Product details

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Abstract

Red Bull, the undisputed leader commanding two-thirds market share, created its own energy drink market in the beverage industry. The company embarked on a radically different marketing strategy for its only product ''Red Bull Energy Drink'' the success of which has left the analysts spellbound. The success of the company is primarily attributable to their mystic brand image that has almost reached the level of a cult brand. Even the company''s advertisements were used to reinforce their offering, and never to build their brand. By participating in Formula One Grand Prix, the company is making an effort to redefine its brand image from high-energy-risky to high-energy-safe beverage.
Location:
Size:
USD2 billion
Other setting(s):
2004-2005 (history from 1984)

About

Abstract

Red Bull, the undisputed leader commanding two-thirds market share, created its own energy drink market in the beverage industry. The company embarked on a radically different marketing strategy for its only product ''Red Bull Energy Drink'' the success of which has left the analysts spellbound. The success of the company is primarily attributable to their mystic brand image that has almost reached the level of a cult brand. Even the company''s advertisements were used to reinforce their offering, and never to build their brand. By participating in Formula One Grand Prix, the company is making an effort to redefine its brand image from high-energy-risky to high-energy-safe beverage.

Settings

Location:
Size:
USD2 billion
Other setting(s):
2004-2005 (history from 1984)

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