Red Bull Case Study Essay

Words: 1146
Pages: 5
Open Document
RED BULL CASE STUDY

Q1. How will you characterize Red Bull's overall global marketing strategy?
Red Bull has built an image as a trendy energy drink, catering to young adults and young professionals between the age groups of (16-29) years. It also targets young club-goers and private parties in order to spread its picture as a stylish drink. It also believes that it is not just selling a beverage, but instead it is selling a ‘way of life’. Red Bull also uses a catchy slogan as ‘Red Bull gives you wings’. These non –traditional marketing strategies of Red Bull are not unique to any market.
The term ‘Glocal’ means to market globally, yet tailor the ‘message’ to appeal to local tastes. Red Bull does not follow a Glocal Marketing …show more content…
Also, Red Bull currently offers only one packaging size, it can introduce 1 litre Red Bull bottles that will be beneficial for the Clubs owners in terms of Raw Material costs and Red Bull in terms of Manufacturing costs. Red Bull’s pricing strategy has been beneficial to the company however, they should lower their prices a little in order to gain more consumers in certain markets. The marketing strategies of Red Bull are highly global. They do not alter their strategies according to local considerations. In order to gain an edge in this competitive global market it is essential for Red Bull to start taking local demands and tastes into consideration. Red Bull’s distribution strategy targets small retailers and distributors that spread the brand name through word of mouth to local consumers. They also use college students to help distribute the product. One thing that they can do in order to improve their product placement is start Red Bull kiosks. This can also act as a marketing tool.
Red Bull uses non- traditional and out of the promotion techniques. They spend 30% of their revenue on marketing and promotion. I believe that their unique marketing techniques have worked for them and they should continue with them even in the future.

Q.4 Red Bull is available in large cities in India across super markets, restaurants and bars. Evaluate the opportunities for market expansion in India.
Show More

Related Documents: Red Bull Case Study Essay

Red Bull, Case study Essay

marketing environment of Red Bull. It provides information obtained through research regarding their products, marketing strategies, their sustainability factors and how they impact the industry that they are in. This report will pay particular attention to strengths and weaknesses, opportunities and treats while offering some explanation for observed changes and also comparing the primary competitors and their marketing mixes. The report will cover aspects of where Red Bull is in terms of industry…

Words 2695 - Pages 11

Case Study 2 Essay

Case Study Analysis – 2 California Miramar University 1. What is the basis of Red Bull's competitive advantage in the energy drinks market? Red Bull’s success is largely credited to its innovation capabilities. Red Bull is launched in 1987 when there is no similar product in the market. This provides a sound foundation for Red Bull to obtain the biggest market share when it comes more and more popular in the world. Red Bull uses its unique marketing strategy to build its…

Words 347 - Pages 2

Case Study Essay

purpose do students purchase and consume Red Bull? brief 3 red bull, a worlwide phenomenon 3 History……………………………………..……………………………3 Overall marketing strategy…………….……………………………3 MAIN BODY 4 Red Bull’s influences on sports ………………………………………...4 Sport events attracting students. …………..…………….………4 Student athletes………………………………………..………..……5 Why do students athletes then consumer Red Bull? …………...6 Students’ consumption during…

Words 4740 - Pages 19

The Mighty Red Bull in the World of Marketing Essays

Attitude…………………………… 5 4.Reference Groups………………… 7 5.Conclusion………………………....9 6. References………………………..10 Introduction: Red Bull GmbH is a global enterprise, which produces the brand Red Bull-an energy drink. An entrepreneur Dietrich Mateschitz founded the company Red Bull GmbH in 1984 after encountering the original drink called Krating Daeng (indirectly translates to Red Bull) in Thailand. The drink is an energy booster, which increases attention and concentration and also incentivizes your metabolism…

Words 3247 - Pages 13

Essay about Red Bull - the Anti-Brand Brand

Marketing Communication: Research and Planning Spring exam 2012 Red Bull – The Anti-brand brand Question 1: Red Bull was launched in Austria in 1987, and in the 25 years that has passed since then, many things have happened that could and should affect the way Red Bull markets and brands its product as opposed to how it was done in the years after the launch. All though Red Bull was launched in 1987, it was not until 1992 that the company began expanding its distribution – first to other…

Words 6101 - Pages 25

A Rhetorical Analysis Of Red Bulls

approaching a billboard, or seeing a bus passing by with a bright poster of what movie is coming out, they have to be eye catching. Some Advertisements make letters backward or even use the opposite color combinations, like McDonald’s, or FedEx. Red Bull and many others imply several eye-catching displays in their advertisements but more importantly, strategize ways to appeal to the viewer in aspects other than plain old visual. Catchy jingles, bringing ethics and providing a positive opinion for…

Words 1307 - Pages 6

The Pros And Cons Of Natural Balance

misleading adverting. The first process is to research the problem to determine if they have legislative authority to deal with the problem itself. Secondly, find out where there is jurisdiction over the product, and lastly, Rachel would have studies to study the problem to see if any action that needs to be taken and if new regulations need to be proposed. After which it is determined there is a problem, then a statute will be enacted by congress (Twomey & Jennings, 2013). The possible challenges…

Words 441 - Pages 2

Red Bull Marketing Research Essay

Executive Summary This report was written to assess the company Red Bull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close…

Words 5382 - Pages 22

Marketing Research: Red Bull Strategy Essay

Executive Summary Red Bull is the pioneer in the energy drink category worldwide. Founded in 1984 by Dietrich Mateschitz in Austria, the product was formally launched in 1987. Mateschitz originally became aware of products called “tonic drinks”, which enjoyed wide popularity in Asia. He brought this effective product in Austria and developed a unique marketing strategy. The drink mainly targets young students and urban professionals. It is exclusively produced in Austria and then distributed around…

Words 6193 - Pages 25

PR Analysis Essay

research how public relations impacts this industry. It is actually reported that energy drink sales will skyrocket to $21 billion by the year 2017. Our job is to figure out why, and solve any issues that could arise specifically within the companies Red Bull, Rock Star, Verve, 5 Hour Energy, and Monster. The history of energy drinks started overseas, in Europe and Asia where these popular drinks were first developed. One of the oldest energy drink bands is Lucozade, a drink which originated in Newcastle…

Words 2076 - Pages 9