RED BULL CASE STUDY

1. IT GIVES YOU WINGS

2. ORIGIN
 Founded by Dietrich Mateschitz
in partnership with Chaleo
Yoovidhya in 1984 in Thailand.
Redbull energy drink was first
Launched in Austria in 1987 and
Soon spread to other countries.
Logo with fighting bulls at sunset
Symbolizes the “ THE NEVER ENDING
SOURCE OF ENERGY .”

3. PRESENT ,
It has a distribution over
168 countries.
It gives an employment
To More than 8294 people.
Upto now more than 40
Billion cans of energy drinks
Were sold.
It has a target audience
Of 16-29 years of age.

4. What is inside this drink

7. Improves
performance
Increases
endurance
Increases
concentration
and reaction
speed
Aids in
deoxifying
waste in our
body
Stimulates
metabolism
BENEFITS

8. THE MARKETING COMMUNICATION MIX

9. It distributed free cases of drink to
college students.
By it’s slogan –RED BULL GIVES
YOU WINGS it attached the brand to
high risk adventures.
It targeted anyone with a wide
sense of humor to establish a wide
consumer base.
ADVERTISING

10. SALES PROMOTION
Red bull connect is a customer loyalty program that allow
Redbull fans and customers to collect energy and use it to
exchange prices.
Points of Purchase- Refrigerated sales units , attractive display
ensures a prominent location in every retail environment.

11. Sponsors a wide range of sports which aligns with its core slogan
FLUGTAG
Competitors build homemade flying
machines Which must weigh less than
450 pounds Including the pilot.
AIR RACE
The competitors have to navigate a
Challenging obstacle course in faster
Time.
CRASHED
ICE
It is a downhill skating which involves
Steep turns and high vertical drops.
EVENTS& EXPERIENCES

12. REDBULL STRATOS
Redbull and Austrian diver planned a
Stratospheric freefall from 128,000
Feet which was live telecasted.
By this Redbull achieved thousands
Of followers and fans on social media
Networks.
PUBLIC RELATIONS &
PUBLICITY

13. The social media strategy of Redbull is more of a brand strategy
to showcase their values , beliefs and overall what they stand for.
They provide amazing visual content and interesting stories making us
believe that we can do anything!
ONLINE & SOCIAL MEDIA
MARKETING

14. WHAT ARE THE REDBULL’S GREATEST STRENGTHS AS COMPANIES
ENTER THE ENERGY DRINK CATEGORY AND GAIN MARKET SHARE ?
WHAT ARE THE RISKS OF COMPETING AGAINST SUCH POWERHOUSES?

15. Redbull has strong marketing strategy and financial
position.
Broad geographical presence- Redbull should ensure
Positive long term growth if certain markets reach maturity.
It is present in all major events and has powerful brand
Ambassadors.
It is present all over the world and has a powerful
Image.
STRENGTHS

16. Health concerns- tougher rules from government due to
High caffeine content
As it is not a patented drink , so anyone can create it
Results to increased competition.
High marketing costs
Limited product portfolio
RISKS

17. WHAT ARE THE PROS AND CONS OF REDBULL’S NON TRADITIONAL
MARKETING TACTICS ?
SHOULD THE COMPANY DO MORE TRADITIONAL MARKETING ?
WHY OR WHY NOT?

18. PROS
Successfully connects with Gen y consumers.
The social media ad is innovative and likely to receive positive publicity.
It has a clear objective and target market.
CONS
It is a premium product.
Priced higher than the average energy drinks price.
Requires the audience to utilize the social media and sales promotion.

19. DISCUSS THE EFFECTIVENESS OF REDBULL’S SPONSORSHIPS. WHERE
SHOULD THE COMPANY DRAW THE LINE IN TERMS OF NOVELTY
AND LOYALTY?
Tell the brand in compelling and more innovative ways .
Place the brand in the forefront of the energy drink market.
Reinforcing the brand positioning as edgy, lifestyle brand that
believes taking chances is worthwhile.

20. SUMMARY

21. DISCLAIMER
Created by Arekatla Harshit , NIT Nagpur , during a marketing
Internship Under Professor Sameer Mathur , IIM Lucknow
DISCLAIMER