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IT GIVES YOU WINGS
ORIGIN
 Founded by Dietrich Mateschitz
in partnership with Chaleo
Yoovidhya in 1984 in Thailand.
Redbull energy drink wa...
PRESENT ,
It has a distribution over
168 countries.
It gives an employment
To More than 8294 people.
Upto now more than...
What is inside this drink
Improves
performance
Increases
endurance
Increases
concentration
and reaction
speed
Aids in
deoxifying
waste in our
body
S...
THE MARKETING COMMUNICATION MIX
It distributed free cases of drink to
college students.
By it’s slogan –RED BULL GIVES
YOU WINGS it attached the brand t...
SALES PROMOTION
Red bull connect is a customer loyalty program that allow
Redbull fans and customers to collect energy an...
Sponsors a wide range of sports which aligns with its core slogan
FLUGTAG
Competitors build homemade flying
machines Which...
REDBULL STRATOS
Redbull and Austrian diver planned a
Stratospheric freefall from 128,000
Feet which was live telecasted.
...
The social media strategy of Redbull is more of a brand strategy
to showcase their values , beliefs and overall what they...
WHAT ARE THE REDBULL’S GREATEST STRENGTHS AS COMPANIES
ENTER THE ENERGY DRINK CATEGORY AND GAIN MARKET SHARE ?
WHAT ARE TH...
Redbull has strong marketing strategy and financial
position.
Broad geographical presence- Redbull should ensure
Positiv...
Health concerns- tougher rules from government due to
High caffeine content
As it is not a patented drink , so anyone ca...
WHAT ARE THE PROS AND CONS OF REDBULL’S NON TRADITIONAL
MARKETING TACTICS ?
SHOULD THE COMPANY DO MORE TRADITIONAL MARKETI...
PROS
Successfully connects with Gen y consumers.
The social media ad is innovative and likely to receive positive public...
DISCUSS THE EFFECTIVENESS OF REDBULL’S SPONSORSHIPS. WHERE
SHOULD THE COMPANY DRAW THE LINE IN TERMS OF NOVELTY
AND LOYALT...
SUMMARY
DISCLAIMER
Created by Arekatla Harshit , NIT Nagpur , during a marketing
Internship Under Professor Sameer Mathur , IIM Lu...
Redbull
Redbull
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Redbull

RED BULL CASE STUDY

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Redbull

  1. 1. IT GIVES YOU WINGS
  2. 2. ORIGIN  Founded by Dietrich Mateschitz in partnership with Chaleo Yoovidhya in 1984 in Thailand. Redbull energy drink was first Launched in Austria in 1987 and Soon spread to other countries. Logo with fighting bulls at sunset Symbolizes the “ THE NEVER ENDING SOURCE OF ENERGY .”
  3. 3. PRESENT , It has a distribution over 168 countries. It gives an employment To More than 8294 people. Upto now more than 40 Billion cans of energy drinks Were sold. It has a target audience Of 16-29 years of age.
  4. 4. What is inside this drink
  5. 5. Improves performance Increases endurance Increases concentration and reaction speed Aids in deoxifying waste in our body Stimulates metabolism BENEFITS
  6. 6. THE MARKETING COMMUNICATION MIX
  7. 7. It distributed free cases of drink to college students. By it’s slogan –RED BULL GIVES YOU WINGS it attached the brand to high risk adventures. It targeted anyone with a wide sense of humor to establish a wide consumer base. ADVERTISING
  8. 8. SALES PROMOTION Red bull connect is a customer loyalty program that allow Redbull fans and customers to collect energy and use it to exchange prices. Points of Purchase- Refrigerated sales units , attractive display ensures a prominent location in every retail environment.
  9. 9. Sponsors a wide range of sports which aligns with its core slogan FLUGTAG Competitors build homemade flying machines Which must weigh less than 450 pounds Including the pilot. AIR RACE The competitors have to navigate a Challenging obstacle course in faster Time. CRASHED ICE It is a downhill skating which involves Steep turns and high vertical drops. EVENTS& EXPERIENCES
  10. 10. REDBULL STRATOS Redbull and Austrian diver planned a Stratospheric freefall from 128,000 Feet which was live telecasted. By this Redbull achieved thousands Of followers and fans on social media Networks. PUBLIC RELATIONS & PUBLICITY
  11. 11. The social media strategy of Redbull is more of a brand strategy to showcase their values , beliefs and overall what they stand for. They provide amazing visual content and interesting stories making us believe that we can do anything! ONLINE & SOCIAL MEDIA MARKETING
  12. 12. WHAT ARE THE REDBULL’S GREATEST STRENGTHS AS COMPANIES ENTER THE ENERGY DRINK CATEGORY AND GAIN MARKET SHARE ? WHAT ARE THE RISKS OF COMPETING AGAINST SUCH POWERHOUSES?
  13. 13. Redbull has strong marketing strategy and financial position. Broad geographical presence- Redbull should ensure Positive long term growth if certain markets reach maturity. It is present in all major events and has powerful brand Ambassadors. It is present all over the world and has a powerful Image. STRENGTHS
  14. 14. Health concerns- tougher rules from government due to High caffeine content As it is not a patented drink , so anyone can create it Results to increased competition. High marketing costs Limited product portfolio RISKS
  15. 15. WHAT ARE THE PROS AND CONS OF REDBULL’S NON TRADITIONAL MARKETING TACTICS ? SHOULD THE COMPANY DO MORE TRADITIONAL MARKETING ? WHY OR WHY NOT?
  16. 16. PROS Successfully connects with Gen y consumers. The social media ad is innovative and likely to receive positive publicity. It has a clear objective and target market. CONS It is a premium product. Priced higher than the average energy drinks price. Requires the audience to utilize the social media and sales promotion.
  17. 17. DISCUSS THE EFFECTIVENESS OF REDBULL’S SPONSORSHIPS. WHERE SHOULD THE COMPANY DRAW THE LINE IN TERMS OF NOVELTY AND LOYALTY? Tell the brand in compelling and more innovative ways . Place the brand in the forefront of the energy drink market. Reinforcing the brand positioning as edgy, lifestyle brand that believes taking chances is worthwhile.
  18. 18. SUMMARY
  19. 19. DISCLAIMER Created by Arekatla Harshit , NIT Nagpur , during a marketing Internship Under Professor Sameer Mathur , IIM Lucknow DISCLAIMER

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