Red Bull is a performance-enhancing beverage that provides energy and an aggressive attitude. It has grown globally from being available in 1 country in 1987 to over 160 countries in 2009. Red Bull's target demographic is males aged 16-30 with an urban lifestyle. In 2009, Red Bull had 42.6% of the energy drink market share in Thailand. Red Bull promotes an extreme lifestyle through sponsoring sporting events and individual athletes.

1. Dietrich Mateschitz
Valerie Dominguez
Josh Kern
Chris Phelps
Monique Yniguez
source
JUST GO FOR IT # GIVES YOU WINGS

2. What the Hell is Red Bull?
“ Red Bull is the leading original
performance enhancing beverage that is
ahead of the curve because only Red Bull
provides the cool and aggressive attitude
while stimulating the body and mind.”

3. Brand Name/Logo

4. Icons
The Everyday
The Extraordinary

5. Growth of Red Bull Globally
vailable in 45 countries
• 1987: Available in 1 country
• 1992: Available in 3 countries
• 1995: Available in 15 countries
• 1998: Available in 45 countries
• 2001: Available in 73 countries
• 2004: Available in 124 countries
• 2009: Available in 160 countries• 2001: Available in 73 countries
• 2004: Available in 124 countries
• 2009: Available in 160 countries
• 9871987: Available in 1 country
• 1992: Available in 3 countries
• 1995: Available in 15 countries
• 1998: Available in 45 countries
• 2001: Available in 73 countries
• 2004: Available in 124 countries
• 2009: Available in 160 countries
• : Available in 1 country

6. Target Consumer
Demographic
 Male 16-30 yrs.
 Blue collar
 Urban lifestyle
 Income 5000-9000 baht
 ($170-$300 per month)

7. Red Bull Market Share
42.6%
14.4%
11.4%
6.9%
3.6%
21.1%
Sales in 2009
Red Bull
Monster (Hansen)
Rockstar (Coke)
Full Throttle (Coke)
Amp (PepsiCo)
The Rest

8. Sounds and Marketing strategy:
The brand does not currently have a single distinctive sound
because being the anti-brand brand it is not one to utilize this
form of traditional marketing strategy.
Instead most of the sport related TV spots by Red Bull utilize
classical music and Rock music that easily transitions from one
to the other. The music is usually by a not well-known artist.
+ =

9. Integrated
Marketing
Communication

10. Brand Personality
 Teens
 Extreme
 Aggressive
 Adventure
 Active lifestyle
Krating Dang (RED BULL) IMC quite to concern
with Modern Image, especially in music marketing
it focusing in 15 – 25 years olds only. However
KTD keep adult age with Thai boxing.

12. RED BULL LIFESTYLE

13. EXTREME SPORTING EVENTS

14. PROMOTION
Host Major Sporting Events
Environmental Promotion
Athlete Endorsements

16. INTERNET PROMOTION
● 30 Million “likes” on Facebook
● Twitter is an up and coming
digital marketing channel in
Russia.
● 2011-2012 Russian Twitter
users tripled.
● Over 33 million views for their
project stratos video.
● Red Bull shares videos of
sponsored athletes from around
the world in many different
sports.

17. Industry is maturing
Expand and adapt to new market
Old Target Market

18. CONCLUSION

19. References
http://www.youtube.com/watch?v=FHtvDA0W34I
http://www.redbull.ru/cs/Satellite/ru_RU/Article/Red-Bull-
Jump-And-Freeze-2013-021243339274318
http://energydrink.redbull.com/
https://www.facebook.com/redbull

20. Photo Sources
• http://www.worldrallysport.com/content/tra
vis-pastrana-jump-red-bull-new-year-no-
limits
• www.redbull.ca
• http://www.superstock.com/stock-photos-
images/1538R-54290
• http://www.clipartreview.com/search_term_
pages/lemon.html

21. WHAT WE LEARNED
● Introducing a Product globally involves extra research
about the culture to implement
● Brands that transcend through time are about a
lifestyle
● Red Bull builds relationships with extreme athletes
they sponsor and in turn those extreme athletes
serve as brand ambassadors
● Promotion is more than just about advertising

22. DISCLAIMER
Created by T.C.BALAMURUGAN, P.S.G. TECH
COIMBATORE, during a Marketing Internship under
the guidance of prof. SAMEER MATHUR , IIM
LUCKNOW.
(See www.IIMInternship.com)