Red a unique marketing campaign and started selling the

Red Bull is a company that
produces one of the world’s leading energy drink. Over 100 countries, more
than a billion of cans a year are sold (reference). The company also holds a
massive 70 percent share in the world’s market for producing energy drinks or
functional beverage in which Red Bull was in control for building (reference).
Due to the company dominating their market position in the fastest growing
segment for the soft drink in many countries, it has also drawn a number of imitators.

The Red Bull brand is much more than a soft drink; it is an energy drink which was made to
increase physical and mental stress with the aim to improve endurance, alertness,
concentration and reaction speed. Red Bull is very effective which was also proven
by a number of scientific studies, and also appreciated by many of the world’s top
athletes and drivers.

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In 1982, Austrian businessman Dietrich Mateschitz was
travelling to Asia for Blendax toothpaste
came across Krating Daeng which literally
transfers to Red Bull in the Thai
language. It was a cheap tonic sold in brown bottles which were used by factory
workers in order to be more energetic
during their long shifts. This drink was produced
by TC pharmaceuticals which were owned by
Chaleo Yoovidhya. Matechitz approached Yoovidhya, and together with Yoovidhya’s son,
Chalerm decided to set up a company to produce
energy drinks.

So, in 1984, Red Bull GmbH was created, and it was producing
energy drinks. Mateschitz developed a unique marketing campaign and started
selling the product on the Austrian market in 1987. However, Red Bull started to gain popularity, and in 1992, it was the first time when it appeared
at the foreign market, in Hungary. Furthermore,
it then reached Slovenia, Germany, and Switzerland in 1994. In 1997, Red Bull
entered the US market, and after five years by 2003, the US market had generated
an estimated 40% the company’s turnover.

Red Bull should use traditional marketing campaign such as television,
radio and billboards to reinforce the company’s brands only when the market is matured. Although the company has their own marketing campaign such as sponsoring
extreme sports events, it is still expensive,
but it also brings a unique brand awareness particularly to demographic
involving younger adults, which is the main
target market of the Red Bull’s products. The company has been successful due
to their unique marketing strategy because they do not depend entirely on television
and print advertisements. This is due to
Red Bull’s unique guerrilla advertising methodology. So, if Red Bull were to adopt a traditional marketing campaign strategy
like its competitors, resulting in losing their uniqueness. The reason
why is because by sponsoring events and buzz-marketing it has helped the
company’s product stand apart. Furthermore, extreme sports events attract young
people and thus present Red Bull with a great
opportunity to reach out to them.