1.
Founded by
Dietrich
Mateschitz in
Austria in 1987
Red bull was the birth
of completely new
product category –The
ENERGY DRINK!

2.
The LOGO

3.
Ingredients
 Caffeine
 Sucrose and
Glucose
 Taurine
 B-group
vitamins
 Alpine spring
water
Fans call it
LIQUID
COCAIN &
SPEED
IN A CAN

4.
YES…Redbull
Improves
Vigilance
Stimulates
metabolism
Improves emotional status
Increases physical
endurance
Increases concentration and
Reaction speed

5.
NO…Redbull
Not good for pregnant woman
High caffeine=miscarraige
Not good for health if
consumed while going
to bed
Dangerous for people with high blood
Pressure or anxiety disorders

6.
Objective
To be seen as
unique and
rebellious
product.
To build its brand
image of
authenticity, and
originality.

7.
The SLOGAN!

8.
Early marketing
strategies
Seeding program
Sponsorships
Sampling program

9.
Advertising
Red Bull aligns with a wide
variety of extreme sports,
athletes, teams, events
and artists in music, dance
and film.

10.
An art
fellowship
program
held in
multiple cities
all over the
world.

11.
Fly home-made,
size- and weight-
limited, human-
powered flying
machines.

12.
Series of air races to navigate a challenging obstacle
course in the fastest time over water , airfields or
natural wonders.

13.
And now, Red Bull sells 60
billion cans each year in over
165 countries all over the
world.

14.
To Ponder
Strengths
• Sponsorship-Red Bull sponsors various
concerts, adventure sports
• Brand Positioning-Red Bull vitalises Body
and Mind- confident and energy giving drink
• Celebrity endorsement- Sports athletes and
various entertainment celebrities
Risks
• Competition- Energy drinks of other companies
with reduced price may decrease its market
share
• Health concerns- tougher rules from government
on high caffeine content
• Failure in the new product/service or market
category
• Negative impact from extreme sports
What are Red Bull’s
greatest strengths
and risks as more
companies (like coco
cola, pepsi, and
Monster) enter the
energy drink category
and gain market share
??

15.
To Ponder
• Red bull should not do more traditional
advertising.
• Sticking to newer forms of advertising like
online, and social media works better for
Red bull.
• Their target demographic is young adults,
mostly college age people who are more
likely to be heavier users of technology and
thus more likely to see these ads.
• Red Bull’s sponsored events are extreme
and expensive , but they also bring brand
awareness targeting the Generation Y.
Therefore, it should continue this way of
non-traditional advertising
Should Red Bull do
more traditional
advertising ?Why or
why not??

16.
To Ponder
• Red bulls sponsorships such as Stratos
are quite effective. Red bull strategically
used Stratos as a means of having their
catchphrase “Red bull gives you wings”
resonate more.
• By sponsoring daring high energy events
it gets the point across to consumers
that Red bull energy drinks can also
invoke such high energy and power to
the consumer.
• Red bull should draw the line if the costs
of the sponsorship are too high and
they do not foresee themselves being
able to make up the costs in the near
future and it shall also draw a line when
the current marketing strategies
become ineffective
Discuss the
effectiveness of Red
Bull’s sponsorships ,
for example , Bull
Stratos. Is this a good
use of Red Bull’s
marketing budget?
Where should the
company draw the
line??

17.
Recap
Of Red Bull

18.
Disclaimer
Created by SUHANI CHANDRA, IIITD&M
Kancheepuram during a marketing internship by
Prof. Sameer Mathur, IIM Lucknow (see
www.IIMInternship.com)