Red Bull Case Analysis

In: Business and Management

Submitted By florawon
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Original Red Bull Marketing * Develop red bull mystique by placing empty red bull cans in clubs and bars to create the illusion of popularity * Build buzz about the product * Targeted in shops, clubs, bars, and stores * Targeted “Opinion leaders” (that influence consumers purchases) * Red Bull found available at sports competition, in limos before award shows, and at exclusive after-parties * Advertising * “Red Bull vitalizes body and mind” (Use of Dracula, informed by doctor that his teeth will have to be removed) -> Adult Cartoon * Target group: anyone with a sense of humor, no matter how old (wide) * “Red Bull gives you wings” * Clearly communicated product benefits without promising specific physiological results * Sampling * At concerts, parties, sporting events, campus libraries * Event Marketing * Classic E.G. Red Bull Soapbox Race and the Rull Bull Flugtag (Flying Day) * Sporting Events E.G. Red Bull Snowthrill extreme skiing competitions in France and Alaska/ Red Bull Cliff Diving World Tour Finals event in Hawaii * The more unique an event, the more likely tv stations would want to broadcast it, or newspapers would want to cover it, thus Red Bull gets automatically into media * Qualities Red Bull wanted to project in its brand personality: * Innovative, individual, non-conformist, unpredictable, humorous

Marketing Steps in the UK 1. Company marketed Red Bull as a sports drink, not a stimulation drink * there was a well established sports drink brand, Lucozade * Red Bull did not meet consumers expectations of what a sports drink should be * In 1996, Red Bull was repositioned as a stimulation drink * Change “energy” to “stimulation” * Thus, established new category 2. Company did not pursue a word of…...

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