Redbull Marketing Communications

In today's world, the name Red Bull and the slogan "Red Bull Gives You Wings has been inscribed into the minds of consumers around the globe. The popular energy drink, which seems to have sky-rocketed in US as well as world-wide sales is no miracle drug, although it does seem that way by the overflowing demand. Known to many as a coffee substitute, Red Bull is able to give its buyers that extra push or burst of energy to keep their day going due to its increased amounts of caffeine, without the nasty aftertaste of coffee. No doubt its marketing strategies have made a massive impact on its increased sales, but at its start, it is no lie to call Red Bull a self-made success. In a time where everyone is

Red Bull is the pioneer in the energy drink category worldwide. Founded in 1984 by Dietrich Mateschitz in Austria, the product was formally launched in 1987. Mateschitz originally became aware of products called “tonic drinks”, which enjoyed wide popularity in Asia. He brought this effective product in Austria and developed a unique marketing strategy. The drink mainly targets young students and urban professionals. It is exclusively produced in Austria and then distributed around the world via a network of local subsidiaries and external importers and distributors.

St. Jude children’s research hospital is a non profit hospital where patients do not have to pay for care. St. Jude produce many heartfelt commercials to get the public to know about them who they are and why they should donate. Besides newspapers, and billboards, commercials where the best way to advertise, now a days social media is the way to go. St. Jude’s children’s research hospital should make less commercials to promote themselves and step into the new era where the benefits will be obvious and better than what commercials used to provide them. There are many ways to promote oneself on social media to reach various audiences and to get their point across. St. Judes should sell themselves online to the public and gain important support

The important issue here is to build awareness of Metabical for the consumer, and then make sure that the consumer knows enough information about it. The more the advantages of safety, FDA approval and long term results due to the support program are advertised the easier it becomes for the consumer to like Metabical, and prefer it over Alli, or others. Once it becomes in the consumers consideration set he/she might develop the conviction to buy it, and eventually purchase it at the end. This hierarchy of effects model helps in knowing where to fit advertising. Media and the TV ads would spread knowledge and awareness to consumers (Direct to consumer advertising). Also the print ads in medical journals would help raise awareness amongst medical practitioners. The promotions like the informational pamphlets and the two high profile medical education events would also help in contributing to health care provider preference. The viral marketing campaign: Metabical Challenge contest and the contestant blogs in the social networking sites would greatly enhance consumer knowledge and preference as well. To succeed; it’s important to understand this hierarchy of effects: THINK, FEEL, and DO that the consumer goes through.

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.

This innovative idea of Boost put them ahead from other competitors and their brand’s distinct campaign builds a relation with customers.

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

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.")

After seeing the success that Red Bull has got in the energy drinks market, new brands are entering this market. Hence, it is essential for Red Bull to make certain changes in its marketing, production and

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”.

Initially the Red Bull’s slogan was “Red Bull gives you wings”. Later on as the taste changed with the change of its ingredients. Earlier it was an energy drink and later it was functional energy drink. Mateschitz devised the brand positioning that Red Bull “Revitalizes Body and Mind” This phrase conveyed the tangible benefit of the product in an easy grasping manner. It meant that Red Bull can be drunk any time whether it was morning, noon, or night. Thus Red Bulls consumption was not limited to any occasion or activities.

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

The company is able to continually satisfy the needs of the market, arousing the customer with exciting new promotions and events which challenge the limits of human belief. For example, the Red Bull sponsored BMX events where the riders are attempting and completing unseen tricks and ‘death defying’ acts on a weekly basis.

Red Bull can be called as a pioneer in the energy drink category worldwide. In India too, Red Bull was the brand that created the energy drink category.

Red Bull has a large market share in the energy drink market and it is one of the most popular energy drinks in the world, this may help us to increase the demand for the product and maybe develop a new product within the same brand.