Red Bull Analysis

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(Mack, n.d.). Although Red Bull is growing in terms of sales and profits, the company might still miss opportunities to develop further. The flavoured editions are the ones that don’t receive enough attention and are not so popular among the UK’s customer market. A possible reason for this might be that the products don’t match consumers’ expectations. Some of the most popular reviews online discuss that the blue edition has an artificial flavour which comes through heavily (caffeineformer, 2015). Another reviewer says that the yellow edition has a vague tropical taste which could be “literally anything” (Ziegler, 2015). There are also many positive reviews, but the question is whether Red Bull listen to their audience or the company is absolutely …show more content…
Dietrich Mateschitz, the creator of Red Bull, says: “We don’t bring the product to the people, we bring people to the product” (Lowe, 2012). It is rather unique approach, knowing that most brands try to build a product around the people and not the other way around. The company sponsors various sport and music events, but Red Bull usually prefers to demonstrate their support and position through a dominant approach. Instead of borrowing sport teams, the company decided to rather owe them, signing a contract with Jaguar racing team or having the Red Bull Salzburg football team. Furthermore, the brand has organised one of the most successful PR stunts known as Red Bull Stratos. “Sponsoring Felix Baumgartner’s record-breaking jump provided Red Bull with massive global exposure as well as public approval (Skene, 2014). The achievement has brought a huge attention both offline and online, resulting in thousands of followers, over three million tweets, eight million live viewers on Youtube, and coverage in different international presses. It is a truly demonstration of a company using digital communication with a great …show more content…
Also, sponsoring popular music festivals in the UK, e.g. T in the park, We Are FSTVL, and Wild Life.
Endorsement strategy: Endorsing popular bands, singes or DJs to promote the campaign. The biggest Red Bull’s music endorsement is the rock band Awolnation, but the company could expand to some other artists like Carl Fox and Calvin who are the most famous British DJs and have a huge popularity on the festival scenes.
Advertising strategy: Placing billboards for upcoming events, using music magazines and radio to reach to the music fans. Creating a TV ad as Red Bull are known with their creative and affective advertising videos.
Marketing strategy: Trying innovative new packaging for the flavoured editions as they don’t appear as appealing as the classic ones.
Pricing strategy: Use the same premium pricing strategy for single units, but engage in price-off promotions for four or six packs.
Online media: Creating a specific Facebook page only for the flavoured editions in relation to music. Generating video content on Youtube to promote the campaigns. Encouraging users to share ideas and give feedback via the

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