Marketing Strategy Of Red Bull

Red Bull was created more than three decades ago. The founder, Dietrich Mateschitz, came up with the idea for Red Bull while touring Thailand. He took note of a Thai energy drink called Krating Daeng (or “red bull”) that had become a popular pick-me-up, especially amongst blue-collar workers. Believing that this would be a popular drink in Europe, he made a deal with the owners of Krating Daeng that gave him the international rights to the drink in exchange for a 51 percent share in his Red Bull Company (Peter, 2013). By 2004 Red Bull was an undeniable success with sales reaching 1.9 billion cans in 120 different countries. Over the course of its life, Red Bull has had to adapt and change its marketing position more than once. When the beverage

When entering a new market they would rely heavily on word-of-mouth and targeted a small selection of trendy clubs, bars, and stores to carry the product in hopes that they would generate buzz and influence the market immediately surrounding them. Red Bull also intentionally kept it’s price at a premium and strategically seeded themselves into these hand picked venues to maintain a high quality, “VIP” image. Of course there are some other well-known strategies behind Red Bull’s success including its involvement with extreme sports such as hang gliding and bungee jumping and its participation in the F1 circuit through its eponymous

They have undeniably oversaturated the market. You can’t go into a gas station, night club, and even bike shops without seeing Red Bull merchandise. One idea might be to pull back slightly in their marketing efforts. Red Bull could easily lose their “cool” factor if it is readily available to everyone everywhere anytime. They might consider expanding their promotional efforts into other sports arena’s not just the exteme sports. But if they wanted to aim for the stars they could try to work out a promotional deal with NASA. Perhaps Red Bull could help sponsor upcoming launches carrying supplies to the international space station in exchange for their logo being strategically placed on the shuttle or they could get a small promotional area on the next Mars “rover”. In the words of Mateschitz about Red Bulls future, “We have the next hundred years in front of