Introduction: Red bull is an energy drink created in 1987 by Dietrich Mateschitz. Red Bull is the

• The Red Bull energy drink is a functional product developed especially for periods of increased mental and physical exertion.

At such a point in marketing, Red Bull had found its calling, so to speak, in its advertising strategies, but that did not stop them from coming up with new creative tactics to persuade more than 86% of the American public to try their ‘energy in a can' (Gschwandtner). In fact, they hired "hip locals" of busy cities known as the MET's (mobile energy team) to drive around a Red Bull logo car with daily missions that include bringing energy where it's needed, sporting events,

market. With Red Bull’s various ad campaigns, the corporation uses a collaboration of extreme sports videos to market the incredible effects of their product. These differ from previous commercials, that use to be cartoony and display young adults, becoming cool and getting the hot girl, after consuming a delicious and nonaddictive energy drink. The transformation of red bull’s ads has shown that they are changing with pop culture by having what is considered most exciting to their core audience. These commercials show the true purpose of Red Bull corporation, selling children on the idea of consuming large quantities of caffeine, Taurine, B group vitamins, sugar, Alpine spring water in the Red Bull energy drink; are healthy and even make you into a fun and interesting

The company exemplifies the typical branding success story. Since its inception, Red Bull’s successful market strategy and ways of penetrating the lucrative energy drink market has demonstrated the company’s ability to think outside the competitive box through its innovative branding and sales and distribution strategy. Since the targeted’ age range is quite young, Red Bull employed unique methods to attract its customers. Amongst these non-conventional advertising routes, Red Bull used marketing « below the line », « buzz marketing », and « tribal marketing » (Brocooli, April 2012).

These manufactures will grab young people attention who are in need to increase and improve their concentration, reaction speed, and emotional state; but they fail to acknowledge the side effect of their products, such as being very tired after several hours of “sugar rush”. An over dosage of Red Bull cause a twenty-eight years old man to have a heart attack (Richards), this incidents is one of many that prove to us that this dangerous products should be banned from super markets and other easily accessed places for younger generation.

In 1982, Dietrich Mateschitz got an idea of functional drinks. He joined with Chaleo Yoovidhya, Thai businessman, in 1984 and founded the Red Bull, which today is 49 percent owned by Mateschitz, other 49 percent by Yoovidhya and 2 percent by his son Chalerm. Red Bull was first released into the Austrian market in 1987, which was the completely new product category, energy drink. (Red Bull, 2011)

Red Bull energy drink competes in the Non-alcoholic drink market which could be the overall Food and Beverage market. ‘Red Bulls target market is young, on the go, who enjoy extreme sports and live an active nightlife, anywhere from 18-35’(Swartz,Jon).

"We are dedicated to uphold Red bull standards, while maintaining the leadership position I the energy drinks category when delivering superior customer service in a highly efficient and profitable manner. We create a culture where employees share best practices dedicated to coaching and developing our organization as an employer of choice"

RedBull is also different from other energy drinks that it uses half the quantity of caffeine and sugar than any other competitors energy drink. RedBull had produced many advertisementsas TV commercials and also increases their sales with the help of magazines, internet and billboard advertising. Advertisements in magazines are limited because there are only few magazines which suits to publish RedBull advertisements in them. Internet advertising will gain the response of the particular audience as it truly depends on people using online services. Billboard advertising is also a very good method for attracting customers, but it should be placed at the places

Potentially there are some future threats for Red Bull. Generation Y, their target market will before long grow older. This raises some concerning questions. Will generation Y still buy Red Bull when they have out grown Red Bulls target market? Will Red Bull be able to develop marketing strategies that will persuade the upcoming generation? Or will they find something else? Another threat is that Red Bull focuses all their time and energy into the one product, whereas their main competitors (Coca Cola etc.) have many products. At present this strategy is a major part of Red Bull’s success, but if in the future Red Bull’s market

Red Bull has built an image as a trendy energy drink, catering to young adults and young professionals between the age groups of (16-29) years. It also targets young club-goers and private parties in order to spread its picture as a stylish drink. It also believes that it is not just selling a beverage, but instead it is selling a ‘way of life’. Red Bull also uses a catchy slogan as ‘Red Bull gives you wings’. These non –traditional marketing strategies of Red Bull are not unique to any market.

Additionally, Red Bull seek out and create a sense of drama and the spectacular with each event to rival anything Evel Knieval could’ve ever imagined.

Red Bull has every brand element covered their name is a household name, Their logo is simple and unforgettable, They have numerous easy of communication whether it is though Television, movies, and sporting events. They use social media such as Facebook, Twitter, Instagram, and youtube. They even have their own brand of music and magazine. All of these marketing elements allows Red Bull to reach their target audience on a mass sale and with social media make every interaction more personal. Red Bull Sponsers over 680 athletes, and host almost 1200 events a year. They have multiple slogans but the two most popular slogans are “ Red bull Gives you wings”, which was changed to “Red Bull Gives you wings” because of a class-action lawsuit, which began in January

Red Bull is not differentiated by gender, race or income, but does position itself as young, sporty and dynamic. It is also perceived as the market leader. The brand is not associated with a type of distribution channel, but does insist on usage situations – anytime, anywhere, for any situation (see advertisement A in Appendix 1).

The original formula for Red Bull was developed in 1964; however, the Red Bull company was not founded until 1984 after a merger between Dietrich Mateschitz, marketing guru, and Chaleo Yoovidhya, the owner of the Red Bull formula. Categorized as an energy drink, Red Bull was initially designed to “treat jet lag and boost energy for truck drivers” (Hollensen, 2012). In today's era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jägerbomb. This aligns with the company's focus on the younger generations of partygoers and post-secondary students.