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Case
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Reference no. 505-063-1
Subject category: Marketing
Authors: Ananth Indira
Published by: IBS Center for Management Research
Published in: 2005
Length: 12 pages
Data source: Published sources

Abstract

Red Bull was initially developed in Thailand. Dietrich Mateschitz bought the rights to market it worldwide excluding Thailand, which continued producing its own brand. The concoction was marketed to young people as an energy booster, using sassy advertising spots and the catchphrase ?Red Bull gives you wings?. Red Bull GmBH is the privately- owned Austrian company of Dietrich Mateschitz, with sales of US$1,640 million in 2003 and 1,850 employees. Since introducing Red Bull in 1987, Mateschitz has invested heavily in building the brand. In some countries, Red Bull commanded an 80% market share. In the US, Red Bull enjoyed a 47% share of the energy drink market, and the sales were growing annually at 40%. The case highlights the advertising methodology pursued by Mateschitz. A key element of Red Bull?s marketing strategy has been to open up a market by securing unusual distribution. Red Bull relies heavily on bars and nightclubs for its sampling events. It also uses alternative sports to promote its product. In the antithesis of any major marketing plan, Red Bull buys traditional advertising last. The image of Red Bull is definitely nothing to do with any food product, but has a luxury lifestyle identification. With only locally tailored marketing, Red Bull had seen its sales grow quickly. Red Bull's market share stood at 65% in 2004, while the company reportedly pulled in a cool US$1 billion in worldwide sales.
Location:
Size:
USD1,640 million sales in 2003
Other setting(s):
1987-2005

About

Abstract

Red Bull was initially developed in Thailand. Dietrich Mateschitz bought the rights to market it worldwide excluding Thailand, which continued producing its own brand. The concoction was marketed to young people as an energy booster, using sassy advertising spots and the catchphrase ?Red Bull gives you wings?. Red Bull GmBH is the privately- owned Austrian company of Dietrich Mateschitz, with sales of US$1,640 million in 2003 and 1,850 employees. Since introducing Red Bull in 1987, Mateschitz has invested heavily in building the brand. In some countries, Red Bull commanded an 80% market share. In the US, Red Bull enjoyed a 47% share of the energy drink market, and the sales were growing annually at 40%. The case highlights the advertising methodology pursued by Mateschitz. A key element of Red Bull?s marketing strategy has been to open up a market by securing unusual distribution. Red Bull relies heavily on bars and nightclubs for its sampling events. It also uses alternative sports to promote its product. In the antithesis of any major marketing plan, Red Bull buys traditional advertising last. The image of Red Bull is definitely nothing to do with any food product, but has a luxury lifestyle identification. With only locally tailored marketing, Red Bull had seen its sales grow quickly. Red Bull's market share stood at 65% in 2004, while the company reportedly pulled in a cool US$1 billion in worldwide sales.

Settings

Location:
Size:
USD1,640 million sales in 2003
Other setting(s):
1987-2005

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