Loading...

Messages

Proposals

Stuck in your homework and missing deadline? Get urgent help in $10/Page with 24 hours deadline

Get Urgent Writing Help In Your Essays, Assignments, Homeworks, Dissertation, Thesis Or Coursework & Achieve A+ Grades.

Privacy Guaranteed - 100% Plagiarism Free Writing - Free Turnitin Report - Professional And Experienced Writers - 24/7 Online Support

Red bull case study marketing management

01/01/2021 Client: saad24vbs Deadline: 3 days

Marketing Excellence Red Bull


Red Bull’s integrated marketing communications mix has been so successful that the company has created an entirely new billion-dollar drink category—energy drinks. In addition, Red Bull has become a multibillion-dollar beverage brand among fierce competition from beverage kings like Coca-Cola, Pepsi, and Anheuser-Busch. To date, the company has sold more than 40 billion cans of energy drinks across 166 countries. How? Red Bull became the energy drink market leader by skillfully connecting with youth around the globe and doing it differently than anyone else.


Dietrich Mateschitz founded Red Bull with a single product in Austria in 1987. By 1997, the slender silver-and-blue can was available in 25 markets globally, including Western and Eastern Europe, New Zealand, and South Africa. Its size and style immediately signaled to consumers that its contents were different from traditional soft drinks. Red Bull’s ingredients—amino acid taurine, B-complex vitamins, caffeine, and carbohydrates—were specifically formulated to make the drink highly caffeinated and energizing. In fact, some users have referred to it as “liquid cocaine” or “speed in a can.” Over the past decade, the company introduced other products and flavors, many of which did not succeed. Today, Red Bull offers the original Red Bull Energy Drink, Red Bull Total Zero, Red Bull Sugar Free, and special editions infused with berry, lime, and cranberry flavors.


As the company continued to expand worldwide, it developed an integrated marketing communications plan that reached its target audience on many different levels and built its brand image of authenticity, originality, and community. First, Red Bull focused on pre-marketing, sponsoring events like the Red Bull Snowthrill of Chamonix ski contest in France to help build word-of-mouth excitement around the brand. Once the company entered a new market, it built buzz through its “seeding program,” micro-targeting trendy shops, clubs, bars, and stores. This enabled the cultural elite to access Red Bull’s product first and influence other consumers. As one Red Bull executive explained, “We go to on-premise accounts first, because the product gets a lot of visibility and attention. It goes faster to deal with individual accounts, not big chains and their authorization process.” The company also targeted opinion leaders likely to influence consumers’ purchases, including action sports athletes and entertainment celebrities.


Once Red Bull gained some momentum in bars, it moved into gyms, health food stores, restaurants, convenience stores near colleges, and eventually supermarkets. The company’s primary point-of-purchase tool has always been its refrigerated sales units, prominently displaying the Red Bull logo. These set the brand apart from other beverages and ensure a prominent location in every retail environment. To guarantee consistency and quality in its point-of-purchase displays, the company hired teams of delivery van drivers whose sole responsibility was stocking Red Bull.


Another essential aspect of Red Bull’s marketing communication mix is product trial. Whereas traditional beverage marketers attempt to reach the maximum number of consumers with sampling, the company seeks to reach consumers only in ideal usage occasions, namely when they feel fatigue and need a boost of energy. As a result, its sampling campaigns take place at concerts, parties, festivals, sporting events, beaches, highway rest areas (for tired drivers), and college libraries and in limos before award shows.


Red Bull also aligns itself with a wide variety of extreme sports, athletes, and teams and artists in music, dance, and film. From motor sports to mountain biking, snowboarding to surfing, rock concerts to extreme sailing, there is no limit to the craziness of a Red Bull event or sponsorship. A few company-sponsored events are notorious for taking originality and extreme sporting to the limit. For example, at the annual Flugtag, contestants build homemade flying machines that must weigh less than 450 pounds, including the pilot. Teams launch their contraptions off a specially designed Red Bull–branded ramp, 30 feet above a body of water. Crowds of as many as 300,000 young consumers cheer as the contestants and their craft try to stay true to the brand’s slogan: “Red Bull gives you wings!”


Red Bull uses traditional advertising once the market has grown mature and the company needs to reinforce the brand to its consumers. As one executive explained, “Media is not a tool that we use to establish the market. It is a critical part. It’s just later in the development.”


Red Bull’s “anti-marketing” marketing communications strategy has been extremely successful connecting with its young consumers. It falls directly in line with the company’s mission to be seen as unique, original, and rebellious—just as its Generation Y consumers want to be viewed.


Kotler, P., & Keller, K. L. (2016). Marketing management [VitalSource Bookshelf version] (15th ed.). Retrieved from https://online.vitalsource.com/#/books/9781323591512

Homework is Completed By:

Writer Writer Name Amount Client Comments & Rating
Instant Homework Helper

ONLINE

Instant Homework Helper

$36

She helped me in last minute in a very reasonable price. She is a lifesaver, I got A+ grade in my homework, I will surely hire her again for my next assignments, Thumbs Up!

Order & Get This Solution Within 3 Hours in $25/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 3 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 6 Hours in $20/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 6 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 12 Hours in $15/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 12 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

6 writers have sent their proposals to do this homework:

Top Essay Tutor
Helping Hand
University Coursework Help
Writer Writer Name Offer Chat
Top Essay Tutor

ONLINE

Top Essay Tutor

I have more than 12 years of experience in managing online classes, exams, and quizzes on different websites like; Connect, McGraw-Hill, and Blackboard. I always provide a guarantee to my clients for their grades.

$145 Chat With Writer
Helping Hand

ONLINE

Helping Hand

I am an Academic writer with 10 years of experience. As an Academic writer, my aim is to generate unique content without Plagiarism as per the client’s requirements.

$140 Chat With Writer
University Coursework Help

ONLINE

University Coursework Help

Hi dear, I am ready to do your homework in a reasonable price.

$142 Chat With Writer

Let our expert academic writers to help you in achieving a+ grades in your homework, assignment, quiz or exam.

Similar Homework Questions

If a firm produces at a break even point then - Geological history of uluru - Producing a systematic review - Nhtv breda university of applied sciences - Artistic licence engineering ltd - Types of adjectives in arabic - Chipotle vision statement - Stoney baloney car seat headrest - Continuous training examples running - Robert frost stay gold outsiders - What are the most important dimensions of system dependability - Tupperware replacement parts australia - Discussion math 3 - Reasons why democrats are better than republicans - Morrisby test price australia - What does montag's description of the tv audience mean - Difference between funds of knowledge and virtual school bag - Mangahigh com pemdas blaster - Automotive fusible link wire - Pros and cons of pecans - R5 - Walworth gate valve catalogue - Coventry ac uk mail - The Presentation - English - Describe the management style at rondell data corporation - Social psychology by elliot aronson pdf - Str/581 - Discussion: Social Media and Persuasion - Change management simulation power and influence scenario 1 - Nancy drew the deadly device masons password - Periodic trends and properties of elements lab - BW Texas Gov't Unit 4 Final Thought Discussion - Who has seen the wind book - Lab For Astronomy (Parallax Lab) DUE IN THREE HOURS!!!! - Writing assignment - SHORT NOTICE - ASHFORD BUS 612 - FINAL PAPER - DUE IN 6 HOURS - Myitlab - The indians new world the catawba experience - Effective leadership and management in nursing sullivan pdf - PPR1 - Copper and silver nitrate reaction - Week 2 App Post/Anthony - Which of the following situations would be considered cyclical unemployment? - Screamers hollow sterling ny 2018 - One crown office row - Europa euc1 20 2p - Hooke's law parallel springs - CORRECTION PAPER - Qualitative analysis of group 3 cations flow chart - Bus timetable gosford to erina - Rituals Assignment - Between the world and me page count - Tv antenna tower collapse case study - Conservation of energy in charge interactions - Discuss professional nursing leadership and management roles that have arisen - Classification of matter worksheet - Zoo story by thomas french chapter summaries - Weapons training bruce dawe analysis - Priority management system pdf - Week 1 Discussion - What is interpersonal learning - New york times summer reading contest week 4 - Studentmail uws ac uk - Three grams of musk oil are required for each - International Distribution Channels - Anemia in pregnancy case study - Operations and process management nigel slack pdf - Advanced pathophysiology - Ford pats transceiver replacement - Full moon and little frieda - William shakespeare sonnet 116 analysis - Discussion post and elevator pitch - Night son kills father for bread quote - Apartment renovation math worksheet answers - Nsw centre for effective reading - Georgetown washington hospital center - The histogram displays the sugar content - History of flinders street station - Contraceptives - 2jzgte oem intake manifold - Leadership theories matrix - Write a python function to reverse a string - Change management specialists often work __________. - Given this information is locational arbitrage possible - How to find capital gains yield - Short mood and feelings questionnaire - Jetblue and the new revenue recognition standard - Why are decomposers important to an ecosystem - From degrading to de grading summary - Introduction to java programming and data structures daniel liang pdf - Which promotional activity will sell the most products - Assa abloy lockwood manual - Please help with paper - Columbia senior executive program - A level chemistry required practicals - Idexx learning center cornerstone - Discussion: Unit 6 - 2017 2018 baldrige excellence framework pdf - A different mirror for young people pdf