Dietrich Mateschitz co-founded Red Bull GmbH in 1984 and turned it into a global brand. Red Bull Energy Drink was first sold in 1987 in Austria and has since been consumed over 62 billion times in 171 countries worldwide. Red Bull's marketing strategy focused on targeted sampling, strong integrated marketing communications, sponsoring extreme sports and events, and creating word-of-mouth through stunts. This unconventional approach led to market leadership and brand equity for Red Bull. However, risks remain from health concerns over caffeine and new competitors entering organic markets.

2. jhINTRODUCTION
In 1984, Dietrich Mateschitz co-
founded Red Bull GmbH with
Yoovidhya and turned it into a global
brand.

3. • In 1987, on April 1, Red Bull Energy
Drink was sold for the very first time
in Austria.
•Today Red Bull is available in 171
countries and over 62 billion cans of
Red Bull have been consumed so far.
How it Started!

4. What’s inside?
Caffeine + Taurine + B-Group Vitamins +
Sucrose & Glucose + Alpine Spring Water.

5. PRODUCTS
•Red Bull Energy Drink
•Red Bull Sugarfree •Red Bull Energy Shot
•Red Bull Cola

6. What are the benefits of the
product?
Gives wings when
you need them

7. Their target audience?
Men and Women aged 16 to 29

8. The reason behind their
success?
It was their Marketing Strategy

9. Red Bull used little traditional advertising
and no print, billboards or banner ads.

10. Red Bull’s Marketing
Strategy
•Targeted sampling program
•Strong IMC
•Organise extreme sports
•Event sponsorships
•Strong word-of-mouth

11. Red Bull’s Marketing Prism

12. The tagline “Red Bull Gives You Wings”
was meant to amuse and connect with
its audience.

14. MAX VERSTAPPEN'S
SNOW RUN!
BRYCE MENZIES
(USA) - NEW
FRONTIER TRUCK
JUMP WORLD
RECORD

15. MOTOGP
RETURNED TO
AUSTRIA!
15TH
ANNIVERSARY
OF RED BULL
X-FIGHTERS

16. Effectiveness of Red
Bull’s sponsorships
While stunts such as Bull Stratos
could produce wide publicity, but
if something went wrong, the
brand would feel a negative
impact.

17. STRENGTHS
•Market Leadership
•Market Efforts
•Brand Equity

18. WEAKNESSES
•Prices are a little high
•Only one product with branches of it
•Lack of innovation
•Lot of competitors

19. RISKS
•Health concerns: high caffeine
•Drinks may not be accepted in the
new markets
•Organic markets may steal

20. SUMMARY

21. DISCLAIMER
Created by Kusumuru Manohar, NIT
Nagpur, during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow.