Marketing Mix in Red Bull International

1. Product:
The idea of Red Bull came from Krating Daeng which is a non-carbonated energy drink available
originated in Thailand. Usually, in Thailand people drink Krating Daeng for people who work long
hour by drink this they can focus for work over time. Red Bull drink contained ingredients similar
to that but a few more added to accommodate the western taste and also became carbonated. Red
Bull energy drink contains caffeine, taurine, B vitamins, sucrose and glucose which is mainly
required by workaholics, sports people or even youth who want to party at night. As there is a
usual trend that occurs in the younger segment, they came up with a sugar free variant called Red
Bull SugarFree which contains aspartame and acesulfame K instead of sucrose and glucose. The
drink is available in a tall blue-silver can with 2 red bulls on the front whereas Krating Daeng is a
gold short can.
Price:
Red Bull has a number of competitors in the energy drinks industry but yet they are the market
leaders. Being on the top they can easily charge a premium for their products and customers will
even buy it for their quality. Yet overall they are the most expensive energy drink compared to
competitors like Rockstar, Tzinga, Cloud 9, Gatorade, Monster and KS.Their competitor have
price around $1 until $2. Red Bull price in Indonesia around Rp. 20.000/can, also in US and Europe
still similar price around $2.
Place:
Red Bull has successfully managed to sell 5.9 billion cans worldwide in 2015 owing to its vast
distribution network worldwide (Forbes, 2015). Red Bull is available at convenient locations like
a supermarket, convenience store, retail outlet or even night clubs, bars and casinos. This way it
becomes very easy for a customer to buy the product. Also, Red Bull is often stored in Red Bull
exclusive refrigerators attracting customers to buy an energy drink when they go grocery shopping
or to a bar. . The main motive of selling this drink at night clubs and bars is either people prefer
mixing it with an alcoholic beverage to add some extra flavor or sometimes it is just to help them
stay up late and party with friends. At supermarkets and convenience stores they are placed
alongwith other competitive products giving the customer a choice between which one to buy.
Promotion:
Red Bull being an energy drink mostly targets sports people with their tagline “Red Bull gives you
wings” so owing to a huge customer base they organize a lot of sports events and even sponsor
teams as well as the events. Some of these events include mountain biking, BMX, motocross,
windsurfing, surfing, skating, Formula 1, Red Bull Startos, Red Bull Foxhunt, Red Bull Cape Fear,
Red Bull BC One, Red Bull Battle Grounds, etc. They also endorse various sports athletes and
celebrities. For instance, in Moto GP they sponsor Marc Marquez & Dani Pedrosa, in Football
they actually sponsor Neymar Jr. Red Bull also have their own merchandise stores online and
magazines for extreme sports persons. Through all these promotional activities they want

2. customers to recall their brand every time they see or hear energy drink thus increasing their
customer base.