Essay on The Mighty Red Bull in the World of Marketing

3258 Words Feb 16th, 2010 14 Pages
Contents:

1.Introduction………………………. 3

2.Perception……………………….... 4

3.Attitude…………………………… 5

4.Reference Groups………………… 7

5.Conclusion………………………....9

6. References………………………..10

Introduction:

Red Bull GmbH is a global enterprise, which produces the brand Red Bull-an energy drink. An entrepreneur Dietrich Mateschitz founded the company Red Bull GmbH in 1984 after encountering the original drink called Krating Daeng (indirectly translates to Red Bull) in Thailand. The drink is an energy booster, which increases attention and concentration and also incentivizes your metabolism (Bized, 2008).

The brand enjoys worldwide annual sales of more than one billion cans and claims a 60% volume share of the world’s energy drinks
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The initial reaction of the public was not favorable towards the taste of the product. After the release of their innovative campaigns such as sponsoring extreme sports events and giving out free-bees at sport events; red bull was not just promoting their brand but also selling a lifestyle. People seemed willing to be a part of this lifestyle; in turn consumers’ began to develop a taste for the drink also taking into account the fact that an energy boost would be procured from it (Stefani. 2008) (Solomon, et all, 2006, p39-46).

Red Bulls heavy publicity and continuous release of events and competitions, causes a high-level brand image perceived by the consumer gaining his/her attention towards the product. This allows the consumer to interact with the brand on a large scale, thus communicating the whole brand as an energetic experience and not just the product, setting it apart from other energy drinks in the market.

Red Bull has generated a series of animated television commercials communicating the message - Red Bull Gives You Wings. These advertisements metaphorically convey the fact that by drinking Red Bull the consumer directly obtains a powerful amount of energy from the product, thus giving him/her a sense of inquiry about the product. This adds on the initial retention of the product on the minds of the consumer.

Red Bull mainly targeting the younger generation is an advantage to

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