Marketing Management

Assignment
RedBull Case Study
Group: BLMBA 03

By Mohamed Nabil Mohamed Hassan

Supervised By: Dr. Shwekar Mostafa
 1- What were the direct & indirect communication tools Red bull utilized in their
advertising campaigns?
Direct
-Targeting us and marketing red bull as lifestyle brand
- Targeting Austrian ski resorts and offering red bull at high prices with a promise that it
increases stamina and focus
- using guerrilla marketing techniques
Indirect
- sponsorship with extreme sports like skydiving, paragliding and snowboarding
- partnering with number of sports teams
- holding unique events such as cliff diving world, drifting world championships and
famous red bull flugtag
2- What were their main points of difference they highlighted in their campaigns to
position themselves in the energy drink market?

Red Bull had from the beginning focused on STP Process started with segmentation and
targeting then positioning, they do a lot in positioning, Dietrich as we know sold the idea of Red
Bull as life style not only an energy drink, starting from the slogan in 1997, Red Bull gives you
wings, in this slogan we can the marketing positioning in customers as the human can't fly, but
Red Bull will help, will gives you the ability to do anything which can see in their Ads “ Red
Bull gives you wings ”, Red Bull also used a great expansion strategy, intensive growth and
market development to penetrate new markets such as Germany and India and middle ease and
Asian countries, it's not an energy drink its Red Bull.