The report also illustrates the application of the major analytical strategic frameworks in business studies such as swot, pestel, porters five forces, value chain analysis and mckinsey 7s model on red bull. Red bull creates better content than you do, heres how. And later stated, more than just another global brand, red bull s runaway success also spawned an. Furthermore its no surprise red bull were the big winners as felix fell 120,000ft from space, as they continue to push the envelope and build on their unique marketing strategy. Exposure to digital marketing enhances young adults. Red bull is the highestselling energy drink in the world, with 5. Red bull vodka developing products and promotion strategy farhan shah ramlan 2168102 abstract mk3uwa. In this series, marketing mix is the most important strategy that is used by the business organizations in order to have high degree of success pride and ferrell 2007. Product innovation red bull will use innovation such as new and attractive packaging.
The second is extreme sports events sponsorship and third, by sampling presentations to the consumers 3. When we look at their marketing approach, red bull remains unsurpassed in their ability to grow, innovate and adapt in a world of content. Red bull marketing mix red bull case study red bull. The company invested 65% of sales in its early days in marketing. In turn, positive marketing messages are reinforced and this generates a significant return for its advertising investment. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. This case describes the history of the red bull brand and how the company stimulated and harnessed wordofmouth to build a new product category functional energy drinks and brand franchise. Telling a compelling story and making the customer the hero red bull s marketing is all about telling a story.
Red bull revenue this statistic presents red bull s global revenue from 2012 to 2015. Make sure your keywords are also reflected in your headline. Find out how to shortcircuit the path to jawdropping growth. The powerful sales strategy behind red bull by gerhard. Which gives its customers another reason to love the brand itself. New product or service marketing plan introduction red bull gives you wings being a market leader in the market of energy drinks and being in the mature stage of the their product life cycle, redbull constantly comes up with. Every company who wants to create successful marketing campaign needs a social media presence and red bull knows that. In mateschitzs words, red bull has been speaking in the same tone of voice. Red bull also provides sponsorship for numerous parties, social events and especially sport events where they supply free and discounted red bull as a quick energy revitalizer and smooth chaser for alcoholic drinks. Caffeine content the caffeine content is the same amount that is in a cup of coffee, however when mixed with the other ingredients and sugars it can be dangerous.
Marketing must be aimed at finding out what these needs are and making sure that red bull meets it requirements. The experimental marketing campaign that became the world. Red bull supports close to 500 worldclass extreme sports athletes that compete in spectacular and often recordbreaking. Those who couldnt get to the music festival were able to watch it live on red bull tv, which was another great marketing scheme from this awesome company. The marketing strategy of red bull is dependent up on three important aspects which are known as three pillar marketing system. Red bull s print magazine, the red bulletin, definitely costs money to produce. Anyone who purchased a red bull beverage from the energy drink company between 2002 and oct. According to bized, red bull was able to build a strong brand image through. Red bull s brand resonates with its target audience, another key to their success. Red bull marketing communication mix researchmethodology. Red bull operates as a marketing company that uses an association of the brand with extreme sports events, music, and. Same wings, expanded taste the red bull summer edition.
Even when a bar doesnt offer the brand and instead uses a competitor, you will still hear people request red bull and grey goose or red bull and vodka. Here are 8 content marketing case studies to show you a variety of goals, strategies, and achievements you may want to consider for your content marketing strategy. Even in the freewheeling culture, red bull has maintained consistency in its marketing and communications strategy. Research into sports related marketing shows that red bull has communicated its marketing messages by targeting the social and cognitive needs of those who are interested in extreme sports kunz, r. The value of creative, edgy, and onbrand sponsorships. This study examined the effects of online marketing on young adults consumption behaviours, using energy drinks as a case example.
A proven plan for financial fitness, shut up and listen. Analyses the marketing, sales and distribution aspects of red bull. Among the marketing practices of the business organizations, different marketing strategies are used by the business organizations. In 2008 red bull created its own cola, red bull simply cola. But i love a lot of the other things red bull does. Having a smart seo strategy will give your content great rankings, which leads to more views and. Generally, an ebook can be downloaded in five minutes or less. Red bull does take advantage of some forms of direct marketing. On sunday october 14, felix baumgartner rose more than 24 miles above the new mexico desert in the 55story ultrathin helium red bull. Red bull operates many other businesses aside from energy drinks. The lan was the perfect test bed for red bull events and was a big success, delivering high production and competitive value which helped them grow their brand equity in the community. Red bull has masterminded a marketing strategy that is antitraditional, spending next to no money in. This strategy made red bull to be the market leader of 70% market in the energy drink market.
Price red bull has always followed high pricing policy but for this market segment marketing policy of red bull will focus on average pricing policy according which. The marketing strategy of red bull can be considered as one of the most successful one over the. Red bull media house is a great company but you also need social media content, communication, and a social media strategy. Overview of redbull marketing strategy and communication mix. Learn everything you need to know to go agile, right now. In my opinion this is one of the best things that can happen for a brand. Investing in your content marketing strategy is a must. These sponsorships communicate to its customers that red bull loves these events as much as they do. Red bull has been leading the way in content marketing. Marketing activity we do not market the product to the consumer, we let the consumer discover the product first and then the brand with all its image components. Is red bull a victim of bad marketing or hoards of flightless consumers. Now red bull stands at 65% of the energy drinks industry. Although red bull did create this market and is a top seller for energy drinks, it is now. Red bull is a sweet, caffeinated drink that promises the high energy kick to consumers.
Red bull is sold in more than 169 countries and about 60 billion cans of red bull have been consumed so far. Red bull is commonly mixed with vodka and is one of the main ingredients in drinks such as jagerbombs. Red bull reached its first foreign markets in 1989 in singapore and in 1992 in hungary. In the late 80s, around the same time red bull was spreading across europe, americans were drinking jolt cola, which was advertising as having all the sugar and twice. If you continue browsing the site, you agree to the use of cookies on this website. Remember to integrate your seo keywords in the descriptions and tags of your uploaded presentation. Operating as a marketing company, red bull uses an association of the brand with extreme sports events, music, and valuable content delivered using digital and social media to. Red bull stomps all over global marketing where theory. A few years later in 2011, red bull took their commitment to the next level. Red bull has even been a sponsor in nascar for several years. Energy drinks are not sports drinks and have not been formulated to deliver. Despite red bull s claim that this was not a marketing campaign, the energy drink giant used footage from the stratos project in marketing campaigns in the year to come and a felix baumgartner pov video released about a year after the historymaking jump racked up another 5 million views.
Pdf 4 ps of marketing mix a project report submitted. Their strategy has not focused on promoting the popular energy drink, but instead creating a brand that embodies a distinct lifestyle and audience. In addition to red bull s extreme sports videos, red bull also livestreamed events such as lollapalooza. Red bull international marketing plan business essay. Ppt on red bull marketing strategy slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Analysing the current market strategy for red bull and. Analysis conducted of red bull value proposition, socia media platforms and strategy. Red bull has long been supported as athlete drinks. Red bull was the leading energy drink brand in the united states in 2015. By connecting to extreme sports, red bull gives off an exciting image to customers. Red bull marketing presentation by ana anderson on prezi. However, red bull prides itself on the forms of advertising with little cost, or no cost. Weekly interviews, strategy, and advice for the marketing pro. Red bull energy drink was first sold on the austrian market in 1987.
Red bull is an energy drink sold by austrian company red bull gmbh, created in 1987. Since then, red bull has launched a range of products, including red bull cola in 2008 and red bull energy shots in 2009. When it comes to their marketing strategy, the brand takes everything it does to the extreme however, their marketing efforts always put the audience first. The elaboration likelihood model of persuasion was used as the theoretical. This is a case study of how red bull has been able to become the biggest brand using its awesome marketing strategy slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Grassroots strategy has been quite successful for red bull. I have been asked to evaluate the marketing strategy for red bull. Red bull gmbh report contains more detailed discussion of red bull marketing communication mix and marketing strategy. More specifically, i have been asked to identify new ways that red bull could maintain its leadership position in a maturing category. Young adults experience faster weight gain and consume more unhealthy food than any other age groups. Red bull is an austrianproduced energy drink that competes in a very narrow niche. In the 20 article for forbes, the author indicated that company culture heavily influences its marketing, this adventurous spirit is a reflection of red bull s freewheeling corporate culture that has enabled the company to build an enviable performance record over the last 25 years. Steve jobs think different crazy ones speech with real subtitles duration.