Red Bull Case Analysis

1. Group 3

2. RED BULL
• “We don’t bring the product to the people, we bring people to the
product.”
• Originated in 1980s from a Thai energy drink “Krating Daeng”.
• Created a new category of “functional foods”.
• 7th leading carbonated soft drink company in terms of market
share.

3. PRODUCT BENEFITS
RED
BULL
Improves
physical
endurance
Improves
overall
feeling of
well being
Increases
mental
alertness
Improves
reaction
speed and
concentration
Stimulates
metabolism
and helps
eliminate
waste
substances.

4. Gives
You
Wings

5. MARKETING STRATEGY
Advertisements
Athlete
endorsing
Event
Sponsorship
Point of
purchase
Sampling
program
Word Of
Mouth

6. TARGET MARKET
• All who lie in the categories of :
– Students, Drivers, Clubbers, Business people, and sports
people.
• And are mentally or physically fatigued or both.
• Or need an adrenalin rush.

7. Challenges
• Facing a strong competition from other carbonated drinks.
• While the competitors are improving and innovating, Red Bull
stays the same.
• Product has completely oversaturated the market – losing the
‘cool’ factor.
• Red bull is one tricky pony – if sales start to slump, the party goes
in serious jeopardy.
• Being ignorant and unaware about their competitors.

8. BRAND PLAN OBJECTIVES
• To extend the Red Bull brand.
• To diversify the association of the brand with different events and
activities.
• To bring the product from saturated market to growth stage.
• To increase the consumption of number of cans per person per
year.

9. BRAND PLAN OBJECTIVES
• To extend the Red Bull brand.

10. Red Bull
Brand Extension
The
‘Wings’ Bar

11. The
RED BULL
Xtreme
sports
academy

12. The
Annual
RED BULL
Music
Festival

13. Last Longer Party Harder

14. BRAND PLAN OBJECTIVES
• To diversify the association of the brand with different events and
activities.

15. Promote
Traditional
EXTREME SPORTS

16. Maha Yudh 2006

17. Who’s the
Real Bull

18. BRAND PLAN OBJECTIVES
• To bring the product from saturated market to growth stage.
• To increase the consumption of number of cans per person per
year.

20. BULLY
the markets

21. Last Longer

22. Last Longer

23. Go An
EXTRA MILE

25. “We Created the
market.
If you appreciate the
product, you want the
Real one, the original.
Nobody wants to have a
rolex made in Taiwan or
Hong Kong”

26. Thank You
Anshika | Karthik | Lohit | Shruti