DQ # 5: Case: Red Bull: A leader in international strategy (p.

406-407)
1. As an Austrian-Thai company, Red Bull has done a remarkable job of positioning itself
internationally by coming across as a local company in every country where Red Bull is sold.
Would you be more or less likely to buy Red Bull knowing the brand is Austrian but with a strong
Thai influence? Does it generally matter to consumers where a product originates from?
 Personally, I would not be more or less likely to buy Red Bull knowing where it came from
and what cultural influences created its brand.
 Most consumers are influenced by what they are given through different means of media. As
the article on govtech.com explains; “Across all three countries addressed by the study, the
Internet has roughly doubled the influence of the second strongest medium -- television -- and
roughly eight times the influence of traditional printed media.” Maybe a few decades ago it
would have been the norm for consumers to not be so much influenced about where a product
came from but now with more access via internet consumers are more influenced about the
products origins and mindful of the ethics of the production of that product.
2. Worldwide, Red Bull has the highest market share of all energy drinks, with more than 6 billion
cans cold annually (that’s almost one can for every person worldwide). So, either you drink Red
Bull, or your friend does! Does the sheer number of Red Bull cans sold-- basically its popularity
-- make you more or less interested in supporting the product with your purchase?
 I guess it has had an influence on me to buy the product because of its popularity and
exposure due to the sheer number of people using the product. As a student-athlete seeing
more of my peers using the product and swearing by it, I though the purchase was worth
trying and using. Ironically, my peers were male athletes who also enjoyed risky behaviors.
According to an article on bettermarketing.pub one of the reasons Red Bull dominates the
market is because they did so well at convincing their target audience that their product could
help them live that type of life style. “Red Bull’s target market can be identified as young
urban males that live on the edge or aspire to do so. They’re also generally interested in
extreme sports and challenging recreational activities.”
3. Red Bull mass markets its products in a unique way. To support the company’s international
business strategy, Red Bull hosts a number of extreme sporting events. Personally, how reachable
are you as a customer via these extreme sporting events, or does it even matter? Some marketers
believe that just knowing the “brand myth” and Red Bully “legend” is enough to make people
buy the product. Do you agree or no, and why?
 At the time in college, I feel like I was very reachable as a Red Bull consumer, because of my
need to stay awake and focused and even a little energy boost while being a student-athlete. I
also had friends who participated in extreme sports so they would never stop talking about
events that would be happening and how much they wanted to be at the event.
 I believe the “brand myth” helps build a consumer’s wiliness to participate in the supporting
of the brand or simply makes them more likely to remember the brand if they are out
shopping, which makes the purchase of that product more likely. On the website,
dataversity.net the author explains; “Brand Myths are the unique creation stories possessed by
all great brands, which does not exclude the use of data. How these brands leverage data
influence the power of the stories they tell…”
Resource’s:
https://www.govtech.com/archive/research-shows-the-impact.html
https://bettermarketing.pub/how-red-bull-dominates-the-us-energy-drink-market-eb9543f1f659

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Armando Reply

Hey Armando, I have the same point of view that not many people are influenced by where a
product comes from but when answering my own question, I was kind of being bias. I realize
now, not so much with Red Bull but with my produce I actually am very much critical of what I
buy based on where its coming from. Local or international because of how I've become more
aware of the sustainability of that product and its footprint on the environment. So I guess what I
am trying to say is it depends on the product.

Ramona
Ramona, you said you don't like the drink, is it because you have another drink that you use to
keep you alert and caffeinated or do you believe it's has more to do with the fact that you are not
Red Bulls target audience. If that is the case, how do you think they could market to you to make
you want to try the product?

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