Red Bull Case Study

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Register to read the introduction… It was created in 1987 by the Austrian entrepreneur Dietrich Mateschitz and on market share Red Bull is the most popular energy drink in the world.
History
Red Bull took many marketing and ingredient ideas from an energy drink in Thailand called Krating Daeng. Dietrich Mateschitz, an Austrian entrepreneur, developed the Red Bull Energy Drink brand. Mateschitz was the international marketing director for Blendax, a toothpaste company, when he visited Thailand in 1982 and discovered that Krating Daeng helped to cure his jet lag
Red Bull has 4 different products to offer: * Red bull energy drink- Red Bull Energy Drink is a functional beverage. Thanks to a unique combination of high quality ingredients Red Bull Energy Drink vitalizes body and mind.

* Red bull sugar free- Red Bull Sugarfree is Red Bull without sugar, with only 3 calories per 100 ml. As Red Bull Energy Drink, Red Bull Sugarfree is a functional beverage that vitalizes body and mind, only without sugar.

* Red bull energy shot - Red Bull Energy Shot is concentrated Red Bull Energy Drink without carbonation and no need to chill. At only 60 ml and 27 calories it contains the same functional ingredients as Red Bull Energy
…show more content…
“Its about our brand values, what we really do”, said Mr Vyavaharkar. “Unlike contemporaries, we do not seek our favours from the media to project us in a light we pay them to, but instead, we create the story, the buzz, the event.
It’s about Value Creation. Red Bull does not just sponsor events, they CREATE them.( X-Games, Red Bull Air show, etc) “ We give the media a spectacle, and as most people know, we associate ourselves with activities that project our values and ideology, thus ensuring that it is the media who come to us , rather than the other way around.”
Red Bull has managed to build its brand as ‘the real thing’ in energy drinks, to be the first thing that comes to mind when thinking about energy drinks. They are 2 times more expensive than competition and are still the leaders. This is only possible if your brand is incredibly strong. Not only do you need to have the right product and story to tell… but also a lot of money.

While competition does traditional advertising they spend all the money sponsoring events in extreme sports, party life or the edgy cutlural scene being very present in sports, arts, music and party for young

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