REDBULL Drink Marketing and Promotion

Abstract1

Introduction2

Target Market3

Product Analysis3

Success Story of Red Bull4

Marketing Communication Strategy4

Above the Line Advertising5

Opinion Leader Marketing5

Event Marketing5

Sampling6

Advertising Plan6

Slogan6

Tag Line7

Promotion Strategies7

Sales Promotion7

Blue Ocean Strategy8

Content Marketing8

Word of Mouth Marketing9

Innovations in Promotions9

Digital and Social Media for Communication11

Marketing Mix Promotion11

Conclusion12

Abstract

This research paper aims to provide information about the different marketing and promotion strategies adopted by Red Bull for sustainable competitive advantage. This paper also explains the markating strategies used by Red Bull for estabkishing an innovative brand in the market. Red Bull enjoys the leadership role among its competitors brand; this paper explains how Red Bull writes its story of success so that other can learn from it. This paper also provides brief knowledge about various promotion techniques adopted by Red Bull for satisfying its customer needs.Introduction

Red Bull comes in the energy drink category and it has been serving people throughout the world since 1982. It belongs to an Austrian company, namely, Red Bull GmBH and launched in Australia in 1987. Red Bull was invented by Dietrich Mateschitz as he was inspired from an existing energy drink Krating Daeng. In the foreign market, Red Bull first time serves the Hungary in 1992 and it entered to US in 1997. Red bull has the greatest sales among other energy drinks as it is the most popular energy drink of the world. The slogan of Red Bull “Red Bull gives you wings” reflects its positioning and the company targets young, energetic and lively individuals in their advertisements and company also uses different tools for its promotion and advertising. Red Bull has high Growth rate among other energy drinks of the world. The company uses innovative and differentiation product strategy for the highest market share. Red Bull enjoys market leadership within its industry and it is also the leading brand in the energy drink category and gives a tough competition to its competitors throughout the world.

In 2012, approximately 5.2 billion cans of Red Bull drink are sold all over the world. Individuals who are fond of sports and other gaming activities are also inclined towards Red Bull in their routine life as they want to remain attentive during tournaments. The company uses the same marketing strategies all over the worlds and trying to satisfy customer's needs more than 165 countries of the world but still Red Bull is facing some threats as it is banned in some countries of the world because some governments think that it is a medicine or a drug with huge quantity of caffeine so it should not be available freely for the people but later on the European Food Safety Authority has declared that all energy drinks including red bull are safe for the health (Alford et al, 2001). Red Bull, in spite of all the circumstances, enjoys greatest revenues and profit margins and its market share is increasing each year (Forbes et al, 2007).

Target Market

Red Bull does not define its target market by demographics, geographic or psychographics but they target consumers by “state of ...