NAME: AASTHA MISHRA

ENROLLMENT NO.: 50417703520

BBA LLB

CLASS: 2M

MARKETING MANAGEMENT PSDA

TOPIC: MARKETING STRATEGY OF

RED BULL ENERGY DRINK

SUBMITTED TO: MR. VIVEK VERMA

RED BULL:
COMPANY PROFILE
Inspired by functional drinks from the Far East,
Dietrich Mateschitz founded Red Bull in the mid-
1980s. He developed not only a new product but
also a unique marketing concept and launched
Red Bull Energy Drink in Austria on April 1,
1987. A completely new product category was
born – energy drinks.

It was made for moments of increased physical

and mental stress and improves endurance,
alertness, concentration, and reaction speed. In
short: it vitalizes body and mind. The
effectiveness of Red Bull Energy Drink has been
proven by a large number of scientific studies and
is appreciated by many of the world's top athletes
and drivers, opinion-leaders and hard-working
people with active lifestyles.
Initially, the drink was for Muay
Thai fighters. A logo where

Two red bulls were readying to

fight is typical for Thailand.

Bright yellow sun rises behind

them.

Dietrich used his best judgment

transferring all the unique cultural
identity parts carefully in Red Bull
logo.
COMPANY VISSION AND MISSION

TARGET MARKET: OBJECTIVES:

 Young urban males ranging from  To create brand preference within
16-29 year olds. Gen Y’s young active males

 The ones who participate in a  To maintain its brand leadership

competitive or extreme sports or within the energy drink market
some recreational activity
 To ensure that consumers are
 The ones who live a constantly aware of its negative effects
exciting and adventurous lifestyle
 KEY PRODUCT OFFERED BY THE
COMPANY
Red Bull is an energy drink and its association with extreme sports has given it a very "cool"
image in the eyes of young people.

 The brand's influence in extreme sports includes windsurfing, cliff diving, rock-climbing,
Formula One, and even its own Air Racing series which has taken the world by storm.
 Models handed out free cans of the
drink

 Wherever there was something about

the Air Race, Red Bull ensured that
their name and brand were out there.

 When a sporting event over which

Red Bull has influence takes place,
they make themselves known.

 Slowly, it evolved into much larger

sponsorships and eventually starting
up their own sports series.

 It is a different method of advertising

and it shows in sales and the
acquisition of a very huge market.
 ENDORSEMENT
(Reggie Bush
John Reynolds)

SPORTS TEAM
WORD OF
MOUTH MARKETING OWNERSHIP

(Buzz Marketing) STRATEGY (Eg. Flugtag,

Motor Sports etc)

MAJOR EVENTS
(Event Sponsorship,
Created Music Hub)
MARKETING MIX ANALYSIS OF RED
BULL
 PRODUCT: Red Bull energy drink contains ingredients which is mainly required by workaholics, sports people or even youth
who want to party at night. They even came up with a sugar free variant called Red Bull SugarFree.

 PRICE: Being on the top they can easily charge a premium for their products and customers will even buy it for their quality.

 PLACE: Vast distribution network worldwide. Available at convenient locations like supermarket, outlet, bars and casinos.

 PROMOTION: Sports events and even sponsor teams as well as the events; endorsement; Red Bull House of Art: to
encourage artists to display their art at their exhibitions; Red Bull TV: airing music festivals, shows, films, videos and
performances; Merchandise stores online and magazines for extreme sports persons.
Through all these promotional activities they want customers to recall their brand every time they see or hear energy drink thus
increasing their customer base. Hence, this covers the marketing mix of Red Bull.
MARKETING WITH A LIMITED BUDGET

 If you can’t afford to sponsor events, create your own

Like many young startups, Red Bull didn’t have the resources to advertise on TV events, radio shows, or
billboard ads. Instead, they decided to create their own event: The Red Bull Flugtag. Given the absurdity of the
event, large crowds began gathering to witness the spectacle, and word quickly spread about the Red Bull brand.

 Guerrilla marketing
In Red Bull’s early years, they placed empty cans in crowded public areas to create the impression that the brand
was popular. Given the high pedestrian traffic, this was an ingenious way to get free advertising and gain
notoriety. They could even target specific groups of people by leaving cans on college campuses, stadiums, or
night clubs.
Sticking to Their Niche
Red Bull’s only offering is an energy drink. Sure, they have different
flavors, but that’s it. No smoothies, teas, or juices. While Pepsi and
Coca-Cola have diversified into water (Aquafina and Dasani), sports
drinks (Gatorade and Powerade), and even food (Pepsi only), Red Bull
is sticking to what they do best.

Selling a Story, Not a Product

Sponsoring events ranging from record-breaking Orbit jumps to
Formula One race cars are not so much about selling drinks, but rather
creating a strong brand image that is synonymous with adventure,
thrill, and adrenaline.
Though the end goal is obviously to sell, creating stories is what gives
Red Bull an edge over competitors, allowing them to charge a
premium and maintain a loyal following.
 CONCLUSION

Red Bull has demonstrated a novel approach to marketing. Red Bull mainly focused on diversity,
value, global presence, consistency, and core maintenance to produce high-quality content all
around the globe.

Through its actions, the company has become very successful and has become the market leader
in its sector. Its use of a marketing message that is light on selling the product but heavy on
building the brand image and associating it with extreme sports and other activities of interest to
its target audience has possibly shown the future direction of much marketing effort.

To succeed at content marketing like Red Bull, you have to put your audience’s interests first, and
create stuff that looks and sounds like the kind of content they consume from publishers.