Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. I am currently doing my Marketing Case study / assignment on Red Bull; this was a very interesting read! Management Summary of History History: Red Bull grew in 20 years to market leader in energy drinks.
Since then, Red Bull has launched a range of products, including Red Bull Cola in 2008 and Red Bull Energy Shots in 2009.
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Now that every one of the roughly 500,000,000,000 Tweets ever published will be searchable, we wanted to examine a representative sample of 1 million branded Tweets to see what they would look like, and how they engage Followers. A Socialbakers study shows that Local Pages are the best bet for gaining interactions, beating out Global Pages by a wide margin with better localized content. Please check your information and fill in the missing details for personalised content and even better browsing experience. Get membership rights to exclusive insights, in-depth social marketing tips, and hidden data for every reported country.
James O'Brien writes for The Content Strategist, a digital magazine by Contently, the leading technology company for brand publishing tools and talent. Instantly, you're browsing videos of a 12-year-old skateboarder nailing the world's first ever 1080 (that's three full revolutions) during a ramp jump. Perhaps by painting around the edges of Red Bull's content machine, we can glimpse what's inside the can.
When we talk about "content marketing," we mean the creation of storytelling material that attracts readers, viewers and listeners to a brand. The idea central to content marketing is that a brand must give something valuable to get something valuable in return. In the early 1980s, Austrian toothpaste salesman Dietrich Mateschitz (left) stumbled upon a Thai energy drink, at the time called Krating Daeng. By 2011, Mateschitz controlled 44% of the exploding energy drink market, according to Symphony IRI, and was selling 4.6 billion cans a year, most purchased by men between the ages of 18 and 35. On the fourth floor, the elevator opens onto an immaculate space: shiny grey floors, high white ceilings roped with pristine refurbished industrial ductwork. The woman at the desk is pleasant, but this reporter is not going to get his interview today, she says. Red Bull Media House got its start in Europe in 2007, then expanded to Hollywood and New York City. Part Associated Press for action sports content, part production company, RBMH has an IMDB page and a sports magazine, with circulation comparable to Sports Illustrated. Spidering across the media universe are snippets from the Red Bull Content Pool, a well of fan images and videos — material like the wingsuit video, the skateboarder and plenty more.
While Red Bull provides a portion of its more than 5,000 videos and 50,000 photos to users free-of-charge, most of this stuff is professionally high-end enough to be network-ready. At Halogen, which reaches viewers via cable with a message of positive change, Red Bull inked a multi-year deal for Thursday night programming. The company also publishes a print magazine — The Red Bulletin — with a distribution of about 5 million.
As a hiker, biker and jet-packer, Thorson's feelings about the content are a testament that the brand's power exceeds its product. One might ask a Red Bull executive whether the company's media forward thinking means the loss leader is the content. His version of athletics bonds martial arts with ballet, then tosses the whole thing into a kind of urban, cross-country blender. Red Bull Media House has swiftly progressed toward something that looks more like a studio model than an advertising agency. For instance, in 2009, Red Bull employees went to European bars that sold only Monster, a competing energy drink, and cracked open smuggled Red Bulls to suggest dissatisfaction with the other choice.
Red Bull is still, from time to time, drawn into the debate over whether the enzyme taurine, one of its oft-mentioned ingredients, really enhances body and health performance.
Another flap occurred in the German market in 2009, when several states banned the beverage after trace amounts of cocaine were allegedly found in the mixture. He suggests that the blowback might be more problematic for company officials and investors, however, than for anyone who loves to watch a race car or tune in to a video featuring Doyle's freerunning.
The receptionist has taken his business card, but declined to say with whom the reporter can follow up. A short while later, the woman from the reception desk gestures toward a pod-like vending machine. 1MARKET BACKGROUNDMarket Analysis:Red Bull’s estimated Canadian market share is 50% and currently producing $22 million in sales.
2AMP Energy (most commonly known for its Mountain Dew flavour) and SoBe No Fear are brandsowned by Pepsi-cola. 4MARKETING COMMUNICATIONS PLANTarget Market Profile:Red Bull’s markets to young urban males ranging in age from 16 to 29 years old.
This article highlights nine companies (big and small) that have transformed their Facebook presence by implementing innovative Facebook marketing practices. If you use a contest for fan gating, make sure you abide by Facebook’s terms of service.
To increase engagement, Cheese & Burger Society created a Send to a Friend app, allowing fans to send a cheeseburger to their friends.
In fact, approximately 6 billion photos are shared on Facebook each month according to Pixable.


IdeaPaint is a B2B company that sells a specialty paint that converts walls and other spaces into a dry-erase writing surface, eliminating the need for hanging white boards and opening up creative space.
In keeping with their creative purpose and mission, IdeaPaint makes innovative use of their welcome tab by creating hot spots with links to their social sites. A key to building long-term customer loyalty is to give your customers a good first experience with your product or service. Another smart tactic employed by IdeaPaint is their use of NetworkedBlogs to automatically pull their blog posts to a dedicated tab. American Express also cleverly integrated their rewards program so people can redeem points for Facebook ads.
A few things to notice on his wall: First, observe how Ron has taken advantage of the photo strip by creating 5 interchangeable photos that reinforce his core messaging.
Next, observe how Ron incorporated his photo in his profile image, enabling him to use his headshot as his avatar when interacting on his Facebook wall. NOTE: Mari Smith recommends TabJuice as a great service for small businesses wanting to set up a store on Facebook.
Everyone wants fan engagement, but few companies tell their audience the rules of engagement. As an example of fan gating, PETCO shows you the benefits of becoming a fan: access to coupons, news and Facebook-only contests. Upon your first visit to their page, you can’t avoid their strong, but fun, call to action.
The more you can get fans returning to your page and lingering, the greater the likelihood they’ll tell their friends about you and eventually choose your products and services.
Red Bull have defied Australian market expectation and released the new smaller 60ml Red Bull Shot. When a brand like Powerade already own 51% of the market, it is very difficult to gain more market share. Insurance group Youi have entered the market in a big way with an advertising mix that involves TVC , Radio, Outdoor & Digital.
Company Red Bull faces various segmented markets in different phases of the market life cycle. Consumers receive these messages when they listen to the radio, watch television, read a newspaper, commute to work or simply walk around a city centre.
Its increasing popularity, predominantly with young audiences, has had a huge impact on modern marketing techniques.
Lately, every conference PowerPoint on the future of advertising or PR seems to mention Red Bull as a — if not the — shining example of a brand-turned-publisher, what every future-leaning agency encourages its clients to emulate. It doesn't have to be a commercial on cable television or the 28 annoying seconds before the start of that next YouTube hit. He recognized that if he transformed Krating Daeng from an obscure local remedy for sluggishness into a more universal concept, he could create a new beverage category. They're voracious endorsers of the brand, and that's because, with the beverage, Mateschitz commandeered — if not created — a new, high-octane lifestyle category. An umbrella for Red Bull's massive print, television, online and feature film production, RBMH employs over 135 people, according to its LinkedIn profile. And it shows up on the news, from MSNBC to ESPN, and in specialty markets such as Halogen TV. From the action sports roundup Ultimate Rush to street sports shows, such as Breakdance, this is the Red Bull brand idea, front and center on cable every week. At the other end of the spectrum there is Red Bull, characterized at "run" on Lieb's graph.
If you had to distill the Red Bull aesthetic into one such athlete, you'd end up with a performer most probably like Ryan Doyle.
He can float across a slanted roof, roll along the railing on a flight of stairs, launch himself into and off of solid concrete surfaces, and descend from heights in freefalls that would put most of us in traction.
While some see this as a new creation, others suggest it actually reflects an older dynamic.
Never mind the early rumor that its ingredients included an extract from the testicles of bulls. The company maintains Red Bull is safe to drink, and that its own tests didn't turn up any cocaine. Shankman is also a skydiver, and his own website carries photos not so far removed from the Red Bull kind.
The sleek red couches, over near the elevator doors, are a good place to sit and wait for the Media House staff who aren't coming.
Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe.
This page is an innovative way to promote Wisconsin cheese by talking about something many people love—burgers and grilling.
For some tips on how to take full advantage of photos on your page, see this article by Debbie Hemley.
IdeaPaint does this by providing detailed videos on their Facebook page on how to install and use their product. In addition to the Like button, they use the Send button, which enables you to directly send the link to your friends.
Through a strategic partnership with Facebook, they created a massive contest for small businesses that generated lots of interest and increased their fan base.
He makes an immediate impression on his welcome page by doing two things: 1) Making a charitable donation for every Like and 2) using a video. This subtle guidance will keep visitors on your page longer, increasing the likelihood they will engage with you as a fan. They have masterfully integrated their store on Facebook, allowing greater social engagement. While you may not have the budget to hire game developers or start your own TV channel, this might inspire some creative thinking on how to keep fans returning to your page.


Effective promotion relies on the message reaching the consumer in an accurate and timely way.
Once signed-in, you will then be able to access and download various types of studies, reports, articles and other types of content for free. And so, he wrapped the drink in a blue and silver can, and then he wrapped that can in a platinum marketing campaign. In the giant front windows, huge images of skiers, surfers and airborne motocross machines loom above a diagonal, six-way intersection.
The movie cost a reported $2 million to make, but when it hit iTunes in 2011, it parked atop the charts for more than a week — bringing in $10 per download. And while its in-house staff kept the reporter running in circles, some of its freelancers and athletes opened up about their experiences. He is a devotee of parkour athletics, which emphasizes speed and agility, overcoming obstacles with no equipment. Instead, the company found itself in legal hot water and a minor PR flap: Posing as a customer in such a setting is illegal in the European Union. Pepsi-cola also owns Aquafina bottled water.Coca-cola owns Rockstar and Full Throttle brands.
The Facebook comment section allows people to make comments that will show up on their wall.
However, there are so many messages it can be difficult for a business to reach its target audience.
This case study illustrates how Red Bull, the manufacturer of the world’s best-selling energy drink, uses a range of innovative promotional techniques to improve the process of communication and drive consumer engagement and loyalty.
The value returned is often that people associate good things with — and return to engage with — the brand. Red Bull apologized and attributed the whole idea to "overzealous junior employees," according to a report in Marketing. Buddy Media found that posts with 80 characters or fewer get 27% greater engagement than longer posts.
Future challenges The market that Red Bull single handedly created has fully matured in several areas throughout the world. The company has no width, length or depth in its product mix (characteristic of introduction product life cycle). They seek to break the traditional rules of marketing by reaching consumers in innovative ways. Fightingmental and physical fatigue Red Bull creates increased mental and physical exertion. Competitivegamers in the video game industry are also gravitating towards Red Bull products to keep them alertduring tournaments. Change Red Bull should adjust its strategy per geographic market area Urban Africa and Middle East are upcoming markets as a result of which Red Bull is able to imitate its marketing approach in the early days in Europe but it must take into account that there is low level of urbanisation and a relative low buying power.
Dietrich Mateschitz founded Red Bull in 1984 after discovering the widespread popularity of tonic drinks in the Far East.
Theysee themselves as an “anti-brand” company, being praised by their “cult-like” loyal consumers.Red Bull also sponsors numerous teams and events that are associated with the psychographics of theirconsumers and their brand positioning. The drink promisesto improve performance in stressful or straining situations, and increase concentration and improvereaction speed. Red Bull defines the whole of these consumers as Generation Y because they are notonly active males but active students who need the energy to finish projects and study all night.Red Bull also has a vague secondary target market of older consumers in general ranging from 25 to 45years old. Europe should focus on maintaining its market leader position by staying in touch with its current target group but also target other under targeted niche groups with more length and depth in product mix to prevent loosing this to coming new, diverse entrants. He developed the Red Bull Energy Drink, launching the product on the Austrian market in 1987.
This approach allows Red Bull to engage with consumers using new and exciting channels of communication. The company currently sponsors the World Rally CarChampionships and three other racing teams.
Red Bull promises to also stimulate your metabolism along with revitalizing the body andmind.
Whether this may be a business executive finishing an annual report or a truck driver finishinga long haul anyone can use Red Bull energy drinks. In Asia the energy drink market is fully matured, there are many competitors with more length and depth product mix and Red Bull’s edgy image does not provide in superior perceived product benefits. These teams include Red Bull Racing and Scuderia ToroRosso Racing which Red Bull has ownership of. It is important to remember that even though Red Bull products invigorate the body and mind theyare not made to rehydrate your body during participation in sporting activities. So Red Bull should increase its product mix in length and depth to stay in competition and in touch with trends. These ventures only generate $70 million in revenuecreating a $30 million loss when deducted from the $100 million Red Bull devotes to this marketannually. The energy market of North America has characteristics of a mature market but it is still growing.
Red Bull has lost its market leader position to Monster and therefore Red Bull should increase its length and depth in product mix with a focus on its lost target group but also target on new large ‘niche’ groups which are not yet specifically targeted by Monster. They produce an energy drink, sugar freeenergy drink and a flavour shot.Red Bull relies on “buzz marketing” and word of mouth to sell their products. Red Bull created a market in the Western World but the market has outgrown them and therefore Red Bull should change their strategy in order to keep up with the different market trends around the world.
The company restricts theirdistribution and does as minimal advertising as possible to create an exclusivity and “opinionatedpreference” to their products.



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