Ravi Patel

02/09/2020

MARK 4110

Practitioner Article I

The article I read is titled “Red Bull and Its Marketing Strategy”. To begin the article

gives a brief introduction to how it started and who the founders are. The company is Austrian

and founder is Dietrich Mateschitz. The article further explains that excitement isn’t really about

the product itself. The company has been able to create buzz about the product who endeavors

that most beverages companies wouldn’t even think of. Although the drink itself appeals to many

it’s the “mission” that many people can get behind. Among all other brands such as Monster and

Rockstar Energy, Red Bull has single handedly taken over the energy drink market. Their Market

cap is at 20 billion and it’s because of their marketing campaigns. They have surpassed that of

Coke and Pepsi the two power houses of the soda industry. The question begs how has Red Bull

become so popular? They have created an excellent “brand myth” as mentioned in the article.

What is the brand myth? The energy drink is creating this idea of giving immense energy

and even accomplishing things that seem impossible. What is really impressive is their innate

ability to continue to grow, marketing campaigns that allowed an astronaut to jump from the

stratosphere gave Red Bull tons of press. The entire event was sponsored by the company and as

a result made them lots of money as well. Market segmentation, Target Marketing and Strategy

are all aspects that they have focused on. The specific parts of the market they were aiming for

is the young and energized males that would watch events such as this one. In addition, the same

people are usually targeted as gamers hence the sponsorships they provide to gaming influencers.
 In more recent history the brand that has leaped that of others is Red Bull. Red Bull is

targeting the Millennial audience as they are the group that mostly consumes energy drinks. For

reference, Millennials are into the idea of receiving an experience over concept. The Red Bull

product is marketed as one that “gives to you wings”. This of course is not the case however

marketing it in a way where it makes it sounds like an experience is intriguing.

Furthermore, the next steps would be continuing to innovate among the competition and

securing more target share. Being the company that isn’t afraid to take risks in new marketing

schemes is what they have to continue to do to keep their top spot. Staying involved in esports,

winter Olympics and other creative avenues will be their recipe for success I would agree with

Red Bull and its marketing strategies as they have proven to be unorthodox yet effective.

Involving themselves with brand partners like the gaming platform Twitch has given them great

exposure among the younger audience through streamers alike. Red Bull routinely partners with

gamers to influence the younger audience and keep the goal intact. It has proven to work and

even have seen increased growth among their consumers. The big game that they partnered with

was “Fortnite” and at the height of it, millions of people were tuning in to see what the game had

to offer. Red Bull took full advantage and started to market within the game itself.

What was a brilliant move for the company gave them millions in revenue and a house

hold reputation as the ‘gamers drink”. All in all, I think it is fair to say that Red Bull through the

years has been able to keep their consumers on their toes while still being at the forefront of the

energy drink industry even with many other competitors with alike drinks. Thinking outside the

traditional marketing moves has given them the advantage and popular brand image of being an

experience-oriented drink and company, it’s something people can get behind.
 Reference

https://medium.com/@edcbitmesra/red-bull-and-their-marketing-strategy-6015ac99da3b