INTRODUCTION

• Austrian entrepreneur Dietrich Mateschitz is the owner of this company.

• It is the multinational company spread world wide.

• Origin country of this product is Austria• Variant types are Original, Sugerfree, Cola, Total

Zero, Red Edition, Blue Edition, Silver Edition, F1 Edition

• Various products of red bull are Red Bull Cola, Red Bull Energy Shot, Red Bull Sugar-Free, Red Bull Total Zero, Red Bull Racing , Red Bull Racing Team

THE LOGO

TWO CHARGING BULLS REPRESENTING POWER, RED SIGNIFIES PERSEVERANCE

AND SUN SYMBOLISES ENERGY

PRODUCT BENEFIT

Increase physical

endurance

Improve overall feeling of well

being

Increase the mental

alertness

Increase reaction speed

and concentration

Stimulates the metabolism and help to

eliminate the waste

substance

GROWTH

• 1987: Available in 1 country• 1992: Available in 3 countries• 1995: Available in 15 countries• 1998: Available in 45 countries• 2001: Available in 73 countries• 2004: Available in 124 countries• 2009: Available in 160 countries

And now, Red Bull sells 60 billion cans each year in over 165 countries all over the world.

TARGET MARKET

COMPETITION

• Redbull’s real competitors are the market leaders of cola companies such as : Pepsi & Coca Cola, who have created their brand leadership since several years in the International market.

Top 10 players in soft drinks by value share

Red Bull GmbH however with its relatively premium but small serving size Red Bull brand ranks seventh in 2012. The company’s narrow focus in soft drinks, being almost exclusively based on energy drinks, continues to keep the company out of the top five in soft drinks.

TCCC and PepsiCo capture a stronger share in value than in volume terms chiefly due to their products, particularly carbonates, being priced higher than local brands and private label, benefiting from strong brand equity and extensive distribution networks

BUILDING BRAND EQUITY

RED BUL

L

Memorable

Meaningful

Likable

Transferable

Adaptability

Protectable

RECOGNIZED

PERSUASIVE

FUN

LESS SUGAR

REGISTERED

LINGUISTIC

COMPETITION

Positioning

Revitalizes Body And Mind

PricePremium Pricing

Strategy

The Best Of Class

Positioning

10% Greater Than The

Most Expensive

Competitor

Segmentation Yes, mostly to Sportsmen and teenagers

Promotion

Communication strategy

Brand extensions

Brand ambassadors

Sold for free in Clubs, night spots, sports events.

Tag lines such as “gives you wings” clearly communicates it as an Energy drink

Yes, but not significant. Mostly focuses on health factor-”sugar free”; “zero calorie”

No prominent Brand ambassador. However advertises in race car logos, F-1 Racing

Packaging Aluminum cans, cause waste management issues. Available in different volumes

Advertisement Television, Digital Channels. However frequency is less, mostly focuses on direct marketing

Personal Selling

Hire college students to deliver its products and finally, hiring hip locals ‘who embody the spirit of Red Bull’ in target areas to drive around in a

Red Bull logoed car

Social Media Presence Massive (Facebook, Twitter, Google, Pinterest)

Overall Marketing Strategies

Follows a Grassroots marketing strategy

SOME FAMOUS EVENTS

RED BULL STRATOS 2012 JUMP

Fly home-made, size- and weight-limited, human-powered flying machines.

Series of air races to navigate a challenging obstacle course in the fastest time over water , airfields or natural wonders.

STRENGTH WEAKNESSSCATEGORY LEADER :

Red Bull has established a strong, consistent brand image (an independent, edgy brand) globally. Red Bull is synonymous with energy drinks in many countries. GLOBAL PRESSENCE :Red Bull has a broad geographic presence, which should ensure positive long-term growth even if certain markets reach maturity.MARKETTING

STRATEGY:The promotional activities engaged by Red Bull throughout extreme sports sponsorships have helped the brand to build a strong identity and consumer base

CATEGORY LIMITATIONS :

Red Bull has a limited product portfolio compared to the rising number of rivals with a plethora of flavour variants and categories.PRICING:Red Bull products are above the energy drinks average price,consumers tend to think twice at the time of purchase.CONTROVERSIAL :The relatively high caffeine content of Red Bull makes the brand highly vulnerable to regulatory control

SWOT ANALYSIS

OPPORTUNITIES THREATSEMERGING MARKETS:Emerging markets represent newer geographies for Red Bull’s expansion. Accelerating the marketing and sponsorships in these markets is a wise move.NEW PRODUCTS:Red Bull is building a new production facility in Brazil which is likely to make its retail price more competitive than imported product prices. Building a site in Asia should also be considered. PRODUCT LINE

EXTENSION:Offering new flavours and formats will help Red Bull to improve its market shares.

COMPETITION:Monster represents the biggest threat to Red Bull as it contains natural ingredients, which seem more desirable than Red Bull for some consumers.NEGATIVE

PUBLICITY:Media reports that ,Red Bull is harmful for health,recent reports claim that Red Bull drinks comprises of bull semen,though all this is rumour,but it influence company’s image.

“ The reasons for consumptions change, but the basics are always there: the real

benefit.”

- Norbert Kraihamer, Red Bull’s Group Marketing and Sales Director

CONCLUSION

DISCLAIMERCreated by AKASH DEEP, IIT Kanpur during a marketing internship by Prof. Sameer Mathur, IIM Lucknow (see www.IIMInternship.com)