MARKETING PLAN FOR REDBULL

Marketing design for Red Bull

Marketing Plan for Red Bull

Introduction

Red Bull is the largest exporter of energy drinks from Austria and has dominated the category of energy drinks a lot of players an opportunity for risk-game, it will be to defeat their opponents. Dietrich Mateschitz, owner of Red Bull International, created with high caffeine content of beverages in 1987. Today, skinny 8-3 oz can complete its invasion into nearly every refrigerator in the United States. (Ohio, Tennessee, and Dakota are among the few countries without it.) Less than three years, Red Bull created in isolation, and then raised the boom category of energy drinks from a database with 12 million dollars (U.S.) dollars in sales up to $ 42 million in 1998 and $ 75,000,000 in 1999, Beverage Marketing to other companies soon, the construction of energy drinks on the $ 130,000,000 business. Now Coke "(KMX) and Anheuser-Busch (180) directly to Red Bull last year was the market share of 65%, while the company allegedly drew a cool one billion U.S. dollars in worldwide sales (Kenneth, 2006, pp. 30).

Consumers (students and athletes), of the Red Bull drink, are "automatically" put in the culture of Red Bull, and run their social needs and then. The latter are identified individually. A person may need for concentration or expression, and it can be difficult, fatigue or exhaustion. Red Bull realized that they meet this demand "activation and stimulation of the mind" (www.trcb.com). For example, if they are tired, a student can experience an inability to retain knowledge and show that the inability to express themselves. (Kerry, 2005, pp. 28-31)

Major competitors such as Coca Cola and Pepsi constantly gain in search market share from Red Bull again. Coca-Cola and Pepsi have launched their own version of an energy drink in direct competition with the product of Red Bull to life, and yet have no effect on the market, for Think Energy, 'V' drink and "native" version of Coca- Cola. (Kenneth, 2006, pp. 30)

Current Marketing Situation

Red Bull fits into three of marketing management philosophies. When it first entered market it could be viewed in selling concept phase. Once Red Bull established itself it then moved into product concept philosophy. It seems that many consumers buy Red Bull product wholly based on what benefits it can give them, i.e. increased wellbeing and energy. Red Bull cans are branded with tagline 'Vitalises body and mind' and it is well known by consumers that drinking Red Bull can alleviate tiredness. (David, 2007, pp. 84-92)

The final product fits into is marketing concept. 'This is where the organisation delivers target market satisfactions more effectively and efficiently than competitors.' (www.scribd.com). This can be done by researching its target audience and company has shown this by fact that 'Red Bull has the 70 to 90 percent market share in over 100 countries worldwide'. (www.drawert.com). This clearly indicates that Red Bull's current marketing strategy is working well and they are ahead of their competitors in market ...