Red Bull: Success using buzz marketing

Date

2012

Authors

Gillander, Amanda

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Publisher

Bachelor of Commerce Best Business Research Papers

Abstract

This paper will explore how Red Bull has established itself as an international brand and how they can maintain their position as the most popular energy drink on the market. A person would be hard pressed to find someone between the ages of fifteen and fifty who hasn’t heard of Red Bull. Whether you love it, or hate it for its medicinal taste and high price, it is undeniable that it has become a symbol of today’s youth. This paper will explore the success strategy of this energy drink pioneer, as well as give recommendations as to how they can maintain their position of power despite new threats. I will do so by analyzing the current position of the company using a strengths, weaknesses, opportunities, and threats (SWOT) analysis. I will then use Porter’s Five Forces to determine what the future of Red Bull might look like based on their current position in the industry. Then, based on research gathered from a number of articles and personal interviews, I will make the following recommendations for Red Bull: (1) permanently expand their limited edition line to North America, (2) establish a coffee line of the drink, (3) engage in charity work to improve brand image, and (4) employ more forms of conventional marketing to stay abreast of the competition.

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Citation

Gillander, A. (2012). Red Bull: Success using buzz marketing. Bachelor of Commerce Best Business Research Papers, 5, 37–46.