Red Bull

        11 years ago, the popular Red Bull drink around the world come to China CCTV Spring Festival Gala debut, a 'Red Bull came to China ' advertising language, from the Chinese beverage market, more than a category called 'energy drinks ', Golden Red Bull rapidly in China 's best-selling blowing whirlwind.

At such a point in marketing, Red Bull had found its calling, so to speak, in its advertising strategies, but that did not stop them from coming up with new creative tactics to persuade more than 86% of the American public to try their ‘energy in a can' (Gschwandtner). In fact, they hired "hip locals" of busy cities known as the MET's (mobile energy team) to drive around a Red Bull logo car with daily missions that include bringing energy where it's needed, sporting events,

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).

felt that in order to truly identify a market a company would have to go through the process of

“To uphold Red Bull standards, whiles maintain the leadership position in the energy dinks industry as well as delivering superior customer service in a

Red bull Inspired by functional beverages from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980 's. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. Currently, Red Bull is available in more than 167 countries and around 50 billion cans of Red Bull have been consumed so far. In terms of further expansion, Red Bull is targeting the core market of the USA and growth markets in the Far East, while also focusing on the continued world-wide roll-out of the Red Bull Editions. Furthermore, their mission is to be the premier marketer and supplier of Red Bull in Asia, Europe, and other parts all around the world. Red Bull will achieve the mission by building long-term relationships with the people who can make it become more reality. The company is noted for its high quality beverages and their vision is to uphold the product standards, while maintaining the leadership position in the energy drinks industry and delivering superior customer service in a high profitable and efficient manner.

Red Bull has built an image as a trendy energy drink, catering to young adults and young professionals between the age groups of (16-29) years. It also targets young club-goers and private parties in order to spread its picture as a stylish drink. It also believes that it is not just selling a beverage, but instead it is selling a ‘way of life’. Red Bull also uses a catchy slogan as ‘Red Bull gives you wings’. These non –traditional marketing strategies of Red Bull are not unique to any market.

These display banners promote the content engine of Red Bullet because, they combine Red Bull’s theme of wings or flight, yet they do not carry much of an adrenaline or extreme sports edge. These banners resemble everyday people with energy demands in life that the energy provided by a small container can satisfy. The content theme is saying customers can receive something astounding from a small package. In both ads, they feature office employees. The skyscraper banner features a woman in business attire with a short list of the daily tasks that she’ll need energy to complete. The other ad is subtler. It is simply implying, under red bulls company name, this product is effective for helping busy office employees, parents, travelers get through the day while being productive. The larger can only be affective when more customers are aware of Red Bullet. This theme will be in line with Red Bullet’s home site, which will feature promotional videos introducing the product and displaying circumstances in which energy will be needed on an average day. This is a focus more on how the average, working, older, person uses a red bull product and not only sports stars. These banners are designed to reflect that.

All though Red Bull was launched in 1987, it was not until 1992 that the company began expanding its distribution – first to other European countries, Hungary, Slovenia (1992), Germany and Switzerland (1994), and then in 1997 to the US (Kumar et al 2005: 3). In the 1990s, the general consumer trend in the markets that Red Bull entered into was that the more you spend the

Red Bull have used crazy sounding and subversive names to build excitement around events before you’ve even heard of them to and to indelibly stamp them as “Red Bull”.

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

Red Bull is not differentiated by gender, race or income, but does position itself as young, sporty and dynamic. It is also perceived as the market leader. The brand is not associated with a type of distribution channel, but does insist on usage situations – anytime, anywhere, for any situation (see advertisement A in Appendix 1).

Once the name of the energy drink became known worldwide amongst the ‘slightly off the wall’ youth, Red Bull kept their name and attitude. The way they marketed their brand was considered to be a new way of marketing, and they did not have much of a choice to market differently. Their direct target groups, Generation Y, are believed to be cynical to traditional marketing strategies. The so called ‘viral’ marketing strategy Red Bull implemented consisted of hiring Generation Y people to promote their drink. They made their brand visible on the streets by driving around cars such as the one in the picture above, or by handing out free cans to people who have been identified as in need of some energy. For Red Bull to be

‘ Student brand managers' who would be used to promote Red Bull on university campuses. These students would be encouraged to throw parties at which cases of Red Bull would be distributed.

Initially, the company distributed free cases to college students across the country in an attempt to get their product in the hands of its consumers. This campaign became very successful and rapid proliferation of sales became the norm. The company continued to tailor their advertising to appeal to their target audience by sponsoring extreme sports, events, teams, and athletes. They sponsor athletes in the BMX, skiing, rally car, MLS Soccer, and many other sports industries (Red Bull). By sponsoring athletes such as Travis Pastrana and Shaun White, their “double bull” logo is never out of the spotlight, and constantly seen by the consumer.