Marketing Excellence - Red Bull

In: Business and Management

Submitted By iuac
Words 315
Pages 2
Marketing Excellence - Red Bull
M560
Marketing Excellence – Red Bull
November 5, 2013

1. What are Red Bull’s greatest strengths and risks as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share?

Although Red Bull is a fairly young brand, it is currently the worldwide market leader in energy drinks. Originally conceived in 1982, the drink was founded in Austria in 1987 and then went international in 1992 with its introduction into Hungary (“Red Bull SWOT Analysis”). Today, Red Bull sells more than 4 billion cans of energy drinks each year in more than 160 countries (Kotler & Keller, 2012).

Red Bull’s success over the past ~20 years can be attributed to the company’s ability to highlight its strengths and minimize its weakness. Understanding these strengths and weaknesses are important for Red Bull to maintain its current position as the market leader. In addition to being the current market leader, Red Bull’s strengths include its marketing strategy and its alliances with distributors.

Red Bull’s marketing strategy is vastly different from other companies in the beverage industry. Rather than employing traditional marketing techniques, Red Bull has adopted “anti-branding” and “anti-marketing” strategies. They have used no print, billboards, banner ads, or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red Bull products into trendy shops, clubs, and bars (Kotler & Keller, 2012). They also target opinion leaders by providing free samples in efforts to generate additional buzz about their products. Free Red Bull products are available at “sports competitions, in limos before award shows, and at exclusive after-parties” (Kotler & Keller, 2012). This is perfectly illustrated by the number…...

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