Red Bull, an energy drink launched by Red Bull GmbH in 1987, expanded internationally in 1992 and entered the U.S. market in 1997, creating a new product category. Its unique marketing strategy focuses on events, sponsorships, and endorsements, emphasizing its brand attitude while targeting high-end customers and Generation Y. Despite high marketing costs and negative publicity risks, Red Bull maintains its 'antimarketing' approach, effectively engaging its core consumers.

1. “LIQUID COCAINE”

3. Red Bull is an energy drink sold by Austrian company Red Bull
GmbH, created in 1987.
In 1992, the product expanded to international markets and in
1997 it entered US.
BIRTH OF A WHOLE NEW CATEGORY.

4. Red Bull Energy Drink is a functional beverage providing wings
whenever you need them.

5. ON the road.
During lectures.
At work .And While playing sports
.
WHEN TO DRINK ?

6. Caffeine + Taurine + B-Group Vitamins + Sucrose & Glucose +
Alpine Water.
Red Bull Energy Drink's special formula contains high quality
ingredients.
WHAT’S INSIDE ?

7. “Buzz Marketing”
Unique Sampling Method.
Skilfully targeting target audience.
MARKETING STRATEGY

8. BE DIFFERENT!
Hosting sporting and other
events that are synonymous to
the brand attitude.
MARKETING STRATEGY

9. “ Red Bull Energy Drink is a great
functional drink which can be really
handy just before training or
competition. Red Bull gives you wings.”
– MARK WEBBER

11. PRODUCTS

12. An expensive drink relative to its competitors.
Targeted towards high end customers and the generation Y
consumers.
PRICE

13. Integrated marketing communication.
Sponsorships of events reflecting brand attitude.
Free sampling .
Endorsements by athletes .
PROMOTIONS

14. PLACE

15. Limited traditional marketing .
Focus on sponsorships , endorsements and events .
RED BULL MARKETING
COMMUNICATION MIX

16. Relevant
Engaging
Implicit
ADVANTAGES OF MARKETING
STRATEGY

17. Category leader.
Marketing Strategy.
Geographic presence.

18. PRICING
HIGH MARKETING COST
NEGATIVE PUBLICITY
EFFECTS

19. It is recommended for Red Bull to stick to its “AntiMarketing” strategy
.
Through the current marketing it connects well with the target
consumers.
SHOULD THE COMPANY DO MORE
TRADITIONAL ADVERTISING ?

20. History
About the drink
Marketing Strategy
Marketing communications mix
Strengths and risks involved
SUMMARY

21. Created by APOORVA TIWARI for
Marketing Management Internship
by Prof. Sameer Mathur
DISCLAIMER