Red Bull's success formula includes functional energy drink content, youth-focused marketing emphasizing the slogan "Red Bull gives you wings", and a higher price point than competitors to signal its uniqueness. The strong taste implies more than refreshment. Red Bull targeted clubs, bars, universities, celebrities and sports events through word-of-mouth. This formula would work for other beverage categories that can be marketed as providing functional benefits. Red Bull determines when to increase advertising based on metrics like market share and whether changes negatively impacted sales, as shown by failures when altering marketing strategy in the UK.

1. By
Ebrahim Mohammed
Red Bull Case Study

2. What is Red Bull’s success formula? For which
kind of product/beverage categories will this
formula work? How does Red Bull know when
to turn on the advertising? What metrics would
you use to make this judgment?
Question 2

3. What is Red Bull’s success
formula?
 Content ( functional energy Drink)
 Marketing Strategy which focus more in the youth
market ,the slogan “Red Bull gives you wings”
memorable and it says something meaningful about the
product.
 The price is more expensive than competitors’ which
make
the costumer believe in that Red Bull is unique
compared to other soft drink.

4. What is Red Bull’s success
formula?
 The flavor of Red Bull is sweet and carbonated, but
also has a “medical taste”. The strong taste indicates to
consumers that the product is more than mere
refreshment
 Red Bull’s strategy for market entry relied heavily on
word-of-mouth. The company targeted clubs, bars,
stores, and universities
 Red Bull also targeted specific celebrities, including
sports figures and entertainers, and sponsored sporting

5. For which kind of
product/beverage categories will
this formula work?
 Red Bull was credited with creating the energy
drinks category
 The worldwide energy drinks category was worth
2.5 billion Euros and Red Bull commanded a 70%
market share.
 Sold in over 100 markets, Red Bull was the
market leader in the USA as well as in 12 of the
13 West European markets

6. How does Red Bull know when to turn on
the advertising? What metrics would you
use to make this judgment?
 ‘We don’t bring the product to the people. We
bring the people to the product’ (Dietrich
Mateschitz, Founder, Red Bull) Its true and Red
Bull proved it by convincing people to the
drink through its particular theme of instant energy
drink by using healthy ingredients approved by foods
authority.
 Red Bull has experienced Failure when it changed
its theme in UK with different slogan and marketing
strategy.
 It is recommended that marketing and advertisement