Red Bull Case Study

959 Words2 Pages
bulb-icon

Recommended: Red bull marketing strategies advantages

Red Bull owner Dietrich Mateschitz commented, "The most dangerous thing for a brand is low interest." (Gschwandtner) Red Bull is currently available in over 165 countries, resulting in over 35 billion cans sold. (Red Bull) While many companies try to push their products on consumers, Mateschitz decided to take a more personal approach towards attracting consumers and influencing them to make his product stand out and become their first choice. Red Bull's owner states that most of its success came from bringing consumers to the product rather than the other way around. (Gschwandtner) With events in the industries of sport, music, art, technology and adventure, there is little the company does that is not interesting to just about everyone.
Red Bull hosts or actively sponsors contests and showcases for athletes in surfing, snowboarding, skateboarding, bike riding, and free style motorcycle riding events. These events take place all over the world and can attract as many as 30 to 50 thousand spectators during the event. (Gschwandtner). This "pull" strategy (Lamb, Hair, McDaniel) makes customers attracted to the event, and the actual drink plays a more secondary role. Using different host cities allow the company to incorporate the local culture and natural resources to its benefits. In Germany, a downhill mountain bike even used an abandoned potash mine to serve as its course because of the different elements provided throughout the 2,100-foot track. (Gschwandtner) Brazil, as a second example, was the host for a B.A.S.E. jumping event that had spectators watching jumpers perform back-flips and other aerial acrobatics off of their famous "Christ the Redeemer" statue with a parachute, of course. (Gschwandtner) Othe...

... middle of paper ...

... conclusion, sponsoring or acting as the main host of these international events, Red Bull uses reminder advertising to keep the product fresh in the customers mind. (Lamb, Hair, McDaniel) Placing the product in any market they want to and providing slogans like "It Gives You Wings" differentiates its product from other competitors with a message of "revitalizing" your mind in addition to getting an energy jolt. Having well known athletes in events is beneficial to attracting consumers to the events, where they are given free samples. By pushing the status quo of sporting events and breaking world records, Red Bull has a message of increasing human capability while also honoring the environment. With its high market share in local and international markets, and its increasing growth, the company should keep investing in events and sponsorships to continue expanding.

Show More
Related

  • Anheuser Busch Strategy

    1766 Words  | 4 Pages

    From our research, Anheuser-Busch is content with being the number one beer company in the world, increasing sales each year in operation. We found that Anheuser-Busch met many views associated with the world, business, and behavioral dimensions. The company also displayed its stability as we reviewed one of its most successful products Budweiser, owned by Anheuser-Busch, under the marketing view and the financial view. Not only do they hold almost half of the market share in the industry but their stock prices, sales volume, and net sales have all increased from 2002 to 2003. We also looked at Budweiser in terms of geography and culture. We found due to the fact that the "western" countries consume the majority of beer, it only makes sense that Anheuser-Busch concentrates on that market. Along these lines, another key goal that is also important to Anheuser-Busch is to boost other beer markets that are located in other cultures, where at the time beer is not a major consumption.

    Read More

  • Essay On Red Bull Market Segmentation

    466 Words  | 1 Pages

    Red Bull can also introduce new kinds of drink such as non-caffeine product with more vitamins plus and more flavours. But they have to make sure that these new products will not only be

    Read More

  • Essay On Roadrunner

    1497 Words  | 3 Pages

    ...e also sponsoring snowboarders. But instead of marketing toward extreme energy, they market toward being “not tired”. With this approach, Amp appeals more toward a slightly older audience and also to a calmer audience.

    Read More

  • Two Commercials of Different Drinks

    601 Words  | 2 Pages

    First of all, the slogan of Red Bull commercial is simple, meaningful, and unforgettable. The slogan of Red Bull commercial says, “Red Bull gives you wings”. It is easy to get their message, and what they want to sell ...

    Read More

  • Nike Five Forces

    1534 Words  | 4 Pages

    Promotion: Promotion doesn¡¦t only mean discount in prices, as they cooperate with Super Sport Star to let these famous player to present their product for them, sometime they held up event to give the customers the chance to meet with these super sport player by providing a chance to draw for the ticket after the customer purchasing amount meet the requirement. This will help the company to boost their sales, which at the same time can further promote their brand as an advertisement.

    Read More

  • NFL and NASCAR Sponsorships

    2075 Words  | 5 Pages

    Sport is one of the largest mediums that corporations can utilize to get that mass message out to their customers. Many of us have different ways that “tickle” our fancy so to speak. What interests one does not necessarily interest another, but, even if one person can convince others to try a product or service a domino effect may occur. Corporations are always trying to “spice” up their advertisement. They probably do this to see if they can manipulate a consumer to try their service or product. For example, Budweiser has been running beer ads for many, many years and incorporated comedy into their commercials. They went from frogs to lizards to obnoxious acting. In my opinion, people are swayed by these tactics and tend to try a Budweiser beer more often than they had.

    Read More

  • Heineken Case Study

    1418 Words  | 3 Pages

    Heineken has been the most successful beer company in Europe and the rest of the world due mostly to the quality of their product, their marketing/advertising and their sponsorship ability. They sponsor annually the biggest sporting event, which is the Champion’s League (a soccer tournament) in Europe. With games shown across the world every two weeks, Heineken has been their main sponsor for numerous years. The frequency and reach they achieve through the tournament is to die for and marketer’s dream since the tournament is played for nine months out of the year.

    Read More

  • Who Is Budweiser's Sponsorship?

    1722 Words  | 4 Pages

    Stella Artois, Becks and Budweiser are all well-known brands in the UK beer industry, with Budweiser (Bud) in particular, boasting respectable market share. However it has recently been reported that Anheuser-Busch (AB) Inbev, the Belgian producers of Stella Artois, Beck’s and Budweiser, experienced a lag in sales post World Cup 2014, questioning the impact of their official sponsorship of the event. Sponsorship can be defined as “the provision of resources (money, people or equipment) by an organization directly linked to an event or activity in exchange for direct association to that event or activity (Sandler, 1993)(Papadimitriou, 2008). As the official beer of the World Cup, Budweiser’s sponsorship of the tournament saw the brand introduce a limited edition gold ‘Rise as One’ bottle as part of a wider #RiseAsOne campaign, along with a Budweiser backdrop and sponsorship of the Man of the Match awards throughout the duration of the competition. This saw the brand associated with the likes of the Argentinian international, Lionel Messi, Arjen Robben of Holland and David Villa of Spain, all of whom are world renowned sports stars with large fan bases.

    Read More

  • Red Bull Market Share

    1577 Words  | 4 Pages

    During the past 15 years, the drink has been copied by more than 100 competitors, but such companies as Coca-Cola and Anheuser-Busch have been unable to take market share away from Red Bull. Says Red Bull founder Dietrich Mateschitz, "If we don't create the market, it doesn't exist." Mateschitz's secret to creating a $1.6 billion worldwide stampede for Red Bull lies in a highly ingenious "buzz-marketing" strategy that herds consumers to exclusive and exciting events that get high media coverage. Red Bull supports close to 500 world-class extreme sports athletes that compete in spectacular and often record-breaking events across the globe. Mateschitz explains, "We don't bring the product to the consumer, we bring consumers to the product."

    Read More

  • Marketing Recommendations for Red Bull

    1548 Words  | 4 Pages

    Red Bull is an energy drink manufactured, distributed, and marketed by Red Bull GmbH, which is a company in Austria. The company was established in 1987 in Austria and hit the global markets in 1996. Red Bull is the most popular energy drink across the world selling an estimated 5.2billion cans in 2012 as reported by Symphony IRI. The company commands a 50% and 46% market share of energy drink industry in Canada and United States respectively. The brand is also marketed in Europe, Asia and has recently ventured the African market with the establishment of a distribution depot in South Africa. Further, the company generated approximately $400 million in sales in America and Canada alone in 2012.

    Read More

  • Marketing Red Bull

    1836 Words  | 4 Pages

    Red Bull has becoming hugely successful and operates within the global soft drink marketplace. Within the soft drink industry its niche is the ‘energy drink’ market, of which Mateschitz was largely responsible for creating. Red Bull currently is the leading energy drink across the entire globe. It holds 70% of the market worldwide (Gschwandtner, 2004). Once the drink was passed by health ministries, Red Bull entered the Austrian market, soon thereafter then moved into Germany, United Kingdom and the USA by 1997.

    Read More

  • Analysis of Commercial Advertisement

    1641 Words  | 4 Pages

    Background - RedBull was launched in 1987 by GmbH and was derived from a Thai drink KratingDaeng. Austria was the first place where Red Bull started its business in 1987.It started its business in Hungary in 1992 and the United states in 1997. These were the first foreign market for a Red Bull energy drink. Itsslogan “RedBull Gives You Wings” started in German...

    Read More

  • Strengths And Disadvantages Of Red Bull

    1090 Words  | 3 Pages

    1.Red Bull differentiates itself in not only the soft drink industry by focusing on energy drinks solely, but also in the business industry, seeing how their strengths, weaknesses, opportunities for improvement, and threats all seem to blur together . The fact that Red Bull is seen as a luxury and sports drink is a strength, weakness, opportunity, and threat within itself (Kansara, 2); being labeled as such sets Red Bull apart from their competitors, pushing them into one field and industry to prosper in and be associated with, leaving them opportunity to determine the way that industry will grow as they are the pioneers but also threatening their hopes for expansion. In a nutshell, in order for Red Bull to truly work towards their mission

    Read More

  • Pepsi Blue Case Study

    1473 Words  | 3 Pages

    During the 1990s, PepsiCo launched new products and engineered a global re-branding campaign in an effort to grow sales volume; reinvigorate their stagnant brand; and to close the increasingly large sales and market share gap between itself and its primary competitor, Coca-Cola. In 1993, Pepsi jump-started its marketing efforts by adding two brands to its portfolio: Crystal Pepsi and Pepsi Max. Crystal Pepsi, which was initially offered in the United States, failed to earn the company more than 2 percent volume share. Pepsi Max, which was launched in the United Kingdom, proved more successful, but because one of its primary ingredients was an artificial sweetener not yet approved by the Food and Drug Administration, it wasn't brought to market in the United States.

    Read More

  • The Benefits Of The Olympic Games

    1559 Words  | 4 Pages

    Having the Olympics can bring sports fans together; football is a favorite in Brazil they know how to celebrate with each other. Especially having the 2016 Olympics motto being “Live your Passion” and the symbol being people holding hands, it has a lot of expression in it itself. I presume that they want people to understand the meaning of having sport lovers be passionate in the game and just experience it. They are setting up the Olympics with the right spirit, getting people excited for it. The logo and motto represent Brazil in the accurate way; they have a festive spirit in almost every celebratory occasion they

    Read More

More about Red Bull Case Study

Open Document