Red Bull is the global leader in energy drinks, selling over 6 billion cans worldwide in 2016 and generating €5.11 billion in revenue. Their marketing strategy focuses on authenticity, originality, and community. They use inexpensive satirical ads, sponsor extreme sports events, and organize energetic activities. Their strategy targets Generation Y through non-traditional marketing. They price their 250mL cans at a mid-high range of $2 each. Their unique taste and stimulating ingredients help their product stand out, while their simultaneous push and pull promotion strategy builds awareness.

4. GLOBAL LEADER IN ENERGY
DRINKS
• In 2016, a total of 6.062 billion cans of Red Bull were sold
worldwide in over 171 countries. 10,410 employees
generated €5.11 billion in revenue.

5. MARKETING STRATEGY OF
RED BULL
Brand Image of Red Bull-
• Authenicity
• Originality
• Community
Non-traditional Marketing-
• Inexpensive satirical ads
• Insane spornsorship of sporting events
• Organising crazy energy-pumped activities all around the globe
• GenY oriented marketing

15. ANALYSIS OF RED BULL'S
MARKETING STRATEGY

16. 4 P's OF MARKETING
• Price-
$2 per 250 mL Can, mid-high ranging
strategy
• Product-
Unique Taste
Mind Stimulating Ingredients(Caffeine,
Taurine, B12, Alpine Water)
• Placement-
Retail
Sports
Events
• Promotion-
Simultaneous PUSH and
PULL strategy

17. STRENGTHS OF RED
BULL'S MARKETING
COMMUNICATION MIX• High Influence on Targeted Segment-
GenY
• Unique Brand Value
• Highly Engaging
• Sub-consconcious Brand Awareness
Implantation

18. WEAKNESSES...
• Only one brand product
• Focuses only on one consumer
segment
• Minimal use of Traditional
Advertising
• Minimal direct marketing

19. RISKS AND
CONTROVERSIES..

20. SUMMARY

22. DISCLAIMER
Created by Rachit Agrawal, BITS Pilani during a marketing management
internship by Prof. Sameer Mathur, IIM Lucknow