Two branding experts think Coke and Pepsi should be taking notes. By Anni Layne Rodgers 8 minute Read During the height of dotcom mania — a dimly remembered time of roll-away office cots and 10 PM conference calls — Red Bull energy drink became the fuel of choice at West Coast kitchenettes, predawn dance parties, and Kozmo.
The company faced additional problems in Pakistan where there were already many established drinks available.
A brand image was created and cultivated which associated the drink with youth culture and extreme and adventure-related sports, such as motor sports, mountain biking, snowboarding and dance music parties. Red Bull then worked to ensure that their brand was visible on the street: Using pick-up trucks as mobile displays, painted blue and silver with a giant can of the drink mounted on top of the vehicle.
Cans of the drink were also given out free to people on the street who had been identified as being in need of energy. Red Bull was given to club DJs, empty cans would also be left on tables in hot spots such as trendy bars, clubs and pubs.
These students would be encouraged to throw parties as if encouragement was needed! The brand managers would then report back to the company, giving the firm a low cost form of market research data.
Red Bull was a spectacularly successful example of the strategy working even though as we see later, its branding was aided by state intervention in countries like France and Denmark. The lure of fast-growing profits in this market brought many competitors into the functional foods sector, where health and energy drinks have seen sales double every year since their introduction.
Many competitors have tried to employ similar marketing strategies and tactics in order to grab sales from the market leader. Not all have been successful, of course.
When a firm tried to launch its own energy drink init tried to target year olds with a poster campaign featuring barely clothed young people exhibiting wounds to their bodies. However, following complaints, the Advertising Standards Authority ASA banned the posters, as the campaign appeared to endorse sexual violence.
More on this decision can be found on the ASA Web site. The problem that Red Bull now faces is how to build on its incredible sales growth, as it has become a mature brand within a saturated market. Among the challenges that Red Bull faces, the following are some of the most serious: How should the firm attract a new group of 16 year old consumers?
Health concerns that have emerged in several countries over problems associated with high intake of caffeine. Red Bull was banned in France and Denmark following the publication of these concerns.
It is classified as a medicine in Norway and until recently could only be bought in pharmacies in Japan. As the health and energy soft drinks market has reached maturity, Red Bull is concerned that it is unable to target mass consumption in these countries.
Being over-reliant on a single brand. Untilthe company only produced one version of Red Bull. A sugar-free version was introduced in that year. Please subscribe to my blog for more. For more information please visit http:words!! Anonymous Code Z! January, 1 Table of Contents Marketing issues for Red Bull 4 2.
Marketing strategy 5 A discussion of red bulls future marketing strategy. . an analysis of scott hemmerling toughs the heros quest that represents the sport's highest level a discussion of red bulls future marketing strategy in both the United States and Canada an excercise to help a .
The use of this kind of marketing strategy has become known as 'viral' marketing. It is as if a company sees no need for traditional informative or persuasive communications, rather in Red Bull's case it used the youth 'underground' to spread the popularity of the drink.
Admired by an increasing loyal customer base, Red Bull has surpassed being a beverage company to become a lifestyle icon, and has managed to do so by using emotional branding strategies that create deep and enduring bonds between consumers and the brand (Thompson, Rindfleisch, and Arsel ) at every touch point.
How Red Bull Approaches Content Marketing Strategy. Red Bull’s content does three things exceptionally well. First, it covers topics that interest their audience. Extreme sports, concerts and music festivals are just a few of the topics covered on the Red Bull website.
The marketing strategy of Red Bull can be considered as one of the most successful one over the years. The central component in all marketing activities of Red Bull was sponsoring leading athletes of extreme sports and branding refrigerated sales units to complete their marketing strategy.