Selling energy: An analysis of Red Bull’s marketing strategies

Date

2014

Authors

Brown, Kevin

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Volume Title

Publisher

Bachelor of Commerce Best Business Research Papers

Abstract

This paper’s objective is to provide the reasons for Red Bull GmhB’s marketing success in the global energy drink market. It focuses on the company’s marketing strategies and product positioning for their flagship product, Red Bull Energy Drink. It discusses the company’s history and the emergence of the new product category “functional energy”. Congruently, it considers how this gave Red Bull first-mover advantage. Investigation into Red Bull’s marketing mix provides insight into the company’s product, price, place, and promotion, also known as the four Ps. Product is analyzed by looking into taste, ingredients, and packaging. Price is analyzed by the effects of internal and external market forces. Different geographic locations and environmental factors are used to analyze Red Bull’s effectiveness of place. Lastly, the various promotional tactics that Red Bull implements are identified and analyzed. The primary evidence was gathered by interviewing Professor Albert Dolecek, Senior Lecturer of Marketing at Vienna University of Economics and Business, who is also a private Strategic Marketing Consultant. Also, information was gained from speaking with a Red Bull sales associate, who will remain anonymous.

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Citation

Brown, K. (2014). Selling energy: An analysis of Red Bull’s marketing strategies. Bachelor of Commerce Best Business Research Papers, 7, 4–14.