Marketing Excellence - Red Bull

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M560 Marketing Excellence – Red Bull November 5, 2013 1. What are Red Bull’s greatest strengths and risks as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? Although Red Bull is a fairly young brand, it is currently the worldwide market leader in energy drinks. Originally conceived in 1982, the drink was founded in Austria in 1987 and then went international in 1992 with its introduction into Hungary (“Red Bull SWOT Analysis”). Today, Red Bull sells more than 4 billion cans of energy drinks each year in more than 160 countries (Kotler & Keller, 2012). Red Bull’s success over the past ~20 years can be attributed to the company’s ability to highlight its strengths…show more content…
Red Bull is famous for taking extreme sports to a new level, as demonstrated by Flugtag, the Red Bull Air Race, and Bull Stratos. In each of these events, hundreds of thousands of fans watch as extremists take flight in homemade flying machines, aerial acrobatics, and 23-mile high free-fall drops (Kotler & Keller, 2012). While none of these events directly promote the product, they do promote the brand. Rebecca Lieb, analyst at Altimeter Group, recently stated: “…Red Bull has introduced its content marketing around and about the product, but it is never directly correlated to the drink itself. Nobody is going to go to a website and spend 45 minutes looking at video about a drink. But Red Bull has aligned its brand unequivocally and consistently with extreme sports and action. They are number-one at creating content so engaging that consumers will spend hours with it, or at least significant minutes" (O’Brien, 2012). Red Bull’s “anti-marketing” strategy successfully merges its mission to be viewed as unique, original, and rebellious with its target market: Generation Y consumers who want to be viewed in the same way (Kotler & Keller, 2012). Another significant strength that Red Bull has demonstrated is its ability to effectively align with its distributors. In the early 2000’s, Red Bull established a partnership with Cadbury Schweppes in Australia. In addition to establishing a better competitive position for Red

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