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Red Bull And Its Lifestyle Marketing Techniques

2774 words - 12 pages

Red Bull: A lifestyle |
Created By: |
For the Attention of: Date: March 22, 2010 |

Table of Contents
Term Reference 2
The Aim of the Report: 2
Scope of the Report (Product): 2
Executive Summary: 2
Current Marketing Activities 3
Corporate Strategic Context 3
Generic Strategy: 3
Strategic Posture: 3
Aims and Values: 3
External Factors 3
Threats: 3
Opportunities 4
Marketing Activities: 4
The Red Bull Logo and Can: 4
Advertisements: 5
Event Sponsorships: 5
Red Bull Teams 6
Conclusion: 7
Recommendations: 7
References: 8
Appendix: 9
Appendix A: 9
Appendix B: 9
Appendix C: 10
Appendix D: 10

Term Reference
The Aim of the Report:
The ...view middle of the document...

The report will look in depth about the logo of Red Bull, The TV commercials, Events being sponsored by Red Bull and also teams that are run and owned by Red Bull. The report will then give recommendations as to what changes can be made in the marketing strategy to help the activities run by Red Bull.

Current Marketing Activities
Corporate Strategic Context
Generic Strategy:
Red Bull is an initiator companyin the market for Energy Drinks and uses the ‘outlaw’ feel in its campaigns (Farris, 2008). Red Bull actively pursues an image of being an energy drink for trendy and ambitiously sporty youngsters. In order to create this brand awareness, the company associates itself with cool, adrenaline pumping games. The company sponsors games such as Street Ball Challenge and F1 car racing, which are known for their adventurously-spirited audiences (Red Bull events, n.d.).
Strategic Posture:
The company Red Bull is a market leader in terms of energy drinks and holds the highest percentage in market share for the energy and functional drink market (Matthew, 2010).Red Bull was the first company to tap this segment of the market and prove to other companies in the beverage industry the real potential of this new market segment.“Red Bull Energy Drink is the first company to successfully complete all requirements of the NSF Athletic Banned Substances Certification Program” (BuySoda, 2008). The company has tried its best to keep its market leader position by developing new products such as ‘Red Bull Cola’ and ‘Red Bull Energy Shots’. Red Bull’s target market includes college students and sports people and the company has maintained its market leadership by specifically catering to its target market. The company has done this by boosting Red Bull into more than a product, by making it into a cool and trendy brand which fits into the cool and trendy lifestyle of its target market.
One problem the company faces, however, is that it has only been able to hold the top position due to a very successful initial launch campaign, from where most of the company’s customer loyalty has been derived. The drink was smuggled to many countries in Europe in order to create hype and a sense of exclusivity in the region (Farris, 2008).
Aims and Values:
Red Bull’s aim is to be the trendiest while maintaining its position as the market leader in the energy drink market. Since the market growth of the energy drink market has been diminishing in the past few years, Red Bull aims to increase the percentage of market share that it currently holds in the global energy drink market in order to achieve stable revenue and profit growth (Francella B.G., 2008).
External Factors
The main threat to Red Bull is the low switching costs that are associated with energy drinks. This means consumers find it easy to switch from one brand to another. In addition, the industry is experiencing a slowing increase in growth. The growth of the industry was almost at 40% in 2006,...

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