Redbull Case Analysis

3901 WordsAug 10, 201316 Pages
The International UNO Summer School 2012 Red Bull: Case Analysis Daniel Mader Andreas Mair Jennie Walker Ellie Walker Macon Blount Marketing Principles Jeffrey R. Foreman, PhD MKT 3501.1 Table of Contents Company Overview 3 Corporate, Business, and Marketing Strategy 5 Market Orientation 6 Marketing Macro Environment 7 Consumer Behavior and Psychology 8 Porter’s Five Forces 12 Pricing Strategies 14 Integrated Marketing Communications 17 Social Media Press Release 19 Future Problems for Red Bull 20 Company Overview I. Mission Statement and Slogan A. Mission Statement * No official mission statement could be obtained, since Red Bull is not a…show more content…
* The shift from focusing on the underground youth scene to extreme sports sponsorship is probably the most drastic change in marketing strategy Red Bull has executed. * Red Bull is today priced as a premium energy drink (see Pricing Strategies). * The company often organizes free trial distribution to attract new customers. This seems rational especially considering the reluctance a potential consumer might feel when pondering the purchase of the expensive drink for the first time. Market Orientation I. Target Market * Young urban males ages 16 to 29 * Risk takers * Young consumers and athletes II. Positioning * Alcoholic drink mixer * Extreme Sports * Sky diving * Formula 1 sponsor * Spends 30 to 40% of revenues on hard core marketing * Buzz marketing * Guerilla marketing * Mixed marketing Macro Environment I. Political * Bans from EU countries * No regulation on labeling of such drinks * Age limits should be set on purchasing * Health risks associated with Red Bull II. Economic * Rising disposable incomes encourage premium purchases * Major soft drink manufacturers have been attracted to the sports and energy drink market partly by the premium prices that currently exist for these market products. III. Social *

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