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It gives you

HISTORY

Derived from a Thai energy drinkLaunched in 1987Entered first foreign market in 1992(Hungary) and US in 1997

Company Profile

Red Bull was not only the launch of a completely new product, it was the birth of a totally new product category !!100% recyclable cansMarkets to 165 countries

2014: employed 8966

2016: 60 billions cans sold27 years of company history

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Increases physical enduranceIncreases concentration and reaction speedImproves vigilanceImproves emotional statusStimulates metabolismThe Benefits

Not good for pregnant women

High caffeine = Miscarriagedangerous for people with high blood pressure or anxiety disorders (Nordqvist 2014)Caffeine:Contains high amount, not good if consumed in large amountsThe NegativesBrazilian study: Those who mix Red Bull with alcohol may be drunker than they think they are (Harris 2014)

RedBulls Marketing StrategyEvent sponsorshipsOrganise extreme sportsStrong integrated marketing communicationsTargeted sampling programStrong Word-of-Mouth

Integrated Marketing communications MethodologyHow do we communicate?How do customers process information?Through understanding of the audiences needs, emotions and activities is essential to ensure accuracy and relevance of the message

IMC ObjectivesRedBulls major IMC objectives are sales promotionTo Create new target marketsHelping consumers evaluate the brands perceived ability to meet the needsMove consumers to decide to purchase the brandFostering customers ability to recognize or recall the brand

Traditional Marketing

Celebrity endorsementSports athletes and entertainment celebrities To influence consumers purchase Advertisement Famous advertisement campaign :Red Bull Gives you Wings!! Extreme Sports SponsorSurfing, Rock Concert, Sailing, Bike Riding, F1 RacingObjectiveTo be seen asUnique, Original, Rebellious

Creative Advertisement is the brands USPRedBull organizes many events like FLUGTAG

ADVERTISING STRATEGY

ADVERTISING STRATEGY

What are Red Bulls greatest strengths as more companies like coca-cola pepsi and monster enter the energy drink category and gain market share? What are the risks of competing against such powerhouses?

Aggressive Advertisement.Wide distribution NetworkSuccessful antimarketing strategyVery limited number of product selectionContains high caffeine.Other brand sometimes have natural ingredients which are preferable

Discuss the pros and cons of RedBulls nontraditional marketing tactics. Should the company do more traditional advertising? Why or Why not?

PROS-Active social presenceStrong celebrity endorsement= premium brandSponsors sports events= secondary revenue generatorStrong brand image

RedBull gives you WINGSCONS-Higher prices than competitorsLimited portfolio

Discuss the effectiveness of RedBulls sponsorships. Where should the company draw the line in terms of novelty and risk?

RedBulls sponsorships like Bull stratos and Flugtag align with its slogan RedBull gives you WingsEvents invoke high energy and power feelingDefinitely draw a line and not risk a persons life for the sake of advertisement

RECAP

DISCLAIMERThis presentation is developed as a part of Marketing Internship under Prof. Sameer Mathur , IIM Lucknow.