marketing

1. “LIQUID COCAINE”

3. Markets to 165 countries
27 years of company history
100% recyclable cans

4. Red Bull Energy Drink is a functional beverage providing wings
whenever you need them.

5. ON the road.
During lectures.
At work .And While playing sports
.
WHEN TO DRINK ?

6. Caffeine + Touraine + B-Group Vitamins + Sucrose & Glucose +
Alpine Water.
Red Bull Energy Drink's special formula contains high quality
ingredients.
WHAT’S INSIDE ?

7. “Buzz Marketing”
Unique Sampling Method.
Skilfully targeting target audience.
MARKETING STRATEGY

8. BE DIFFERENT!
Hosting sporting and other
events that are synonymous to
the brand attitude.
MARKETING STRATEGY

9. “ Red Bull Energy Drink is a great
functional drink which can be really
handy just before training or
competition. Red Bull gives you wings.”
– MARK WEBBER

10. Tri-Component Attitude Model
Affective Component: Emotions that amplify or enhance experiences
Conative Component: Tendency of consumer to behave in a particular way.
Causes the intention to purchase
Elaboration Likelihood Model
Peripheral Route: Source expertise; Quick persuasion without much
thought

11. PRODUCTS

12. An expensive drink relative to its competitors.
Targeted towards high end customers and the generation Y
consumers.
PRICE

13. Integrated marketing communication.
Sponsorships of events reflecting brand attitude.
Free sampling .
Endorsements by athletes .
PROMOTIONS

14. STRENGTH'S
Improves vigilance Stimulates metabolism
Increases physical endurance Increases concentration
and reaction speed

15. Through understanding of the audience’s needs, emotions and activities is essential to ensure accuracy and
relevance of the message
HOW DO WE COMMUNICATE?
HOW DO CUSTOMERS PROCESS
INFORMATION?

16. Relevant
Engaging
Implicit
ADVANTAGES OF MARKETING
STRATEGY

17. “Red Bull gives you wings”
• Extreme stunts/sports are the perfect fit for Red Bull
• By sponsoring & hosting these extreme stunts, Red Bull backs their
slogan
• Red Bull innovates new ways to maintain their Brand Personality
Red Bull Remains #1 because…
Consumer Perception: Red Bull keeps their message consistent
Consumer Learning: Red Bull keeps their consumers involved before,
during, and after stunts occur
Consumer Attitude: Shows consumers that they too can be adventurous

18. PRICING
HIGH MARKETING COST
NEGATIVE PUBLICITY
EFFECTS

19. It is recommended for Red Bull to stick to its “AntiMarketing” strategy
.
Through the current marketing it connects well with the target
consumers.
SHOULD THE COMPANY DO MORE
TRADITIONAL ADVERTISING ?

20. History
About the drink
Marketing Strategy
Marketing communications mix
Strengths and risks involved
SUMMARY

21. Created by APOORVA TIWARI for
Marketing Management Internship
by Prof. Sameer Mathur
DISCLAIMER