Red Bull Case Study

1942 WordsMar 1, 20148 Pages
1. How will you characterize Red Bull’s overall marketing strategy (global, glocal or local)? Globalization is the deviation of businesses, philosophies, or technologies to propagate throughout the world, as well as the process of making this happen (SearchCIO, 2014). Glocalization is the idea that in a global market, when it is customized for the local or culture in where it is sold, a service or product is more likely to succeed (Rouse, 2013). Localization refers to the adaptation of a product, application or document content to meet the language, cultural and other needs of a specific target market (Ishida, W3C, Miller, Boeing, 2005). It is to believe that Red Bull is using globalization strategy in overall marketing strategy…show more content…
Firstly, Red Bull should launch similar product at a cheaper cost. This can ensure Red Bull priced at average price point of competitor to compete. Red Bull should launch their drinks in other market that Monster have not reach in order to compete with Monster. With that, Red Bull will become market leader faster than Monster. Besides, develop a new product is a necessity to compete. New product enable Red Bull to recapture consumer attention and people may think Red Bull is different from others. It expands your consumer exposure and makes your company and product names recognizable in the marketplace (Root, Media, 2014). On the other hand, Red Bull can stay at their premium image by innovative, creating new products and not to mention this is impressed consumer and differentiate both brand as premium brand and average brand. In order to compete with Monster, Red Bull should increase promotional budget and advertising in U.S. Awareness campaign can be done to increase awareness as well as promote Red Bull to the market. Not only uses the only ways for them to promote but also go out of the box will surprise the market. Sponsoring TV shows in encouraged to have more exposure of the brand with celebrity drinking the Red Bull drinks. Sponsorship allows you to reach specifically targeted niche markets without any waste and also creating positive publicity (Friedman, 2014). Red Bull should change the size of the drinks. Red Bull only sells one

More about Red Bull Case Study

Open Document