assignment-1 on red bull under guidance of Prof. Sameer Mathur

2. HISTORY
• Red bull was first founded and sold in Thailand by Chaleo Yoovidhya.
• Austrian entrepreneur Dietrich Mateschitz was inspired by his drink
which was named as Krating Daeng and then he took his idea
modified the ingredients to suit the tastes of Westerners and In 1987
partnership with Chaleo, founded Red Bull
yoovidhya mateschitz

3. PRODUCT VARIANTS
ORIGINAL
SUGARFREE
TOTAL ZERO
RED EDITION
BLUE EDITION
YELLOW EDITION
ORANGE EDITION
And more.....

4. Success strategy
• Marketing Strategy
• Advertising
• Social Media
• Marketing Communication
techniques

5. • RedBull always focussed on customer’s Quality,Efficiency,Reliability
and Service.
• These aspects made RedBull the best energy drink seller in the world.

6. ADVERTISING
Red Bull energy drink – appreciated
worldwide by top athletes,students and
highly demanding professions as well as
during long drives .

8. Tremendous following in social networks

9. Red Bull is well known for its extreme
sports

10. Red bull air race is airplane race in which world’s top
10 to 14 aerobatic stunt pilots participate in a air race in
Which they perform in a low level Aerial race track

11. Red bull moto cross is one of the famous
sports event in which the task is on motor
racing

12. More Events…

13. These are the events which Red Bull
organizes and are famous worldwide

14. Red Bull organizes different parties to
attract people

15. Red Bull is well received and being
accepted in clubs and stores

16. 1. What are Red Bull’s greatest strengths and risks as more
companies (like Coca Cola, Pepsi, and Monster) enter the
energy drink category and gain market share?
STRENGTHS WEEKNESS
- Marketing Efforts
- Advertising
- Market Leadership
- Sponsorships
- Sports Event Marketing
- Targeted Campaigns'
- Price
- No Patent
- Limited Products
- Not Available World wide

17. Risks
- Health Concerns- Tough rules from government on high
caffeine content.
- Consumer awareness of health and well being.
- Drinks may not be accepted in new markets.
- Organic energy drinks might steal Red Bull’s market share.

18. 2. Should Red bull do more
traditional advertising? Why or why
not?
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 behavior users of technology
and thus more likely to see these ads. Red bull
has already built up a catchphrase of “Red Bull
gives you wings” which resonates in the minds
of consumers.

19. 3. Discuss the effectiveness of Red Bull’s sponsorships,
Where should the company draw the line?
Red Bull sponsorships are a good use of Red Bull’s
marketing budget, but a line should be drawn on
inherently dangerous sports or events. While stunts
such as Bull Stratos could produce huge publicity for
the brand if the stunt goes well, but if something goes
wrong Red Bull’s name is forever attached to the
tragedy. The company could be perceived as reckless
and insensitive.

20. • History
Red bull was founded and sold in Thailand by Chaleo Yoovidhya in partnership
with Dietrich Mateschitz
• Product Line
There are so many drinks sold in the market under Red Bull.
• Advertising
Red bull follows non-traditional advertising strategy. i.e digital advertising,
sports events et
• Events
More than 20 events are under the Red bull among which Flytug ,stratus,
Cape fear, motocross are the famous one.
• Red Bull Came into clubs and then hit the market with a bang.
• Red bull becomes the highest selling energy drink in the world.

21. DISCLAIMER
• This Presentation is prepared by N.Ch.Venkata Reddy of Gayatri
Vidya Parishad,Visakhapatnam under the guidance of
Prof.Sameer Mathur,
IIM Lucknow
‘’The influence of a great teacher can never be erased.’’