Red Bull Essay

• The Red Bull energy drink is a functional product developed especially for periods of increased mental and physical exertion.

In today's world, the name Red Bull and the slogan "Red Bull Gives You Wings has been inscribed into the minds of consumers around the globe. The popular energy drink, which seems to have sky-rocketed in US as well as world-wide sales is no miracle drug, although it does seem that way by the overflowing demand. Known to many as a coffee substitute, Red Bull is able to give its buyers that extra push or burst of energy to keep their day going due to its increased amounts of caffeine, without the nasty aftertaste of coffee. No doubt its marketing strategies have made a massive impact on its increased sales, but at its start, it is no lie to call Red Bull a self-made success. In a time where everyone is

market. With Red Bull’s various ad campaigns, the corporation uses a collaboration of extreme sports videos to market the incredible effects of their product. These differ from previous commercials, that use to be cartoony and display young adults, becoming cool and getting the hot girl, after consuming a delicious and nonaddictive energy drink. The transformation of red bull’s ads has shown that they are changing with pop culture by having what is considered most exciting to their core audience. These commercials show the true purpose of Red Bull corporation, selling children on the idea of consuming large quantities of caffeine, Taurine, B group vitamins, sugar, Alpine spring water in the Red Bull energy drink; are healthy and even make you into a fun and interesting

The company exemplifies the typical branding success story. Since its inception, Red Bull’s successful market strategy and ways of penetrating the lucrative energy drink market has demonstrated the company’s ability to think outside the competitive box through its innovative branding and sales and distribution strategy. Since the targeted’ age range is quite young, Red Bull employed unique methods to attract its customers. Amongst these non-conventional advertising routes, Red Bull used marketing « below the line », « buzz marketing », and « tribal marketing » (Brocooli, April 2012).

This document is part of the requirements of the Foundations of marketing course, the University of Newcastle. It is the first part of the marketing plan for Red Bull, the leader of energy drinks market.

This single drink can help in the process of surpassing your limits to do crazy and extraordinary tasks. That is the theme that Red bull puts in their advertisements. Red bull is made out to be a drink to help with lots of amazing tasks and sports like the ones presented in the ad. The ad uses professional athletes, a sense of accomplishment, and gives motivation to grab the attention of the audience in order to get more people to buy their product.

Red Bull is one of the greatest energy drink companies in the world. The iconic Blue and Silver can has become a symbol for vitality, helping people with work and play. Its catchphrase, “Red Bull gives you wings!” is a testament to the sort of imagery energy drinks wish to portray.

Market share and strategy - RedBull had dominated the market of energy drinks all over the world. Its main mission is to provide an energy drink made with natural ingredients which provide energy to man, women or children in their day to day life. It provides instant energy which helps college students or working people to maintain their energy and keep doing their work with full enthusiastic way.The Red Bull brand had created a great impact on the mind of its customers by its product results and pricing strategies which make it a larger energy drink on the market.("The Top 15 Energy Drink Brands.")

Red Bull has built an image as a trendy energy drink, catering to young adults and young professionals between the age groups of (16-29) years. It also targets young club-goers and private parties in order to spread its picture as a stylish drink. It also believes that it is not just selling a beverage, but instead it is selling a ‘way of life’. Red Bull also uses a catchy slogan as ‘Red Bull gives you wings’. These non –traditional marketing strategies of Red Bull are not unique to any market.

With his "uncanny intuition for effective item developments", he schlepped a little specimen of vitality drinks again to Europe alongside an enormous thought. At that point with a reasonable vision and a considerable measure of exploratory expertise, Dietrich (and what was most likely a few anonymous sustenance researchers) conceived the Red Bull Energy Drink. In 1997, Red Bull sold one million cans, helped most likely by first experience with US shoppers after 10 years on European racks. In 1998, Red Bull deals transformed to in excess of 300 million cans and a year ago in what from the beginning seems, by all accounts, to be an accounting mistake Red Bull reported overall offers of one billion Us$. Unquestionably, the overwhelming caffeinated beverage brand, Red Bull has decided to stay with its one item refreshment line, abstaining from expanding out into comparable ranges, for example, vitality bars or different games related items. Red Bull was acquainted with the Lebanese showcase in 2001. The mother organization in Austria works specifically in Lebanon through a brand chief who reports to the provincial director of the Middle East and the Far East situated in Dubai. Red Bull Lebanese brand director is Mr. Elias Hankach. Red Bull is a lively drink that has two brand lines: Red Bull Original and Red Bull

Red Bull is not differentiated by gender, race or income, but does position itself as young, sporty and dynamic. It is also perceived as the market leader. The brand is not associated with a type of distribution channel, but does insist on usage situations – anytime, anywhere, for any situation (see advertisement A in Appendix 1).

The results from this questionnaire depict the fact that Red Bull is an extremely well known brand within the UK population. The fact that 100% of the individuals asked were aware of this product demonstrates the highly successful marketing strategy implemented by this organisation. 4.

The original formula for Red Bull was developed in 1964; however, the Red Bull company was not founded until 1984 after a merger between Dietrich Mateschitz, marketing guru, and Chaleo Yoovidhya, the owner of the Red Bull formula. Categorized as an energy drink, Red Bull was initially designed to “treat jet lag and boost energy for truck drivers” (Hollensen, 2012). In today's era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jägerbomb. This aligns with the company's focus on the younger generations of partygoers and post-secondary students.

Once the name of the energy drink became known worldwide amongst the ‘slightly off the wall’ youth, Red Bull kept their name and attitude. The way they marketed their brand was considered to be a new way of marketing, and they did not have much of a choice to market differently. Their direct target groups, Generation Y, are believed to be cynical to traditional marketing strategies. The so called ‘viral’ marketing strategy Red Bull implemented consisted of hiring Generation Y people to promote their drink. They made their brand visible on the streets by driving around cars such as the one in the picture above, or by handing out free cans to people who have been identified as in need of some energy. For Red Bull to be

Their slogans, “Red Bull Gives You Wings” and “No Red Bull, No Wings” have also proven to be a staple in their brand presentation for many years (Red Bull). While Red Bull is still dominating the industry, they may have some untapped resources in their marketing strategy and product presentation. While the brand is known throughout society they have the ability to reach a larger audience without losing the identity that the brand was built on. In the United States specifically, Red Bull could appeal to American athletes and consumers by sponsoring well-known athletes outside the extreme sports industry.