Red Bull Marketing
The Red Bull Branding Story
Report by: myparanoidego Table Of Contents:
Executive Summary…………………………………………………………………….. 3
1.0 Introduction…………………………………………………………………………… 6
2.0 Brand Positioning and Values………………………………………………..... 8
3.0 Brand Characteristics……………………………………………………………... 11
4.0 Product Benefits and Consumer Satisfaction…………………………….13
5.0 Brand Communities……………………………………………………………….. 15
6.0 Brand Equities……………………………………………………………………….. 16
7.0 Conclusion……...……………………………………………………………………… 19
8.0 Appendix……………………………………………………………………………….. 20
9.0 References…………………………………………………………………………….. 20
Executive Summary
Red Bull GmbH is a small company, who manufactures “Functional Drinks” or “Energy Drinks” on a global scale.
Originating in Thailand the two key players in the rise of Red Bull were Thai national Chaleo Yoovidhya and Austrian national Dietrich Mateschitz.
After visiting Thailand in 1985, Mateschitz discovered “Krating Daeng” meaning ‘Red Bull’, and spent the next two years pioneering to create a carbonated version to suit the taste of Western culture.
From 1987, Red Bull was launched in Austria with the tag line “Red Bull verleiht Flüüügel” (Red Bull Gives You Wiiings). It wasn’t until 1992 that Red Bull began to roll out in other European countries.
“Part of the growth strategy was to enter new markets slowly and methodically in order to maximise buzz and build anticipation”
Keller, K. L (2008 *A)
By 1997, Red Bull was available in 25 markets globally, including Western and Eastern Europe, New Zealand and South Africa. Over the decade since its inception Red Bulls sales by 200%, from 1.1 million units to over 200 million units, and by 2004 the company had worldwide annual sales of nearly 2 billion cans in 120 countries.
The Marketing Strategy used by Red Bull was not to pound the market with their presence but to be seen as an exclusivity, and to be perceived as the drink for all occasions when needed. In this
Report by: myparanoidego Table Of Contents:
Executive Summary…………………………………………………………………….. 3
1.0 Introduction…………………………………………………………………………… 6
2.0 Brand Positioning and Values………………………………………………..... 8
3.0 Brand Characteristics……………………………………………………………... 11
4.0 Product Benefits and Consumer Satisfaction…………………………….13
5.0 Brand Communities……………………………………………………………….. 15
6.0 Brand Equities……………………………………………………………………….. 16
7.0 Conclusion……...……………………………………………………………………… 19
8.0 Appendix……………………………………………………………………………….. 20
9.0 References…………………………………………………………………………….. 20
Executive Summary
Red Bull GmbH is a small company, who manufactures “Functional Drinks” or “Energy Drinks” on a global scale.
Originating in Thailand the two key players in the rise of Red Bull were Thai national Chaleo Yoovidhya and Austrian national Dietrich Mateschitz.
After visiting Thailand in 1985, Mateschitz discovered “Krating Daeng” meaning ‘Red Bull’, and spent the next two years pioneering to create a carbonated version to suit the taste of Western culture.
From 1987, Red Bull was launched in Austria with the tag line “Red Bull verleiht Flüüügel” (Red Bull Gives You Wiiings). It wasn’t until 1992 that Red Bull began to roll out in other European countries.
“Part of the growth strategy was to enter new markets slowly and methodically in order to maximise buzz and build anticipation”
Keller, K. L (2008 *A)
By 1997, Red Bull was available in 25 markets globally, including Western and Eastern Europe, New Zealand and South Africa. Over the decade since its inception Red Bulls sales by 200%, from 1.1 million units to over 200 million units, and by 2004 the company had worldwide annual sales of nearly 2 billion cans in 120 countries.
The Marketing Strategy used by Red Bull was not to pound the market with their presence but to be seen as an exclusivity, and to be perceived as the drink for all occasions when needed. In this
References: Print Book/Report Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Third ed.) Upper Saddle River, N.J.: Pearson Education. Keller, K. L. (2008). Red Bull: Building brand equity in non- traditional ways. In Best practice cases in branding: Lessons from the world’s strongest brands (3rd ed., pp. 73-91., 93-99). Upper Saddle River, N.J.: Pearson Education. Internet / Web / Online Source ResearchWikis, (2006, last update N.F). Energy Drinks Market. Retrieved April 20th, 2010, from http:// researchwikis.com/Energy_Drinks_Market BNET Industries, (2010, last update 2007 January 22nd). Bending it just like Beckham. Retrieved April 20th, 2010, from http:// resources.bnet.com/topic/red+bull+gmbh.html Uni>ersia Knowledge Wharton, (2004, last update May 19th 2004). How Far Can Red Bull Fly? Retrieved April 20th, 2010, from http:// www.wharton.universia.net/index.cfm?fa=viewfeature&language=english&id=775 Red Bull Australia, (2010, last update N.F). Products. Retrieved April 20th, 2010, from http:// www.redbull.com.au/cs/Satellite/en_AU/Red-Bull-Australia/001242758640967 Helium Product Tests, (2006, last update N.F). Energy Drink Comparison Tests. Retrieved April 20th, 2010, from http:// www.helium.com/items/90355-energy-drinks-comparison-tests