Marketing and Red Bull Essay

639 Words May 5th, 2013 3 Pages
RED BULL 1. Who 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?
Strengths
There are six marketing lesions from Red bull which gives them competitive advantage 1. Embrace a sense of purpose 2. Beyond Big Society: do more than grow your bottom line 3. Move beyond ROI: pitch for emotional impact 4. Embrace ‘extreme marketing’ 5. Behaviour trumps brand values 6. Place commitment above all things
Also Red Bull follows ADIA model:
A= Attention: To acquire our attention, Red Bull launches a series of promotional strategies; their marketing is mainly based on the “3 pillars of Red Bull; Sampling, Advertising,
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Should Red Bull do more traditional advertising? Why or why not?
No, because Res Bull´s IMC (Integrated Marketing Communications) strategy is effective and accurate. Red Bull does not do direct advertising, they promote sports and extreme events in order to attract their main target (young people from 16 to 29 years old).
According to (Kotler & Keller, 2012) theory, Red Bull is using an emotional appeal message due to it is trying to create emotions to motivate a purchase.
Non-personal communication channels (Kotler & Keller, 2012): This means that Red Bull does not use personal contact or feedback; conversely, they create atmospheres (sports events) and events (Bull Stratos) to stimulate buyers. 3. Discuss the effectiveness of Red Bull´s sponsorships, for example, Bull Stratos. Is this a good use of Red Bull´s marketing budget? Where should the company draw the line?
Red Bull´s sponsorships have created good public opinion and goodwill. In addition, these kinds of events are directed to Red Bull´s market target: young people.
Red Bull´s promotion mix is accurate due to the combination between promotion tools (Kotler & Keller, 2012). On the other hand, it is important to highlight that Red Bull is focused on a Pull Strategy; this means that through activities the consumer is encouraged to go to the shop and demand

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