Red Bull Management: Marketing, Competitors, Target Audience, Challenges, and Factors

• The Red Bull energy drink is a functional product developed especially for periods of increased mental and physical exertion.

With this knowledge, the Red Bull company knowingly began advertising at gyms, night spots, and to a very wide demographic of people. Suddenly not only athletes were targeted by Red Bull campaigns but so were high school and college students, people on the go, employees, and those who went to night clubs on the weekends. Popularity caught on quickly and many abruptly switched from coffee in a cup to Red Bull in a sleek, cool, blue and silver can. Students that have been interviewed in the past say that they choose Red Bull because its tastes better than coffee, it's the same price as Star Bucks, it is refreshing, it gives them

market. With Red Bull’s various ad campaigns, the corporation uses a collaboration of extreme sports videos to market the incredible effects of their product. These differ from previous commercials, that use to be cartoony and display young adults, becoming cool and getting the hot girl, after consuming a delicious and nonaddictive energy drink. The transformation of red bull’s ads has shown that they are changing with pop culture by having what is considered most exciting to their core audience. These commercials show the true purpose of Red Bull corporation, selling children on the idea of consuming large quantities of caffeine, Taurine, B group vitamins, sugar, Alpine spring water in the Red Bull energy drink; are healthy and even make you into a fun and interesting

The company exemplifies the typical branding success story. Since its inception, Red Bull’s successful market strategy and ways of penetrating the lucrative energy drink market has demonstrated the company’s ability to think outside the competitive box through its innovative branding and sales and distribution strategy. Since the targeted’ age range is quite young, Red Bull employed unique methods to attract its customers. Amongst these non-conventional advertising routes, Red Bull used marketing « below the line », « buzz marketing », and « tribal marketing » (Brocooli, April 2012).

The current objectives of the Red Bull are to stay in the same position as the leader, to be the brand icon of the extreme sports and to expand the existing markets. Red Bull has used some strategies to reach these goals, such as extending the product line and being the extreme activities sponsorship.

New employees in the career of sports marketing lead by example from some of the most successful products such as the Red Bull energy drink and Skullcandy products. The most efficient way to be successful is to promote products with several sponsors. For example, everyone knows what Red Bull is, a sports drink known for its burst of energy right when we need it. The company has had great success taking a new approach on sponsorship. Conway argues in his article “A Sports Marketing Success Story” that “Red Bull wants to own teams and events. The company has a huge focus on brand management and ownership allows it to completely control how its brand

Red Bull energy drink competes in the Non-alcoholic drink market which could be the overall Food and Beverage market. ‘Red Bulls target market is young, on the go, who enjoy extreme sports and live an active nightlife, anywhere from 18-35’(Swartz,Jon).

If one has to analyze the profitability scheme of Red Bull Energy Drink, perhaps it can be safely said that it is in a very uncompromising situation. First and foremost, the stiff competition have paved the way for the emergence of many small time players (Helm 2005). With every bottled drink that aims to steal the limelight nowadays, Red Bull should capitalize more on its creativity and ingenuity—this is of course, in relation to advertising and marketing. The company should never disregard that Coca Cola and Pepsi are still top competitors (Helm 2005). More so, even if the two share equally different components as with Red Bull, still, it is evident that the two continue to partake into the market share. Meanwhile, the notion that energy drinks offers no variety in taste is an important marketing aspect that the company should take into full consideration (Laing 2005). In 2001, Pepsi had already released AMP Energy Drink (“Amp Energy Drink” n.d). It is the company’s maidens venture into the energy drink arena. Evidently, AMP’s raison d’ etre is to capitalize on Mountain Dew’s established image. The concept would be to introduce something new, yet very familiar (“Amp Energy Drink” n.d).

Market share and strategy - RedBull had dominated the market of energy drinks all over the world. Its main mission is to provide an energy drink made with natural ingredients which provide energy to man, women or children in their day to day life. It provides instant energy which helps college students or working people to maintain their energy and keep doing their work with full enthusiastic way.The Red Bull brand had created a great impact on the mind of its customers by its product results and pricing strategies which make it a larger energy drink on the market.("The Top 15 Energy Drink Brands.")

Red Bull receives a lot of publicity throughout the media, mainly to do with health issues. This causes controversy over the drink, and is considered a weakness. The media often report that Red Bull is unhealthy and damages your body. The media often targets parents, telling them that it is harmful for teenagers and children. This being Red Bulls target market has a very negative impact on the company.

Red Bull’s target market is young adults and young professional (aged 16-22). If the number of people in this age – group form a small fragment of the country’s overall population, then entering such a market would be risky and not profitable enough. Red Bull has built a brand image of a youthful energy drink and hence it can be successful only in markets that have a large number of young people.

Red Bull has every brand element covered their name is a household name, Their logo is simple and unforgettable, They have numerous easy of communication whether it is though Television, movies, and sporting events. They use social media such as Facebook, Twitter, Instagram, and youtube. They even have their own brand of music and magazine. All of these marketing elements allows Red Bull to reach their target audience on a mass sale and with social media make every interaction more personal. Red Bull Sponsers over 680 athletes, and host almost 1200 events a year. They have multiple slogans but the two most popular slogans are “ Red bull Gives you wings”, which was changed to “Red Bull Gives you wings” because of a class-action lawsuit, which began in January

We can affirm that Red Bull has strong, favorable and unique brand associations, such as the dynamic and fun association, the typical taste and energy provision feature, and the competence perception due to its market leader position.

Red Bull has been able to create and sustain a competitive advantage in the sports drink industry by setting a goal and expanding from it. Red Bull was launched in hopes of capitalizing on extreme sports such as snowboarding and

1. What segmentation base has Red Bull adopted to target customers? How should Red Bull further segment the market in the future?