 Discuss the effectiveness of Red Bull's sponsorship, for example,
Bull Stratos. Is this a good use of Red Bull's marketing budget?
Where should the company draw the line?

•Red Bull sponsorships are a good use of Red Bull’s marketing

budget.

•Well targeted campaigns and sponsorships help to expand the

Red Bull brand and increase consumer brand awareness.

•But a line should be drawn on inherently dangerous sports or

events.

•Red Bull should continue such sponsorships, but should be

more selective with sole sponsorships of certain sports or
events where the potential for casualty is high.
•History

•Ingredients

•Mission of Red Bull

•Success Story

•Marketing Strategy

1. Advertising
2. Sports & Events
3. Sponsorship & Endorsement Deals
4. Red Bull Media House

• Kotler Text Book Case Study.

This Presentation is prepared by Raman Preet Singh Khera, Student of
Delhi Technological University (DTU),Delhi under the guidance of
Prof. Sameer Mathur of IIM Lucknow.