Four Step Analysis Of Red Bull Drink

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, evaluate, and record the alternative courses of action;

When categorizing Red Bull it is fund in a category that is labeled functional, other examples of these types of drinks are sports drinks, such as Gatorade or Vitamin Water. In 2007 research indicated that Red bull was the leading energy drink, by 2010 the Nutrition Journal states, Red Bull holding 42 per cent of that 62 per cent of the energy drink market. For this reason, it is proven that Red Bull sets trends for other “functional” drinks and therefore they are after twenty-nine years still the most popular energy drink on the

As far as consumers are concerned Red Bull is the oldest and longest trusted brands of energy drinks on the market. With the various sport sponsorships done by Red Bull, there is a marketing style that leads a consumer to believe that they are experiencing Red Bull as well as drinking it. “Consumers know they are not only choosing an energy drink, but also a brand. Red Bull is known for having amusing TV commercials, sponsoring extreme athletes, and events,” (Peter and Donnelly, 2013). The effectiveness of Red Bull’s marketing is that the company aligns itself where the marketing strategy is designed to reach large volume of customers. These marketing strategies include sponsoring programs, events, as well as individual sponsorship of athletes. “Today, special Red Bull events take place in Australia, Asia, Africa, North America, and South America, Russia and all over Europe. The pre-event parties include professional DJs, appetizers, photogenic women and plenty of Red Bull. Some events, like Red Bull’s Flugtag, draw crowds of 50,000 people or more,” (Gschwandtner,