CASE STUDY ON

REDBULL

Presented by:

Amiya Ranjan Hazra UM18269

Akanksha Talwar UM18007
Aniket Panigrahi UM18332
Akshay Singh UM18138
Amandev Singh UM18200
 NO REDBULL NO WINGS
REDBULL GmbH
• Founded in 1987 by Dietrich Mateschitz and Chaleo Yoovidhya
• Global Presence in over 171 countries and 68 billions cans consumed
till now.
• Growing at a steady rate of 4.2% with a turnover of 6.28 Billion Euros
• It has over 150 products
 SWOT Analysis
STRENGHTS WEAKNESS
• Established Market Leader. • High level of Caffeine and
• Innovative Marketing Strategy – Taurine
“Murketing”. • Done nothing to curb negative
• Successful in associating brand public opinion.
with younger generation. • Lack of diversification in other
• Environment friendly sectors.
production.
 SWOT Analysis
OPPORTUNITIES THREATS
• Tapping potential in emerging • Ongoing lawsuits against
markets. company.
• Focus on middle aged group to • Faces a tough challenge from its
increase sales. rival “Monster”.
• Product diversification in other
sectors.
 PEST Analysis
POLITICAL ECONOMIC
• Varying rules and regulation • Purchasing power of the
regarding food and health safety consumers.
across the globe.

SOCIAL TECHNOLOGY
• Factors such as lifestyle and • Technological advancement and
beliefs of different communities. development of the country with
respect to industry standards.
 Proposed Promotional Schemes
• Introducing a Reward system.
• Setting up a virtual reality centers and amusement parks for adventure
sports.
• Promotion using Cultural and Environmental Activities.
 What makes Red Bull unique?

• Associating the brand with a “Coolness” factor to attract younger generation.

• Unconventional Marketing Strategy
“Selling the Idea of the Energy
instead
of the Product”
 Will it be a success in India?
• Lack of fan following for high intensity sports in India which might
impact the brand.
• Apart from the younger generation energy drink is not very popular as
people generally prefer traditional drinks.
• The rural population may not be able to afford the product.
• Indian consumers are highly sensitive to rumors which can be
detrimental for the brand’s image.
Thank You