Red Bull Report
Marketing Analysis of the Most Famous Energy Drink Brand
Red Bull´s sources of brand equity.
Red Bull is one of the most famous brands in the drink industry. With an innovative product Red Bull was able to sell millions and millions of cans and to draw profits of dizzy amount. But as often it is not only the product which determinates the success or failure of a company.
And of this Red Bull is a very good example. Although nowadays Red Bull has to compete with the biggest drink companies in the world (Coca Cola, PepsiCo), it detains in its segment almost everywhere more than 50% market share.
It is true that Red Bull was the first large and international energy drink producer, but for their leadership they did and still do a lot of accurate marketing actions in order to preserve and improve their awareness and image and as consequences their position.
Like mentioned the marketing actions of Red Bull were very accurate and coherent themselves. Dietrich Mateschitz, the founder of Red Bull, was spending about two years to create the product and their packaging. He conceived an advertising strategy with basically two slogans (“Red Bull gives you wings” and “Red Bull revitalizes body and mind”), which are still in the Red Bull ads nowadays.
The message of the ads is always the benefit of the product. This red line has been seen from the beginning until today. Red Bull focused a lot of the functional side of the drink. Also because of that Red Bull is practicing a premium price, they argue that it is easier to believe in an efficiency of a product if it is more expensive than their competitors.
A lot of marketing actions of Red Bull wants to show people the different use opportunities of their drink. It should not be only a mixer or a clubbing drink. Therefore Red Bull defined 5 potential users: students, drivers, clubbers, business people and sports people.
Red bull was able to get in some way mystic. But why? First of all the category of drink (energy
Red Bull´s sources of brand equity.
Red Bull is one of the most famous brands in the drink industry. With an innovative product Red Bull was able to sell millions and millions of cans and to draw profits of dizzy amount. But as often it is not only the product which determinates the success or failure of a company.
And of this Red Bull is a very good example. Although nowadays Red Bull has to compete with the biggest drink companies in the world (Coca Cola, PepsiCo), it detains in its segment almost everywhere more than 50% market share.
It is true that Red Bull was the first large and international energy drink producer, but for their leadership they did and still do a lot of accurate marketing actions in order to preserve and improve their awareness and image and as consequences their position.
Like mentioned the marketing actions of Red Bull were very accurate and coherent themselves. Dietrich Mateschitz, the founder of Red Bull, was spending about two years to create the product and their packaging. He conceived an advertising strategy with basically two slogans (“Red Bull gives you wings” and “Red Bull revitalizes body and mind”), which are still in the Red Bull ads nowadays.
The message of the ads is always the benefit of the product. This red line has been seen from the beginning until today. Red Bull focused a lot of the functional side of the drink. Also because of that Red Bull is practicing a premium price, they argue that it is easier to believe in an efficiency of a product if it is more expensive than their competitors.
A lot of marketing actions of Red Bull wants to show people the different use opportunities of their drink. It should not be only a mixer or a clubbing drink. Therefore Red Bull defined 5 potential users: students, drivers, clubbers, business people and sports people.
Red bull was able to get in some way mystic. But why? First of all the category of drink (energy