Name –Amit Mishra

Course-BBA LLB
Section –K
Submitted to – Ms. Anjeet khandelwal
Subject-Marketing Management
Roll no.-01817703520
Red Bull
• Red Bull is a private company based in Salzburg, Austria, primarily known
for its energy drinks and ownership of sports teams. The company's namesake
energy drink started out as a product called Krating Daeng (which roughly
translates to “red bull”), created by Chaleo Yoovidhya in Thailand in 1976 to
help transportation and construction workers stay alert on the job.
 In 1984, Austrian marketer Dietrich Mateschitz tried the drink, which cured his jet
lag, and led him to ask and eventually receive from Yoovidhya permission to
establish a separate company in Austria to sell the drink globally. The drink contains
a combination of caffeine, B-group vitamins, sugars, taurine, and Alpine water. By
the end of 2019, Red Bull boasted 12,736 employees in 171 countries, with 7.5
billion cans being sold worldwide. Red Bull sponsors athletes in both extreme
sports such as cliff diving and aerobatic flying and conventional ones such as
basketball and rugby. The company also owns a number of professional soccer,
hockey, and motorsports teams.
 Mission statement
• Red Bull mission statement is “giving wings to people and ideas.” Though
manufacturing the soft drinks is the primary operation of Red Bull, there is so much more
than the company does as inferred in this statement. The statement does this through:
• Distinguished products and services. Red bull is labelled as one of the most
satisfying soft drinks across the globe. It is produced under very strict and specific
conditions that make it a competitive product. Other than this, the company provides other
products while maintaining top standards.
• Improving lives. This company is renowned for the support that it gives to a wide range
of sporting activities and teams globally. By sponsoring these events, Red Bull contributes
to the growth and development of societies as these sports are economically and socially
beneficial.
Red Bull Vision Statement
Red Bull's vision statement is “to upholding Red Bull standards while
maintaining the leadership position in the energy drinks category when
delivering superior customer service in a highly efficient and profitable
manner.
Maintaining Red Bull Standards. Maintaining the company standards is as
relevant as the mission statement previously outlined because it shows what the
company stands for.
Leadership. In its vision statement, Red Bull shows how much it cares to
maintain the leadership position in the beverage market segment of energy drinks
that it contributed to creating decades ago.
“delivering superior customer service.” Superior attention to the customers it is
an underlined element of its vision statement.
INNERMOST CIRCLE
• Core Value:
Red Bull's core values include
• people
• ideas
• culture
these three core values are simple and direct but compelling to help Red Bull
build their long-term vision.
MIDDLE CIRCLE
• (Actual Product)
Brand Name: Red Bull

Brand logo:Its design originally came from two red ‘Gaurs’ otherwise known as
a bulls charging at each other with a yellow disc in the background to exhibit
strength and energy.
• Product Packaging
:How does it provide product protection: -
• Red Bull uses an aluminum can. Thatis oxygen-proof and neutral in taste.This
allows the drink to stay in fresh, top quality for a long time.This means it tastes
as good at the source as at its destination.-Red Bull cans are light weight which
makes them easy to carry and transport.Their durability is not only useful for
transport; it also makes them very safe for physical activities and events.-Red
Bull cares about the environment and each can is 100% recyclable.
• It can be melted down and reused an infinite number of times with absolutely no
loss in quality –and with huge savings in energy.-The cans are designed for easy
transportation and stocking. Thanks to their compact and efficient form, they use
about 40% less transport space than glass bottles and 30% less than PET bottles.-
Once chilled, the beverage remains cool in the can for a very long time.
• This is essential to the perfect Red Bull drinking experience.-
Persuadingconsumers/marketing Red Bulls can-Red bull uses distinctive brand
colors knowby customers, (blue and silver) which alternates in a patter around
the can. For Red bull’s sugar free drink that can color is a light blue. The Red
Bull “bull” is always in the center of the can written in bright red lettering
• Product components/features/ingredients:
caffeine, taurine,B-Group Vitamins, Sucrose and glucose, alpine spring water
“alpine water of the highest quality, which comes from the production sites in
Austria and Switzerland” –
• Product benefits:
Red Bull is a functional beverage drink. That is specially developed for those who
want to be physically and mentally active.
Red Bull’s benefits can be applied to any deal situation: playing sports, at work,
while driving or simply having fun.
Red Bull -Increases performance—Increases concentration and reaction speed-
Improves vigilance-Stimulates metabolism -Make you feel more energetic and
thus improvers your overall well-being
Brand Quality:
Premium quality, High Performance, Red Bull is extreme ineverything they do.
They are constantly channeling their consumers to push themselves to new
limits.
Physical characteristics of the brand: Red Bull is a carbonated uniquely flavored
liquid. The drink provides energy to its consumers.
Different Flavors of Red bull –
Red Bull Sugar Free,
Red Bull total zero,
Red Bull Editions (Red, Silver, Blue)
 OUTERMOST CIRCLE
• (Augmented Product)
• While Red Bull doesn’t have an exact after sale service or warranty or
installation, it does have a statutory warning that states their drink contains
caffeine and a person should not consume more than 2 in 24 hours and that
pregnant women, children, individuals with heart problems, and caffeine-
sensitive individuals should avoid drinking Red Bull entirely.
 Marketing Mix
• Red Bull has greater degree of emphasis on improving its marketing efforts.
The marketing practices and strategies of the company are improved time to
time according to the changing requirements of the markets as well as the
customers. In its marketing practices, the main focus by the company is given
on the different elements of the marketing mix. The detail analysis of the all
the elements of the marketing mix is done in the following heading:
• Product Mix:
• Product mix is the most important element of the marketing mix. In the
development of the product mix, the main focus by the business
organizations is given on the development of the product features in such as
way that product can be positioned as a different and unique product among
all the existing products. The development of the high energy products is
done by Red Bull with the inclusion of the specific product formula. The
main concentration of the product development process of the company is
given on the development of high energy products. The company uses active
ingredients in its products including caffeine, taurine, vitamins and amino
acids.
• Some of the ingredients used in the product development process are very much
beneficial for the cardiovascular system of the human body. In addition to this, in
the product mix the company also put focus on the taste and quality of the
products. The health aspects of the customers are kept on the high priority by the
company. The packing of the products is also done in an effective way so that
customers can be attracted to a good level. The company produced different
energy products according to the customers of the different age groups (Yaqoob
2010).
• Price Mix:
• Price mix is the second important element of the marketing mix strategy of the
business organizations. In the price mix, the main focus of the companies relies on
keeping the price of the products affordable for the customers as compared to
competitors. In the same series, Red Bull does pursue premium pricing strategy.
With the help of this strategy the company keeps its products affordable for the
global customers. Red Bull drives its global product positioning over the other
brand of competing firms by selling its products on premium price. Among the
target customers, the reinforcement of the products is done by the company only
through its premium pricing strategy. With the help of this strategy the company
provides several functional benefits to the customers. In all the international
markets, the company sets its prices on equal level in order to attain high degree
of competitive position in the global beverage industry (Kevin 2008).
• Place Mix:
• Distribution of the products is the main concern of the business organization in
their overall marketing functions. In this series, Red Bull has greater degree of
emphasis on the place mix element of its marketing mix strategy. Under the
place mix, Red Bull does the distribution of its products on international level.
Red Bull has established a well organized and developed network of local
subsidiaries to make the distribution of its products in the overseas countries
and all the regions in its approach. The company does deliver the adequate
volume of the energy products to the global customers with the help of its
efficient distribution system
• Promotion Mix:
• Promotion of the business is the most important requirement among all the
marketing activities for all the business organization. In this series, Red Bull
high degree of emphasis on the promotion of the products. For promotional
purpose, Red Bull organizes several kinds of activities in its marketing process
to promote its products on the global level. Red Bull organizes different
marketing campaigns for the purpose of product promotion. The company also
does event marketing and sport marketing to do the promotion of the sales of its
products among the young age customers (Futterman 2010).
• For the promotion of its logo and its brand name the company does organize
different kinds of sports events and other kinds of extensive networks so that
product sales can be maximized to high degree of efficiency (Dolan 2005). For
the promotional purpose, Red Bull uses television media to does exposure of its
products to the target audiences.
• The detail of the marketing mix elements shows that Red Bull maintains its
marketing elements in an efficient way in order to increase its market share and
keeping its business process on the right track.
 Conclusion

• Based on the evaluations above, Red Bull has strategically positioned itself in a
target market where its corporate branding strategy is synergistic. This allows
Red Bull to accelerate the growth of its brand equity, which, in turn, enables
Red Bull to command a premium on its products and compete with its
competitors.
• By consistently innovating and conducting high-profile events, as well as
sponsoring teams and athletes, Red Bull will be able to continue churning out
meaningful content that builds brand value, which will ultimately enable Red
Bull to dominate in the energy drinks market for years to come