Red Bull has a differentiated targeting strategy. Upon coming to the U.S, Red Bull had to enter into a market that had not existed prior. With that, Red Bull had to develop marketing tactics to gain consumer’s interest. Red Bull saw that developing relationships with Extreme Sport organizations and athletes.
Red Bull targets athletes that are into extreme sports like motor sports, extreme biking sports, NASCAR, surfing, skateboarding, and snowboarding.
Not only are athletes in the market for Red Bull, but also the clubber. The clubber is the college student or the young adult that goes out frequently. Being that Red Bull took things off by selling its product to nightclub owners, it is not a surprise that Red Bull continues to target that group …show more content…
Red Bull was founded by Dietrich Mateschitz in 1984. He first bought commercial rights to Krating Daeng, a Thai energy drink, for outside of Asia. Mateschitz translated the name and created two red bulls clashing into each other on silver and blue can as the logo. After eighteen months and multiple proposals the slogan was picked as “Red Bull Gives You Wings.” After a long process Red Bull was made available on April 1, 1987. In 1987, the revenues equaled around $1.1 million, but Red Bull had spent $1.4 million. In 1990 Red Bull was able to break even after the bars and nightclubs realized they could use Red Bull as a drink mixer. Red Bull expanded into Germany and it was such a success that production was unable to keep up in …show more content…
In 2007 Red Bull introduced a new can size, a 355 millimeter can, and in 2009 they introduced a pint can. Red Bull filed lawsuits against nightclubs and bars that were substituting Red Bull with cheaper products and passing them off as Red Bull. Red Bull won this litigation in 2004. In response to Coca-Cola and Pepsi, Red Bull created Red Bull Cola in 2008. In 2008, Red Bull’s market share had dropped below 50%.
Problem Highlighted Red Bull created the US energy drink market in 1997 and had huge success. By 2006 there had been an introduction of 191 energy drinks in exhibit 1 (Energy Drinks-US-March 2007).
This has created a problem for Red Bull; Red Bull’s market share had dropped below 50%. In 2006 Red Bull’s market share was 43.9% and in 2008 was at 45.5%. Compared to Monster who in 2006 had a market share of 13.6% and by 2008 had a market share of 22.9% in exhibit 2 (Snapshots Report: US Energy
Red Bull targets athletes that are into extreme sports like motor sports, extreme biking sports, NASCAR, surfing, skateboarding, and snowboarding.
Not only are athletes in the market for Red Bull, but also the clubber. The clubber is the college student or the young adult that goes out frequently. Being that Red Bull took things off by selling its product to nightclub owners, it is not a surprise that Red Bull continues to target that group …show more content…
Red Bull was founded by Dietrich Mateschitz in 1984. He first bought commercial rights to Krating Daeng, a Thai energy drink, for outside of Asia. Mateschitz translated the name and created two red bulls clashing into each other on silver and blue can as the logo. After eighteen months and multiple proposals the slogan was picked as “Red Bull Gives You Wings.” After a long process Red Bull was made available on April 1, 1987. In 1987, the revenues equaled around $1.1 million, but Red Bull had spent $1.4 million. In 1990 Red Bull was able to break even after the bars and nightclubs realized they could use Red Bull as a drink mixer. Red Bull expanded into Germany and it was such a success that production was unable to keep up in …show more content…
In 2007 Red Bull introduced a new can size, a 355 millimeter can, and in 2009 they introduced a pint can. Red Bull filed lawsuits against nightclubs and bars that were substituting Red Bull with cheaper products and passing them off as Red Bull. Red Bull won this litigation in 2004. In response to Coca-Cola and Pepsi, Red Bull created Red Bull Cola in 2008. In 2008, Red Bull’s market share had dropped below 50%.
Problem Highlighted Red Bull created the US energy drink market in 1997 and had huge success. By 2006 there had been an introduction of 191 energy drinks in exhibit 1 (Energy Drinks-US-March 2007).
This has created a problem for Red Bull; Red Bull’s market share had dropped below 50%. In 2006 Red Bull’s market share was 43.9% and in 2008 was at 45.5%. Compared to Monster who in 2006 had a market share of 13.6% and by 2008 had a market share of 22.9% in exhibit 2 (Snapshots Report: US Energy