Agenda
History
Market, competition and pricing
Promotional strategies- ATL & BTL
Content marketing
Innovations in promotions
Success factors & vulnerabilities
Recommendations
Red Bull GmbH
Leading Energy drink company
Founded: 1984
Founders: Chaleo Yoovidhya, Dietrich Mateschitz
Headquarter: Fuschl am See, Salzburg, Austria
Revenue: 5.903 billion (2015)
Employees: 10997
Available in 169 countries around the world
T
I
M
E
L
I
N
E
1982
Dietrich
Mateschitz
discovers
Krating Dang
1984
Red Bull GmbH
founded
1987
Sales of Red Bull
began in Austria
1998
Sale in USA
1994
Germany and
UK
1992
First Foreign
Market
Hungary
2000
Middle East
2008
France
1998
Sale in USA
The Wind Behind Red Bull's Wings:
Marketing
First Ad: 17th April 1987
Red Bull: So awesome
that polka dots will literally
fly off your tie!
MARKET
B2C
Target Consumer
Market Competitor
Market Share (%) 2015
Rock Star; 8%
Others; 1%
Monster; 38%
Red Bull; 53%
Monster
Red Bull
Rock Star
Others
Sales (Bn $) 2015
7
6.65
6
5
4.77
4
1.08
0.54
Re d B u ll
M o n s te r
Ro c k s tar
NO S
Pricing and strategy
Company
Size
(ml)
Price ()
Red Bull
250
99
Monster
475
95
Rock star
473
84
Red Bull Premium
Monster Medium
Substitutes
Glucose
Fruit Juice
Promotions
Authenticity, Originality and Community
Strategic approach to engage with customer at
multiple points from events to social media to TV
ads
Seeding Program - micro-targeting trendy shops,
clubs, bars, and stores
Later gyms, health food stores, restaurants,
convenience stores near colleges, and eventually
Promotional Strategies- Below the Line
Opinion Leaders - sports
athletes and
entertainment celebrities
Reflect personality:
Cheeky, witty, self-ironic,
unpredictable and
unique.
Sampling campaigns at
concerts, parties, sporting
events, beaches, highway
rest areas and college
libraries
Focussed and customer
motional Strategies- Above the Line
Branding effect generate mind share,
tailored for mass
audience
Increase top of mind
brand awareness
amongst consumers
Press, television, radio
With Social media,
creating more brand
value than TV, audio
and magazines
Red Bull TV
Red Bull Content
Pool
The Red Bulletin
The Art of Flight
Events
Adventure
Entertainment
Music
Sports
Motor
TV Series like Down
Time
Films
Red Bull TV
Red Bull Content
Pool
The Red Bulletin
The Art of Flight
Events
2.3 Million Copies
5 Languages
10 Countries
300,000 Newsletter
Subscribe
520,000
subscribers
Red Bull TV
Red Bull Content
Pool
The Red Bulletin
The Art of Flight
Events
90,000 High
Quality Photos
15,000 HD Videos
All available for
free for any type of
use
News, Content is
being used by all
type of
agencies/channels
Red Bull TV
Red Bull Content
Pool
The Red Bulletin
The Art of Flight
Events
Red Bull TV
Red Bull Content
Pool
The Red Bulletin
The Art of Flight
Events
Innovations
In Promotion
**Only used for academic purpose
Inspired by Dola
vita, an special
treasure hunt
**Used only for academic purpose
Soap Box event
held at Mumbai in
the year 2012
Hand made
machine ,no breaks
,no engine most
interestingly
downhill
**Used only for academic purpose
**Used only for academic purpose
We may be mildly obsessed with
the concept of races, our latest
one being the vertical kind. A
bunch of men (and women) take it
upon themselves to take
themselves upon each other in an
attempt to smash a pot of curd
**Used only for academic purpose
**Used only for academic purpose
**Used only for academic purpose
Success factors
Quality of product
Strategy for sales and promotion
Premium pricing
Target group determined by State of mind
Created different product category
Vulnerabilities
Limite
d
Produc
t
Portfoli
o
Regul
atory
Contr
ol
Comp
etitio
n
Market
ing
cost
Recommendations:
Increase in product portfolio
Aggressive promotion in emerging market
More SKUs
Improved distribution channels
References
http://www.redbull.com/in/en/adventure/events/1331806370528/red-bu
ll-jod-ke-tod-2016
http://www.caffeineinformer.com/the-15-top-energy-drink-brands
https://en.wikipedia.org/wiki/Red_Bull
https://www.facebook.com/redbull
http://www.euromonitor.com
