Red Bull Marketing Stragety

11 Pages 2853 Words

competitors’ products. This differentiation is a result of many factors. For instance, Red Bull is very particular about what type of people the company hires. Every employee has to possess a certain type of personality, and this personality has to be proven to the employer before he/she is hired. Another example contributing to the company’s differentiation is the manner in which the company distributes its product. Most companies partake in mass distribution to as many consumers as possible to create awareness. On the other hand, Red Bull is very particular about the type of vendors that will carry their product and the type of people their product is distributed to. Red Bull’s unique matche!
s with a its unique product. After analyzing their strategy it is clear why many people value and respect this company’s name. Red Bull is ruling the market and as a result has many other companies trying to produce products as similar as possible to the popular energy drink.





Red Bull is a company that produces one product, which is called Red Bull Energy Drink. Red Bull Energy Drink was introduced in Europe 15 years ago and commands a 70% volume and 85% dollar share of the European energy drink market .It is currently available in 51 countries and continues to expand rapidly. Red Bull says their product is a function, not refreshment, drink that energizes and revitalizes one’s body and mind.
Back in the early 80s, Dietrich Mateschitz, now managing partner of Red Bull GmbH, often traveled to Asia on business. There he came across some very popular "energy drinks". With his uncanny instinct for successful product innovations, he brought back to Austria a small sample of the energy drinks and a big idea. Then with a clear vision and a lot of scientific know-how he developed a new kind of drink hitherto unknown in Europe. And so the Red Bull Energy Drink was born.
In 1987 Dietrich Mateschitz launched Red Bull o...