Red Bull's rise to dominance in the energy drink market through innovative marketing strategies. It discusses Red Bull's history and product lineup. Key parts of their marketing strategy included targeting young people, night workers, and athletes through sponsorship of extreme sporting events. This helped associate Red Bull with adrenaline and establish it as the top energy drink brand by the 2000s. The document also questions future threats and opportunities in the increasingly competitive energy drink market.

1. A CASE STUDY
- B ARAVIND BHARGAV

2. A BRIEF HISTORY OF Red Bull

3. Red Bull range of products

4. Red Bull’s marketing strategy

5. Red Bull targeted groups
Red Bull targeted youngsters,
people working late nights,
hippies, sportsmen, alcoholics

7. What did Red Bull do that made it so
successful ?

8. 1987
“Red Bull: So awesome that polka dots will literally fly off your tie!”

9. 1988
Dolomitenmann – Pure adventure

10. 1989
Gerhard Berger - first Motorsports athlete
In 1989, Formula 1 Driver Gerhard Berger, became the first Motorsports Athlete to be sponsored by Red Bull.
He won his first Grand Prix in Mexico in 1986 and his last in 1997 in Germany

11. Red Bull Flugtag (1992)
Red Bull Flugtag challenges teams of everyday people to build homemade, human-powered flying machines and
pilot them off a 6-meter high deck in hopes of achieving flight! Flugtag may mean "flying day" in German, but all
these crafts ultimately splash into the waters below.

12. Red Bull enters F1(1995) with Sauber F1

13. Advertisements targeting leading
sportsmen in their field.

14. Red Bull associated
with every sport that
rushes adrenaline

16. In 2005, Red Bull racing was formed.

17. Who owns the energy drinks market ?

18. Threats and Opportunities to Energy Drink
market

19. One question that matters the most ?

20. SUMMARY
How it started ?
Red Bull’s products
4 P’s of marketing
Targeted consumers
Sponsored events and its milestones that helped it grow as a
product we see it today.
Who owns the energy drink market ?
Threats and oppurtunities
Disclaimer

21. DISCLAIMER
This presentation is created by B ARAVIND
BHARGAV during marketing internship under Prof.
SAMEER MATHUR, IIM LUCKNOW.