2. HISTORY
• Derived from a
Thai energy drink
• Launched in 1987
• Entered first
foreign market in
1992(Hungary) and
US in 1997
3. CompanyProfile
Red Bull was not only the launch of a completely new product,
it was the birth of a totally new product category !!
100% recyclable cans
Markets to 165 countries
2014: employed 8966
2016: 60 billions cans sold
27 years of company history
6. Not good for pregnant women
High caffeine = Miscarriage
dangerous for people
with high blood pressure or
anxiety disorders
(Nordqvist 2014)
Caffeine:
Contains high amount, not
good if consumed in large
amounts
TheNegatives
Brazilian study:
Those who mix Red Bull with alcohol may be
drunker than they think they are (Harris 2014)
8. Integrated Marketing communications
Methodology
How do we communicate?
How do customers process information?
Through understanding of the audience’s needs, emotions and activities is essential to ensure accuracy and relevance of
the message
9. IMC Objectives
RedBull’s major IMC objectives are sales promotion
• To Create new target markets
• Helping consumers evaluate the brand’s perceived ability to meet the
needs
• Move consumers to decide to purchase the brand
• Fostering customer’s ability to recognize or recall the brand
10. After gaining initial
momentum RedBull moves
to gyms, health food centres
and supermarkets. This is
where they usually test their
products
11. TraditionalMarketing
Celebrity endorsement
Sports athletes and entertainment celebrities
To influence consumer’s purchase
Advertisement
Famous advertisement campaign :
Red Bull Gives you Wings!!
Extreme Sports
Sponsor
Surfing, Rock Concert, Sailing,
Bike Riding, F1 Racing
Objective
To be seen as
Unique, Original, Rebellious
14. What are Red Bull’s greatest
strengths as more companies
like coca-cola pepsi and
monster enter the energy
drink category and gain
market share? What are the
risks of competing against
such powerhouses?
15. • Aggressive Advertisement.
• Wide distribution Network
• Successful ‘antimarketing’
strategy
• Very limited number of product
selection
• Contains high caffeine.
• Other brand sometimes have natural
ingredients which are preferable
16. Discuss the pros and cons
of RedBull’s
nontraditional marketing
tactics. Should the
company do more
traditional advertising?
Why or Why not?
17. PROS-
• Active social presence
• Strong celebrity endorsement=
premium brand
• Sponsors sports events=
secondary revenue generator
• Strong brand image
RedBull gives you WINGS
CONS-
• Higher prices than competitors
• Limited portfolio
18. Discuss the effectiveness
of RedBull’s
sponsorships. Where
should the company draw
the line in terms of
novelty and risk?
19. RedBull’s sponsorships like Bull stratos
and Flugtag align with its slogan ‘RedBull
gives you Wings’
Events invoke high energy and power
feeling
Definitely draw a line and not risk a
person’s life for the sake of advertisement
