Background of Red Bull

• Created in Australia in 1987

• Largest Energy Drink company in terms of

market share & volume sold

• Products available in 162 countries

• World renown for their advertising campaigns

o “logan: Red Bull gi es you ings

• Red Bull Offers 4 Products:

o Red Bull

o Red Bull Sugar-Free

o Red Bull Cola

o Red Bull Shots

Quick Facts

1

Not Pictured: Red Bull Sugar-Free

HISTORY

2

In 1984, Red Bull was co-founded and

turned it into an international brand

3

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

Competition Comparison

Red Bull 4 products, 169 countries

Monster 30 products, 47 countries

Rock Star 15 products, 28 countries

60 +Billion cans US $7.9 Billion

Market Share and Success

SECERT MANTRA

4

HOW DID

THEY DO IT

????

Red Bull’s Marketing Communication Mix

5 Event and Experience

Red Bull’s Marketing

Communication Sponsorship of Stunts and Extreme Events

Purpose of this Communication?

Target market : Youth

Brand personality : Authentic & Original

Global Attention

6

Red Bull Stratos

Exposed to 8+ million people

40 TV Stations, 130 digital outlets

Broke record for most views of a live event

7

Red Bull Flugtag

300,000 young consumers

Relevance to Brand slogan

Massive Social media bonus

8

Red Bull’s Development of

effective communication

9

TARGET AUDIENCE COMMUNICATION

OBJECTIVES

COMMUNICATION

DESIGN

COMMUNICATION

CHANNEL

RED BULL’s TARGET

AUDIENCE

Millennial

Age: 22 & below

10

Y Generation

Age : 20 – 30

Enjoy Action Sports

RED BULL’s COMMUNICATION

OBJECTIVE

Build brand awareness

11

MESSAGE STRATEGY : Red Bull Gives you wings

MESSAGE SOURCE : Expertise -athletes

CREATIVE STRATEGY : Transformational appeals

12

RED BULL’s COMMUNICATION DESIGN

RED BULL’s COMMUNICATION

CHANNEL

WORD OF MOUTH

PSERSONAL COMMUNICATION

13

RED BULL’s Management of Integrated marketing

communication process

Perfectly Implemented IMC

14

EVENT

SPONSHERSHIP

PROJECTS

WORD OF

MOUTH SOCIAL MEDIA

REACH THE

RIGHT

CUSTOMERS

WITH THE

RIGHT

MESSAGE

AT THE RIGHT

TIME

& IN THE RIGHT

PLACE

CONNECTION BETWEEN

THE EVENT AND THE

MESSAGE

R B ll gi s y i gs

What are Red Bull- greatest Strengths

?

Brand Value :

Good Connection with the

youth around the globe

Design :

Size and style, being non-

traditional in nature for

soft drinks .

Product :

Highly caffeinated and

energizing formula

16

What are Pros and Cons of Redbull

non-traditional Marketing tactics ?

17

Vertical market

Limiting its market to

certain groups

Product sales

No sales at

that instant

Word of Mouth

Best suited as

new experience

creates more buzz

Brand Value

creative and authentic

How Effective is the Red Bull

sponsorships

Global attention

Action sports is

globally understood & appreciated

Brand value

creative and

authencity

Social Media

Rich content for its social media

18

Conclusion

R B ll gi s y i gs

NON-TRADITIONAL

MARKETING

COMMUNICATION

STRATEGY

YOUNG

CONSUMERS

UNIQUE , ORIGINAL

&

REBELLIOUS

19

Summary

Marketing Communication Mix

Development of its effective

communication

Management of its IMC

Conclusion

DISCLAIMER

This presentation was created by Sharan K , NIT-Trichy during a marketing internship , by

Prof.Sameer Mathur, IIM Lucknow.