Marketing and Red Bull
RED BULL 1. Who are Red Bull´s greatest strengths and risks as more companies (like Coca-Cola, Pepsi and Monster) enter the energy drink category and gain market share?
Strengths
There are six marketing lesions from Red bull which gives them competitive advantage 1. Embrace a sense of purpose 2. Beyond Big Society: do more than grow your bottom line 3. Move beyond ROI: pitch for emotional impact 4. Embrace ‘extreme marketing’ 5. Behaviour trumps brand values 6. Place commitment above all things
Also Red Bull follows ADIA model:
A= Attention: To acquire our attention, Red Bull launches a series of promotional strategies; their marketing is mainly based on the “3 pillars of Red Bull; Sampling, Advertising, Sponsoring”. This means that next to normal advertisements, they drive around in Red Bull –modified cars handing out cans of red bull and sponsor big extreme sports events and competitions. In this way Red Bull is not just promoting their energy drink but is also selling a lifestyle, seemingly people are willing to be a part of this Red Bull extreme sports lifestyle.
I= Interest: To maintain consumer interest in the product Red Bull host or sponsers many customer friendly events
D= Desire
Red Bull’s smart use of social media and branded content
Red Bull is playing a smart game. Branded content is a huge area in social media at the moment but most brands get it so wrong by focusing on peppering their logo and branding on everything but Red Bull understand the subtle nature of this medium. The key to branded content is creating something that people want to watch and share but at the same time that fits in with the core values of your brand.
A= Action As for actually implementing on market share Red Bull is the most popular energy drink in the world, with over 3 billion cans sold every year. In 2010, more than 4.204 billion cans were sold in over 161 countries. 7,758 employees generated 3.78 billion euros in turnover!
Risks
Strengths
There are six marketing lesions from Red bull which gives them competitive advantage 1. Embrace a sense of purpose 2. Beyond Big Society: do more than grow your bottom line 3. Move beyond ROI: pitch for emotional impact 4. Embrace ‘extreme marketing’ 5. Behaviour trumps brand values 6. Place commitment above all things
Also Red Bull follows ADIA model:
A= Attention: To acquire our attention, Red Bull launches a series of promotional strategies; their marketing is mainly based on the “3 pillars of Red Bull; Sampling, Advertising, Sponsoring”. This means that next to normal advertisements, they drive around in Red Bull –modified cars handing out cans of red bull and sponsor big extreme sports events and competitions. In this way Red Bull is not just promoting their energy drink but is also selling a lifestyle, seemingly people are willing to be a part of this Red Bull extreme sports lifestyle.
I= Interest: To maintain consumer interest in the product Red Bull host or sponsers many customer friendly events
D= Desire
Red Bull’s smart use of social media and branded content
Red Bull is playing a smart game. Branded content is a huge area in social media at the moment but most brands get it so wrong by focusing on peppering their logo and branding on everything but Red Bull understand the subtle nature of this medium. The key to branded content is creating something that people want to watch and share but at the same time that fits in with the core values of your brand.
A= Action As for actually implementing on market share Red Bull is the most popular energy drink in the world, with over 3 billion cans sold every year. In 2010, more than 4.204 billion cans were sold in over 161 countries. 7,758 employees generated 3.78 billion euros in turnover!
Risks