Introduction to Marketing: Red Bull

1928 Words May 6th, 2008 8 Pages
Topic 1: Introduction to Marketing
Red Bull

1. The Product/ Competitors/Industry

1.1 Product
Red Bull is a sweet, caffeinated drink aimed to give consumers the high energy kick. Available only in rather expensive 250ml cans, 350ml bottles, with 4 packs and only two ‘flavours’ (original or sugar-free). It contains caffeine, taurine, glucuronolactone, and B vitamins. Founded in 1984 by Austrian businessman Dietrich Mateschitz, Red Bull has become the worlds leading energy drink, a staple in many young, and active people’s lives.

1.2 Competitors
Big global companies such as Coca Cola and Pepsi have introduced their own energy drink versions to their product base. Mother (by Coca Cola), Amp (Pepsi), V, Battery, 180, RedEye and Bennu
…show more content…
Consumers are willing to pay the higher price for Red Bull because it satisfies their needs and wants, it also delivers on its promise to ‘Vitalize Body and Mind. So regardless of size of the can or price, consumers are willing to pay for Red Bull’s product.

3. The Marketing Management Philosophy

In our opinion, Red Bull fits into three of the marketing management philosophies. When it first entered the market it could be viewed in the selling concept phase. Founder Dietrich Mateschitz even stated. “If we don’t create the market, it doesn’t exist.” (Gschwandtner 2004). Mateschitz used buzz marketing to promote the product by giving consumers free samples.

Once Red Bull established itself it then moved into the product concept philosophy. It seems that many consumers buy the Red Bull product wholly based on what benefits it can give them, i.e. increased wellbeing and energy. Red Bull cans are branded with the tagline ‘Vitalises body and mind’ and it is well known by consumers that drinking Red Bull can alleviate tiredness.

The final philosophy the product fits into is the marketing concept. ‘This is where an organisation delivers target market satisfactions more effectively and efficiently than competitors.’ (Kotler et al. 2006). This can be done by researching its target audience and the company has shown this by the fact that ‘Red Bull has

More about Introduction to Marketing: Red Bull

Open Document