UNIT VII CASE STUDY 1 Unit VII Case Study Name of Student Institution Affiliation UNIT VII CASE STUDY 2 Unit VII Case Study This paper aims to analyze the case of the Red Bull, world’s largest company with the biggest market share of an energy drink in the world. According to different statistics, this company is proved to be one of the most profitable business enterprises in its respective niche of the market, possessing the great marketing strategies (Sterling, E., 2015). Consequently, it is vital to examine in a comprehensive way the techniques and methods pursued by the Red Bull company in the fields of advertising and promotion as they are the impeccable examples of the driving force of the success in the business field. Being one of the top-performing companies among those engaged in the production of the energy drinks and the other types of beverages, Red Bull possesses a wide range of the strengths that ensure the intractable high position in the market. Having such production tycoons as Coca-Cola, Pepsi, and Monster as its competitors, Red Bull still enjoys a great customer flow and the brand loyalty (Kotler & Keller, 2012, p.498). First of all, one of the pre-requisites of its dazzling success is the viral marketing tactics and innovative brand strategies implemented by the company (Gorse, Chadwick & Burton, 2010). It is crucial for Red Bull to amaze its potential customers with the media buzz about the product and thus to spark the attention of the buyers. The other feature that differs the company from its rivals is the direct determination of its target audience. While the other producers aim at the great masses of people, Red Bull discerns only the youth aged 16-29 as its potential customers (Kotler & Keller, 2012, p.498). Consequently, the niche in the market that is covered by the company is narrower than those that are controlled by such giants as Coca-Cola and Pepsi, positioning themselves as the brands for the whole family. It is a proved fact that in the modern business the success comes with the right targeting of the product, and this is certainly the case of the Red Bull that takes into account the crucial socio-demographic factor (Friis, Lyng, Lasgaard & Larsen, 2014). Also, it follows the policy of the right promotion, UNIT VII CASE STUDY 3 avoiding the aggressive advertising, being rather concentrated on the direct sampling and the cooperation with the bars and restaurants. However, this strategy might once impede the progress of the company as today a lot of other producers win ground with the internet marketing and online advertisements, reaching their target customers massively. Nevertheless, the position of the brand is extremely strong as it attracts the attention of the potential consumers of the beverage with its promotional events. The traditional advertising might not work as powerfully as the strategies pursued by the Red Bull company. One of the key drivers of its successful advancement in the field of the market that is concerned with the distribution of the beverages is the “anti-marketing strategy” that is based on the decision to fuel the interest of the buyers in a non-traditional way. It is predominantly engaged in the organizing of the sports events that allow the guests to enjoy the extreme sports and modern culture. Thus, it creates a sense of unity of the young people who attend these venues. The promotion of the product is done in a natural way as it is served at the respective events. Moreover, the brand loyalty is boosted by the emotional excitement of the participants of the events, making an impact through the non-conscious channels (Brasel & Gips, 2011). Therefore, this approach proves to be even more powerful than the traditional advertising. However, the brand management does not neglect it at all, sticking to the policy of advertising the beverage if there is a need to reinforce the product to its consumers. The Red Bull’s sponsorships are also the example of the efficacious marketing of the energy drink. It engages its potential clients in the extreme competition that is characterized by the exciting activities and contests, thus creating a sense of the vividness of life. Its contest that aims to establish a person who designs the most powerful handmade flying machine is well-known around the globe. Flying is associated with the wild energy and the opportunities to transcend the boundaries of the ordinary life. It is a great booster of the attention of the youth as the college students are known to be active and enthusiastic. UNIT VII CASE STUDY 4 Consequently, these events are the significant tool of involving the youth in the activity that is concerned with the brand and thus prove that the concept of the rebellious and energetic people can be attractive and has to be enforced with the sales of the Red Bull drink. This is a greater investment of the funds of the company than the traditional advertising as it serves as the unusual marketing campaign that is recognized by many people. UNIT VII CASE STUDY 5 References Brasel, S. A., & Gips, J. (2011). Red Bull “Gives You Wings” for better or worse: A doubleedged impact of brand exposure on consumer performance. Journal of Consumer Psychology, 21(1), 57-64. Friis, K., Lyng, J. I., Lasgaard, M., & Larsen, F. B. (2014). Energy drink consumption and the relation to socio-demographic factors and health behaviour among young adults in Denmark. A population-based study. The European Journal of Public Health, 24(5), 840-844. Retrieved from: http://eurpub.oxfordjournals.org/content/eurpub/24/5/840.full.pdf. Accessed 17 January 2017. Gorse, S., Chadwick, S., & Burton, N. (2010). Entrepreneurship through sports marketing: A case analysis of Red Bull in sport. Journal of Sponsorship, 3(4), 348-357. Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). London: Pearson. Sterling, E. (2015). Red Bull: An analysis of the success of Red Bull and their international marketing strategy. Bachelor of Commerce. Best Business Research Papers, 8, 1-107.