Preview

Case Study Red Bull - Further Market Expansion

Powerful Essays
Open Document
Open Document
5431 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Case Study Red Bull - Further Market Expansion
________________________________________ Global Marketing Case Study - “Red Bull: The global market leader in energy drinks is considering further market expansion.” ________________________________________

Ann Bendroth Date: 29.05.2009

Global Marketing – Case Study – Red Bull ____________________________________________________________

_______

Table of Content
1.0 Purpose of the case study .................................................................................... 3 1.1 Company introduction........................................................................................... 3 2.0 Red Bull´s marketing strategy............................................................................... 3 2.1 Target market ....................................................................................................... 3 2.1.1 Definition of Red Bulls´s early adopters............................................................. 3 2.2 Positioning ............................................................................................................ 4 2.3 Marketing concept applied to the first launches.................................................... 4 2.4 Market strategies .................................................................................................. 5 2.5 Marketing mix and 4 P´s ....................................................................................... 5 2.5.1 Product........................................................................................................... 5 2.5.1.1 Extended product line – Red Bull Simply Cola ............................................ 6 2.5.2 Price............................................................................................................... 6 2.5.3 Distribution ..................................................................................................... 7 2.5.4 Promotion – Advertising
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Dr. Pepper Snapple Group Case Study
    • 563 Words
    • 3 Pages

    Dr. Pepper Snapple Group Case Study

    | * Industry analysts project an average annual growth rate of 10.5% from 2007 to 2011 (down 32% from 2001-2006) which is attributed to market maturity, increased price and packaging competition, and the entrance of hybrid energy beverages, such as energy water, energy fruit drinks, ready-to-drink energy teas, and energy colas * Energy beverage consumers limit their choice to only 1.4 different brands, which suggests brand loyalty in this market * 5 Major brands (Red Bull, Hansen, Pepsi-Cola, Rockstar and Coca-Cola)…

    • 563 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    : Dr. Pepper Snapple Group, Inc.: Energy Beverages
    • 1770 Words
    • 8 Pages

    : Dr. Pepper Snapple Group, Inc.: Energy Beverages

    A slow growing market is a great way to characterize the energy beverage category in late 2007. This industry was increasing in profits still but was not increasing in profits as quickly due to factors such as market maturity, increasing in prices, competition and new hybrid products (Kerin & Peterson, 2010). The market was still very small but was dominated by Red Bull due to it being one of the first energy drinks, which caused it to dictate the market and have more of an advantage than the other energy beverages. So in late 2007 the market for energy drinks was still expanding and coming into its own with such a variety in the products it offered to the consumer.…

    • 1770 Words
    • 8 Pages
    Better Essays
    Read More
  • Good Essays

    Dr Pepper Snapple Group Case Summary
    • 1109 Words
    • 5 Pages

    Dr Pepper Snapple Group Case Summary

    The energy beverage category was the fourth largest nonalcoholic beverage category in America during 2006. While it wasn’t among the top three, it was the fastest growing beverage category. The energy beverage market is primarily led by three big name brands including Red Bull, Monster Energy, and Rockstar. This market also encompasses over a few hundred smaller name brands that position themselves very similarly to the top name brands. All of these brands together proudly boasted estimated retail dollar sales of over $6 billion…

    • 1109 Words
    • 5 Pages
    Good Essays
    Read More
  • Good Essays

    Gatorade Research Paper
    • 1010 Words
    • 5 Pages

    Gatorade Research Paper

    After its introduction in 1987, Red Bull started to fill the void within the sparsely populated energy drinks market and quickly grew to become a household name. With approximately 45 percent in current market share, Red Bull towers above all of its competition in the energy drinks market. Utilizing highly effective marketing tactics that involve TV and radio ads, sponsorship agreements and celebrity endorsements, Red Bull has converted many top athletes causing a slight shift from sport drinks to energy drinks within the general public. Over the years, this trend has caused concern to Gatorade and its competitors since it directly affects sales…

    • 1010 Words
    • 5 Pages
    Good Essays
    Read More
  • Better Essays

    Dr. Pepper Case Analysis
    • 2846 Words
    • 12 Pages

    Dr. Pepper Case Analysis

    The energy drink is a consumer product that satisfies the need for consumers to enhance their energy. There are several competitors in the energy drink market. Red Bull being the leader, followed by Monster. The main purpose of this product is to provide the user with energy. Most consumers drink energy drinks in the morning to get them going or in the afternoon. Some users drink energy drinks to help them stay focused and alert throughout their workday. Others use it to boost energy before going to the gym to perform a high intense workout. Some people even add energy drinks to alcohol while out partying, to help them stay alert. Energy drink companies aren’t changing constantly, but there are lots of new companies entering the market, making it extremely competitive. The product line requires new companies like Dr Pepper Snapple to…

    • 2846 Words
    • 12 Pages
    Better Essays
    Read More
  • Best Essays

    Marketing Energy Drinks to Americas Youth
    • 4122 Words
    • 17 Pages

    Marketing Energy Drinks to Americas Youth

    As I started collecting information for this paper, I soon realized that the energy drink industry is a very small (18 percent) part of the beverage industry, but a very dominant part to say the least. Interestingly, the major players in the industry, Monster Energy, Red Bull, and Rockstar, have intentionally veered away from the conventional mediums used to promote products. They instead have chosen marketing mediums that appeal more to their target markets and the “live life on the edge” lifestyles that they live. Monster for example, shies away from mass market advertising; instead they focus all of their sales efforts and marketing muscle on sponsoring action sports athletes, artists and musical, events and tours. All of this ties in with the company’s overall philosophy that Monster isn’t just a beverage, but a lifestyle brand (Landi). “The key is for us (Monster) to retain what we do best, which is marketing in an unconventional way and keep that feel for the brand,” said Rodney Sacks, CEO of Hansen Natural Corp. “Monster is all about action sports, punk rock music, partying, girls, and living life on the edge” (Landi). The companies that produce energy drinks are using the current popularity of action sports such as motocross, skateboarding, BMX, etc., to showcase their products and to further brand awareness. It’s not coincidental that the demographic that participates in these sports and idolizes its professional athletes are also the same demographic that consumes energy drinks. You’ll see very few TV commercials or print ads promoting energy drinks but when you turn on the ESPN produced X-Games, just about every athlete participating is sponsored by Red Bull, Monster, or Rockstar. John Lee, director of sports marketing for Monster Energy Drink says, “We don’t do print ads or…

    • 4122 Words
    • 17 Pages
    Best Essays
    Read More
  • Better Essays

    Analysis of Red Bull Distribution Channel
    • 1697 Words
    • 7 Pages

    Analysis of Red Bull Distribution Channel

    Comparative analysis of the distribution channels between Red Bull energy drink and major carbonated beverages…

    • 1697 Words
    • 7 Pages
    Better Essays
    Read More
  • Powerful Essays

    Red Bull - promotional mix
    • 1225 Words
    • 5 Pages

    Red Bull - promotional mix

    Red bull was originally established in Thailand in 1962 under the name Krating Daeng, Red Bull was incorporated in 1984 with its head office in Austria. It is now a market leader in the energy drink segment with presence in over 130 countries and an employee base of over 3,900 worldwide. It recorded a turnover of $2.6 billion in 2006 with a whopping 300% increase in global sales as compared to the year 2000. Starting with its first international foray in the neighbouring Hungary in 1993, it has since then entered and established a foothold in various key markets like United States, Germany and United Kingdom. Through its well developed network of local subsidiaries in these and other key markets, it manages to make its products available in more than 100 countries. The brand Red Bull has a reputation of unconventional marketing strategies, first mover in the energy drinks market and a strong player in the overall functional drinks market.…

    • 1225 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    How Is Red Bull A Marketing Powerhouse?
    • 1198 Words
    • 5 Pages

    How Is Red Bull A Marketing Powerhouse?

    When energy drinks come to mind, the iconic Red Bull often comes first. This simple energy drink has dominated in nearly every aspect of business since its creation by Dietrich Mateschitz in 1987. Since then, Red Bull has branched out into more than 167 countries worldwide and is vastly popular with athletes, students, celebrities and even just everyday people needing a boost to make it through the day. In 2016, Red Bull’s sales astoundingly resulted in over 7 billion dollars worldwide and is continuing to thrive in today’s fast paced society. Through this brief case study of Red Bull, I will explain how Red Bull developed its product through the years, describe their main criticisms, briefly explain competition, and finally expound upon their vast yet simple marketing techniques that have helped them reach this point in business and continue to build their empire.…

    • 1198 Words
    • 5 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Red bull Building Brand Equity in New Ways
    • 301 Words
    • 2 Pages

    Red bull Building Brand Equity in New Ways

    . RedBull’s positioning was different from the competitors because company intended RedBull to be drank whenever consumers needed a lift, whether it was morning noon or night. This way Redbull consumption would not be limited to certain occasions or activities.…

    • 301 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Advertising and Red Bull
    • 519 Words
    • 3 Pages

    Advertising and Red Bull

    Red bull founded in Austria in 1992 by the Dietrich Mateschitz and he introduced in Hungary. The greatest strength of Red bull is the company introduced only one energy drink in the market from last many years there is no other product of that company and that’s why today red bull sells 4billon cans of energy drinks each year in over 160conutries. In last 20 years red bull has become the energy drink market leader by skillfully connecting with the global youth. Red bull now introduced his other products like red bull energy shots and red bull cola –each sight variations of the original energy drink. Red bull gain the big market share rather the coca-cola and other companies because they set a trend in the market as a single product and by their billon number of sales red bull become a huge brand and that’s why he gain more shares.…

    • 519 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Community Based Marketing Case Study: Thes Bull Beverages
    • 977 Words
    • 4 Pages

    Community Based Marketing Case Study: Thes Bull Beverages

    on this, the activities of marketing Red Bull has become one of the important marketing.…

    • 977 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    market research on red bull india
    • 5901 Words
    • 23 Pages

    market research on red bull india

    Red Bull was introduced in Austria in 1987 and in the United States in 1997. Since then, the energy beverage(EB) market has grown exponentially.1 Hundreds of different brands are now marketed, with caffeine content ranging from a modest 50mg to an alarming 505 mg per can or bottle.…

    • 5901 Words
    • 23 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    RED BULL PROJECT REPORT
    • 2877 Words
    • 15 Pages

    RED BULL PROJECT REPORT

    This Project describes a brief overview of the product segmentation of energy drinks market, Red Bull’s target market and the positioning of the Brand Red Bull in Indian market.…

    • 2877 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Best Essays

    Red Bull Case : Digital Marketing
    • 3434 Words
    • 11 Pages

    Red Bull Case : Digital Marketing

    Many Red bull consumers are teenagers and young adults. But Red bull’s target group is not really determined by a demographic, but by a “state of mind”. Red Bull consumers want to be physically and mentally fit and wide awake. It can be young executives who want to face a more and more dynamic and demanding way of life. Or it can be teenagers who want to try new alcoholic mix, and be able to stay awake and to dance all night long. At least, it could be sportsmen who want to improve their performance, increase their physical endurance and boost their energy.…

    • 3434 Words
    • 11 Pages
    Best Essays
    Read More

Related Topics