Marketing Strategies And Strategy Of Red Bull's Marketing Strategy

In today’s society, fast pace and “on the go” are the foundation for many products that we as consumers purchase every day. The energy drink industry especially has taken on this mindset with its caffeinated drinks to boost energy throughout the day. However, Red Bull has redefined the energy drink market to its own advantage as its founder, Dietrich Mateschitz, says, “If we don’t create the market, it doesn’t exist” (p. 2). Red Bull’s marketing strategies, well executed distribution, and packaging design have created differentiation factors amongst the company; setting it apart from its competitors and allotted for the company’s success since its launch in 1987. Though Red Bull is said to dominate the energy drink market, the market

With a strategic focus on a specific target audience, problems with expansion as well as threat of new entrants within the industry are at high risks. A prime example of the industry’s weakness is displayed through Red Bull. Although Red Bull has strong market strategies, its set focus on the younger generation, athletes, and an active community poses threats. Younger generations feeds off risks and new experiences. However, fast pace and risky lifestyles aren’t for all audiences, posing problems on whom expansion should be targeted towards and how to execute expanding without losing its original focus. Also, while expanding its market, Red Bull must ensure that current consumers remain loyal as companies such as Coke and Pepsi present their own “energy drinks.” New entrants increase competition within the market and possibly rivalry amongst

The company’s twitter account is active with amount of how much Red Bull is being consumed along with the lifestyles Red Bull consumers live; active, productive, or whatever characteristic that fits best. By introducing the new target audience and product via twitter the product will create anticipation as well as continuing to reach consumers. In terms of increasing market shares, other apps such as snapchat and Instagram can be used to show families, athletes, and people all around the world enjoying original and all-natural Red Bull. With snapchat, users can see people in different countries enjoying their drinks or even celebrities. Celebrity endorsements can boost market shares as they advertise the product within their music videos or other projects they’re active in. By seeing ones favorite celebrity drinking a Red Bull in a music video or simply in a commercial, consumers feel more inclined to mimic their “idol’s” actions and drink Red Bull