Case Study Analysis of the company RedBull in Marketing Management Internship by Professor Sameer Mathur ( IIM Lucknow)

1. “LIQUID COCAINE”

3. HISTORY
• Red Bull is an energy drink sold
by Austrian company Red Bull GmbH, created
in 1987.
• In 1992, the product expanded to
international markets and in 1997 it entered
US.
• BIRTH OF A WHOLE NEW CATEGORY.

4. HOW IT WORKS ?
• Red Bull Energy Drink is a functional beverage
providing wings whenever you need them.

5. WHEN TO DRINK ?
• ON the road.
• During lectures.
• At work.
• While playing sports.

6. WHAT’S INSIDE ?
• Caffeine + Taurine + B-Group Vitamins +
Sucrose & Glucose + Alpine Water.
• Red Bull Energy Drink's special formula
contains high quality ingredients.

7. MARKETING STRATEGY
• “Buzz Marketing”
• Unique Sampling Method.
• Skilfully targeting target audience.

8. MARKETING STRATEGY
• BE DIFFERENT!
• Hosting sporting
and other events
that are
synonymous to the
brand attitude.

9. “ Red Bull Energy Drink is a
great functional drink which
can be really handy just
before training or
competition. Red Bull gives
you wings.”
– MARK WEBBER

10. 4 P’s of Marketing

11. PRODUCTS

12. PRICE
• An expensive drink relative to its competitors.
• Targeted towards high end customers and the
generation Y consumers.

13. PROMOTIONS
• Integrated marketing communication.
• Sponsorships of events reflecting brand attitude.
• Free sampling .
• Endorsements by athletes .

14. PLACE

15. RED BULL MARKETING
COMMUNICATION MIX
• Limited traditional marketing .
• Focus on sponsorships , endorsements and
events .

16. Advantages of Marketing Strategy
• Relevant
• Engaging
• Implicit

17. • Category leader.
• Marketing Strategy.
• Geographic presence.

18. PRICING
HIGH MARKETING COST
NEGATIVE PUBLICITY

19. Should the company do more
traditional advertising ?
• It is recomended for RedBull to stick to its
“AntiMarketing” strategy .
• Through the current marketing it connects
well with the target consumers.

20. SUMMARY
• History
• About the drink
• Marketing Strategy
• Marketing communications mix
• Strengths and risks involved

21. DISCLAIMER
Created by VARUN KAPILA for
Marketing Management Internship
by Prof. Sameer Mathur