Red Bull Case : Digital Marketing
Online marketing : The Red Bull case
Content
Introduction
A closer look at Red Bull’s strategy
Red Bull’s customer base
Red Bull’s strategy
Red Bull marketing strategy
Red Bull’s online marketing
Leveraging the use of Internet and social media
When Red Bull tends to cross the line
How get Red Bull become even better?
Appendices
Bibliography
Introduction : short review of Red Bull’s history 1
While travelling in Asia, the autrian business man and former marketing manager of Procter & Gamble Dietrich Mateschitz discovered the “tonic drinks” used by truck drivers and factory workers to stay awake and alert during their shifts. He immediately saw an opportunity to market those functionnal drinks outside Asia. Mateschitz approached the manufacturers of the drink, bought the foreign licensing rights in exchange for a 51% stake in his company, and launched the drink in Austria. That’s how the Red Bull company was founded in 1984. The drink was sold exclusively in Austria for five years and then spread into neighboring countries like Hungary and Slovenia, followed by Germany and Switzerland. It invaded the United States and Canada in 1997, and was authorized in France very recently.
A closer look at Red Bull’s strategy 2
Red Bull’s customer base
Many Red bull consumers are teenagers and young adults. But Red bull’s target group is not really determined by a demographic, but by a “state of mind”. Red Bull consumers want to be physically and mentally fit and wide awake. It can be young executives who want to face a more and more dynamic and demanding way of life. Or it can be teenagers who want to try new alcoholic mix, and be able to stay awake and to dance all night long. At least, it could be sportsmen who want to improve their performance, increase their physical endurance and boost their energy.
These people are very hard to seduce because there are many brands competing on the market.
Figure 1 -
Content
Introduction
A closer look at Red Bull’s strategy
Red Bull’s customer base
Red Bull’s strategy
Red Bull marketing strategy
Red Bull’s online marketing
Leveraging the use of Internet and social media
When Red Bull tends to cross the line
How get Red Bull become even better?
Appendices
Bibliography
Introduction : short review of Red Bull’s history 1
While travelling in Asia, the autrian business man and former marketing manager of Procter & Gamble Dietrich Mateschitz discovered the “tonic drinks” used by truck drivers and factory workers to stay awake and alert during their shifts. He immediately saw an opportunity to market those functionnal drinks outside Asia. Mateschitz approached the manufacturers of the drink, bought the foreign licensing rights in exchange for a 51% stake in his company, and launched the drink in Austria. That’s how the Red Bull company was founded in 1984. The drink was sold exclusively in Austria for five years and then spread into neighboring countries like Hungary and Slovenia, followed by Germany and Switzerland. It invaded the United States and Canada in 1997, and was authorized in France very recently.
A closer look at Red Bull’s strategy 2
Red Bull’s customer base
Many Red bull consumers are teenagers and young adults. But Red bull’s target group is not really determined by a demographic, but by a “state of mind”. Red Bull consumers want to be physically and mentally fit and wide awake. It can be young executives who want to face a more and more dynamic and demanding way of life. Or it can be teenagers who want to try new alcoholic mix, and be able to stay awake and to dance all night long. At least, it could be sportsmen who want to improve their performance, increase their physical endurance and boost their energy.
These people are very hard to seduce because there are many brands competing on the market.
Figure 1 -