Red Bull Case Study

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For Red Bull, competition in the energy drink industry is minimal. Red Bull competes with brands such as Monster, Rockstar, NOS and Amp. Among these brands, Red bull comes out to be the industry leader, with a market share of 43%. (Time 2015) Following behind the popular brand, is Monster, which is Red Bull’s largest competitor. This brand, who now has a long term partnership with Coca-Cola, (Time 2014) has a 39% market share (Time 2015) Other less popular brands fall in with lesser market share success. Rockstar is another competitive brand that markets to a similar target market. They enjoy only 10% of the market share (Time 2015) Red Bull also faces Nos, a brand owed by Coca-Cola. The product is named after nitrous oxide. NOS’ market share …show more content…

There is the familiar issue of Red Bull’s slogan and its claim to give you wings. Red Bull faced litigation for this false claim and agreed to pay more than 13 million after settling a lawsuit over false advertising. (Business Insider 2014) The brand says in its marketing that the product can improve bodily functions like reaction speeds, and concentration, yet was proven to have no scientific support by the plaintiff in the lawsuit (Business Insider 2014) Contrary to its claims Red Bull gives its consumers no more energy than a cup of coffee (Reuters 2013) Legal clashes over the ethics of the company in advertising can continue to hurt the brand and its …show more content…

Candidly, if there are any digital resources that have not been used by the company, they are few. Currently Red Bull has accomplished much in this area. In addition to the company’s familiar content on their webpage, it has released a feature film called “The Art of Flight”. (Mashable 2013) Red Bull also publishes a magazine which is also online called “The Red Bulletin”. The magazine delivers 2.7 million copies globally. (Foliomag 2013) The Red Bulletin is a lifestyle magazine covering topics of sports, music and gear review writings, yet it is modified to the perspective of its customers. (Foliomag 2013) In 2011 the company began campaigning season, that included a mobile racing game called Red Bull Augmented Racing. In this game, users are allowed to create their own tracks and race against global players on Red Bull’s

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