Red Bull Marketing

3878 Words May 4th, 2012 16 Pages
The Red Bull Branding Story

Report by: myparanoidego Table Of Contents:

Executive Summary…………………………………………………………………….. 3

1.0 Introduction…………………………………………………………………………… 6

2.0 Brand Positioning and Values………………………………………………..... 8

3.0 Brand Characteristics……………………………………………………………... 11

4.0 Product Benefits and Consumer Satisfaction…………………………….13

5.0 Brand Communities……………………………………………………………….. 15

6.0 Brand Equities……………………………………………………………………….. 16

7.0 Conclusion……...……………………………………………………………………… 19

8.0 Appendix……………………………………………………………………………….. 20

9.0 References…………………………………………………………………………….. 20

Executive Summary

Red Bull GmbH is a small company, who manufactures “Functional Drinks” or “Energy Drinks” on a
…show more content…
As a result, Red Bull was considered a failure in the United Kingdomafter losing more than $10 million during the first 18 months in that market.” Keller, K. L (2008 *A)

1. Introduction:

Red Bull GmbH, the Austrian based energy drink manufacturer is a remarkable brand that has grown to surpass some of the worlds most established brands.

After founder Dietrich Mateschitz returned from Asia with the rights to patent Red Bull and alter it to suit the Western market, he had a defined idea in his mind as to what he wanted to achieve with the energy drink.

After trialing more than 200 designs and finally cementing the right combination of caffeine, taurine, carbonation and flavoring the “original” Red Bull flavor was established.
What follows is the amazing story of how Red Bull was marketed in Austria and then from 1992 onwards into the rest of Europe, the Americas, Asia-Pacific and the United Kingdom.

Some of the key stones in the Red Bull brand marketing triumph has been the simplicity of their marketing approach through application, the positioning of the product and the clever ways in which they have side stepped traditional channels when bringing the product to the market and building the buzz and anticipation of Red Bull rather than just solely relying on the decision making derived from traditional

More about Red Bull Marketing