Red Bull GmbH, founded by Dietrich Mateschitz in the mid-1980s, launched its energy drink on April 1, 1987, creating a new product category. The drink enhances physical and mental performance, using ingredients like caffeine and taurine, and has gained popularity through innovative marketing strategies, sponsorships, and a strong brand image. However, Red Bull faces competition from larger companies and risks associated with its high caffeine content.

2. CompanyProfile
energy drink sold by Austrian company Red Bull GmbH
Founded by Dietrich Mateschitz (mid 80's)
1st sold Red Bull on 1st April 1987: in its home market
Austria
Red Bull was not only the launch of a completely new product,
it was the birth of a totally new product category !!
100% recyclable cans
Markets to 165 countries
2014: employed 8966
2016: 60 billions cans sold
27 years of company history

3. TheStory
Inspiration: Thai energy drink Krating Daeng
Partnered with its owner + modified the ingredients to suits
the tastes of Westerners
Krating = Bison & Daeng = Red
Hence the name Red Bull !!
Logo
Two charging bulls represents power, Red signifies
perseverance and Sun symbolizes energy
Red Bull
has its own record label
spends 0.5billion dollars on F1 each year
popular by connecting with the youth and doing it in different way…

4. ProductDetails
• An Energy Drink!
• Developed for moments of increased physical and mental
stress improves endurance, alertness, concentration and
reaction speed. In short: It vitalizes body and mind.
• The effectiveness has been proven by a large number of
scientific studies and is appreciated by many of the
world’s top athletes and drivers, opinion-leaders and hard-
working people with active lifestyles.

5. Sucrose&
Glucose
Daily diet
(Replace sugar)
Alpine
Spring
Water
World’s biggest
fresh water;
Austria and Switzerland
Caffeine
Improve concentration
and increase alertness
Taurine
Helps to keep up the
body temperature
B-group
vitamins
Play a central role
in the brain
Nervous system
TheIngredients
Popularly known among customers as “liquid cocaine” and “speed in a can”

6. Increases physical endurance
Increases concentration
and reaction speed
Improves vigilance
Improves emotional status
Stimulates metabolism
TheBenefits

7. Not good for pregnant women
High caffeine = Miscarriage
High levels of caffeine =
dangerous for people
with high blood pressure or
anxiety disorders (Nordqvist
2014)
Caffeine:
Not good when going
for bed
TheNegatives
February 14th, 2008:
A 15-year-old boy suffered heart
palpitations (rapid) in Darlington, UK;
Eight cans in a sitting (Harris 2014)
Brazilian study:
Those who mix Red Bull with alcohol may
be drunker than they think they are (Harris
2014)

8. MarketingStrategy
Early
Marketing
Strategies
Word of Mouth
Sponsorship at sports events
Red Bull Snow Thrill, France
Seeding Program
Micro-targeting trendy
shops, clubs, bars, stores,
gyms health food stores
Sampling program
Sampling teams set up at
Sporting event,
concerts, parties, festivals,
Point of Purchase Display
Refrigerated sales units
prominently displaying
Red Bull logo
In it’s early stage

9. TraditionalMarketing
Celebrity endorsement
Sports athletes and entertainment celebrities
To influence consumer’s purchase
Red Bull seeks to reach its consumers only in its ideal usage conditions:
When feeling Fatigue and need a boost of Energy
Advertisement
Famous advertisement campaign :
Red Bull Gives you Wings!!
Extreme Sports
Sponsor
Surfing, Rock Concert, Sailing,
Bike Riding, F1 Racing
Objective
To be seen as
Unique, Original, Rebellious
During It’s worldwide
expansion

10. TheQuestions
What are Red Bull’s greatest strengths as more companies (like Coca
Cola, Pepsi) enter the energy drink category and gain market share?
What ae the risks of competing against such powerhouses?
Strength
Brand Positioning
Red Bull Vitalizes Body and Mind!
Sarcastic, Confident, Innovative,
Humorous
First Mover Advantage
First stimulant drink, large market
already captured
Targets Youth
Sponsors concerts, adventure sorts,
endorses athletes, sells most in pubs
and bars
Risks
Red Bull not a patented drink
Any one can read the ingredients,
Any one can create it = increased competition
Competitor’s products
Reduced price and almost doubled quantity of drink

11. Discuss the Pros and Cons of Red Bull’s nontraditional marketing
strategies.
Should the company do more traditional advertising? Why or Why
not?
They call their marketing strategy as ‘marketing mix strategy’
Pros
Cons
Premium product = higher price than
competitors
Company has limited portfolio
Active social presence
Strong brand image as unique, original,
rebellious
Helps it stand out of the crowd
Powerful advertisement = popular among
consumers
Strong celebrity endorsement = positioned as
premium brand
Sports events sponsorship acts as secondary
revenue generator Gives you wings !!