Red Bull: A trailblazer in marketing strategy
MarketLine, July 2012, Pages: 20
Introduction
Red Bull has spared no expense in pursuit of its own path to market domination. Its efforts have been so extensive that the number of sportspeople and events it sponsors can be listed in the hundreds. In some areas the company has even popularized brand new sports. This method of recognition has been hugely successful, despite the enormous amount of money invested.
Scope of this research
MarketLine Case Studies describe topics such as innovative products, business models, and significant company acquisitions. Fact-based and presented in an accessible style, they explain the rationale of commercial decisions and illustrate wider market and economic trends. Research and analysis highlights
Red Bull has forged an entirely new market segment with its unique product, and today is the number one worldwide energy drinks company. Its current sales volume exceeds 4 billion cans sold and it operates in 160 countries.
Red Bull’s way of showing off its products and becoming recognized by its target audience is unusual but hugely successful, and despite its extensive investment is actually more economical than traditional advertising methods. The company runs and owns numerous sporting events and teams, all showing the Red Bull logo in pride of place.
The company may face some tough challenges from its competitors as they are now using similar techniques to get their own products recognized, which may negate Red Bull's current advantage. Some of Red Bull's main competitors are well-funded and operated by multinational corporations.
Key reasons to purchase this research
How has Red Bull managed to dominate the energy drinks market? What is Red Bull's method of gaining public recognition? How does Red Bull compare to its main competitors in the market? What is Red Bull's background? How does Red Bull's marketing campaign compare to more traditional methods of brand recognition?
Overview 2
Catalyst 2
Summary 2
Analysis 5
How it all started 5
The origins 5
A gap in the market 6
The road to success 6
Red Bull’s current position 6
The numbers 7
The product takes on a secondary role 8
Unique marketing 9
Traditional methods of advertising 9
The Red Bull way 10
Non-product-related acquisitions 11
Results of the efforts 13
Economical 13
Goodwill 13
Becoming cool 14
Potential pitfalls 14
Competitors 14
Health concerns 15
Access to new markets 15
Counterfeit products 15
Risk 15
Conclusions 17
The future 17
Appendix 18
Sources 18
Further Reading 18
Ask the analyst 18
About MarketLine 18
Disclaimer 19
TABLE OF FIGURES
Figure 1: Krating Daeng can 5
Figure 2: Red Bull can 6
Figure 3: Red Bull revenues 7
Figure 4: Red Bull and Monster revenues 7
Figure 5: Leading energy drinks players' market shares 8
Figure 6: Red Bull website contents 9
Figure 7: Red Bull cartoon advert 10
Figure 8: Red Bull Racing Formula 1 car 11
Figure 9: Red Bell New York 12
Figure 10: A Red Bull snowboarding helicopter 13
Figure 11: Valentino Rossi sporting the Monster logo 15
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