RED BULL'S PRODUCTS,PRICES AND MARKETING STRATEGY

1. PRERNA SAINI
FOR
MARKETING
INTERNSHIP
source

2. OVERVIEW
●Red Bull Lifestyle
●About Red Bull
●Timeline
●Product (4P's)
●Price (4P's)
●Place (4P's)
●Old Advertising vs. New
●Promotion (4P's)
●Conclusion

4. RED BULL LIFESTYLE

5. ABOUT RED BULL
● Created in Austria in the
mid 1980s
● First can sold in 1987
● Red Bull created a new
market category for energy
drinks
● Available in over 165
countries
● Sold over 35 billion cans of
Red Bull.

6. TIMELINE

7. January 2nd-5th: Russian New Year
January 7th: Orthodox Christmas
February 7th-23rd: Winter Olympics
March 7th-16th: Winter Paralympics
March 17th: St. Patrick's Day Festival
EVENTSPlan

8. PRODUCT
Original
Red Bull
Sugar Free
Red Bull
Source

9. PRICE
● List Price (8.4 oz)~ $2.99
o 95 Roubles
● Discounts- None
● Payment period- 60 days
● Credit Terms- 2/10 net 60

10. PLACE
● Moscow, Russia
● Average winter
temperature: 48°F
● Introduce bars, liquor
stores, sporting
events

11. BARS & NIGHTCLUBS
● 8 Ball (Shooter)
● Jagermeister + Red
Bull Energy Drink
● Absolut Bull (Cocktail)
● Absolut Vodka + Red
Bull Energy Drink
● Agwa Bomb (Cocktail)
● All Nighter (Cocktail)
Source

12. LIQUOR STORES
Source

13. EXTREME SPORTING EVENTS

14. PROMOTION
Red Bull 2000 Red Bull 2013

15. PROMOTION
Host Major Sporting Events
Environmental Promotion
Athlete Endorsements

16. INTERNET PROMOTION
● 50 Million “likes” on Facebook
● Twitter is an up and coming
digital marketing channel in
Russia.
● 2016-2017 Russian Twitter
users quadrupled.
● Over 33 million views for their
project strategies video.
● Red Bull shares videos of
sponsored athletes from around
the world in many different
sports.

17. CONCLUSION

18. WHAT I 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
● Red Bull has followed an aggressive marketing
strategy which accounts for its huge success in a
very small amount of time.

19. MARKETING STRATEGY
• RED BULL WAS SOLD IN FRANCE,DENMARK AND NORWAY .
HOWEVER AFTER 2014 IT WAS ON SALE IN ALL 28 MEMBERS STATES
OF THE EUROPEAN UNION AND IN MORE THAN 167 COUNTRIES
AROUND THE WORLD.
• FOR ITS ENGAGING CREATIVITY AND THE SAVVY CULTIVATION OF
AND INTEGRATION OF THE EXTREME SPORTS MOVEMENT,REDBULL
LEADS THE CATEGORY IN BRAND MARKETING STRATEGY.
• IT HAS ADOPTED MARKET ORIENTATION AND CUSTOMER
EXPERIENCE DESIGN.

20. REFERENCES
http://www.mos.ru/en/index.php
http://www.ukessays.com/essays/marketing/red-bull.php
https://www.facebook.com/redbull
http://www.ewdn.com/2012/02/06/russian-twitter-users-triple-in-one-year/
http://www.redbull.com/us/en
http://codeboxr.com/blogs/timeline-for-brands-and-how-red-bull-uses-it-so-successfully
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/

21. DISCLAIMER
CREATED BY PRERNA SAINI,JAMIA MILLIA
ISLAMIA,NEW DELHI,DURING A MARKETING
INTERNSHIP BY PROF.SAMEER MATHUR,IIM
LUCKNOW.