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Red Bull: The Anti-Brand Brand
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Red Bull: The Anti-Brand Brand
By: Fly-Free Drone
Fly-Free Drone
Introduction
Red Bull
- Mission Statement: "Red Bull are dedicated to upholding Red Bull standards, while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficent and profitable manner."
- Target Market: Age 15-30, Mostly Males
- Gamers
- College Students
- Athletes
- bar/restaurants
Red Bull Officers
Founder
Dietrich Mateschitz
CEO
Stefan Kozak
Officers
Creator
Chaleo Yoovidhya
"Krating Daeng"
Advertising
Questions
Case Questions
Q #1
What is the Red Bull brand essence? What are the factors that led to its success?
- The Red Bull brand essence is an energy drink that gives you winggggsss
- Goal is to increase physical endurance, improve concentration and reaction speed, improve energy to wake you up
- The successful factors
- Attention and controversy
- Buzz Marketing
- Hitting the street
- Gather people attention stating it will wake up you up and keep you up
Q #2
How can Red Bull grow in the future given the challenges of a maturing category (product life cycle)? How can it influence its capabilities and resources to compete with the mainstream brands? In what segments are the greatest growth opportunities?
- Monster, Coca-Cola, Sprite, and Mountain Dew.
- The consistence of taurine (a kind of amino acid that boosts the metabolism), caffeine and vitamins in order to ensure high and constant quality.
- Red Bull’s primary goal of a joint venture that wants to have a partnership with Cadbury for the purpose of a distribution segment.
- Own marketing campaign in order to get recognized its company throughout the youth such as university parties, extreme sports, nightclubs, beaches. They focused the target on consumed drinkers (18 to 29) for making its profits.
- Advantage by replying on the word of mouth that could be found by the youth because they want to be related to that kind of thing for being energic, danger, extreme sports at the events in order to the support the brand. Since Red Bull did everything that is quite modern marketing than television, radio, etc.
Q #3
What can mainstream brands learn from Red Bull? Can buzz be leveraged by any company?
The Red Bull includes humorous cartoons, connections to the music world and television in the form of the Rock Report, and video games such as the Red Bull Soapbox Racer. Red Bull also takes full advantage of social marketing on its Facebook page which has over 23 million fans. Red Bull also sponsors several sporting events including the Red Bull Air Race, soccer, motorcross racing, and skateboard training. The company has developed over 100 contact points with its customers, mostly based on reputation and not the actual taste of the beverage. It is energy and vibrancy that Red Bull markets. The contact with its consumer base is vast, and it is a method of brand marketing that is working well for Red Bull.
Q #4
What recommendations would your team make to the company’s management regarding the firm’s strategic choice and near-term and future course of actions, and why?
- Customers
- Shareholders
- Strengthening Decision-Making
- Marketing
- Strong brand recognition
Conclusion
Conclusion
- Need to develop new products example: energy bars, gum, and energy shots
- Working on their new demographic
- Continue current marketing strategy with target market
References
Reference
Red Bull's Marketing Strategy. (2015, March 23). Retrieved April 19, 2018, from https://www.ukessays.com/essays/marketing/red-bulls-marketing-strategy-marketing-essay.php
Starling, S. (2008, March 21). Report reveals keys to energy drink success. Retrieved April 19, 2018, from https://www.foodnavigator-usa.com/Article/2008/03/21/Report-reveals-keys-to-energy-drink-success
MumbrellaAus. (201, April 13).
Red Bull TV ad-Mumbrella. Retrived from https://www.youtube.com/watch?v=6oEEhFZ03-c