Red Bull Marketing Plan
RED BULL EXECUTIVE SUMMARY
Red Bull is a marketing brand based in Austria selling the energy drink. Its revenue has increase to over 15% since 2006 Today’s democratic and ever growing market, Red Bull competitors are over 228 and by 2013 the energy drink market is expected to grow up to 64.3% to a value of £44.3 billion (Datamonitor PLC 2008).
Red bull uses strategy of doing business from country to country, a strategy that has enabled them to dominated the largest market of the energy drink in the world
Red Bull market its product to a wider range customers but its actual is the youth. And since it considered as global brand, then they company used behavioural tool to segment its actual targeted market (narrow the market). But it’s now targeting different customer groups due to the aging of its current customer and competition.
On distribution channels, the company is operating in over 100 countries but they have started spreading their wings into new markets energy drink which are Asia, Africa and South America.
This marketing plan will also look at the company objectives and the measures used to accomplish their goals thus increasing their competitive advantage, as described below, “marketing in itself will not guarantee sales, but a well-researched and coherent marketing plan will give you a much better chance of building long-term, profitable relationships.” (www.businesslink.gov.uk) accessed on 12/06/2011.
2. INTRODUCTION
Red Bull is a marketing brand based in Austria selling the energy drink. Its product mix is made up of Red Bull energy drink, Shot and Cola. Red bull can be considered as a champion in the energy drink category in the world. This energy drink came into existence in 1984 created in Austria by Dietrich Mateschitz who recreated the recipe that suited Austrian taste. But it was known as “Kranting Daeng” from its origin Country Thailand in 1970’s. Ever since, Red bull has spread its wings globally.
3. MARKERTING ENVIRONMENT
These are the business surroundings that impacts the organization. In order for an organization or business to yield more success in the market and gain an edge over its competitors, then it has to recognise, respond and meet profitably the needs and trends. I.e. The Federal Express was initially