RED BULL
1. Red Bull was founded in 1985 by Dietruch Mateschitz and launched in Austria in 1987. After establishing strong sales in their home market, Red Bull gradually expanded into other markets. The brand started with just one SKU which is their signature 250mL silver and blue can. Red Bull’s target audience was defined as people who are mentally or physically fatigued, or both. Therefore they had no specific demographic or psychographic segment. The consumer categories were students, drivers, clubbers, business people and sports people. They used television commercials to highlight and reinforce their slogan, “Red Bull gives you wings.” By 1997, Red Bull had expanded into 25 markets globally.
Red Bull built a large part of brand equity from the performance aspects of the brand. Being the creator of the “functional energy” beverage category, Red Bull enjoyed a strong market presence. They positioned the brand as a beverage to be consumed for energy and not necessarily refreshment purposes. They didn’t focus on the taste quality as much as they were focused on the functional benefits of the product.
Red Bull further enhanced the performance association of the brand by creating unique packaging with the slim silver and blue can that only hold 250mL of liquid. The small can indicated that contents were different and stronger than traditional other beverages. The cans were also not available in six packs or cases. This was one of the points of difference that helped Red Bull build brand equity from performance.
The brand’s slogan, “Red Bull gives you wings,” also doubles as their positioning statement. It made consumers aware that the beverage was to be consumed whenever they needed a lift, irrespective of event and time. This positioning was strong at reinforcing the brand’s performance benefits.
Red Bull was priced at the premium category retailing for around $1.99 to $3.00 a can. This premium price helped further the brand’s positioning in the energy drink category
Red Bull built a large part of brand equity from the performance aspects of the brand. Being the creator of the “functional energy” beverage category, Red Bull enjoyed a strong market presence. They positioned the brand as a beverage to be consumed for energy and not necessarily refreshment purposes. They didn’t focus on the taste quality as much as they were focused on the functional benefits of the product.
Red Bull further enhanced the performance association of the brand by creating unique packaging with the slim silver and blue can that only hold 250mL of liquid. The small can indicated that contents were different and stronger than traditional other beverages. The cans were also not available in six packs or cases. This was one of the points of difference that helped Red Bull build brand equity from performance.
The brand’s slogan, “Red Bull gives you wings,” also doubles as their positioning statement. It made consumers aware that the beverage was to be consumed whenever they needed a lift, irrespective of event and time. This positioning was strong at reinforcing the brand’s performance benefits.
Red Bull was priced at the premium category retailing for around $1.99 to $3.00 a can. This premium price helped further the brand’s positioning in the energy drink category
References: Facebook. (2013). Red Bull Brand Page. Retrieved from http://facebook.com/redbull Keller, K.L. (2008). Best Practice Case in Branding: Lessons from the World’s Strongest Brands. 3rd Ed. Pearson Education, Inc. Red Bull. (2013). The Red Bull Editions: Wings for every taste. Retrieved from http://editions.redbullusa.com