RED BULL
„Red Bull gives you wiiiiiiiiiiiiiings“
Group 11
DemeanDemean- Dumulesc Florin
Ding Yujie
Kim Alexandra
25/01/07
Red Bull Internet Exercise Group 11
International Marketing
Mag. Katharina Roth
1
Mag. Katharina Roth
2
OVERVIEW
• Profile
• Origins
• Questions
25/01/07
Red Bull Internet Exercise Group 11
International Marketing
Profile
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Founded: 1987
Founder: Dietrich Mateschietz
Headquarter: Fuschl am See, Austria
Facts: has taken almost the half of the
US market for energy drinks and up to
70% of the market globally, in more
than 100 countries
Source: http://redbull.com + http://wikipedia.com
25/01/07
International Marketing
Red Bull Internet Exercise Group 11
Mag. Katharina Roth
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Mag. Katharina Roth
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Origins
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The original drink Red Bull was developed in 1962 by
Chaleo Voovidhya, a Thais businessman and sold
under the name Kraeting Daeng
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The recipe was based on Lipovitan, an early energy
drink that had been introduced to Thailand from Japan
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Kraeting Daeng spread across Asia in the 1970s and
1980s
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The Thai product was transformed into the global
brand by Dietrich Mateschitz, an Austrian
entrepreneur
Source http://wikipedia.com
25/01/07
Red Bull Internet Exercise Group 11
International Marketing
Cool adds which underline
that Red Bull give the
consumer the opportunity
to escape from stress and
ordinary
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International Marketing
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1.Discuss how Red Bull
is adopting a global
marketing strategy?
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Red Bull Internet Exercise Group 11
International Marketing
The four pillars of Red Bull
• Advertising
• Sampling
• Sport sponsorship
• Events
Source: http://redbull.com
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International Marketing
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International Marketing
Mag. Katharina Roth
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• To attract new customers and enhance
consumer loyalty, Red bull has a more
effective brand campaign than Coke and
Pepsi
• Red Bull is building a beverage brand
without relying on the equipment of a
mass marketing campaign
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Red Bull doesn’t usually use: billboards,
banner ads, taxicab holograms, Super
Bowl spots
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Red Bull Internet Exercise Group 11
International Marketing
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Grass marketing strategy ( person to person
marketing)
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A strategic programme to provide "cool" postsecondary students with free cases of the drink,
and then convince them to throw
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Sponsoring extreme sport events (cliff diving,
BMX, skateboarding), art of can Competition,
sponsorship in motorsport
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Has developed MET (mobile energy team)
programme
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International Marketing
Mag. Katharina Roth
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Red Bull backs-up a multitude of
events and contests
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International Marketing
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2.Why
should Red Bull
have an understanding
of the different cultural
nuances for its different
international markets?
25/01/07
Red Bull Internet Exercise Group 11
International Marketing
• In order to have a succesfull marketing you
have to understand the variables contained
in every target market (laws, traditions) –
they even discuss on their site if Red Bull is
kosher or halal - and it is!
• Some markets react differently to some
marketing strategies than others
• Red Bull attracts customers to product
rather than bringing the product to
customers
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Red Bull Internet Exercise Group 11
International Marketing
Mag. Katharina Roth
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Important variables for target
market
• Geographic: region, country, climate
Red Bull in Asia vs. Europe
• Demographic: age, gender, income,
religion, nationality/race, language
In Switzerland „Gummibäärlii“
In Turkey „Enerjii Votka“
• Psychographic
• Behavioral
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Red Bull Internet Exercise Group 11
International Marketing
Mag. Katharina Roth
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3. Is it possible for Red
Bull to standardize its
marketing mixes?
Explain your reasoning.
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Red Bull Internet Exercise Group 11
International Marketing
Mag. Katharina Roth
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Barriers to Developing Global Brands
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Culture and consumption patterns
Language
Regulations
Media availability and promotional
preferences
• Organisational structure and culture
The reality is that full
standardisation is rarely possible
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Red Bull Internet Exercise Group 11
International Marketing
Mag. Katharina Roth
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Full
Full
adaptation
Standardization
Product positioning
Product formulation
Product design
Brand Name
Pack Design
Advertising
Price
Distribution channels
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International Marketing
Mag. Katharina Roth
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4. What types of
products are easily
globalized, and why?
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Red Bull Internet Exercise Group 11
International Marketing
Easy to globalize products
• Luxury products: Rolex, Gucci, Christian
Dior
• IT Technology products: cell phones, MP3
players, laptops, computers, digital cameras,
software (e.g. Office software is translated or
enabled to meet the linguistic and cultural
needs of countries around the world. )
• Franchise based restaurants like
Starbucks or McDonald's (the same
products, the same taste the same
marketing)
• Products that doesn't contradict people's
beliefs, culture
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Red Bull Internet Exercise Group 11
International Marketing
Mag. Katharina Roth
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Easy to globalize products
• Necessities (cars, cosmetics)- Toyota,
Unilever products
For food: the
same recipe,
differrent name
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Red Bull Internet Exercise Group 11
International Marketing
Mag. Katharina Roth
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THANK YOU FOR YOUR
INTEREST AND ATTENTION !
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Red Bull Internet Exercise Group 11
International Marketing
Mag. Katharina Roth
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Bibliography
• http://www.redbull.com
• Jobber, D., Principles and
Practice of Marketing, 2004,
McGraw-Hill International (UK)
• Wikipedia
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Red Bull Internet Exercise Group 11
International Marketing
ADDITIONAL SLIDES
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International Marketing
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Product
• Product comes in one size, one
design, the same flavour (the recipe is
not even patented so everyone can
copy it)
• The product is the same in the whole
world
• Red Bull is not changing its
composition in respect to every
country (the same recipe everywhere)
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Red Bull Internet Exercise Group 11
International Marketing
Promotion
• Relying on local-scene makers to
spread the word
• Viral approach to marketing
• Buzz marketing- alpha bees
• Exclusive and exciting events
• Red Bull generates a great deal of
awareness through sport sponsorship
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Red Bull Internet Exercise Group 11
International Marketing
Mag. Katharina Roth
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Mag. Katharina Roth
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Price
• Premium price everywhere in the
whole world
• Doesn´t matter in which country
they sell, they are not the
cheapest energy drink but
probably the most expensive
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Red Bull Internet Exercise Group 11
International Marketing
Place
• Red Bull is sold in more than 100
countries
• In France it is banned
• In Norway and Denmark Red Bull
is classified as a medicine
• It wasn't sold in Canada
• It was also available only in
pharmacies in Japan
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International Marketing
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