Red Bull is an energy drink known for its successful advertising connecting it to performance and extreme sports. It targets generation Y consumers aged 18-30 through non-traditional marketing strategies like sponsoring extreme sporting events and celebrity endorsements. This creates a daring image that resonates with its niche audience. While Red Bull has been very successful with this anti-marketing approach, its narrow target segment leaves it vulnerable to wider-appealing competitors like Coca-Cola. To expand its customer base, Red Bull should consider diversifying its products and marketing beyond its core extreme sports associations.

1. REDBULL
Most successful
Advertising in History

2. About the product
An Energy Drink sold by RedBull GmBH
Contains amino acid taurine, B-Complex
Vitamins, Caffeine and Carbohydrates
Known for energizing effects

3. The Selling Idea
Symbolizing it with performance and energy
The Name comes from “gaur” which mean Bull
Mixing with Youth’s Rebellious Nature

4. How does the company
connect?
Red Bull’s pre-marketing
strategies
Micro-targeting trendy shops,
clubs & bars
Dealing individual accounts &
word of mouth promotion
Influencing through celebrity
endorsements

5. Target
Segment
Generation Y Consumers
Teenagers and Youngsters
Age: 18-30
Possess impressionable opinions
Red Bull lacks behind its competitors like Pepsi, Coca-Cola because of its
narrow target segment. Companies like Coca-Cola have a wide spectrum
and can serve people of any age.

6. Developing Effective Communications

7. Connecting with masses
through Sporting
Events and promoting
extreme sports to inculcate
word to mouth buzz

8. Red Bull FlugTag
An aerial event.
Contestants have to build a
homemade 450 pound airplane.
Staying true to “Gives you wings”
slogan.

9. Skydiving
Fred Frugen and Vince Reffet known
as Soul Flyers performed a B.A.S.E.
jump where there flew into an airplane
in mid-air.
Events like these appeal to the
audience and fan-base creating a
gutsy and daring image.

10. Sampling Programs
Sampling events set up
at parties, concerts,
festivals, sporting
events etc.

11. How is the marketing medium decided?
Once the market has grown mature, the
company starts using advertising mediums
The company uses non-direct means of
advertising
The brand occasionally uses celebrity
endorsement as a mean of reaching out to
followers
Bjergsen is a Danish League of Legends player, mid-laner for team SoloMid

12. Which Red Bull Celebrity Athlete are you?

13. Social Media Marketing
The brand has a well known presence on Facebook
It has over 6.6 Million Subscribers on Youtube,
posting videos of their adventures
The brand is also well known on other platforms
such as Instagram, Twitter, tumblr etc.

14. Red Bull Product Line

15. Managing the
Communication Process
Determining the target audience,
design of message and apt
communication channel.
Observing results and managing
the expenses.
Tip
Connecting with the
target audience
through apt
communication
channel while
balancing
expenditure on
advertising and
sales.

16. STRENGTHS
Market Leadership
Increasing Popularity
Visionary Leadership
WEAKNESSES
Considered Unhealthy
Expensive
Limited Range of Products
THREATS
Intensifying Competition
Health Implications
Increasing Marketing Costs
OPPORTUNITIES
Enhancing Nutritional Aspects
Product Diversification
SWOT
Analysis

17. Pros & Cons of Traditional Marketing in
case of Red Bull
PROS
Brand Recall
Consumer Loyalty
Reflection of Pop
Trend setting style
CONS
Male Skewness
Less Niche Share
Small Market Segment

18. Red Bull (43%)
Monster(39%)
Rockstar(10%)FullThrottle(1%)
NOS(3%)
AMP(3%)
Xenergy(1%)
Market Share in India

19. Upcoming Events
2018 2015
6-13 Jan 18
Red Bull Kite Fighting
27 Dec 17 - 23 Jan 18
Red Bull Mahjong Masters
15-18 November 18
Rally Australia
15-17 Dec 2017
Red Bull Music Academy at
Magnetic Fields

20. Conclusion
Red Bull is successful amongst its competitors due to its
anti-marketing strategy
By conducting several events it has built its name in the extreme
sports community
Red Bull has been extremely successful due its advertising
campaigns
However the company needs to widen its spectrum of target
segment

21. Disclaimer
Prof Sameer Mathur
IIM Lucknow
Marketing Professor
Created By Hitkarsh Vikram Singh
Dr. B.R. Ambedkar National
Institute of Technology Jalandhar
Under the
Guidance of