Red Bull - 2269 Words

Overview about Red Bull Red Bull is an energy drink. Red Bull is an adaptation of the Thai energy drink Krating Daeng, which translates as Red Bull. Based on market share, it is the most popular energy drink in the world. The company was founded by Thai national Chaleo Yoovidhya and Austrian national Dietrich Mateschitz. Red Bull s slogan is it gives you wings and the product is aggressively marketed through advertising, tournament sponsorship sports team ownerships (Red Bull Racing, Red Bull Salzburg, Red Bull NewYork) and celebrity endorsements. In 2009 it was discovered that RedBull Cola exported from Austria contained trace amounts of cocaine. Mateschitz adapted the product to Western tastes by diluting it, lowering the caffeine†¦show more content†¦Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales. Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales. The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect. Innovations in promotion To remain competitive and interact with consumers Red Bull is constantly creating new ways of reaching its audiences online. Red Bull also uses a variety of smart phone applications to promote its campaigns. These methods create connections withShow MoreRelatedRed Bull13142 Words   |  53 PagesCULTURE 44 RESOURCES 44 STRATEGY # 1: TAURINE FREE RED BULL 44 STRATEGY # 2: DIVERSIFYING INTO SPORTS DRINKS MARKET 45 SYNERGIES IN VALUE CHAIN 46 PITFALLS IN STRATEGIC IMPLEMENTATION 46 SCORE CARD 48 DIAGNOSTIC SURVEY OF PRIMARY AND SECONDARY MANAGEMENT PRACTICES: 49 BIBLIOGRAPHY: 55 â€Å"MISSION AND VISION EVALUATION† RED BULLL GIVES YOU WIIINGS...   MISSION STATEMENT EVALUATION We are dedicated to upholding Red Bull standards, while maintaining the leadership position inRead MoreRed Bull1107 Words   |  5 Pagesyou characterize Red Bull’s overall global marketing strategy (global, glocal or local)? Ans 1 – It is my opinion that Red Bull has a global marketing strategy which it implements in all the markets in enters into. Red Bull has built its name as a trendy energy drink, catering to young adults (aged 16-29), young urban professionals and post secondary school students. Also it targets young club-goers and private parties to spread its name as an active and stylish drink. Red Bull believes that itRead MoreRed Bull735 Words   |  3 PagesCase: Red Bull Red Bull’s success is a result of a great marketing strategy including product placement and creating brand loyalty. Success is also a result of avoiding marketing myopia. Red Bull accomplished this by claiming to satisfy more than just your thirst. Dietrich Mateschitz took the energy drink concept of Krating Daeng in Thailand and broadened it usage by also marketing Red Bull as a sports drink, functional drink, and nutritious drink. Their success was also stemmed fromRead MoreRed Bull993 Words   |  4 PagesRed bull is the worlds oldest and most successful energy drink brands. In 1966, Red Bull was born in Thailand as a kind of vitamin energy drink, and then Austrian entrepreneur  Dietrich Mateschitz  was inspired by this pre-existing energy drink and took this idea, modified the ingredients to suit the tastes of westerners. Now it has more than 40 years of history so far with excellent quality and good reputation, Red Bull drinks are sold in more than 140 coun tries and regions around the world, rankRead MoreRed Bull1644 Words   |  7 PagesWhat is their field of operation? Red Bull operate within the energy drinks sector of the soft drinks market. The product is an example of a functional drink. Functional foods respond to consumer interest in well-being and performance. The major multinational soft drinks companies are investing in the area of functional drinks, developing their own brands and buying up existing ones. This is seen as being important, given that their traditional soft drinks markets are at the maturity stage inRead MoreRed Bull4552 Words   |  19 Pagescommercialize them in Europe, and created the Red Bull brand in 1984. He launched the first beverage on the Austrian market in 1987. The drink was a major success, and is now available in over 160 countries. By 2009, four billion Red Bull cans have been drank and the company has become the leader of the energy drink industry. The firm launched other products, such as Red Bull Sugarfree in 2003 – a reduced-sugar version – Red Bull Cola in 2008 and Red Bull Energy Shot in 2010 – smaller, more concentratedRead MoreRed Bull4895 Words   |  20 PagesPage 20-22 – The impact on value chain activities 1 Name of Company Red Bull Name/ description of Product Red Bull Energy Drink The Red Bull Energy Drink is a stimulating, non-alcoholic beverage, designed to increase the consumer’s mental and physical condition, to ‘vitalize body and mind’: - improves performance - increases concentration and reaction speed 2 - improves vigilance - stimulates metabolism (Red Bull ® Energy Drink (2009) Benefits. Available at: http://www.redbull.co.uk/#page=ProductPageRead MoreRed Bull3982 Words   |  16 Pagesexpanding the sales of Red Bull? Criteria: Market Penetration , Market Development, Product Development, Diversification. (10) Market Penetration: An increase in sales can be made through new promotions or a wider range of adverts and advertising platforms, that will increase the consumption of Red Bull. With minor changes to their product, for example the taste, different flavours, Red bull will also meeting their consumers need for variety. Although I believe that Red Bull already has a very firmRead MoreRed Bull2368 Words   |  10 PagesRed Bull is the most popular energy drink in the world, selling over three billion cans annually. Started in 1987 by Austrian entrepreneur Dietrich Mateschitz, Red Bull pursued an aggressive yet different marketing strategy to grow their brand globally. Red Bull met an untapped need within the beverage consumer market and the strength of their carefully cultivated brand provided them leverage to market themselves in a non-traditional manner. What were the key Brand elements for Red Bull? A brandRead MoreRed Bull1907 Words   |  8 PagesRed Bull s marketing strategy: From the localization and then to an international Posted:2007-3-23   Ã‚  Browse:108 chinese Version   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  11 years ago, the popular Red Bull drink around the world come to China CCTV Spring Festival Gala debut, a Red Bull came to China advertising language, from the Chinese beverage market, more than a category called energy drinks , Golden Red Bull rapidly in China s best-selling blowing whirlwind.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After 11 years, the Chinese beverage market,