Red Bull was founded in 1987 and created the energy drink category. It has 44% market share globally and is available in 171 countries. Red Bull's mission is to uphold high standards while maintaining leadership in the energy drink market through superior customer service. Their key marketing strategies include sponsorships, sampling programs, and buzz marketing techniques like social media, events, and athlete endorsements. While Red Bull is a strong brand, they face risks from health concerns, limited product lines, and negative sponsorships damaging their image.

2. • Red Bull, a multibillion-dollar beverage
brand was founded by Dietrich
Mateschitz in 1987.
• It was the birth of completely new
category- The Energy Drink.
• MISSION: “We 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
efficient and profitable manner”

3. Products :
• Red Bull Energy drink
• Red Bull total zero
• Red Bull sugar free
Ingredients:
• Caffeine
• B-complex vitamin
• Amino acid taurine
• Carbohydrates

4. Two charging bulls representing POWER, RED signifies perseverance and SUN symbolizes
ENERGY

5. PRESENT POSITION IN THE MARKET:
• Markey share of 44%
• Positioned in 171 countries
• A history of 30 years
• #70 World’s most valuable brand
• Sales of around $6.4 B

7. Target Market:
• Ages 15-30
• College students
• Athletes
• Gamers
• People in the workplace
• Bars/restaurants
• Active individuals

8. OBJECTIVES
• To be seen as unique and rebellious product
• To build its brand of authenticity and originality
• To be the most preferred among youth
• Increase brand awareness and sales among females by
15% to 20%

9. Opportunities
• Growing market: Energy drink sales are projected to grow 40% by 2015
(Mintel)
• Increase product line
• Partnership/advertising with social media
• Gaining customer loyalty throughout multiple generations rather than just
target market
• Consumer recognition through sponsorship of sporting events

10. MARKETING STRATEGIES:
• Sponsorships
• Seeding program
• Sampling program

11. PROMOTION
Red Bull takes advantage of BUZZ MARKETING techniques:
• Personal selling: free distribution samples in college campuses, clubs, and places where
many young people hang out.
• Advertising: Strong athlete endorsements and sponsorship of events in the extreme sports
world.
• Social Media: Use Facebook and twitter to reach out to their consumers, release
promotions and endorse athletes.
• Build hype around their athletes and events with YouTube videos.

12. PROMOTION
EVENTS and EXPERIENCES:
• Create and host big tailgate tent party with games and giveaways
• Free spirit cans supplied by the Wings Team before the games and at the
tailgate party tent
• Competitions held throughout day to win ultimate Red Bull tailgate swag
• Live music or DJ at the tailgate tent

13. • Red Bull sponsored F1 team is one of
the brand’s major identity.
• Annual Flugtag events attract around
300,000 consumers worldwide.
The Flugtag event promotes the brand
slogan “Red Bull gives you wings”

14. THE COMPETITION
1. MONSTER:
• 34% market share
• Larger brand- including 6 product lines
• Similar marketing strategy to Red Bull
• More edgy than Red Bull focuses on living "life on the edge" and the extreme
lifestyle

15. 2. Rockstar:
• 9% market share
• Advertises itself as the "world's most powerful energy drink”
• Available in 19 flavors
3. Full Throttle:
• 2% market share
• Same target market as other energy drinks
• Owned by Coca Cola
• Partners will USO and NHRA
• Minimal television advertisements

16. STRENGTHS
• Red Bull can compete within the market -share of soft drinks, nonalcoholic drinks and
energy drinks
• First energy drink produced, created its own market
• Strong Brand Recognition
• Controls well over 40 percent of the energy drink market
• CELEBRITY ENDORSEMENT: Promotions team is active throughout communities through
famous sports athletes and entertainment celebs
• SPONSORSHIP: Strong sponsorship in areas such as Motorsports, biking, surfing,
snowboarding, music, and gaming
• BRAND POSITIONING: Red Bull vitalizes body and mind- confident energy giving drink.

17. WEAKNESSES
• Product hasn't changed much over the years
• Limited packaging options at the retail level.
• Limited Product Line
• Only have 6 total: Original, Sugar-Free, Total Zero, and
the Red Bull editions

18. RISKS
• Health concerns: tougher rules from government on high caffeine content
• Failure in the new product/service
• Negative impact from extreme sports
• Unexpected threats reflecting poorly on the brands image:
1. events- getting out of control or irresponsible
1. sponsorships making bad decisions or being poor role models

19. Should Red Bull start traditional advertising?
Why or Why not?
• Modern media channels have to be used for advertising
• Traditional method is not effective to target youth market
• Strong presence in social media platforms and use of high technology
are important keeping in mind the target market
• The non-traditional advertising through continuing sponsoring its
present events bring brand awareness targeting the Gen Y.

20. VIEWS ON EFFECTIVENESS OF RED BULL’S SPONSORSHIP
• Stratos is being used as means of having their slogan “Red Bull
gives you wings”
• Sponsoring high energy events helps in promoting the concept
that Red Bull drinks can invoke such high energy and power to
consumer
• Company should draw a line when costs of sponsorship are very
high and do not foresee themselves being able to make any
profits/improvements or is ineffective

21. SUMMARY
Introduction
Market position
Target Market
Objectives
Opportunities
Marketing strategies
Promotion
Competition
Strengths, weakness and risks
Views on Sponsorship and Traditional advertising

22. Created by S SHAMANTH BHARGAV, PES
UNIVERSITY BANGALORE, during a marketing
internship under Mr. SAMEER MATHUR, IIM
LUCKNOW