Marketing Strategy Of Red Bull Essay

Marketing Strategy Of Red Bull Essay

Length: 1375 words (3.9 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

Felix Baumgartner boldly states that, “the only limit, is the one you set yourself,” before walking off a capsule 128,100 feet above Earth, to break the record for the highest altitude skydive, among many other records broken that day. This is how Red Bull wraps up its minute-long television advertisement promoting its energy drink. Red Bull is famous around the world not only for its energy drink and catchy slogan, “Red Bull Gives You Wings,” but also it is world renowned for its advertisements. Its marketing division not only focuses on visual advertisements to be seen during commercials on television or the Internet, but it is also a prominent sponsor of many athletes and companies. From basketball icons like Blake Griffin of the Los Angeles Clippers, to competitive video game players like Matthew 'NaDeSHoT ' Haag, Red Bull sponsors a wide range of different people and events. However, Red Bull has now been pushing more and more to extreme athletic event and athlete sponsorships that give it an entire new dynamic in its marketing campaign. In this specific commercial about “The World of Red Bull,” Red Bull not only advertises its energy drink, but also advertises along with it an entire lifestyle, one of thrilling activities and stunning scenery. This idea of the attraction with hazardous behavior is the backbone of why the children depicted in, “The Lost Children of Rockdale County,” where so troubled and sexually intrigued.
Red Bull is one of the few companies in the world that I wholeheartedly believe has been able to completely identify itself with a lifestyle as well as a product. I understand that there are other companies out there that are associated with aspects other than their products, like Bacardi Rum and old sch...


... middle of paper ...


...th a world of extreme, adrenaline-filled adventure. When you watch this commercial you have accomplished nothing and that there is so much more to do in life. Moreover, it presents these marvelous adventures as journeys that are within your reach. By doing so, they subtly attract us to this world of excitement and risk. This attraction can be positive or negative with relation to our community and environment, but it ultimately depends on how committed one becomes to this wonderful outdoor world. As I saw in The Lost Children of Rockdale County, sometimes attraction to risk and the craving to “fit in” can cloud one’s judgment and force them to participate in activities that they may not have otherwise. Red Bull marketing does a phenomenal job of pairing its energy drink with a lifestyle and it is a essential factor for why it dominates the energy drink market.



Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Red Bull 's Marketing Strategy Essay

- Red Bulls website sells a number of products besides there energy drinks. Red Bull sells team and event apparel, accessories, and Red Bull movies. It’s clear that Red Bull could market just about any product as long as that product lines up with the values of their target audience. Red Bull does not sell an energy drink they sell a lifestyle choice. This is what allows them to be so vestal in the market. Red Bull needs to continue to find new ways of reaching and create creative dialogue with its consumers....   [tags: Marketing, European Union, Red Bull, Energy drink]

Better Essays
706 words (2 pages)

Marketing Strategy : Red Bull 's Product Promotion Strategy Essay

- Inefficient Product Promotion Strategies. Red Bull’s product promotion strategy relies on buzz marketing strategy and social media marketing. The current product promotion strategy used by Red Bull is highly creative because of its individualistic and inventive nature. Red Bull sponsors extreme sports events and hosts parties and functions for rock stars and other celebrities. The company’s product promotion strategy is proactive and original as opposed to reactive and imitated. As a result, other companies in the industry are imitating Red Bull’s promotion strategies....   [tags: Marketing, Red Bull, Soft drink, Brand management]

Better Essays
883 words (2.5 pages)

Red Bull 's Market Entry Strategy Essay

- Red Bull’s reputation is seen as energetic, exciting and attracts a community of like-minded individuals that embodies these values. By identifying with a particular market segment they can build a community around youth culture and capitalize on younger consumers who feel a strong sense of expressing their unique personality by embracing the Red Bull brand (UK, 2013, para. 10). By creating unique events in which community members can be actively involved with Red Bull, it allows consumers to interact with the brand, on a personal level....   [tags: Marketing, Red Bull, Target market, Energy drink]

Better Essays
1430 words (4.1 pages)

Sponsorship: A New Marketing Strategy Essay

- For many years sponsorship and sports marketing have been in existence and has now been greatly improved. Hardly can organizers of major events expect to receive some funds without expecting to give something back in return. A couple of years ago, sponsorship could be regarded has more charitable or charitable, but in recent years, that has changed significantly. In the business world there are two main basics of any successful business, the first one is a market, and the second is a demand or customers in this market....   [tags: Red Bull, sports marketing]

Better Essays
1292 words (3.7 pages)

Marketing Recommendations for Red Bull Essay

- Introduction 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....   [tags: Red Bull Stratgic Plan]

Better Essays
1548 words (4.4 pages)

Red Bull Market Share Essay

- Red Bull is an energy drink that doesn't do well in taste tests. Some say it's too sweet. Others just shake their heads, saying, "No." Its contents are not patented, and all the ingredients are listed on the outside of the slim silver can. Yet Red Bull has a 70 to 90 percent market share in over 100 countries worldwide. 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....   [tags: Business marketing Analysis Strategy]

Free Essays
1577 words (4.5 pages)

Essay on Red Bull 's Marketing Strategies

- In today’s society, fast pace and “on the go” are the foundation for many products that we as consumers purchase every day. The energy drink industry especially has taken on this mindset with its caffeinated drinks to boost energy throughout the day. However, Red Bull has redefined the energy drink market to its own advantage as its founder, Dietrich Mateschitz, says, “If we don’t create the market, it doesn’t exist” (p. 2). Red Bull’s marketing strategies, well executed distribution, and packaging design have created differentiation factors amongst the company; setting it apart from its competitors and allotted for the company’s success since its launch in 1987....   [tags: Energy drink, Red Bull, Dietrich Mateschitz]

Better Essays
1093 words (3.1 pages)

The Red Bull Drink Essay

- The Red Bull drink that was first sold in Austria in 1987 has been successful over the last twenty-nine years, by representing the success of a marketing timing strategy. This product that is sold in more than 169 countries (Red Bull, 2016), the caffeinated formula uses marketing that is geared towards a younger audience. The target audience is looking to move away from drinks such as soda. When the product was launched it was a completely new item and found itself in a category of its own. This case study will utilize a four step analysis framework; the first step is to analyze the current situation; secondly, the core elements should be analyzed and recorded; third step is to formulate, ev...   [tags: Red Bull, Marketing, Energy drink, Caffeine]

Better Essays
705 words (2 pages)

Red Bull 's Largest Competitor Essay

- 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....   [tags: Energy drink, Marketing, Red Bull, Energy drinks]

Better Essays
1142 words (3.3 pages)

The Crazy Flying Steer On Red Bull Essay

- The Crazy Flying Steer There are many varieties of energy drinks to choose from, whether you choose Monster, NOS, 5-hour power or Rocktar energy drink you can always count on Red Bull. Dietrich Mateschitz the founder of Red Bull is a native of Styria located in Steiermark Austria (Foscht T, 2008). Dietrich studied trade and commerce, he also worked for Unilever and Blendax which are German manufacturer who makes toothpaste. Working with the company required a lot of traveling. As he visited Thailand, he purchased numerous and various energy drinks from the country and tested them out....   [tags: Red Bull, Energy drink, Krating Daeng]

Better Essays
888 words (2.5 pages)