A study of Integrated Marketing Communication by Red Bull.

1. Secrets to wiings of RedBull !
Topic : Designing and managing integrated marketing communications

2. What the heck is RedBull .!?
• Well, it’s an Energy Drink.
• Sold by Austrian Company RedBull GmbH, created in 1987.
• Has highest market share of any energy drink in the world with 5.387
billion cans sold in 2013.

3. RedBull owns a History.
This is Krating
Dand (energy drink
) . It inspired
Dietrich Mateschitz
(Austrian
entrepreneur).
He took the
idea, modified
the ingredients
to suit the
tastes of
westerners and
in partnership
with Chaleo
Yoovidhya,
founded RedBull
GmbH in Austria.

4. Ingredients to get wiings
I have CAFFEINE
I have TAURINE
I have B-VITAMINS
( B3, B5, B6,B12 ) I have SUCROSE &
GLUCOSE
To make myself
Sugarfree, I convert sucrose
and glucose by sweetners
Acesulfame and
aspartane/sucralose

5. RedBull wins the Market .!
43% 39% 10% 6-
7%

6. Target Customers for RedBull
I guess this person may be….
Age: 16-29
Extreme Sportsperson
Urban
Athletic
Rock Music Lover

7. RedBull’s Marketing Mix :
Advertisement
Sponsored Events :
E.g. RedBull Snowthrill
Contest, to spread
word of mouth.
Association with high
end sports
Introduction to sports
like FLUGTAG & AIR
RACE which goes along
with its brand image
Micro Targeting through
trendy shops, clubs, bars
and stores.
Event specific Product
Trial i.e.. Experiential
Marketing

8. Advertisement by RedBull
RedBull introduces us with a perfect catchy tagline,
to introduce it’s brand image.

10. RedBull’s Sponsored Events
Sponsor events which
matches it’s brand identity of
high energy drink.
• Helps to better propogate word-of-mouth
information regarding brand to relevant
consumers.
• Establish appealing Brand Value.
• E.g. : RedBull’s Snowthrill of Chamonix Ski
Contest.

11. RedBull’s
Association
with High
End Sports…
Placed as high energizing drink
Sponsor events like “Professional Racing”

13. Sponsorships
by RedBull in
Extreme Sports

14. RedBull Snow Thrill of Chamonix Ski Contest, France
First effort to
prosper word-of-
mouth marketing

15. RedBull Skateboarding RedBull BMX

16. RedBull Rugby Union RedBull High Diving

17. New Sports introduced by RedBull…
RedBull FlugTag
Participants are asked to prepare
their own flying structures and
compete with each other for best
flight.
Participants are asked to prepare
their own flying structures and
compete with each other for best
flight.
RedBull Crashing Ice

18. RedBull Crashing IceRedBull FlugTag
Well, what do they look like…?

19. World-renowned base jumper Miles Daisher strapped on his
headlamp and hiked up the rugged, rocky terrain to throw himself
off the 486-foot-high (148m) span for the 35th time. But, there was
still 12 full hours of jumping and climbing ahead.
This activity created immense brand advertising for RedBull.

20. Conclusion: RedBull
Introduction History Target Audience Marketing Mix
Krating Dand
(energy drink )
inspired Dietrich
Mateschitz . He
took the idea,
modified the
ingredients to suit
the tastes of
westerners and in
partnership with
Chaleo Yoovidhya,
founded RedBull
GmbH in Austria
Founded in 1976
Rebranded in 1987
as RedBull
Age group: 16-29
Extreme Sports
Urban Audience
Atheletic Persons
Advertisement
Association with
high end sports
Experiential Marketing
Sponsored Events
Introduction to new
sports

21. Disclaimer
Created by : TUSHAR MANGAL
B.Tech, IIT Kanpur
During : Marketing Management Internship under
Prof. Sameer Mathur.