IT GIVES YOU WINGS

CONTENTS

HISTORY COMPETITORS INGREDIENTS CHALLENGES MARKETING COMMUNICATION PRODUCT DEVELOPMENT MAKETING MIX, PRODUCT Kotler’s 14th edition of Marketing Management

solutions SUMMARY DISCLAIMER

HISTORY Dietrich Mateschitz founded Red Bull in Austria. Dietrich Mateschitz introduced the energy drink into Hungary, its

first market, in 1992. Dietrich Mateschitz experienced a pre-existing energy drink Krating

Daeng in Thailand, and he took over Krating Daeng. Today Red Bull sells 4 billion cans of energy drink each year in over

160 countries. Red Bull offers 4 different products

Red Bull Red Bull Sugar free Red Bull Cola Red Bull Shots

COMPETITORS OF RED BULL

INGREDIENTS

• Amino acid taurine• B-complex Vitamins• Caffeine• Carbohydrates

BENEFITS• Energies your body• Increases endurance• Improves reaction time and alertness• Reduces tiredness and fatigue• Aids in detoxifying waste in your body

CHALLENGES

EFFECTIVE MARKETING COMMUNICATION• Sponsorship of events

It focus specially on sponsoring extreme sports events like Red Bull Stratos, Red Bull Flugtag, X-games, etc.

• The main purpose of this Marketing Communication is that Red Bull need the global attention towards its products in the market.

PRODUCT DEVELOPMENT

• Higher risk• A new product is introduced into the market• Market remains same• Used when the current business environment is a full

competitive market

MARKETING MIX

PRODUCT

Product Variation In the presence of other sports and

energy drinks there is massive competition and it will be difficult for Red Bull to have gain market segments. Therefore Red Bull will introduce different flavors in drink.

Product Innovation Red Bull will use innovation such as new and

attractive packing.

INTEGRATED MARKETING STRATEGY

Kotler’s 14th edition of Marketing Management solutions

Q1.What are Red Bull’s greatest strength and risks as more companies(like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain

market share?

• Attributed to the company’s ability to highlight its strengths and minimizes its weakness. Understanding these strengths and weaknesses are important for Red Bull to maintain its current position as the market leader.

• Strengths include its marketing strategy and its alliances with distributors.• Alignment with distributors.• Marketing strategy, “Anti Branding”& “Anti Marketing”• Providing free samples in efforts to generate additional buzz about their

products.

Q2.Should Red Bull do more traditional advertising? Why or why not?

• Using “buzz-marketing” or word of mouth advertising, in addition to their sponsored events, has helped Red Bull become almost a cult favorite among consumers.

• Red bull’s sponsored events are extreme and expensive, but they also bring brand awareness, target their generation Y.

• Recommended that they maintain their current non- traditional marketing strategies.

• Its target market and its marketing strategies are all consistent with this brand image.

Q3. Discuss the effectiveness of Red Bull’s sponsorships, for example, Bull Stratosphere. Is this a good use of Red Bull’s marketing budget? Where should the company draw the line?

•Red Bull’s sponsorships span a wide variety of extreme sports, athletes, and artists. The company is involved in everything from motor sports to dancing to extreme sailing. Attracted hundreds of thousands of current and potential consumers.•Red Bull has introduced its current marketing around and about the product, but it is never directly correlated to the drink itself.•Marketing strategies have proved effective to date, it’s crucial that Red Bull continually re-evaluate them to ensure that they remain effective.

•Red Bull should continuously monitor marketing trends and the effectiveness of its chosen strategies so it can quickly change when necessary.•Red Bull needs to draw the line when their current marketing techniques become ineffective. necessary.

SUMMARY

DISCLAIMER

Created by Nandyala Venkat Reddy, NIT

Jamshedpur as a part of Marketing management

internship under Prof. Sameer Mathur

IIM Lucknow