Red Bull: Key Marketing Communication

4. Identify the key marketing communications (mass and personal). Red Bull is the highest selling brand making it a marketing leader with over 40% of the market share. Red Bull uses every means of marketing to reach their target groups. Their marketing is mainly based on the “3 pillars of Red Bull; Sampling, Advertising, And Sponsoring”. This means that next to normal advertisements, they drive around in Red Bull –modified cars handing out cans of red bull and sponsor big extreme sports events and competitions. In this way Red Bull is not just promoting their energy drink but is also selling a lifestyle, seemingly people are willing to be a part of this Red Bull extreme sports lifestyle.

The Red Bull consumers can be divided into three

Red Bull sells team and event apparel, accessories, and Red Bull movies. Its clear that Red Bull could market just about any product as long as that product lines up with the values of their target audience. Red Bull does not sell an energy drink they sell a lifestyle choice. This is what allows them to be so vestal in the market. Red Bull needs to continue to find new ways of reaching and create creative dialogue with its consumers. Red Bull is the industry leader throughout the world. Promotions and well targeted campaigns and sponsorship such as formula 1 helps to expand Red bull brand and increase consumer brand awareness. In Europe and the US. In 2003 it achieved an 80% brand share of the UK energy drinks market. In Europe the company produces two-thirds of overall volume in the region. The market is changing and is filled with new competitors lowering its total market share. The Asia Pacific region holds a good opportunity for growth for Red bull as in 2003 it accounted for 50.9% of the global market share. Even though Red Bull is sold all over the world does not mean that the energy drink giant does not have its problems. Red Bull’s energy drink has been banned in a handful of countries due to concerns. In the European Union many of the countries still do not allow Red Bull to sell its energy drink inside its borders due to health concerns. Red Bull is still allowed to sponsor athletes and host events, but they cannot sell its main product to some countries. On July 15, 2008, France ended a 12-year ban on the energy drink, and allowed Red Bull to be sold (Tandy, 2008, para. 1). The French government was forced to legalize the drink because European Union regulations state that a product made or sold in other EU countries cannot be banned unless a health risk is proven. For twelve years prior, due to health authorities ' concerns about unknown consequences of the ingredient taurine, a