BM2217

Name: ________________________________ Section: _____________________Date: ________________

Activity 1

Despite fierce competition from beverage giants like Coca-Cola, Pepsi, and Monster Energy Drink, Red Bull’s
marketing strategy has helped the company become a multibillion-dollar beverage brand. Red Bull has
become the market leader for energy drinks by selling in 166 countries, connecting with adolescents
worldwide successfully, and standing out from the competition.

As the company’s global expansion progressed, Red Bull continuously built its brand’s reputation for
innovation and familiarity through multiple advertising channels such as television, radio, billboards, and
product placements to achieve its goals. As a result, the company has gained a massive market share and
has expanded into health food stores, restaurants, gyms, nearby colleges, convenience stores, and,
ultimately, supermarkets.

Red Bull first focused on pre-marketing activities that will help spread the word about the business, like the
Red Bull Snowthrill of France’s Chamonix ski competition. Additionally, the company targeted opinion leaders
and entertainment celebrities with the potential to influence the purchases of action sports athletes. The
company’s strategy for marketing includes product trials as well. Its sampling campaigns take place in limos
before award shows, at concert parties, festivals, sporting events, beaches, and highway rest areas for tired
drivers, college libraries, and other locations. Red Bull collaborates with extreme sports athletes, teams,
musicians, dancers, and filmmakers.

Once the market has matured and the company needs to reaffirm the brand to its customers, Red Bull uses
traditional advertising as a crucial component. The “anti-marketing” marketing strategy employed by Red Bull
has successfully connected with the company’s younger customers. It aligns with the company’s goal of being
viewed as distinctive, original, and rebellious, just like Generation Y customers want to be viewed.

Questions (3 items x 10 points):

1. What are Red Bull’s strongest points as more companies enter the energy drink industry and gain
market share?
2. Should Red Bull continue to do more traditional advertising even in today’s modern generation? Why
or why not?
3. If you were to work with Red Bull, what marketing strategies or activities would you suggest?

Rubric for grading:

CRITERIA PERFORMANCE INDICATORS POINTS

Provided pieces of evidence, supporting details, and factual
Content 7
scenarios
Organization Expressed the points in a clear and logical arrangement of ideas
3
of Ideas in the paragraph
Total 10

References:
Buildd (n.d) A Deep Dive into Red Bull Marketing Strategy and How it Dominates the Energy Drink Industry https://buildd.co/marketing/redbull-
marketing-strategy
Egnyte (n.d) Red Bull Connects a Highly Distributed Workforce with Egnyte’s File Sharing and Collaboration https://www.egnyte.com/customers/red-
bull-case-study
Gschwandter, G. (n,d) Red Bull Sales Strategy and Marketing Success https://www.sellingpower.com/9437/red-bull-sales-strategy

07 Activity 1 *Property of STI

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