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Background of Red Bull
• Created in Australia in 1987
• Largest Energy Drink company in terms of
market share & volume sold
• Products available in 162 countries
• World renown for their advertising campaigns
o “logan: Red Bull gi es you ings
• Red Bull Offers 4 Products:
o Red Bull
o Red Bull Sugar-Free
o Red Bull Cola
o Red Bull Shots
Quick Facts
1
Not Pictured: Red Bull Sugar-Free
HISTORY
2
In 1984, Red Bull was co-founded and
turned it into an international brand
3
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
Competition Comparison
Red Bull 4 products, 169 countries
Monster 30 products, 47 countries
Rock Star 15 products, 28 countries
60 +Billion cans US $7.9 Billion
Market Share and Success
SECERT MANTRA
4
HOW DID
THEY DO IT
????
Red Bull’s Marketing Communication Mix
5 Event and Experience
Red Bull’s Marketing
Communication Sponsorship of Stunts and Extreme Events
Purpose of this Communication?
Target market : Youth
Brand personality : Authentic & Original
Global Attention
6
Red Bull Stratos
Exposed to 8+ million people
40 TV Stations, 130 digital outlets
Broke record for most views of a live event
7
Red Bull Flugtag
300,000 young consumers
Relevance to Brand slogan
Massive Social media bonus
8
Red Bull’s Development of
effective communication
9
TARGET AUDIENCE COMMUNICATION
OBJECTIVES
COMMUNICATION
DESIGN
COMMUNICATION
CHANNEL
RED BULL’s TARGET
AUDIENCE
Millennial
Age: 22 & below
10
Y Generation
Age : 20 – 30
Enjoy Action Sports
RED BULL’s COMMUNICATION
OBJECTIVE
Build brand awareness
11
MESSAGE STRATEGY : Red Bull Gives you wings
MESSAGE SOURCE : Expertise -athletes
CREATIVE STRATEGY : Transformational appeals
12
RED BULL’s COMMUNICATION DESIGN
RED BULL’s COMMUNICATION
CHANNEL
WORD OF MOUTH
PSERSONAL COMMUNICATION
13
RED BULL’s Management of Integrated marketing
communication process
Perfectly Implemented IMC
14
EVENT
SPONSHERSHIP
PROJECTS
WORD OF
MOUTH SOCIAL MEDIA
REACH THE
RIGHT
CUSTOMERS
WITH THE
RIGHT
MESSAGE
AT THE RIGHT
TIME
& IN THE RIGHT
PLACE
CONNECTION BETWEEN
THE EVENT AND THE
MESSAGE
R B ll gi s y i gs
What are Red Bull- greatest Strengths
?
Brand Value :
Good Connection with the
youth around the globe
Design :
Size and style, being non-
traditional in nature for
soft drinks .
Product :
Highly caffeinated and
energizing formula
16
What are Pros and Cons of Redbull
non-traditional Marketing tactics ?
17
Vertical market
Limiting its market to
certain groups
Product sales
No sales at
that instant
Word of Mouth
Best suited as
new experience
creates more buzz
Brand Value
creative and authentic
How Effective is the Red Bull
sponsorships
Global attention
Action sports is
globally understood & appreciated
Brand value
creative and
authencity
Social Media
Rich content for its social media
18
Conclusion
R B ll gi s y i gs
NON-TRADITIONAL
MARKETING
COMMUNICATION
STRATEGY
YOUNG
CONSUMERS
UNIQUE , ORIGINAL
&
REBELLIOUS
19
Summary
Marketing Communication Mix
Development of its effective
communication
Management of its IMC
Conclusion
DISCLAIMER
This presentation was created by Sharan K , NIT-Trichy during a marketing internship , by
Prof.Sameer Mathur, IIM Lucknow.
