This document analyzes Red Bull's energy drink product and marketing strategy. It targets young urban males aged 16-29 who participate in competitive sports or recreational activities. Red Bull's advertising objectives are to create brand preference among this demographic and maintain its brand leadership. It achieves this through endorsements of sports teams and major events, as well as word of mouth marketing. Red Bull sponsors various motor sports and extreme sporting events to reinforce its brand positioning as an independent stimulating beverage.

3. PRODUCT ANALYSIS
FIGHTS MENTAL AND
PHYSICAL FATIGUE
CREATES INCREASED MENTAL
AND PHYSICAL EXERTION
STIMULATES METABOLISM

4. TARGET MARKET PROFILE
YOUNG URBAN MALES RANGING FROM 16-29
YEAR OLDS.
THE ONES WHO PARTICIPATE IN A
COMPETITIVE OR EXTREME SPORTS OR SOME
RECREATIONAL ACTIVITY
THE ONES WHO LIVE A CONSTANTLY EXCITING,
ADVENTUROUS AND EXCITING LIFESTYLE

6. ADVERTISING
OBJECTIVES
TO CREATE BRAND PREFERNCE WITHIN GEN Y’s YOUNG ACTIVE MALES
TO MAINTAIN IT’S BRAND LEADERSHIP WITHIN THE ENERGY DRINK MARK
TO ENSURE THAT CONSUMERS ARE AWARE OF ITS NEGATIVE EFFECTS

7. MARKETING
COMMUNICATIONS
ENDORSEMENTS
SPORTS TEAMS
OWNERSHIP
MAJOR EVENTS
WORD OF MOUTH

11. RED BULL FLUGTAG
 AN EVENT ORGANISED BY RED BULL
 COMPETITORS FLY HUMAN POWERED FLYING
MACHINES
 VARIOUS DESIGN CRITERIA ARE SET UP BY THE
ORGANISERS

12. RED BULL SUPPORTS A WIDE VARIETY
OF MOTOR SPORTS.

13. EVENT SPONSORSHIP
REINFORCES THE
BRAND
POSITIONING AS
AN INDEPENDENT
STIMULATING
BEVERAGE

14. MAJOR EVENTS

16. RED BULL HAS ENGAGED
THREE NEW TACTICS TO CREATE
THE MUSIC HUB

17. RED BULL MUSIC
ACADEMY
RED BULL
STUDIOS
RED BULL
RECORDS

18. ENDORSEMENTS
REGGIE BUSH JOHN
REYNOLDS

19. WHY THE TAGLINE

20. RED BULL REMAINS #1 BECAUSE
CONSUMER
LEARNING
KEEPS THEIR
CONSUMERS
INVOLVED
BEFORE, DURING
AND AFTER
STUNTS
CONSUMER
ATTITUDE
SHOWS
CONSUMERS
THAT THEY TOO
CAN BE
ADVENTUROUS
CONSUMER
PERCEPTION
KEEPS THEIR
MESSAGE
CONSISTENT

21. DISCLAIMER
Created by Harsha Agarwal, MNIT Jaipur, during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow