Red Bull

2368 Words Feb 12th, 2013 10 Pages
Red Bull is the most popular energy drink in the world, selling over three billion cans annually. Started in 1987 by Austrian entrepreneur Dietrich Mateschitz, Red Bull pursued an aggressive yet different marketing strategy to grow their brand globally. Red Bull met an untapped need within the beverage consumer market and the strength of their carefully cultivated brand provided them leverage to market themselves in a non-traditional manner.
What were the key Brand elements for Red Bull?
A brand element is trademarkable device intended to identify unique goods or services and differentiate themselves from their competition. Brand elements are designed to enhance brand awareness by cultivating brand associations that are memorable,
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Also, Red Bull would not extend bulk packaging or unit bundling so each can had to be individually sold by the retailer AND purchased by the consumer. The sleek look and steadfast packaging requirement grew the value of the Red Bull brand
Promotion – Red Bull used aggressive media campaigns to grow their brand but only promoted events, venues, and/or personalities that coincided with their brand strategy. They performed very little traditional product promotion, rather focusing on promoting fringe athletic events like extreme sports and relying on the consumer’s self-promotion. Positive consumer testimonials are better than some of the best promotional material money can buy. Peer pressure helped Red Bull’s brand equity to grow exponentially.
How did Red Bull’s marketing programs differ from those of conventional soft drinks?
Red Bull used advertising, event sponsorship, and sports marketing to promote their product as a functional energy drink. Red Bull aimed to make their marketing programs innovative, individual, non-conformist, unpredictable, and humorous. Rather than pursue conventional marketing methods, Dietrich Mateschitz felt that the best method for Red Bull to attract customers would be through peer testimonials – or word-of-mouth marketing. More importantly, Mateschitz and team were intent on creating a mystique for Red Bull. Through seeding programs designed to

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