Marketing Plan For Red Bull Gmbh

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MARKETING PLAN: RED BULL Company Red Bull GmbH Brand/Product/Service: Red Bull Prepared by: Group 5A Anoop Kamboj I Deepak Tamak I Harshraj Pethraj Mehta I Amit Simant I Ranjit Kaur Chandel OVERVIEW Red Bull was introduced for the first time in 1987 by Dietrich Mateschitz in Austria. The launch of Red Bull gave birth to a whole new product category of energy drinks. It is sold in over 166 countries all over the world, and more than 40 billion cans have been sold till now. It uses the famous marketing slogan ‘Red Bull gives you wings’ for all its advertising campaigns. As reported by Red Bull, it entered the international markets entering Hungary and Slovenia in 1992, and in to The United States in 1997 and in 2000 in the…show more content…
They also mention that energy drinks are not limited to post work-out or sports drinks, but come in the ‘functional’ category. As per dolcera.com, the energy drinks in Australia have almost 50 million litres of consumption in the Australian market. As per Euro monitor, the growth for the energy drink market is expected to be at 7% for the coming years. Even though this industry is deemed to be at the maturity level, the promotions, innovative give-aways and Constant influential advertising will ensure good growth for the energy drink companies in Australia. A market analysis shows that the increase in the growth of energy drinks is mainly due to the multi-pack sales across all the brands. This strategy makes people buy more of the products. The target market for major brands are the youngsters who lead fast paced lives and need that instant boost of energy to stay on top the game. Current market trend: One of the main competitors for Red Bull in Australia in ‘V; and it has the advantage of being the drink created in Australia and New Zealand. This strategic advantage helps in getting the largest market share in Australia. Red Bull needs to break this hold in order to get higher market share. ‘V’ is positioned in the market as a social drink; whereas Red Bull is associated with extreme

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