...Case Study: The Red Bull GmbH Marketing Strategy Prepared For: Prof. Dr. Christian Schuchardt GLOBAL MARKETING STRATEGIES IMBA 2014/15 International Graduate Center (IGC) Hochschule Bremen University of Applied Sciences Prepared By: Bakaa Chkeir Sahil Sabharwal Eric Branson Smith Khandaker Nazmul Alam Table of Content Part – 1: Introduction Part – 2: Red Bull’s General and International Strategic Approach By Sahil 1-2 3-6 Sabharwal 7-10 Part – 3: Red Bull’s Branding & Segmentation Strategy By Eric Branson Smith 11-15 Part – 4: Red Bull’s BCG & ANSOFF MODEL By Bakaa Chkeir By Bakaa Chkeir Part – 5: Market entry and distribution strategy By Khandaker 16-24 Nazmul Alam 25-26 Part – 6: Bibliography PART 1: INTRODUCTION A Brief History of Red Bull from Red Bull Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980's. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in more than 166 countries and around 40 billion cans of Red Bull have been consumed so far. As of the end of 2013, Red Bull employed 9,694 people in 166 countries - compared to the end of 2012 when we had 8,966 employees...
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...Case Study 11.1 Red Bull: The global market leader in energy drinks is considering further market expansion November 16th, 2015 Executive Summary Red Bull, an original in the energy drink market, was founded in 1984 by marketing guru Dietrich Mateschitz and formula developer Chaleo Yoovidhya. The product is often used for boosting energy, increasing focus, and as a mixer for alcoholic drinks. Red Bull is well recognised for its extreme marketing strategies. For example, Red Bull has a “Mobile Energy Team,” which is largely made up of university students. The Mobile Energy Team regularly travels from University to University to promote Red Bull and provide samples of the product. A second example of Red Bull’s marketing strategy is their support for extreme sporting events, for example; Nascar driving. However, with the increase of new entrants in the functional drink market, Red Bull’s market share has decreased. This decrease leads straight into the problem statement; What strategy(ies) can Red Bull, the global market leader, use to further expand into current and emerging markets within the next three years in order to increase market share and sales? Several symptoms from the case where used to create an Industry Competitive analysis, a Fishbone analysis, and a SWOT analysis. Ultimately, after evaluating the Industry Competitive analysis, the Fishbone analysis, and the SWOT analysis, three alternatives were chosen to be further explored. These three alternatives...
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...RED BULL – MARKETING CASE STUDY INTRODUCTION Red Bull Gmbh was founded in 1984 by Dietrich Mateschitz after having been amazingly impressed by Far East functional drinks properties. Strongly convinced of the incredible market opportunity for such a drink category, he developed the formula of Red Bull Energy Drink and in 1987 the first Red Bull can was sold for the first time. This was not only the launch of a completely new product, but it was the birth of a totally new product category. The launch of Red Bull has been the most successful beverage launch of the last decade and drinking Red Bull has become a sort of fashion phenomenon. Today Red Bull is available in more than 165 countries and more than 35 billion cans of Red Bull have been consumed so far. Today Red Bull is the world’s leading energy drinks producer and it has approximately 70% of the market share in the worldwide energy drink market. Red Bull is privately held and therefore does not report its financial results but reliable data ensure that the company is an increasing and continuously growing profitable business nowadays with an average increase in sales of 10-12 % each year. Its motto is "Red Bull Gives You Wings". 1) RED BULL’S MARKETING STRATEGY SEGMENTATION Red Bull has a distinctive approach to marketing. It uses a progressive marketing strategy. This type of strategy aims to constantly evolve and develop the brand. First Red Bull has segmented the market according to age (demographic variable), personality...
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...CASE STUDY OF RED BULL OVERVIEW Dietrich Mateschitz, an Austrian businessman founded red bull in 1984 in Austria. He introduced the drink in Hungary, its first foreign market, in 1992. Red Bull currently is the leading energy drink across the entire globe and holds 42% of the markets share worldwide .Today Red Bull has annual sales of around 4 billion cans in 160 countries including Austria, Germany, United Kingdom, Brazil, Japan, India and South Korea and USA. Their target market is centered on the youth otherwise known as the ‘Generation Y’. Red Bull started with the Red Bull Energy Drink (a slick silver 250ml can with a European look and feel) and later added three(3) of it functional product that is the Red Bull Sugar free, Red Bull energy shot and Red Bull cola. Big global companies such as Coca Cola and Pepsi has introduced their own energy drink versions to their product base and are strongly competing with the Red Bull brand. MARKETING STRATEGY It was generally acknowledged that Red Bull's success was the product of the company's integrated marketing communication efforts to constantly develop the brand. The information below discusses the marketing strategy adopted by Red Bull in the case. - The company's effective employment of buzz marketing in new markets that target trendy shops, clubs, bars, stores, convenience stores(gym, colleges and supermarket) to create widespread brand recognition - Sponsorship of sporting activities, especially extreme sports including...
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...Red Bull's Innovative Marketing: Transforming a Humdrum Product into a Happening Brand Abstract: The Red Bull energy drink was launched in Austria in 1987, by Dietrich Mateschitz. He claimed to have experienced the invigorating properties of a popular Thai energy drink, Krating Daeng, on a trip to Thailand. Realizing that a similar product could have good potential in Western markets, Mateschitz obtained the license to manufacture a carbonated version of Krating Daeng from its Thai owners. Obtaining permission to sell Red Bull in Europe was not easy, as it contained several ingredients whose effects on the human body were untested However, permissions were eventually obtained, and Red Bull became exceptionally successful in all the markets in which it was launched. It was generally acknowledged that Red Bull's success was the product of the company's innovative marketing efforts. This case study discusses the marketing strategy adopted by Red Bull GmbH, including the company's effective employment of buzz marketing in new markets, and its sponsorship of sporting activities, especially extreme alternative sports, to enhance its image. The case also talks about Red Bull's target markets, and its pricing and differentiation strategies. It includes a section on the various controversies surrounding Red Bull, and the effects of these on its brand image. The competitive situation in the energy drinks market and Red Bull's position vis-à-vis competitors, is also discussed. The case...
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...popularity in Asia. While he was sitting in the bar at the Mandarin Hotel in Hong Kong he got the idea of marketing those particular functional drinks outside Asia. This was not a new idea, but a variation on the Lucozade theme, another popular energy drink marketed by Smith Kline Beecham. However, Red Bull included other ingredients to achieve a different flavor. (Figure 1: Red Bull Founder- Dietrich Mateschitz) So it was that in 1984, Mateschitz founded the Red Bull GmbH company. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. Red Bull rapidly gained in popularity, giving people wings right from the start. In 1992, Red Bull touched down in its first foreign market, in Hungary. Today, Red Bull is energizing over 100 countries around the globe, such that many superstores have copied the idea with their own brand products, which invariably are inferior in one aspect or another.Red Bull, who is originally from Austria where it is still produced, distributed their energy drink in over twenty countries. Countries like USA, New Zealand, South Africa, Eastern and Western Europe. Today, the slinky 8-3-OZ can has completed its invasion into nearly every cold box in the United States. (Ohio, Tennessee and the Dakotas are among the few states without it.) In less than three years, Red Bull singlehandedly established and then lifted the booming energy drink category from a base of $12 million...
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...1. A critical thinking issue that becomes present in the case is how Red Bull has been marketing their brand in the past and present. It can be hard to think that the way that they market themselves is smart or not in the long run. 2. Some different types of marketing that Red Bull has been doing recently is that the company started off promoting their products on the streets at major events by having cars driving around with a large Red Bull can on top and handing out the products to those that walk by. Another marketing that they are using is that they have been putting out a magazine that is just related to their products and advertise those that believe and sponsor the brand. Sponsorship is a major part of why Red Bull has had a growing brand loyalty; they have been part of the Red Bull Music Academy, which helps up and coming and well established musicians be able to grow. While Red Bull has no say into what is made or done in the academy their products are the main product offered to the academy. All of the marketing that Red Bull has been doing over the years has been popular because it is nontraditional compared to other brands. They are able to grab the attention of consumers not only with traditional ads on the different types of media but also by what they do to interact with consumers in person. 3. Communication goals that Red Bull marketing conveys is that they are more than just an energy drink company. They believe in more than just what is surface level...
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...internationalization process of Red Bull from the perspectives of global expansion Group 2263: Karakawat Sarasalin 830117 Thitiporn Watthanachai 831031 Supervisor: Jean-Charles Languilaire 23rd November 2009 1 Abstract Date: 23rd November, 2009 Level: Master Thesis in International Business and Entrepreneurship (EFO705), 15 credits Authors: Karakawat Sarasalin (830117-T255) Thitiporn Watthanachai (831031-T124) ksn08001@student.mdh.se twi08001@student.mdh.se Title: The internationalization process of Red Bull from the perspectives of global expansion Supervisor: Jean-Charles Languilaire Problem Statement: How did RED BULL manage to be as an important central international market player? Purpose: The purpose of this research is to describe the internationalization process of Red Bull; how Red Bull created, sustained and developed? Method: We mainly use secondary data and the qualitative data. Qualitative data in the form of interview questions through e-mailing. But we also use quantitative method based on documental research from books and internet. Conclusion: Red Bull does not follow the standard pattern of establishment chain presented in the Uppsala model. Its establishment chain is composed of three stages: licensing ,wholly owned sales subsidiaries and jointed venture. Red Bull has developed strong market within the beverage industry network and strong bonds with its external suppliers. The expansion decisions of Red Bull have been influenced...
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...Marketing Essays - Red Bull Table of Contents Introduction Red Bull has created a strong brand image, using colourful icon with two bulls in opposition and a memorable tag line; ‘Red Bull gives you wings’. Through creative marketing and sponsorship it has linked itself with extreme sports, innovative music and art, all aimed squarely at the youth market (Dahlen, Lange and Smith, 2010). This brief examines brand development, which strategies have helped it to success and where the brand goes from here as it faces the prospect of losing its cuttingedge image while continuing largely with only one product. Red Bull is a European success story. The product was launched in 1987 in Austria. It faced opposition from the Food and Drink Administration (FDA), who refused to clear it for distribution but despite this it became an underground success through clubbers and snowboarders. This anti-establishment stance found synergy with consumers, even after it was cleared for sale. It quickly spread into neighbouring countries and into the US market (Franzen and Moriarty, 2009). Dahlen, Lange and Smith (2010) note that by 2004, it had gained 40% share of its market sector and 70% in Europe. However, the brand still faced problems; it was banned in Denmark and France following unsubstantiated rumours that people had died from drinking the product in Sweden and Ireland (Mail Online, 2001). The European market was stagnating, and it faced distribution problems from companies...
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...Case: Red Bull Red Bull’s success is a result of a great marketing strategy including product placement and creating brand loyalty. Success is also a result of avoiding marketing myopia. Red Bull accomplished this by claiming to satisfy more than just your thirst. Dietrich Mateschitz took the energy drink concept of Krating Daeng in Thailand and broadened it usage by also marketing Red Bull as a sports drink, functional drink, and nutritious drink. Their success was also stemmed from their marketing approach to reach their consumers directly by “word of mouth” concept. After early success, Red Bull has repositioned itself in the market after they failed disastrously in the United Kingdom in 1996. Red Bull moved its marketing strategy from sports energy drink segment to functional energy drink segment. Being an alcohol mixer also contributed to Red Bull’s success. Their direct marketing strategy towards pubs, bars, nightclubs, and deejays proved to be highly successful. Since Red Bull is being distributed in this manner, it became inevitable that people will soon consume this product with alcohol. Red Bull’s success formula is “word of mouth” marketing and being in the forefront of high energy sporting events and athletes. They used word or mouth first then traditional advertising last. Red Bull maintained its position as a functional energy drink category in order to stay successful. Red Bull knew when to turn on the advertising by watching the market...
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...Marketing Plan Outline: Red Bull Marketing Background Company and Product Review In 1982, Dietrich Mateschitz, creator of Red Bull alongside Chalerm Yoovidhya, saw 1 where Japan and Thailand were heading in the energy drink market and decided they wanted a piece of the pie. By 1987, Austria proved to be a difficult market for Red Bull to survive in and soon Mateschitz expanded into Hungry and the rest of Germany. After expanding across Europe with a lot of trial and error Red Bull was $12 million in the hole. Rather than scrapping Red Bull as a loss, Mateschitz fired all his staff and hired a marketing firm to help him target nightclubs and students. Buzz marketing became the main focus of Red Bull’s marketing plan, and soon students were pounding campus pavement and driving around in Mini Coopers with a big Red Bull can strapped on top with free samples. His buzz marketing proved to be not only cost effective, but the very thing that gave Red Bull its appeal. Although Red Bull was not welcomed with open arms in all countries, such as France, Denmark and Norway, it was growing and expanding. Mateschitz soon realized that an extreme sporting event was a profitable avenue to take Red Bull down. Red Bull started supporting approximately 500 extreme sports athletes and hosting exclusive parties for these rock star competitors. By 1997, Red Bull’s buzz marketing strategy proved successful in the U.S. as well. Events are now hosed throughout the world ranging from B...
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...Introduction to Marketing (MKT333) Case Study #4 Red Bull GmbH is a privately-owned company based in Austria. Red Bull energy drink is based on the Thai energy drink, Krating Daeng (Thai for Red Bull), first produced in Thailand by the T.C. Pharmaceutical Company. The formula became popular as a tonic for blue-collar workers in Thailand. Red Bull Beverage Company Inc. became a subsidiary of the T.C. Pharmaceutical Company in Thailand in 1984 and Red Bull GmbH began marketing Red Bull in Austria in 1987. One millions cans were sold in Austria during the first year of production. The original formula was adjusted for “western” tastes adding sugar and carbonation. Its unique selling proposition was increased stamina and mental concentration relevant to its initial target market of long-distance truck drivers. Red Bull was introduced to the U.S. in 1997 focusing on four western states: California, Oregon, Texas, and Colorado. While the target appeal was initially to athletes, it soon became clear that Red Bull had a special appeal to young, white-collar workers looking for endurance for after-hours “clubbing.” The club scene developed Red Bull as a very popular mixer with vodka. Red Bull has expanded their product line from the original one can, one size, one label, one sticky-sweet liquid energy drink to Red Bull Sugarfree, Total Zero, Energy Shot, and most recently, Red Bull Editions. Red Bull Editions is their line of fruit flavored drinks which include cranberry, lime...
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...Red Bull Marketing Plan Introduction Red Bull, the iconic pioneer of the late 20th century energy drink movement, is enormously successful and popular. Everyone has had days where a cup of coffee seems woefully inadequate, and beverages such as Red Bull “give you wings”, as their slogan promises, and offer a refreshing lift to help people conquer their overfilled schedules and endless meetings. However, with only one flavor and a seemingly narrow target demographic, is Red Bull really capitalizing on their significant brand equity? In this marketing plan, we will discuss the possibilities that lay ahead for Red Bull, including modifications to product, pricing, distribution, and promotional strategies. Since Red Bull is such a polarizing drink, the marketing plan will take a dual approach of increasing the rate and profitability of sales from existing loyal customers, while addressing the needs of potential new customers who have not recently found their needs met by Red Bull’s current offerings. Situational Analysis A classic SWOT analysis of Red Bull reveals many positive attributes that make the drink a strong product upon which to build a successful marketing campaign, but also show that there are negative aspects of the product that lead to a wealth of opportunities for improvement in marketing and product design. The product’s strengths are numerous, but the primary strength of the product is its strong brand recognition. Because Red Bull was the first energy...
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...20 Most Relevant Facts from this case: 1) Red Bull original formula was developed in 1962 by Chaleo Yoovidhy. 2) In 1982, Dietrich Mateschitz and Yoovidhya decided to start an energy drink company together. Each contributed approximate $500,000 capital 3) Johannes Kastner (who was Mateschitz friend) came up with the slogan "Red Bull- gives you wings" 4) Roman Rauch, the leading soft drink bottler in Austria, agreed to produce the drink. All production is currently done in Austria 5) Mateschitz founded everything with outside capital 6) When it expended to Germany, Mateschitz could not get enough aluminum to produce the cans and sales dropped fast. 7) Red Bull's first marketing trials failed miserably. 8) In 1995 Red Bull hit Britain. In 1997 it expanded to USA, starting in California. They hired students to drive around in liveried Minis with a Red Bull can on top 9) In most country and regions, Red Bull was the first energy drinks brand and, as a result, is the leading brand in almost all regions where it is sold. 10) In 2010, 4.2 billion cans sold worldwide 11) Outstanding markets include: Turkey, Japan, Brazil, Germany, and USA 12) Employed 758 people in 161 countries 13) Subsidiaries: Europe: Germany, Switzerland, Ireland, Italy, and Netherlands Outside Europe: Australia, NZ, and UAE 14) Red Bulll targets young adults (16-29), young urban professionals, post secondary students, and club goers. The target market also includes truck drivers since they need...
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...Giving Wings to the Red Bull Market Table of Contents Table of Contents 2 Executive Summary 3 Issues in the Case 4 Rise of New Competitors 4 Lingering in New Product Development 5 Attracting Only New Youngsters 7 Data Analysis 7 Alternative Data Analysis 11 Recommendations 12 Action and Implementation Plan 13 References 15 Giving Wings to the Red Bull Market Executive Summary Red Bull has become a long-term leader in the energy drinks market. It has achieved a worldwide expansion, being part of the top brands in the sports and energy drinks industry. Moreover, its brand is one of the most recognized in the world. Consumers immediately relate their logo and slogan to extreme sports and other adrenaline-filled activities. Their brand image is powerful and stronger than brands like Nike and Apple. However, the company has been failing in targeting international consumer behaviors. It has been losing consumers due to the rise of competitors, lingering in new product development, and to its specific target market of 16-year-old youngsters. The company is now behind Monsters Energy in the United States and, in the worldwide sports drinks market, behind Gatorade (Pepsi) and PowerAde (Coca-Cola). Moreover, it has been missing large market opportunities such as Latin American countries that have a large consumption of soft drinks. Their approach to consumers needs to change in order to recover their position as the leader energy and sports drinks...
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