ed B u l l

R u d y
Ca se S t
Group Members
Priyanka Mhatre A-35

Bilkesh Saini A-45

Dinesh Chotrani B-18

Pooja Sabhandasani B-48

Target market

“The kids that are 18 or 19 years old and drink

RED BULL in a nightclub have years of use ahead
of them. These same people will use it in the
future as a sporting drink, or for a driving, or as a
conference drink because business meetings are
always tiring”
 Marketing
Red Bull
Event
Event sponsorship
sponsorship
Athlete
Athlete endorsers
endorsers
Sampling
Sampling programs
programs ––
encouraging
encouraging trails
trails
Point
Point of
of purchase
purchase marketing
marketing
Advertising
Advertising
Obstacles to Growth
Proliferation of energy drinks in US

Health concerns over Red Bull

 Red Bull Marches on…
Event marketing innovation

Product innovation
Describe Red Bull’s sources of brand equity.
Do these sources change depending on the
market or country?
Analyze Red Bull’s marketing program in terms
of how it contributes to the brand’s equity.
Discuss strengths and weaknesses.
Marketing Programs
Brand Elements

The way brand is integrated into the marketing activities

Indirect associations resulting from linking to other

entities such as sports stars
Strengths
Partnership

New Food Category

Positioning

Direct Product Experience

Weakness
Segmentation

Product Usage
How can Red Bull maintain its marketing
momentum? Would you recommend that Red Bull
develop any brand extensions? If so, what would
they be? Would you use the same marketing
strategy?
Marketing Momentum
• Competitors

• Focus on category - strengthen function food

• Strong brand recognition

• Strength of the brand association to the product category

• Expand demographically
• Current target – energy boosting benefits
• Target – nutritional products
• Advertising
• Mix of direct experience, word of mouth, brand elements
and publicity
Brand Extension for Red Bull
Category Extension

Advantages

Disadvantage

Electrolyte replacement drink

Power and energy connotations

Specific campaigns need to be amended

Sponsor marathons and more traditional sporting activities

New category audience

Certain changes in brand elements

Approach of establishing direct experience, word of

mouth and then branch out
Evaluate Red Bull’s move into herbal teas, fast-
food chains, and magazines. Does it make sense
for the company to expand into these areas? What
are the potential benefits and dangers?
Red Bull “Energy” and “Functional”.

Herbal tea  Boosted the immune system and improved the

metabolism.

Kombucha developed in 1997 and Ginkgo 2000 are modern-

day versions of ancient Asian herbal teas.

The “Wellbeing Zone” on the Carpe Diem website.

Magazine  Reflecting the lifestyle of Red bull would make

sense.
Because product usage was not marketed as being limited to one
or even a few occasions, Red Bull users could continue to use
the product even as their priorities shifted. The case states that,
“a Red Bull consumer first attracted to the product as a nightlife
enhancer in his or her early twenties might later use the drink as
a morning pick-me-up or a revitalizer during a long day of
meetings.” How effective is Red Bull at advertising to these
varied groups?
“ The Real Benefit ”