Strategic Analysis Red Bull
Red Bull’s path to a better Blue (ocean)
Austria vs. Netherlands
Assignment: Strategic Analysis Red Bull
Date: 22.10.2008
Class: L2BV - M-Strategy & Marketing 2/02
Lecturer: Gerbrand Rustenburg
Ruud Kuijpers 1539334
Mark Mungroop 1540960
Stefan Andreas 1531650
Jason Lucas Luijckx 1538688
Executive summary
A thorough analysis of energy drink producer Red Bull concludes that the company was set up to market just one product, Red Bull. Eventually it started marketing a variety of slightly modified energy drinks. Now Red Bull is energizing people around the globe, touching down in over a hundred countries worldwide.
The Red Bull consumers can be divided into three segments: athletes, clubbers and workers. Each of these using the Red Bull energy drinks to meet their personal needs. Whether these are obtaining physical edges, mental edges or just consumption for pleasure.
The ambition of Red Bull is maintaining the top-brand status in the energy drink market and clearly distinguishing themselves from their competition, who is marketing almost the same product against extremely low prices.
Red Bull uses every means of marketing to reach their target groups. Their marketing is mainly based on the “3 pillars of Red Bull; Sampling, Advertising, Sponsoring”. This means that next to normal advertisements, they drive around in Red Bull –modified cars handing out cans of red bull and sponsor big extreme sports events and competitions. In this way Red Bull is not just promoting their energy drink but is also selling a lifestyle, seemingly people are willing to be a part of this Red Bull extreme sports lifestyle.
Due to these extensive marketing efforts Red Bull obtained, and still is maintaining, the largest market share in the energy drinks market. As initiator of the energy drinks market Red Bull holds a truly unique product. In the past through exclusiveness, anno 2008 through
Austria vs. Netherlands
Assignment: Strategic Analysis Red Bull
Date: 22.10.2008
Class: L2BV - M-Strategy & Marketing 2/02
Lecturer: Gerbrand Rustenburg
Ruud Kuijpers 1539334
Mark Mungroop 1540960
Stefan Andreas 1531650
Jason Lucas Luijckx 1538688
Executive summary
A thorough analysis of energy drink producer Red Bull concludes that the company was set up to market just one product, Red Bull. Eventually it started marketing a variety of slightly modified energy drinks. Now Red Bull is energizing people around the globe, touching down in over a hundred countries worldwide.
The Red Bull consumers can be divided into three segments: athletes, clubbers and workers. Each of these using the Red Bull energy drinks to meet their personal needs. Whether these are obtaining physical edges, mental edges or just consumption for pleasure.
The ambition of Red Bull is maintaining the top-brand status in the energy drink market and clearly distinguishing themselves from their competition, who is marketing almost the same product against extremely low prices.
Red Bull uses every means of marketing to reach their target groups. Their marketing is mainly based on the “3 pillars of Red Bull; Sampling, Advertising, Sponsoring”. This means that next to normal advertisements, they drive around in Red Bull –modified cars handing out cans of red bull and sponsor big extreme sports events and competitions. In this way Red Bull is not just promoting their energy drink but is also selling a lifestyle, seemingly people are willing to be a part of this Red Bull extreme sports lifestyle.
Due to these extensive marketing efforts Red Bull obtained, and still is maintaining, the largest market share in the energy drinks market. As initiator of the energy drinks market Red Bull holds a truly unique product. In the past through exclusiveness, anno 2008 through