INTRODUCTION
• Austrian entrepreneur Dietrich Mateschitz is the
owner of this company.
• It is the multinational company spread world wide.
• Origin country of this product is Austria
• Variant types are Original, Sugerfree, Cola, Total Zero,
Red Edition, Blue Edition, Silver Edition, F1 Edition
• Various products of red bull are Red Bull Cola, Red
Bull Energy Shot, Red Bull Sugar-Free, Red Bull Total
Zero, Red Bull Racing , Red Bull Racing Team
THE LOGO
PRODUCT BENEFIT
Increase physical
endurance
Stimulates the
metabolism and help to Improve overall feeling of
eliminate the waste well being
substance
Increase reaction speed Increase the mental
and concentration alertness
GROWTH
• 1987: Available in 1 country
• 1992: Available in 3 countries
• 1995: Available in 15 countries
• 1998: Available in 45 countries
• 2001: Available in 73 countries
• 2004: Available in 124 countries
• 2009: Available in 160 countries
And now, Red Bull sells 60
billion cans each year in over
165 countries all over the
world.
TARGET MARKET
COMPETITION
• Redbull’s real competitors are the market
leaders of cola companies such as : Pepsi &
Coca Cola, who have created their brand
leadership since several years in the
International market.
Top 10 players in soft drinks by
value share
Red Bull GmbH however with its relatively
premium but small serving size Red Bull brand
ranks seventh in 2012. The company’s narrow
focus in soft drinks, being almost exclusively based
on energy drinks, continues to keep the company
out of the top five in soft drinks.
TCCC and PepsiCo capture a stronger share in
value than in volume terms chiefly due to their
products, particularly carbonates, being priced
higher than local brands and private label,
benefiting from strong brand equity and extensive
distribution networks
BUILDING BRAND EQUITY
RECOGNIZED
Memorable
REGISTERED
Protectable Meaningful
COMPETITION RED PERSUASIVE
BULL
Adaptability Likable
LESS SUGAR
Transferable
FUN
LINGUISTIC
Overall Marketing Strategies
Segmentation Yes, mostly to Sportsmen and teenagers
Follows a Promotion Sold for free in Clubs, night spots, sports events.
Grassroots
marketing Communication
Tag lines such as “gives you wings” clearly communicates it as an Energy drink
strategy strategy
Brand extensions Yes, but not significant. Mostly focuses on health factor-”sugar free”; “zero calorie”
Brand No prominent Brand ambassador. However advertises in race car logos,
ambassadors F-1 Racing
Aluminum cans, cause waste management issues. Available in different
Packaging volumes
Television, Digital Channels. However frequency is less, mostly focuses on
Advertisement
direct marketing
Hire college students to deliver its products and finally, hiring hip locals ‘who
Personal Selling embody the spirit of Red Bull’ in target areas to drive around in a Red Bull logoed
car
Social Media
Massive (Facebook, Twitter, Google, Pinterest)
Presence
SOME FAMOUS EVENTS
RED BULL STRATOS 2012 JUMP
Fly home-
made, size- and
weight-limited,
human-
powered
machines.
Series of air races to navigate a challenging
obstacle course in the fastest time over water ,
airfields or natural wonders.
SWOT ANALYSIS
STRENGTH WEAKNESSS
CATEGORY LEADER : CATEGORY LIMITATIONS :
Red Bull has established a strong, consistent Red Bull has a limited product portfolio
brand image (an independent, edgy brand) compared to the rising number of rivals with
globally. Red Bull is synonymous with energy a plethora of flavour variants and categories.
drinks in many countries. PRICING:
GLOBAL PRESSENCE : Red Bull products are above the energy
Red Bull has a broad geographic presence, drinks average price,consumers tend to think
which should ensure positive long-term twice at the time of purchase.
growth even if certain markets reach CONTROVERSIAL :
maturity.
The relatively high caffeine content of Red
MARKETTING STRATEGY: Bull makes the brand highly vulnerable to
The promotional activities engaged by Red regulatory control
Bull throughout extreme sports sponsorships
have helped the brand to build a strong
identity and consumer base
OPPORTUNITIES THREATS
EMERGING MARKETS:
Emerging markets represent newer geographies for COMPETITION:
Red Bull’s expansion. Accelerating the marketing Monster represents the biggest threat to
and sponsorships in these markets is a wise move. Red Bull as it contains natural
NEW PRODUCTS: ingredients, which seem more desirable
Red Bull is building a new production facility in than Red Bull for some consumers.
Brazil which is likely to make its retail price more NEGATIVE PUBLICITY:
competitive than imported product prices. Building Media reports that ,Red Bull is harmful
a site in Asia should also be considered. for health,recent reports claim that Red
PRODUCT LINE EXTENSION: Bull drinks comprises of bull
Offering new flavours and formats will help Red semen,though all this is rumour,but it
Bull to improve its market shares. influence company’s image.
CONCLUSION
“ The reasons for consumptions change,
but the basics are always there: the real
benefit.”
- Norbert Kraihamer, Red Bull’s Group Marketing and Sales
Director
DISCLAIMER
Created by AKASH DEEP, IIT Kanpur during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow (see
www.IIMInternship.com)
