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Red Bull Gives You Wings. Building Brand Equity in New Ways. The Product Launch. 1987 Austria & gradual European roll out. By 1997 Red Bull was available in 25 markets globally Red Bull maintained its energy drink market share lead in every mature market. Designing the Product.

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Red Bull Gives You Wings

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Red bull gives you wings l.jpg

Red Bull Gives You Wings

Building Brand Equity in New Ways


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The Product Launch

  • 1987 Austria & gradual European roll out.

  • By 1997 Red Bull was available in 25 markets globally

  • Red Bull maintained its energy drink market share lead in every mature market


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Designing the Product

  • Invented the “functional energy” beverage category

  • Claims

    • Improved physical endurance

    • Stimulates metabolism and helps eliminates waste substances

    • Improves overall feeling of well being

    • Improves reaction speed and concentration

    • Increases mental alertness


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Packaging, Positioning & Price

  • Red Bull logo – silver can; only buy singles

  • Revitalizes body and mind – any occasion where you need a lift

  • Early adopters – truck drivers, students, clubbers and ravers (mixer)

  • Premium pricing strategy – 10% greater than most expensive competitor ($1.99 – 3.00 per can)


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Marketing Red Bull

  • Product trial is KEY

  • Word of mouth (testimonials from peers)

  • Event sponsorships, athlete endorsers, sampling, POP’s and some electronic media

  • Mystification of Red Bull

  • Market entry: in shops, clubs, bars – cultural elite and opinion leaders; available to action sports athletes, entertainment celebrities & hip urbanites.


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Marketing Red Bull

  • After “premarketing” to build excitement, then expand presence – WOM still the driver

  • Mass market via supermarkets is last step

  • Other premarketing activities: extreme sporting event sponsorship and TV where RB not yet available.

  • Brand ambassadors


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Marketing Red Bull

  • Did not define a specific demographic or psychographics – base segments on need

  • Mature markets – 14-19 age and 20-29 age

  • Advertising – adult cartoon with famous characters; communicated product benefits w/o psychological results

  • Advertising – adopted globally

  • Sampling is the key to product trial - usage


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Marketing Red Bull

  • Branded Mini Cooper

  • Student brand managers for campus

  • Events – Red Bull Soapbox Race, Flying Day, Snowthrill, Cliff Diving World Tour

  • Sports marketing – action sports

  • POPs – miniature glass refrigerators and visible aluminum window stickers

  • Used “cells” in the US – Ca was first


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Competition

  • UK – Virgin dt; AB – 180; Coke – Burn; Pepsi – SoBe Adrenaline Rush and Mountain Dew Amp and host of the brands

  • Competition varies by country

  • No competitor has more market share


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Challenges

  • What are Red Bull’s sources of brand equity?

  • How can Red Bull maintain their marketing momentum?

  • Is this a “fleeting product”? If so, then what?


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