Red Bull's Integrated Marketing Strategy

2. Derived from the Thai drink, Krating Daeng.
First Red Bull energy drink was launched by GmbH in 1987.
In 1992, it expanded to Hungary and Slovenia.
It entered US via California in 1997.
It is headquartered in Fuschl am See, an Austrian village.
Chaleo Yoovidhya Dietrich Mateschitz
FOUNDERS OF
RED BULL

4. To be the premier marketer and supplier of Red
Bull in Asia, Europe, and other parts of the globe.
To achieve this mission, we build long-term
relationships with the people who can make it
become a reality.

8. Red Bull follows premium pricing
strategy to reflect the best selling
energy drink brand.

9. Bars
Gyms
Health food
stores
Restaurants
Supermarkets

10. Advertisements
Sponsorships
Product trial
Collaborating with
sports events

14. Red Bull Air Race
Red Bull Rampage
Red Bull Crashed Ice

15. Red Bull Soapbox
Red Bull Flugtag

16. Red Bull Cliff Diving
Red Bull Big Tune

17. What are Red Bull’s greatest strengths as more
companies enter the energy drink category and
gain market share? What are the risks of
competing against such powerhouses?
STRENGTHS
 It is the first billion dollar
energy drink.
 It gives instant energy.
 Its integrated marketing
communications helped the
company to expand.
 It connects with young
consumers.
RISKS
 As more companies are
entering energy drink
category, competition is also
increasing.
 Introducing new flavors is a
risk as previously they did not
succeed.
 These powerhouses have
more brand value than Red
Bull.

18. Discuss the pros and cons of Red
Bull’s non traditional marketing
tactics.
PROS
 It successfully connects
with young consumers.
 Its integrated marketing
communications plan has
helped it to expand
worldwide.
 The sampling campaigns
reach the maximum
number of consumers.
CONS
 Other famous brands have
a chance of overpowering
Red Bull with their
traditional marketing
tactics.
 It only connects with young
consumers and not with
the other masses.

19. Discuss the effectiveness of Red Bull’s
sponsorships. Where should the
company draw the line in terms of
novelty and risk?
Through sponsorships, Red Bull has been effective in attracting
large number of people, especially the young consumers.
Organizing events has also helped in getting more consumers.
The company should not host extreme sports events which are
risky to human life. Also, there is a risk in introducing new
flavors as previously, this idea did not succeed.

20.  History
 Timeline
 Mission
 Ingredients
 Marketing Mix
 Strengths and risks
Pros and cons
Effectiveness of sponsorships and limitations

21. Created by Shambhawee, Institute of Engineering and
Management, Kolkata, during the Marketing Internship
under Prof. Sameer Mathur, IIM Lucknow.