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Red Bull Marketing StrategiesMarketing Strategies - Red BullJunwei Chai, Deyue Dong, Nonie Mathur, Ji Young Moon, Shengyue NanMKT 615 P – Marketing StrategiesJune 22, 2019Dr. Glenn Scott
Red Bull Marketing Strategies1AbstractRed Bull, founded in the year 1987 by Dietrich Mateschitz has been dominating the energy drinks market since inception. Plunging into a non-existent industry, Red Bull knew they had a task ahead of themselves in order to set a foot in the market. They quickly decided on a target audience and began their efforts to become a familiar brand among them. They strategized their marketing around making the brand a widely recognized one and decided to attach their name with a wide variety of activities including extreme sports, music and film festivals etc. They extensively use traditional media and social media to interact with their consumers and keep a tab on their consuming activities. This has enabled them to identify potential markets and expand globally, even amidst high competition.
Red Bull Marketing Strategies2Marketing Strategies - Red BullCompany HistoryRed Bull at a glanceInspired by functional drinks from Thailand, Dietrich Mateschitz founded Red Bull over 30 years ago in the 1980s. Red Bull Energy Drink was sold for the first time in Austria on April 1, 1987. Since then more than 75 billion cans have been consumed by people from 171 countries around the world (Company Website). When it first launched, Red Bull was not only a new product, but it also created a whole new product category where it still holds a dominant positionin the fastest-growing soft drink market segment. Red Bull has become a textbook marketing case study in how it targets young people with active lifestyles through word-of-mouth marketing and grows to be one of the largest sponsors in the sports industry.German Toothpaste Salesman visited Thailand Dietrich Mateschitz was born in 1944 in Austria. After obtaining a degree in Marketing, he started off by working for Unilever and then moved on to Blendax (now part of Procter & Gamble), a German manufacturer of toothpaste, for the international marketing director position that involved frequent global travel (Reiff, 2018).In 1982, Mateschitz visited Thailand where he heard about an “energy tonic” called “Krating Daeng” that was supposed to keep its drinkers stay awake and alert. According toThe Economist (2002),Mateschitz always got the drink on his way from the airport to deal with jet lag from long-hour flight and time difference. “One glass and the jet lag was gone,” he says.
Red Bull Marketing Strategies3“Krating Daeng” is actually Thai for "Red Bull". It was a drink popular among local taxi drivers and blue collar workers. It was introduced in Thailand in 1976 by T.C. Pharmaceutical Co., founded in Thailand in 1962 by Chaleo Yoovidhya. In 1984, Dietrich Mateschitz approached Chaleo to form a new company and introducing the energy drink around the world.

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