Red Bull Research Paper

In: Business and Management

Submitted By slaterwhite
Words 1640
Pages 7
Slater White
STR 356 Sports Promotion
Professor Walpole
5/2/12
The World of Red Bull

Red Bull is a sugary, caffeinated drink intended to give consumers a boost of energy. Available in cans ranging from, 8, 12, 16 and 20oz cans. Founded in 1984 by Austrian businessman Dietrich Mateschitz, Red Bull has become the worlds leading energy drink, a staple in many young, and active people’s lives. Much of Red Bull’s triumph in the industry comes from its ability to market itself within the sports industry. The approach is aggressive and exceeds simple sponsorship. Red Bull focuses much of its time on brand management, and ownership allows it to completely control how its brand is connected with a given sport. The drink claims to improve some of the most important attributes of successful sports people – fast reactions, concentration and endurance. Priding itself on these attributes, Red Bull realized how effective the drink would be within the sports industry.
As soon as Mateschitz realized the possible profitability Red Bull could generate within the sports industry there was nothing stopping him. Red Bull began supporting approximately 500 extreme sports athletes and hosting exclusive parties for these amazing competitors. By 1997, Red Bull’s buzz marketing strategy proved successful. Brandon Steiner, of Steiner Sports Marketing says, "It's a good relationship with what the drink stands for and what the sport stands for. It doesn't surprise me to see that kind of synergy. It makes total sense, and I see more and more companies doing that" (Ho 2006). Events are now hosted by Red Bull worldwide and have gained global recognition in doing so.
Red Bull has taken sports marketing to new heights and has become the leader in the energy drink industry. The company realized how successful energy drinks are within the sports industry early on and have continued to spend…...

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