This presentation deals with the Marketing Strategy implemented by Mateschitz in order to turn the company into a multi Billion-Dollar Beverage Brand

1. RED BULL

2. THE
MASTERMIND
MATESCHITZ

3. WHAT WILL BE DISCUSSED ?
 Target Market
 Consumer behaviour
 Implementation of IMC
 Where should the
company draw the line

4. TARGET MARKET
UNIQUE
ORIGINAL
REBELLIOUS

5. CONSUMER REACTION
“LIQUID COCAINE”
“SPEED IN A CAN”
“DIFFERENT”
“SOMETHING NEW”

6. TRADITIONAL
MARKETING IS
DEAD

7.  EVENTS
 PREMARKETING
 CAMPAIGNS AND PROGRAMS
 SPONSORSHIP
 CELEBRITY ENDORSEMENTS
 ADVERTISEMENT

8. PREMARKETING
“BRAND IMAGE”
“ORIGINALITY”
“COMMUNITY”
“AUTHENTICITY”
“WORD OF MOUTH EXCITEMENT”

9. MICRO TARGETING
“ACCESS TO THE
ELITE”
“SEEDING
PROGRAM”
“INFLUENTIAL”
• TRENDY SHOPS
• BARS
• CLUBS

10. CELEBRITY ENDORSEMENTS
• Build up brand equity
• Influence consumer purchase
• Help in designing and selling

11. POINT OF PURCHASE
PROMINENT
DISPLAY OF
LOGO IN
STORES

12. SAMPLING CAMPAIGN
REACHES CONSUMERs
ONLY IN IDEAL
USAGE OCCASIONS

13. INVOLVEMENT IN
SPORTS

14. OWNERSHIP OF
EVENTS
IT’S NO LONGER
ABOUT PAYING HUGE
AMOUNTS OF
MONEY TO SPONSOR,
IT’S ABOUT TAKING
OWNERSHIP

15. ADVERTISEMENT
“CREATIVITY”
“ADVENTUROUS SPIRIT”

16. FLUGTAG
“EXTREME”
“EXCITEMENT”
“FUN”
“ADVENTUROUS”
“RED BULL GIVES YOU WINGS”

17. NO LIMIT
CRAZINESS

18. DRAW THE LIMIT
“DANGEROUS”
“RISKY”
WHERE ARE YOUR
WINGS!!!! :P
Brp Brp ……
I BELIEVE I
CAN FLY!!!!!

19. DID IT PAY
OFF ???
“Multi Billion-Dollar
Beverage Brand”
“Energy Drink Market
Leader”

20. RECAP
CONSUMER REACTION
THE LIMIT !

21. DISCLAIMER
Created by Rahul Arora, DTU, during a
marketing internship by Prof. Sameer
Mathur, IIM Lucknow.