Red Bull Case Study
Red bull case study
Derek Falls
W0270184
February 19, 2015
1:
Red Bull has a strong marketing strategy for communicating product value to their customers, the strategy around red bull has been created around whenever the customer needing energy, the company wants customers to automatically think about red bull. Red Bull used traditional means for marketing, but majority of their advertisements and marketing have been through word-of-mouth relying on the associations of the dangerous youthful culture, and that’s mostly how they started to associate themselves with extreme sports and high energy level activities, along with street culture and music festivals. These campaigns have created a strong brand name for globally, making it the leader of all energy drinks, as a result of marketing, in every country that red bull resides in, it has attained roughly 70% market share even big companies kn0ws for their drinks such as coke and Pepsi tried to make their own energy drinks but failed to keep up with red bull, red bull has a distribution system, however with this good distribution system it also cost a major chunk of their cost. Red bull has amazing financial strength to analyses the customer's needs & wants, however red bull wants to offer a product that keeps it's natural element and doesn't want to change drastically from its originality, it almost did due to the taurine ban in the EU, that was until the UK decided to allow the product red bull to be sold, then it started spreading like wildfire across the EU except for France which held out for a while due to its suspiciousness towards all new products.
2:
I think Red Bulls marketing program is quite successful in terms of brand equity, as mentioned before, red bull advertised through traditional means such as advertising their product, but they decided to focus their marketing through word of mouth, in these days advertising is good for most products, but word of mouth is much more effective because you
Derek Falls
W0270184
February 19, 2015
1:
Red Bull has a strong marketing strategy for communicating product value to their customers, the strategy around red bull has been created around whenever the customer needing energy, the company wants customers to automatically think about red bull. Red Bull used traditional means for marketing, but majority of their advertisements and marketing have been through word-of-mouth relying on the associations of the dangerous youthful culture, and that’s mostly how they started to associate themselves with extreme sports and high energy level activities, along with street culture and music festivals. These campaigns have created a strong brand name for globally, making it the leader of all energy drinks, as a result of marketing, in every country that red bull resides in, it has attained roughly 70% market share even big companies kn0ws for their drinks such as coke and Pepsi tried to make their own energy drinks but failed to keep up with red bull, red bull has a distribution system, however with this good distribution system it also cost a major chunk of their cost. Red bull has amazing financial strength to analyses the customer's needs & wants, however red bull wants to offer a product that keeps it's natural element and doesn't want to change drastically from its originality, it almost did due to the taurine ban in the EU, that was until the UK decided to allow the product red bull to be sold, then it started spreading like wildfire across the EU except for France which held out for a while due to its suspiciousness towards all new products.
2:
I think Red Bulls marketing program is quite successful in terms of brand equity, as mentioned before, red bull advertised through traditional means such as advertising their product, but they decided to focus their marketing through word of mouth, in these days advertising is good for most products, but word of mouth is much more effective because you