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    REDBULL

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    Aymen Zahid
    Red Bull has established itself as the dominant energy drink brand through an effective 4 pillar marketing strategy. It prices its drinks at a premium to signal their superior quality compared to competitors. Red Bull sponsors extreme sporting events and stunts that showcase thrilling performances to associate its brand with excitement and energy. It promotes through these sponsorships and live events that gain widespread media coverage. Consistently communicating that Red Bull gives consumers "wings" to achieve more, the brand has grown to over a third of the global energy drink market share through its daring marketing approach.

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    REDBULL

    Uploaded by

    Aymen Zahid
    148 views5 pages
    Red Bull has established itself as the dominant energy drink brand through an effective 4 pillar marketing strategy. It prices its drinks at a premium to signal their superior quality compared to competitors. Red Bull sponsors extreme sporting events and stunts that showcase thrilling performances to associate its brand with excitement and energy. It promotes through these sponsorships and live events that gain widespread media coverage. Consistently communicating that Red Bull gives consumers "wings" to achieve more, the brand has grown to over a third of the global energy drink market share through its daring marketing approach.

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    REDBULL (1) (2) (1)

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    Red Bull has established itself as the dominant energy drink brand through an effective 4 pillar marketing strategy. It prices its drinks at a premium to signal their superior quality compared to competitors. Red Bull sponsors extreme sporting events and stunts that showcase thrilling performances to associate its brand with excitement and energy. It promotes through these sponsorships and live events that gain widespread media coverage. Consistently communicating that Red Bull gives consumers "wings" to achieve more, the brand has grown to over a third of the global energy drink market share through its daring marketing approach.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    148 views5 pages

    REDBULL

    Uploaded by

    Aymen Zahid
    Red Bull has established itself as the dominant energy drink brand through an effective 4 pillar marketing strategy. It prices its drinks at a premium to signal their superior quality compared to competitors. Red Bull sponsors extreme sporting events and stunts that showcase thrilling performances to associate its brand with excitement and energy. It promotes through these sponsorships and live events that gain widespread media coverage. Consistently communicating that Red Bull gives consumers "wings" to achieve more, the brand has grown to over a third of the global energy drink market share through its daring marketing approach.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 5

    POM REPORT

    BSCS 4-B
    Aymen Zahid (015) (Group Leader)
    Asad Ullah (013)
    Ahmad Moiz Khan (004)
    Noman Khan (074)
    Matee Ur Rehman (042)
    REDBULL
    “Red bull gives you wings” 

    Introduction:
    Red Bull is an Austrian energy drink brand owned by Dietrich Mateschitz and Chalerm
    Yoovidhya. It is the most popular energy drink brand in 2019, with a 38% market share. Since
    its introduction in 1987, more over 100 billion cans of Red Bull have been sold globally,
    including 9.8 billion in 2021.
    Red Bull has its roots in Krating Daeng, a similar beverage that was first sold in Thailand in
    1976 by pharmacist Chaleo Yoovidhya. Dietrich Mateschitz stated that a can of Krating Daeng
    he bought while conducting business in Thailand helped him overcome jet lag. In an effort to
    collaborate with Yoovidhya, Mateschitz developed a product that would appeal to Westerners'
    preferences by adding carbonation. They established Red Bull GmbH in Fuschl am See, Salzburg,
    Austria, in 1984.
    In order to market their new product, Mateschitz used the name Krating Daeng. Krating is a
    huge type of wild bovine that is indigenous to the Indian subcontinent. Daeng in Thai means
    red. The business distributed its first Red Bull can in Europe in 1987. Red Bull started operating
    in the United States in 1996, and since then, it has had consistent growth. While continuing to
    advertise their beverages individually in the Thai and Western markets, Red Bull and Kraeting
    Daeng both utilize the same red bull on yellow sun logo.
    Red Bull's sole significant danger from a rival is Pepsi's Sting. Even though Red Bull established
    the energy drink product category in Pakistan and has a sizable market share, Sting still
    dominates the industry.
    The four marketing pillars
    of Red Bull
     Product Strategy:
    Red Bull energy drinks include caffeine, taurine, B vitamins, sucrose, and glucose, which are
    mostly needed by nighttime partygoers, athletes, and individuals who work long hours. Due
    to the stark differences between Red Bull users in Pakistan and those outside of the country,
    extreme sports and clubbing are not totally relevant to them.
    Red Bull offers a variety of flavours that are particularly well-liked. Tropical, Blueberry,
    Watermelon, Peach-Nectarine, Coconut Berry, and Pomegranate are some of the flavours
    available. They developed a sugar-free version of Red Bull called Red Bull SugarFree, which
    includes aspartame and acesulfame K instead of sucrose and glucose, in response to a common
    tendency among the younger demographic.
    The drink comes in a tall, blue-silver can with two red bulls on the front, as opposed to Krating
    Daeng, which comes in a shorter, gold can.

     Price:
    "Pricing is the exchange rate you put on all the tangible and
    intangible aspects of your business. Value for cash."

    One might call Red Bull's primary pricing approach the "Premium Pricing" strategy. Simply put,
    Red Bull is far more expensive when compared to other energy drinks like "Monster", and since
    customers are ready to pay that "premium," Red Bull continues to pursue that tactic. It is
    estimated that it has between 75 and 80 percent of the market share. They are also employing
    promotional, segmented, and other techniques.

    Internal Factor:
    Internally, it is important that the price is congruent with their marketing objectives. As for Red Bull,
    they are focusing on the function of their product and its benefits for the consumer. Thus, a low price-
    high volume strategy would not be fitting for the company as buyers would perceive their product as
    cheap and ineffective. The company wants consumers to have the impression that Red Bull is unique
    and superior, so they set the price at a premium to separate it from soft drinks and sports drinks. In
    addition, Red Bull enhanced their product profit margins by charging a premium price. Greater margins
    enable to support the companies outside sales reps, it participates more actively in event sponsorships
    and sampling activities

    External Factor:
    As Red Bull was introducing a brand-new product category into the European market, they had a lot of
    control over how they wanted to price their energy drink in context with the external market. The
    reason Red Bull was able to exercise such a favorable strategy is due to many aspects. First off, they
    offered the product at a high cost due to first-mover advantage. Additionally, despite competition
    entering the market, they have maintained their premium pricing, demonstrating their faith in and
    superiority of their product.
    Second, Red Bull has consistently placed an emphasis on the purpose and high caliber of its beverage.
    Red Bull was able to persuade customers that their product gave the best "energy" through effective
    and persistent marketing that highlighted its superior energy-supplying qualities.

    Place:

     Promotion:
    Red Bull is an unbeatable marketing powerhouse. When it comes to their
    marketing strategy, the brand takes everything it does to the extreme. While they
    use tons of different tactics, everything revolves around one concept: creating
    content and experiences people would be interested in, even if they don’t care
    about energy drink brands.

    1. Maximizing the Idea behind Their Tagline


    Red Bull’s messaging strategy revolves around its tagline, “Red Bull gives you
    wings.” It focuses on the idea that its product gives people the “wings” or energy
    they need to do whatever they want when they want.

    This tagline fuels their content because they produce and record some of the
    most action-packed, high-flying sports and activities the world has ever seen
    2. Letting Values Be Their Guide
    Their values play a role in their content as well. They center around one core
    phrase “giving wings to people and ideas.” Everything that the Red Bull team
    communicates revolves around that tagline and its values.
    The ability to keep that communication consistent over the past 30 years has led
    to their success.

    3. Bringing the Product to the Audience with Sponsorships & Events


    Red Bull’s sponsorship and events are the last part of their marketing strategy
    that seals the domination of their brand. Let’s break their efforts into three
    categories:
    Events they’ve created.
    Sponsorships.
    Their publicity stunts are so crazy it forces the world to stop and watch.
    Take the Red Bull Air Force team, for example. This group is dedicated to pulling
    off some of the craziest aerial acrobatics ever seen.
    They sponsor gaming events. They launched red bull campus clutch in Pakistan to
    promote gaming tournaments in Pakistan. Red bull owns sports teams, as sports
    has a lot of audience they could target a large amount of audience.

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