By Davide Griffini (262354),Namo Hama-Amin(262177),Yassin Zaki

Abdelkawi(265779), Abraar Hasan (245993)

About Red Bull

Red Bull is a leading energy drink brand that was

founded in Austria in 1987.

Over the years it has become to grow as one the most

recognisable beverage brands in the industry.

Since its launch more than 100 billion cans of RedBull have
been sold worldwide, including over 11.5 billion in 2022.
Representing an increase of 18.1% against an already very
successful 2021. (RedBull, 2023)
Where are they operating geographically
The brand has a global presence, operating in over 175
countries, and it has become synonymous with extreme
sports and adventure. (RedBull, 2023)

There has been increased scrutiny of energy drinks in recent

years due to health concerns, and the UK government has
imposed restrictions on the sale of energy drinks to children
under 16. According to the UK government two thirds of 10
to 17 consume energy drinks. (Beverage Daily, 2022)

In recent years, Red Bull has made significant efforts to expand its
operations in emerging markets such as Africa and the Middle
East. The company has entered into strategic partnerships with
local distributors and invested in marketing campaigns to
increase brand awareness in these regions.
Where are they operating in the industry
The UK market is highly competitive, with several established players like
Monster, Rockstar, and Lucozade.

With the revenue hitting almost 9 billion euros worldwide in 2021 and in
the UK hitting approximately 432 million British pounds worth of sales as
of 2022. (Statista, 2022)

The industry is also witnessing a shift towards healthier

beverage options, with consumers becoming more
health-conscious. This has prompted Red Bull to
introduce new products such as Red Bull Zero, which
contains zero calories and no sugar.

The company has also expanded its product line to

include Red Bull Organics, a line of organic energy
drinks.
Their current approach to their market

One of Red bulls current approach to its market is their slogan which is “Red
bull gives you wings.” this is a effective approach as just from that line alone
customer know that red bull gives you so much energy it feel like you can fly.

Red bull also heavily marketed their product in many sports. Their most
notable one being having their own team in F1 which has a value of $640
million.

During the time Red bull first released advertising was very expensive so
instead they went to areas were their target market would most likely be such
as universities ‘as their target market is 18-35’ and gave out free samples.

Giving out samples put their product right into their customers hands which
got their customers talking and spreading the word.
Porter’s Five Forces

Competition in the industry Competitiveness is Very High even though Redbull

owns 43% market share

Potential of new entrants into the A combined market share of 82% is owned by Redbull
and Monster so threat of new entries are very low
industry
Power of suppliers Very Low as only few raw materials are required for
the production process.

Power of customers Moderate as due to high market share and brand

loyalty, a slight increase in price will not affect
consumers decision.

Threat of substitute products Very Low, as there’s only coffee and home made fruit
smoothies as substitutes.
 Marketing Mix - 7Ps

1. Product: Red Bull is a popular energy drink that was first introduced in
Austria in 1987. The drink is known for its distinctive blue and silver can.

2. Price: Red Bull is priced higher than its competitors, positioning itself as a
premium brand.

3. Place: Red Bull is sold in over 175 countries worldwide, including the United
States, Canada, Europe, Asia, and Australia, and also online.
Marketing Mix - 7Ps
1. Promotion: Red Bull's marketing campaigns are focused on extreme sports and adventure, and the brand sponsors
several events and athletes globally.
2. People: Red Bull employs a team of brand ambassadors who embody the brand's values of adventure and
adrenaline.
3. Process: Red Bull's production process is streamlined and efficient, allowing the brand to maintain a consistent
product quality.
4. Physical Evidence: Red Bull's iconic logo and packaging have become synonymous with the brand, providing strong
visual cues for consumers.
Red bulls’ plans for the future

● One of Red bulls marketing strategies involves purchasing/creating sports teams, building media
companies and hosting events. This not only provides marketing it also enables them to make a
revenue stream.
● For the future i would suggest red bull carries on with their current marketing strategy to diversify the
brand around their first product, the energy drink.
● An example of them expanding in one of their marketing campaigns is in F1. Red bull currently own an
F1 team, where in 2026 they will become a power unit manufacturer. This shows they not only use this
strategy for marketing but also to provide revenue to the company.
● Furthermore they aimed to improve the healthiness of their product as it may of become a problem in
the future, for example the tax hit on sugary drinks. It also allows them to target a larger audience by
introducing healthier options. They achieved this by releasing products with zero calories and sugar
such as red bull zero
● They should also maintain their product to fit the wants of their customers. For example, the growing
climate crisis demands companies to be more sustainable. Red bull have responded to this with the
use of 100% recyclable cans and packaging.
 Our recommendations for the future
At the moment i think that red bull is using the diversification
strategy as they are releasing a lot of similar but slightly different
products such as red bull yellow and red bull peach. These have
not been very popular coming nowhere near the sales of their
original product.

Instead i think that red bull should use market development and
try gain a larger customer base in areas such as asia, the reason i
think this will benefit red bull is because using research i found
that red bulls largest customer base are mainly western beeing
america and most of europe.

If done correct red bull could drastically increase their overall

sales globally and massively increase global market share as asia
has one of the largest populations.
References
Red Bull ,2023: https://www.redbull.com/gb-en/energydrink/company-profile

Statista, 2023: https://www.statista.com/statistics/275169/red-bulls-company-sales-worldwide/

Beverage Daily, 2022:

https://www.beveragedaily.com/Article/2019/07/23/uk-government-bans-sale-of-energy-drinks-to-u16s?utm_source=copyright&utm_medium=OnSi
te&utm_campaign=copyright

Digital Agency Network. (2021). Red Bull Marketing Strategy: How They Make the Difference. Retrieved March 25, 2023, from
https://digitalagencynetwork.com/red-bull-marketing-strategy-how-they-make-the-difference/#:~:text=An%20important%20aspect%20of%20Red,hi
gh%2Dquality%20content%20that%20resonates.

CoSchedule. (n.d.). Red Bull Marketing Strategy: What You Need to Know. Retrieved March 25, 2023, from
https://coschedule.com/marketing-strategy/marketing-strategy-examples/red-bull-marketing-strategy.

Cascade Strategy. (2020). Red Bull Strategy Study: How Red Bull Dominates the Energy Drinks Industry. Retrieved March 25, 2023, from
https://www.cascade.app/strategy-factory/studies/redbull-strategy-study.

Green Seed Group. (2021). Energy Drink Market Trends, Growth & Growth Rate in 2021 - GreenSeed. [online] Available at:
https://greenseedgroup.com/energy-drink-market-trends-growth/

Viktor (2022). Red Bull Competitors: Who Is Leading In The Energy Drink Race? [online] Available at:
https://productmint.com/red-bull-competitors-alternatives/

adamkasi (2017). Porter Five Forces Analysis (Porter Analysis) of Red Bull|Porter Analysis. [online] Porter Analysis. Available at:
https://www.porteranalysis.com/porter-five-forces-analysis-porter-analysis-of-red-bull/