(FastCompany.com, 2001) Nancy F Koehn, professor of business administration at Harvard Business School states that “in terms of attracting new customers and enhancing consumer loyalty, Red Bull has a more effective branding campaign than Coke or Pepsi” (Koehn, 2001)- Red Bull have established themselves as risk takers, marketing towards those individuals who are risk takers, athletes, adrenaline junkies and over worked, exhausted millennials. Red Bull’s marketing has been identified as one of the most unique in the market to date. Instead of bringing the customers to the product, it brought the product to the customer. The marketing mix consists of 7ps, 4ps marketing mix was developed in the 1960’s (McCarthy, 1964) whilst the remaining 3p marketing mix was developed in the 1980’s (Bither, 1981). When looking at the 4P Marketing Mix (McCarthy, 1964) with regards to Red Bull one P of the marketing mix which is of the upmost importance to Red Bull is the people they attach themselves too. In the UK alone Red Bull sponsor 30 athletes who participate in sports ranging from Motocross to Wakeboarding, sponsoring athletes like these reinforces the ‘Risk Taker’ brand Red Bull push to give off. Another P of the marketing mix, Red Bull are currently excelling at is Promotion, Red Bull currently offer Student Jobs promoting the product. Students receive a Red Bull branded car to drive and will offer hand out samples at their universities or colleges, hitting this target market of over worked students and millennials. “It all started in Austria in 1987 when we launched the first every sampling program” (Red Bull GMBH, 2017). This program is one of Red Bull’s programs that has been key to its success with new demographics but retaining their unique marketing
(FastCompany.com, 2001) Nancy F Koehn, professor of business administration at Harvard Business School states that “in terms of attracting new customers and enhancing consumer loyalty, Red Bull has a more effective branding campaign than Coke or Pepsi” (Koehn, 2001)- Red Bull have established themselves as risk takers, marketing towards those individuals who are risk takers, athletes, adrenaline junkies and over worked, exhausted millennials. Red Bull’s marketing has been identified as one of the most unique in the market to date. Instead of bringing the customers to the product, it brought the product to the customer. The marketing mix consists of 7ps, 4ps marketing mix was developed in the 1960’s (McCarthy, 1964) whilst the remaining 3p marketing mix was developed in the 1980’s (Bither, 1981). When looking at the 4P Marketing Mix (McCarthy, 1964) with regards to Red Bull one P of the marketing mix which is of the upmost importance to Red Bull is the people they attach themselves too. In the UK alone Red Bull sponsor 30 athletes who participate in sports ranging from Motocross to Wakeboarding, sponsoring athletes like these reinforces the ‘Risk Taker’ brand Red Bull push to give off. Another P of the marketing mix, Red Bull are currently excelling at is Promotion, Red Bull currently offer Student Jobs promoting the product. Students receive a Red Bull branded car to drive and will offer hand out samples at their universities or colleges, hitting this target market of over worked students and millennials. “It all started in Austria in 1987 when we launched the first every sampling program” (Red Bull GMBH, 2017). This program is one of Red Bull’s programs that has been key to its success with new demographics but retaining their unique marketing