Assignment in IIML Marketing Internship under Prof. Sameer Mathur

2. • Energy Drink
• Founded by Dietrich
Mateschitz in 1992 in
Austria
• Introduced in
Hungary

3. THEN -NOW

4. RED BULL TODAY
4 million cans sold each year!!!

5. HOW IS IT AN
ENERGY DRINK?
•Issues about
health early in
1997
•Cleared by the
EFSA

6. STRATEGY USED?

7. HOW?
•ADVERTISING
•EVENTS
•SPORTS TEAM
OWNERSHIPS
•CELEBRITY
ENDORSEMENTS
•MUSIC

8. Non
Traditional
Advertising

9. RED BULL EVENTS
•RED BULL KING OF THE ROCK
•RED BULL HARDLINE
•RED BULL RACING
•RED BULL HART LINES
•RED BULL GIVES YOU WINGS
•RED BULL FLUGTAG

10. PUBLICITY
• Distributing free
samples
• Free drinks in limos
before Award
shows
• BARS
• Convenience stores
• Gyms
• Colleges
• Supermarkets
• Target audience:
STUDENTS!!

11. RED BULL
KING OF THE
ROCK
•Most famous ONE-ONE
street Basketball
tournament
•The tournament follows a
straightforward concept
where players battle
head-to-head in raw
outdoor basketball, using
a single-elimination
tournament bracket.
•http://www.redbull.com/in
/en/events/133164144108
2/red-bull-king-of-the-rock

12. RED BULL
HARDLINE
•Toughest downhill
mountain bike race
•http://www.redbull.c
om/in/en/bike/events
/1331804842505/red
-bull-hardline-2016

13. RED BULL
HART LINES
•High energy
skateboard event
•http://www.redbull.c
om/in/en/bike/events
/1331804842505/red
-bull-hardline-2016

14. ADVERTISEMENTS

16. SPORTS AND ENDORSEMENTS

17. SPONSORSHIPS
• STRATOS
• Celebrities

18. RED BULL MUSIC

19. RISKS
MORE HEALTH CONSCIOUS
PEOPLE
ONLY ONE PRODUCT
EVENTS ARE DANGEROUS

21. DISCLAIMER
Created by Sindhuja Nanduri, BITS
Pilani, Hyderabad Campus, during
a marketing internship by
Prof.Sameer Mathur,
IIM Lucknow