Analysis Of Red Bull's Marketing Strategy

It is an originally energy drink which is sold by Austrian company Red Bull GmBH, created in 1987. Today Red Bull is available in more than 169 countries and around 60 billion cans of Red Bull have been consumed so far. It is sold in a tall and slim blue-silver can. By the terms of market share, it is the highest-selling energy drink in the world, in the year 2015 about 5.9 billion cans sold throughtout the world.

Red Bull is the pioneer in the energy drink category worldwide. Founded in 1984 by Dietrich Mateschitz in Austria, the product was formally launched in 1987. Mateschitz originally became aware of products called “tonic drinks”, which enjoyed wide popularity in Asia. He brought this effective product in Austria and developed a unique marketing strategy. The drink mainly targets young students and urban professionals. It is exclusively produced in Austria and then distributed around the world via a network of local subsidiaries and external importers and distributors.

This document is part of the requirements of the Foundations of marketing course, the University of Newcastle. It is the first part of the marketing plan for Red Bull, the leader of energy drinks market.

This report was written to assess the company Red Bull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close competitors in Monster Energy Drink and Rock star Energy Drink. Although Red Bull has massive internal strengths in being leader in the market share and sponsorship of events, it also has weaknesses in lack of innovation and diversity. Their

The continued accelerating pace of change in globalization is forcing an entirely new level of emphasis on individualized, highly targeted marketing across the many regions and countries of the world. Global marketing today must contend with a wider array of constraints, both economic and cultural, that as ever been the case in the past (Gupta, 2003). These constraints fuel a high level of creativity and focus on how to overcome cultural and economic constraints through rapid product development lifecycles, exceptional levels of supply chain integration (Wu, 2011) and greater focus on relationship market over just selling with a transaction mindset alone (Hansen, 2008). The pros and cons of globalization of form the foundation of today's highly competitive global marketing arena, forcing many companies to be more focused on the strategic and long-range over the tactical while compensation for a rapidly changing cultural mix of factors (Osland, 2003). The pros and cons of globalization are evaluated and the unique factors of global marketing also analyzed.

There are few brands that can offer more lessons in how to approach the next generation of marketing than Red Bull. Focusing their strategy on earned media, cultural integration and value creation, Red Bull’s approach is pioneering, and a template that many brands would love to follow.

Red Bull is an Austrian energy drink, according to the company’s website the product was launched in 1984 more precisely on April 1st and it was headquartered in Austria by Mr. Dietrich Mateschitz. According to the case study the idea came to his mind after he went to Thailand and he heard that energy drinks were on a high demand especially from drivers. Then he went to see the owner of Krating Daeng which was the top brand and he made a deal with the owner so start an energy drink company together. Red Bull now is available in more than 166 countries; with an experience of 31 years now Red Bull has sold a number of 5.3 billion cans, which is a really important number. Also Red Bull reached 9694 employees. As a special thing about Red Bull is that their cans are 100% recyclable.

This subject is designed to expand your understanding of international marketing and the role of marketing in an organisation operating across international boundaries. We will examine the various factors which must be considered when

Ans3 – The global markets are becoming increasingly competitive, with new products and new markets opening up, it is imperative that companies keep updating and re-engineering their products to cater to changing consumer needs and fresh trends. Red Bull has believed in keeping a simple production, marketing and distribution strategy. However with the increase in competitors, certain changes in its marketing mix would be beneficial.

Marketing mix strategies are an important process to be used by every company in order to meet with their consumer’s needs in the most effective way and for the company to be able to create the brand image and awareness. This includes one of the most common used method which is advertising. It is consider as a critical purpose in every business regardless of what type of business it is, they all need to advertise, since it is a way to attract the customer’s attention which can be done in many ways and through many mediums. For instance, to promote a new line of products or services, even campaigns that the company is now managing. It also give a chance for the consumers to compare how your products are different from the others, in other words, your competitors. This essay will focus on how advertising have an impact on McDonald’s consumers in different countries around the world and how it has been used to achieved such success on getting the message across to its consumers.

In many markets the emergence of a global marketplace has begun to occur. There are three causes: falling barriers to cross-border trade have made it easier to sell internationally; tastes and preferences are converging on some global norm helping to create a global market; and firms are facilitating the trend by offering standardized products worldwide creating a global market.

Originally established in Thailand in 1962 under the name Krating Daeng, Red Bull was incorporated in 1984 with its head office in Austria. It is now a market leader in the energy drink segment with presence in over 130 countries and an employee base of over 3,900 worldwide. It recorded a turnover of $2.6 billion in 2006 with a whopping 300% increase in global sales as compared to the year 2000. Starting with its first international foray in the neighbouring Hungary in 1993, it has since then entered and established a foothold in various key markets like United States, Germany and United Kingdom. Through its well developed network of local subsidiaries in these and other key markets, it manages to make its products

This research is focused to understand how a Global company is able to adapt to different marketing situation that is existing in different countries. A company can said to be Global if it can sell its products at a reasonable price with a dependable quality in every nation it serves. The concept of Global Marketing is viewing the entire set of countries markets as one unit and then developing a marketing plan through cost standardisation.

When it comes to hitting the marketing in the Philippines, Red Bull must examine how the implementation strategy using the marketing mix. In addition to that, the company must understand the cultures, beliefs, and way of life of Filipinos to adapt the product into the social structure of the country.

An energy drink sold by an austrian company in which it contained caffeine as the principal ingredient and was introduced in the lives of many professional athletes, late-night workers, college students, gamers and everyday adults. All these consumers have an explicit connection to, Red Bull, the most sold energy drink in the world. Their connection to the energy-reviving beverage, countless hours spent on daily routines continuously repeated and within the daily lives of average people who work or study to provide several necessities to the people who they work for such as income for their families, bosses or companies. Therefore, an innovative beverage was created in order to maintain performance during countless hours of energy draining progress. Dietrich Mateschitz, the founder of Red Bull, who in the 1980’s “He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull” (Red Bull Website), experimentation with several ingredients and finally establishing the formula for the Red Bull energy drink which first sold on April 1, 1987 in Austria. Since, it was released it has sold over 62 billion cans and became a widely recognized energy drink and “ was not only the launch of a completely new product” but “was in fact it was the birth of a totally new product category”.This product is “fuel” for the hard working average person of the world, and its purpose is to maintain performance, the day feeling energized, and opposite feeling of