Red Bull is positioned as a lifestyle drink that appeals to the extreme crowd or those who love to live on the edge.
Monday, 29 August 2011
Red Bull Business Strategy
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Product: Red Bull's portfolio consists of 4 different products - Energy Drink, Sugar Free, Cola and Energy Shot. In the Singapore market, Red Bull currently only provides the Energy Drink and Sugar Free product.
Promotions: Red Bull's promotional efforts include the use of celebrity endorsements, Red Bull Girls who act as ambassadors, and as event sponsors for major sporting events.
Price: Premium pricing is employed by Red Bull, prices of its products are priced at $3.10 on average.
Place: Red Bull products are distributed through petrol kiosks, convenience stores, supermarkets, clubs and hotels.
Red Bull...How It All Began..
Dietrich Mateschitz was working in Asia when he came across Krating Deang, a caffeine-filled energy drink sold throughout the region. Wanting to bring it back to Austria, he approached Chaleo Yoovidhya of TC Pharmaceutical Company, the creator of Krating Deang. Together they reformulated Krating Deang into Red Bull.
Mateschitz spent 3 years working on the formula and developing the strategy for Red Bull. He took a health tonic, and made the drink less syrupy but more fizzy and packaged it into a sleek and slim can, touting it as a drink that can enhance performance. Red Bull was launched in 1987 with positive responses from the marketplace. It was connected to extreme sports, the hippest bars, vintage aeroplanes and acrobatic teams, to every kind of motor-racing and adventure sport. Red Bull also has fleets of custom-built cars driving around city streets promoting the brand. Celebrities like Madonna, Britney Spears and Demi Moore were also snapped by paparazzi drinking Red Bull in their daily lives.
Through unique communication and advertising, Red Bull is today the number 1 selling energy drink.
RED BULL GIVES YOU WINGS
Mateschitz spent 3 years working on the formula and developing the strategy for Red Bull. He took a health tonic, and made the drink less syrupy but more fizzy and packaged it into a sleek and slim can, touting it as a drink that can enhance performance. Red Bull was launched in 1987 with positive responses from the marketplace. It was connected to extreme sports, the hippest bars, vintage aeroplanes and acrobatic teams, to every kind of motor-racing and adventure sport. Red Bull also has fleets of custom-built cars driving around city streets promoting the brand. Celebrities like Madonna, Britney Spears and Demi Moore were also snapped by paparazzi drinking Red Bull in their daily lives.
Through unique communication and advertising, Red Bull is today the number 1 selling energy drink.
RED BULL GIVES YOU WINGS
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