red bull case study answers

Module 3: Segmentation and Targeting

Case study: red bull wins the “extreme” niche.

Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-colored 8.3-ounce can (shown at the right). The drink has been an enormous hit with the company’s target youth segment around the globe. For the year 2001, Red Bull boasted sales of $51 million in the United States alone and captured 70 percent of the energy-drink market worldwide. From Stanford University in California to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising.

Red Bull’s Targeted Approach to Marketing

Red Bull used Collegiate Brand Managers to promote the drink via free samples handed out at student parties. The company also organized extreme sports events—like cliff diving in Hawaii and skateboarding in San Francisco—to reinforce the brand’s extreme, on-the-edge image. Their grass-roots approach to reaching the youth market worked: “In terms of attracting new customers and enhancing consumer loyalty, Red Bull has a more effective branding campaign than Coke or Pepsi,” said Nancy F. Koehn, author of Brand New: How Entrepreneurs Earned Consumers’ Trust from Wedgwood to Dell . Red Bull’s success has also gained attention (and concern) among beverage-industry giants, and some have tried to follow its lead: For a time Coke ran a stealth marketing campaign, packaging its cola in a slim can reminiscent of Red Bull and offering it to customers in trendy bars and clubs in New York City.

• Revision and adaptation. Provided by : Lumen Learning. License : CC BY-SA: Attribution-ShareAlike
• Marketing 2014. Provided by : Boundless. Located at : https://www.boundless.com/marketing/textbooks/alternative-to-marketing-2014-17th-william-m-pride-ferrell-1133939252-9781133939252/consumer-marketing-segmentation-targeting-and-positioning-6/market-segmentation-targeting-and-positioning-47/measuring-a-successful-segmentation-220-7588/ . License : CC BY-SA: Attribution-ShareAlike
• Red Bull Gives you Strobes. Authored by : Aurimas. Located at : https://www.flickr.com/photos/needoptic/3828156829/ . License : CC BY-ND: Attribution-NoDerivatives

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Red Bull Marketing Strategy: The Case Study

Red Bull is an invincible marketing powerhouse.

When it comes to its marketing strategy, the brand takes great care of everything they do.

However, their marketing efforts always put the audience first.

In fact, their product sales are second to none.

Although Red Bull is active on multiple channels and uses many different strategies, they all revolve around the same concept: creating content and experiences that appeal to people regardless of the energy drink brand. 

Like major publishers, they have become one of the most talked-about brands in the world, producing content, providing mind-blowing programs, and much more.

Table of Contents

Red Bull Company: A Brief History

When the Austrian toothpaste seller Dietrich Mateschitz arrived in Thailand in 1987, Red Bull first heard of the “ energy tonic ” created by Chelio Yovidya. The tonic was thought to help keep drinkers awake and alert.

After three years of testing, Red Bull was launched in Austria, but two businessmen are skeptical. “There is no demand for such a drink in the market,” he said. No one is likely to try. But they were wrong

Today Red Bull dominated 2015 with a 43% market share . The best part? They are still going strong. Considering that Red Bull has kept the market in the first place, it is not bad to dominate almost half of it after almost three decades.

Here, is the infographic showing the growth of the Red Bull brand:

The Case Study of Red Bull’s unconventional marketing strategy

When the Red Bull first appeared, there were no energy drinks and traditional advertising was expensive.

Therefore, the Red Bull became a rookie and chose a different strategy.

What did he actually do?

They went straight to their target audience (men between the ages of 18 and 35) at college parties, libraries, cafes, bars, and other places.

They put the product in the hands of consumers by bringing free samples to the public.

It talked to people promoting its product for free.

They still use the same strategy: wherever they go, they go.

That means sponsoring a music festival or creating the most cultural content, they do.

In fact, the content that Red Bull publishes is displayed on a par with a professional publishing house. They are a media company intended to effectively sell energy drinks, not the other way around.

What is the best way to dominate the market?

Create one that does not yet exist.

This is exactly what happened to Red Bull Energy Drinks 30 years ago.

Thanks to smart marketing and creative strategy, they have been at the top for three decades.

How does Red Bull incorporate a content marketing strategy?

The elements of the Red Bull do exceptionally three things.

• First , it covers topics that interest its audience. Extreme sports, music festivals, and concerts are just some of the topics covered on the Red Bull website. Imagine being able to (or necessarily) enjoy Red Bull wherever you see it and its content covering it.
• Second , it is their ability to sell their brand, but not to push their product. Their content is focused not only on Red Bull sales but also on the pleasure of the readers. In turn, audiences begin to associate their product with the content they want to consume .
• Third , it delivers videos, blog posts, landing pages , and other types of content on the same professional level as the media sites where your target audience uses the content.

Take this video for example. It is packed with ingredients that anyone who loves high-energy, high-impact, and extreme aerobics will appreciate:

How will Red Bull reach its target market?

Red Bull focuses on three important tips for attracting its target audience:

Excellent Content Delivery: The content created by Red Bull’s marketing team is on par with other major media, allowing viewers to access the content.

Massive advertising stunts: Red Bull takes “ Go Big or Go Home ” to the next level by performing massive stunts to freeze everyone and see what happens.

Sponsorship or Event Creation: Red Bull showcases its marketing skills by taking its product and linking it to what the audience likes or creating events for them.

How does Red Bull use events to reach customers?

Part of their strategy is to host and sponsor events that their target market is already participating in. Whether it’s a concert, a film event, or extreme diving, Red Bull creates or sponsors an event around them.

Why is this a great move? His audience is already there. Their target audience is an active group. They love to try new and crazy stunts, extravagant sports, or extravagant at a music festival.

So Red Bull appears in places where they know they are their target audience .

Take Coachella for example. This huge music festival takes place over two weekends in the desert and fans should not miss a single second. This means sacrificing a few hours of sleep.

The Red Bull appears and gives them the wings (and energy) they need to stay awake and play at the festival.

How does Red Bull use advertising stunts to promote itself?

Another part of Red Bull’s marketing strategy is its insane advertising stunts. They sent a man aboard a small ship and a helium balloon 128,000 feet above the ground and sent him out. Known as the Red Bull Stratos Jump, this stunt broke two different world records:

By creating massive stunts like the Stratos jump, it makes his audience (and probably everyone agrees) stop and think, “Yeah? I have to see this.”

8 Ways to Implement Red Bull’s Marketing Strategy

The ability of Red Bull to adhere to its brand and values ​​makes them successful.

1. Maximize the idea behind their slogan

Red Bull’s message strategy revolves around its motto, “ Red Bull Gives You Wings “. It focuses on the idea that its product gives people the “wings” or the energy they need to do what they want.

This motto feeds their content as they create and record the most action-packed, high-flying games and activities the world has ever seen.

Need some help jumping off a plane in a flight suit? Let Red Bull give you the extra encouragement you need.

2. Maintain consistent visual branding

Visual branding created by Red Bull is the key to brand success.

Check out one of his most recent YouTube videos:

Content engages viewers in fast, high-intensity stunts that make them wonder if they can really pull it off.

That side of your seat, Shock Mindset is about the Red Bull brand. Instead, I can say, we gave people the energy (and courage) to try this crazy thing.

3. Build a solid foundation of content

The main content of RedBull can be summarized as follows:

They focus on extreme sports, music, art, dance, nightlife, and more. Due to this wide range, their content can attract the right audience.

Red Bull works with the main ingredients that put them in front of the pack.

Every piece of content they create matches the quality of their publications, such as Buzzfeed, Vice, ESPN, and other publications that can be read. That level of quality seems to come from a powerhouse dedicated to creating consumer media rather than energy drink brands.

4. Let values ​​be your guide

Their values ​​also play a role in their content. They focus on the basic phrase “giving wings to people and ideas”. Everything the Red Bull team communicates revolves around that motto and its values.

The ability to maintain a continuous conversation for the past 30 years has brought them success.

5. Restore the way they use traditional media

Content marketing is not the only thing that dominates Red Bull. The brand also invests a significant stake in traditional mass media channels.

Red Bull TV content works in two formats: videos they create for their online channels (YouTube, social media, etc.) and ads that collaborate with traditional TV channel content:

Its TV content was streamed live on his online hub, Red Bull TV. Their videos and shows are divided into event and movie formats, as well as channel topics such as cliff diving and culture:

It also entered the field of music. In addition to covering or sponsoring major concerts, Red Bull also has its own record label, recording studio, music academy, publishing group, and online radio station.

6. Being strong and proud of social media strategy

Another channel dominated by the Red Bull power is social media .

For example, his Facebook page is filled with visually appealing art videos, music created by his record label that thrills audiences, and sports and events that his audience enjoys.

Red Bull’s message is short and sweet because the first 3 seconds will surprise you with what happens. You have no choice but to go completely:

Their Twitter and Instagram channels instead focus on recognizable images to share and promote conversation with their fans.

Which film is unique to Red Bull? According to Link Human, these films capture motion, drama, and emotion:

Their ability to create dynamic social media posts that generated enough interest to stop fans from scrolling further hit him so hard on social media. Each media element feels like its content is in motion, reflecting the brand’s high-power aesthetic.

7. Expose the product to the public with sponsorships and events

Ultimately, Red Bull’s sponsorships and programs are the last part of their marketing strategy to sell their brand dominance. We divide their efforts into three categories:

• Advertising stunt.
• Events created by them.
• Sponsorship.

Their advertising stunts are insane enough to make the world stop and look. Sure, they have a stratospheric jump, but there are many more.

Take the Red Bull Air Force team for example. This group is dedicated to showcasing some of the strangest aerial feats have ever seen:

There are shows like Red Bull Crashing Ice or Red Bull Queen of the Bay, which respectfully focus on specific sports such as ice cross or surfing. These events focus on sports fans and raise awareness about the Red Bull brand.

Finally, there are sponsorships. From the Electric Daisy Carnival in Las Vegas to Coachella, the Red Bull is involved in everything. This is a great move by the company because who is attending all those events? Their target audience.

Not only that, but those sponsorships allow the Red Bull brand to be exposed to new audiences as they are attended by a large number of people.

8. Creating content around what your audience likes

What do they have in common with each item they cover (and there are many)?

They focus on the activities that people participate in when they consume their products. They also post content that their audience can navigate.

They post large amounts of content on their website and, surprisingly, do not mention their product in any way:

They produce The Red Bulletin, a magazine that distributes 2.2 million copies a month:

In short, if their target audience is consuming content on a particular channel, you can count on Red Bull’s presence.

Finally, What Did We Learn from Red Bull Marketing Strategy?

Needless to say, Red Bull has come a long way in the 30 years since its inception. From a very humble beginning to a mega-brand publishing house, Red Bull is a success story in marketing.

Are you inspired by Red Bull’s marketing strategy?

Let their story serve as a reminder that your company should start somewhere. They did not go to a multinational company overnight from an idea in Thailand. It took time, luck, and some effort (and a lot of great marketing along the way).

• Follow their leadership by starting small. Here are some ideas:
• Create a short series of weekly videos on a topic that will interest your audience.
• Curate social media content that meets your product purpose and the interests of your audience (without mentioning you directly).
• Publish an email newsletter with interesting and useful material that your audience will love (and can slap your logo anywhere).

Here’s the key: To be successful in content marketing like Red Bull, you must put your audience’s interests first and create content publishers.

Instead of imitating other marketers, imitate magazines, TV shows, news websites, and anything else your audience reads and watches.

Want to know more about how to actually do this? Here are some additional reading tips to get you started:

Because Red Bull strategy works

Red Bull’s strategy works for three different reasons:

• The first is his ability to tell a story that appeals to an audience. His focus on everything from extravagant sports to music festivals gives him a vast playing field, but that’s not all.
• Second Red Bull ranks its product in providing content and value to its audience. Attention to the details provided by their marketing team is evident. People who care about what they write, record or create around them.
• Ultimately , their commitment to the values ​​and aesthetics that the brand created when it first launched will drive its marketing. Everything they make is associated with the idea of ​​giving wings to people and ideas to fly.

That’s all if you find this content interesting. Don’t forget to share and leave comments. Thank you.

Other Interesting Reads:

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Oreo Marketing Case Study: A blend of 4Ps of Marketing Mix

What is Brand Engagement & Why it is important?

• Trackback: Puma Marketing Strategy Between Competition & Sponsorship - Mix With Marketing
• Trackback: McDonald's marketing strategy: A benchmark in the fast food industry - Mix With Marketing

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Week 6 Case Study: Red Bull - GROUP ASSIGNMENT Attached Files: Case...

Week 6 Case Study: Red Bull - GROUP ASSIGNMENT

Attached Files:

• Case Study Analysis Format MRKT5500 Fall1 2023.docx Case Study Analysis Format MRKT5500 Fall1 2023.docx - Alternative Formats (22.067 KB)
• Complete Red Bull case study in your Harvard Business Coursepack.

Case Study Analysis Format

Situation Analysis - 1 to 1½ pages in paragraph form

• In your first sentence, make sure you identify the company, person, or team of people (main characters) facing the challenging situation
• What are the key issues in the case?
• What is the environment of the situation?
• What information is lacking? (Just identify what you feel is missing. It's OK to search for this information from online sources, but not required.)
• At the end, your situation analysis should provide a background to the situation that needs a solution
• Quotations. However, you will still need in-text citations for information you found in the case or external sources.
• Your opinion
• Recommendations for future action

Problem Statement - sentence

• Make sure it refers to the company, person, or team of people you identified above.
• What need is causing the problem?
• What goals need to be met?
• Recommendations of strategies
• New information that wasn't included in the situation analysis

SWOT Analysis - STATEMENTS (not just a word or two) in bullet form

At least three brief statements in each SWOT category

• Advantages the main character has compared to the competition
• Disadvantages the main character has compared to the competition
• Favorable circumstances in the general industry the main character(s) could take advantage of
• Dangers in the general industry the main character(s) needs to prepare for
• Recommendations for the future
• Items you found in an online SWOT analysis of this case (see 7bi)

Development and Evaluation of Strategies - 1 to 1½ pages (total) in paragraph form 

• Identify 3 strategies that solve the problem you identified in #3.
• Distinct from each other
• A way to solve the problem in the problem statement
• A strategy that doesn't solve the problem you identified
• A strategy the main character is already doing
• Do research
• Develop a plan
• Hire an expert
• YOU are the expert they have hired to develop a plan! Research is part of a plan, not a plan on its own.

Evaluation of strategies

• Identify at least 2 advantages/strengths - specific ways the strategy could solve the problem?
• Identify at least 2 disadvantages/weaknesses - specific ways the strategy could do different problems or make the original problem worse?
• Failure is a potential outcome for any strategy. A disadvantage is something that could LEAD TO failure.
• "This may not be necessary" - then why did you propose the strategy?
• Vagueness - if an advantage or disadvantage could apply to all of your strategies, it's not specific enough
• Concerns that are unrelated to the identified strategies

Recommended Strategy and Justification -  paragraphs (typically sentences each)

• Which strategy should the main characters implement?
• Why did you select that particular one?
• Why is it better than the other strategies you named in Part 5?
• Mitigation (def): lessening the severity of something unpleasant
• What could the main characters do to avoid the disadvantages that you identified for your now-recommended strategy when you suggested it in #5
• Research can help here. Was another company successful using this strategy?

****Paper Layout for this assignment (How the Paper should be layout or written)*****

Situation Analysis

Problem Statement

S.W.O.T Analysis(Strengths, Weaknesses, Opportunities, Threat)

Development and Evaluation of Strategies

Recommended Strategy and Justification

Paper(Below)

Over the years, there has been an influx in the energy drink market with giant beverage manufacturers such as PepsiCo, coca cola and Anheuser- Busch launching energy drinks and other brands such as Monster, Crunk and Rockstar entering the market. The market has been crowded with many drinks with different variety in tastes and package sizes and introduction of energy chewing gums and shots. Red bull has been producing one version of the product until 2003 when it ventured into the introduction of a sugar free version of the product. Red bull cola was made available t select countries in 2008 and red bull shots launched in 2009 (Carlson, 2011). In terms of innovation, the company is lagging behind. The company's target market is still dependent on the university student s and other robust individuals of the Y generation. The company's slow innovation in product development can have the effect of being criticized as a means of sales expansion in the edge of production of new products. It can also be viewed as a way of strengthening the brand image in a rapidly expanding market with increased  varieties of tastes and product differentiation in the market. Consumers are more oriented to sticking to original products rather than coming up alternatives. Product development is an important issue for the company to handle but it cannot be viewed as very important in the attempt to increase sales (Anonymous, 2014). 

Amidst the increased crowding of the beverage industry, the company has to strive to continuously mange its brand effective in the global markets due to the intense competition and changing consumer preferences (Carlson, 2011). The company therefore needs to diversify to explore more net growth opportunities across the globe. Red Bull's concentration in one product creates a form of niche for other companies to come and fill with better advertisement skills and more differentiated products. Diversifying to include the sugar free Red bull and Shots is still not enough to prevent stronger companies to come in and take up some of the company's market share. Red Bull should therefore focus more strongly on unrelated and horizontal diversification to expand the portfolio of its products and mitigate the potential future risks to its market share. The company should also expand its target market to increase the market size and adopt a form of forward diversification (Essays, UK, 2013). The generation Y company target is changing and getting older which in time would make the Red Bull's current marketing efforts less effective. The company should therefore bear in mind that the market styles will continue to change and therefore market expansion is not a choice but a must. 

Red Bull uses its own marketing strategy which includes advertising through the media, sponsoring events and sports and sampling techniques. 

Red Bull is not so much into the conventional traditional television and print advertising but it has not abandoned this type of advertisements. It uses the available media advertisement routes including television, Television, cinema, internet, and press and radio advertisements though sparingly (Drawert, 2016). The company focuses on the modes which reaches the young generation especially cinema, television and internet marketing. They advertise in television programs that would get the attention of their target market who include university students, athletes and generally the Y generation. The company therefore concentrates advertising on programs dealing with entertainment, health and fitness among others. Media advertisements allows consumers to interpret the red bull product and understand moments they could use them which is done through humorous cartoon campaigns which transfers the message that Red Bull helps one to escape through the slogan 'giving you wings' (Carlson, 2011). The media attention enables the company to reach out to new young consumers linking the brand image with mystique, energy and extremism. 

Red Bull uses event sponsorship as part of its marketing mix and strategy. Sponsoring helps the company supports its image, visibility and product credibility in a rather competitive market. Red Bull sponsors sports events such as paragliding, free climbing, extreme sports and motor sports or other fun sports wherever the company y is needed. This has been one of the company's most successful marketing strategies that make sure the brand is in logos and stickers which define the product's target market more clearly. The company also sponsors social events like Speed Ski World Championship or creates their own events to bring consumers to the products like the Red Bull Music Academy. Event sponsoring brings people together and connects them through fun and attracts the potential consumers towards the product (Drawert, 2016). 

Red bull has been associated with sponsoring formula one sport since 1989 and has been involved in the race industry until mid 1990s. The company began involvement in several action sports around the world in the late 1990s. Some of the actions that the company still sponsors include aerobic racing, BMX-Dirt jumping, off road dirt biking and cliff diving all of which are considered dangerous games (Gates, 2015). The action sports receives a lot of media attention which enables the company use third party avenues to reach audience in social media sites such as twitter, Facebook Instagram among others. The X-Games, Dew Tour Events and Gravity games all of which are sponsored by the company happens several times each year. The company created an event of its own, The Flugtag, which challenges common people to show case creations built in their persona garages. The Flying Day is a national event, hosted, organized and operated annually by red bull. Participation in these events is a monumental marketing strategy giving the company the chance to promote involvement in the community, enhance product awareness while creating so much fun to bring so many people to the product. 

Sampling is conducted when the company hires certain influential individuals within its target market to hand out free samples at the right time and the right place. Sampling targets drivers, students, sports people, offices, construction sites and people working in night shifts in clubs and other settings. This type of marketing is the most common type of marketing the company uses that includes the use of 'Alpha bees' to distribute the product samples to their peers and encourage them to purchase the product (Carlson, 2011). 

In the wake of increased competition, diverse supply channels and changing consumer tastes it would not be a bad thing to look into the marketing mix. The current marketing mix has worked for the company over the years enabling it to attain high market share in the market and should not therefore be abandoned. The company can however incorporate more strategies into its marketing mix mostly due to the increased technological advancements which has changed purchasing styles of individuals. The company can venture into internet marketing to capture the high traffic of potential customer flocking the internet in search of products to purchase. Internet marketing is the future and the company should not overlook this feature if it wishes to protect its market share and increase its sales volume. In addition, the marketing mix linked to extremism, mystique and energetic activities has made the company loose the potential consumers from the older generation because they link it to childish behaviors and unprofessionalism. To keep the working and older generation loyal to the company products while continuously attracting the younger generation the company can slightly alter the brand image to make it seem professional but still fun. Consumers are known to express identity through the products they use and the use of a Bull is important in sending the desired messages to consumers. In marketing field, products are usually mute but branding gives them purpose and meaning by showing the consumers how a product can be read (Gates, 2015). The company should therefore create a more appealing meaning acceptable and relatable to as many age sets as possible which will enable the company expand its normal target group of the generation Y to include the older professionals. 

Despite the increased competition in the global energy drink market, red bull has been able to retain over 70 percent market share amidst big companies such as coca cola. The company shuns away from the traditional television and print marketing advertisement and uses an ingenious market model known as buzz marketing. This strategy brings together potential consumers in exciting and exclusive social events that get high media coverage. Buzz marketing is simply about bringing consumers to the product other than the conventional bring the products to the consumers marketing strategy. The use of unconventional strategies to reach conventional markets earns the company customer loyalty and enables it to enjoy relative production costs (Essays, UK, 2013). 

Buzz marketing or referred to as guerrilla marketing is an innovative low cost marketing effort that relies on word of mouth or viral tactics to drive the sales of a product. The company plies on associating with dangerous and energetic youth culture that needs energy throughout the day and night because of their active and outgoing lifestyles. The most known members of this group include university students, and other urban professionals who frequent night clubs and student markets. The company hires influential university students to give out free samples of the product at student parties and other social parties. These influential people are referred to as alpha bees or opinion leaders with the authority to influence the buying decisions of hundreds of their followers (Carlson, 2011). The company also sponsors extreme sports activities such as mountain biking, motor sports, dance music and snowboarding among others. The company targets the generation Y between the ages of 18 to 29 who are cynical about the traditional methods of advertising. The Buzz marketing model creates a reputation of red bull as the drink within the community among the youths and their underground attitudes. For this reason the company still insists on using the viral marketing strategy in its international markets which has enabled the company capture over 70 percent of the market share (Essays, UK, 2013). 

Buzz marketing strategy has been able to brand the company as among the most successful global businesses but it also labels the company as not as innovative in a growing market. The company spends very little in terms of advertising campaigns because it has been using the same mode of marketing since its introduction to the market. The energy drinks market has increased in competition and it connects strongly to youth trends and fashion. The company therefore needs to spend more on advertising and plan itself in line with innovative marketing strategies in the face of huge multinational competitors such as coca cola and PepsiCo (Anonymous, 2014). 

Red bull implements the same marketing strategy in all its worldwide markets focusing on the same market group such as athletes and students. The company also sponsors local events in as many countries the company is active in. the company's marketing strategies which includes Buzz marketing, event sponsoring and sampling has been successful enabling the company maintain its market leader position for so long. The marketing strategies are generic in that they are easily cloned into different market situations all over the world making the red bull activities universal. The company has achieved and maintained the top position for so long and it should not shy away from the fact that competition is increasing and more product are making their way into the market. Diversification must be considered to enable the company maintain its position in the market. 

Answer & Explanation

Check the answer below.

Certainly, let's delve deeper into the analysis of the Red Bull case study.

Situation Analysis: Red Bull, despite being a market leader, faces challenges due to a saturated energy drink market and evolving consumer preferences. Historically, Red Bull targeted the younger demographic, primarily university students and athletes (Carlson, 2011). However, the company's limited product innovation and lack of diversification have led to a potential threat in the face of market saturation (Essays, UK, 2013). The energy drink market is now crowded with various options, demanding Red Bull to adapt its strategies to maintain its competitive edge.

Problem Statement: The core problem lies in Red Bull's need to innovate its product line and marketing strategies. While the company pioneered unconventional marketing methods like buzz marketing and event sponsoring, its failure to diversify its product offerings and adapt to changing consumer demographics poses a significant challenge (Essays, UK, 2013). Red Bull must find a way to appeal to a broader audience while retaining its core identity and loyal customer base.

SWOT Analysis: Strengths: - Strong Brand Recognition: Red Bull's brand is synonymous with energy drinks, giving it a competitive advantage (Carlson, 2011). - Effective Marketing Strategies: Unconventional marketing methods like buzz marketing and event sponsorship have helped in building brand awareness (Essays, UK, 2013).

Weaknesses: - Limited Product Portfolio: Red Bull's product range is narrow compared to competitors, limiting its appeal to a broader market (Essays, UK, 2013). - Target Demographic Dependency: The brand primarily targets the younger demographic, potentially hindering future growth opportunities (Gates, 2015).

Opportunities: - Diversification: Expanding into health beverages or sports nutrition aligns with current market trends (Essays, UK, 2013). - Internet Marketing: Utilizing online platforms for marketing can tap into a wider audience (Drawert, 2016).

Threats: -Intense Competition: Giants like Coca-Cola and PepsiCo pose a significant threat due to their vast resources and diversified product portfolios (Essays, UK, 2013). - Changing Consumer Preferences: Evolving consumer preferences towards healthier options challenge Red Bull's traditional product offerings (Anonymous, 2014).

Development and Evaluation of Strategies:

Strategy 1: Product Diversification Diversifying the product line to include health-conscious beverages and sports nutrition products can attract a broader customer base (Essays, UK, 2013). Research and development are crucial to creating products that resonate with the brand's identity while appealing to new consumer segments.

Advantages: - Market Expansion: Appeals to health-conscious consumers and athletes, expanding the market reach (Essays, UK, 2013). - Brand Loyalty: Existing customers might explore new offerings within the Red Bull brand, enhancing brand loyalty.

Disadvantages: - Research Intensity: Developing new products requires substantial research, which might be resource-intensive (Essays, UK, 2013). - Consumer Perception: Existing consumers might be resistant to the change, fearing a shift in the brand's core identity.

Strategy 2: Internet Marketing Embracing digital platforms for marketing can enhance Red Bull's reach. Online campaigns, social media engagement, and influencer partnerships can create a buzz among a wider audience (Drawert, 2016).

Advantages: - Wider Reach: Internet marketing allows Red Bull to connect with a global audience, breaking geographical constraints (Drawert, 2016). - Targeted Marketing: Digital platforms offer precise targeting, ensuring the right message reaches the right demographic.

Disadvantages: - Digital Competition: The online space is highly competitive, requiring innovative and engaging content to stand out (Drawert, 2016). - Digital Expertise: Red Bull needs skilled professionals to navigate the digital landscape effectively.

Recommended Strategy and Justification: The recommended strategy for Red Bull is Product Diversification. By introducing health-conscious beverages and sports nutrition products, Red Bull can cater to evolving consumer preferences while leveraging its existing brand loyalty (Essays, UK, 2013). Mitigating potential disadvantages involves meticulous research to align new products with the brand's identity and conducting targeted marketing campaigns to educate consumers about the expanded product line (Essays, UK, 2013).

In conclusion, Red Bull's ability to adapt and innovate will define its future success. By diversifying its product offerings intelligently and embracing digital marketing strategies, the company can navigate the challenges posed by a dynamic market, ensuring sustained growth and relevance.

References: - Carlson, S. (2011). Red Bull Case Study: Brand Strategy and Digital Marketing. SlideShare. - Essays, UK. (2013). Marketing Strategy of Red Bull. UKEssays.com. - Gates, M. (2015). Red Bull's Marketing Mix. The Marketing Mixx. - Anonymous. (2014). Red Bull Case Study - Brand and Innovation Strategies. Academia.edu. - Drawert, L. (2016). Red Bull Marketing Mix. LinkedIn.

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The Ultimate Red Bull Marketing Strategy Study

Table of contents.

Red Bull has grown from a simple energy drink manufacturer to one of the most recognized brands in the world. It has become synonymous with sports, extreme performance, and victory. Red Bull is the extreme athlete of marketing, literally and figuratively.

A few key statistics and facts about Red Bull:

• Number of Red Bull cans sold worldwide in 2022: 11.582 billion
• Revenue of €9.68 billion
• Red Bull's marketing budget for 2022 is estimated to be €2,9 billion (it is rumored to be around 25-30% of the yearly revenue)
• Red Bull sponsors athletes in 73 countries around the world .
• Number of employees in 2022: 15,779
• The logo is a breed of cattle called gaur.

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Red Bull History

Styrian success-makers.

The reasons for Mateschitz's conservatism lie in his family background. He grew up in modest circumstances in the upper Murgtal in Styria. His outstanding success is not an isolated case in this province. Arnold Schwar is a compatriot, as is the tennis player Thomas Muster, who for a time topped the world rankings ahead of Boris Becker, André Agassi, and Pete Sampras.

He is also a compatriot of Frank Stronach, who emigrated to Canada as a worker and returned to his homeland as a co-owner of the global auto parts manufacturer Magna. Styrians are said to have always been a bit their boss. Stubborn but not rebellious, strong, and persevering. Dietrich Mateschitz, who has been friends with half of Austria since his success and is nicknamed "Didi," has needed perseverance for his story to become a real success.

From jetlag to energy drinks

In 1976, Chaleo Yoovidhya introduced his Krating Daeng drink in Thailand. The name means "red gaur" in English. The maker was inspired by the energy drink Lipovitan, in which the main ingredient is taurine, and was popular with Thai truck drivers and blue-collar manual laborers.

When he visited Thailand in 1982, the Austrian-born Dietrich Mateschitz discovered that by consuming Krating Daeng, he was able to overcome the effects of jet lag, caused by the rapid change of time zones, much more quickly during the trip. Since the energy drink phenomenon was still unknown on the Old Continent, he was astonished at how many people consume the product, and almost immediately approached the owners of the company with the idea of bringing it there.

Mateschitz had been the international marketing manager for Blendax (now part of the Procter & Gamble Group) toothpaste at the time. The Yoovidhya family, which had already become rich through the pharmaceutical industry, welcomed the idea and began to develop a European business policy and strategy with the Austrian marketing expert.

Mateschitz founded Red Bull GmbH with Yoovidhya in 1984 intending to develop it into a global brand. Both parties invested $500,000, however, Yoovidhya and Mateschitz owned only 49-49% of the shares in the new company. The remaining 2 percent of the shares went to Yoovidhya's son Chalerm, but the agreement left Mateschitz as the de facto head of the company.

Product launch in Austria

The product was first launched in Austria in 1987. Mateschitz, still a bachelor at 39, has quit his lucrative multinational job and has been trying to introduce the Asian recipe to Austria for two or three years. The new product, the unusual flavors, the colors, the advertising are not the resounding success he had hoped for. After the initial setbacks, Dietrich Mateschitz does what he has never done before - he takes out a loan. The reason for his reluctance is simple: he was raised at home to believe that "a decent person does not have debts," and like many entrepreneurs, he still does not like financial institutions.

The startup’s growth has almost immediately slowed down because several well-known Austrian beverage companies considered the revolutionary idea too risky and refused to partner with Red Bull. The food authority was also not a fan of Red Bull, considered it dangerous, and banned its marketing in many places - but Mateschitz was not discouraged. Dietrich Mateschitz cites the three most difficult years of his life as the early days of Red Bull.

Being an experienced manager, he refused to lower the price of the not exactly cheap beverage. He is vigilant about consumer behavior. The highly stimulating product was finally a hit in Austrian discotheques. It was tempting to dance the night away. Word of the new wonder “drug” spread quickly across the border. However, on the German side, Red Bull was still not allowed to be marketed. It was banned for a time in Hungary, France, and Denmark because of what they consider to be its high caffeine and taurine content. It is the desire for the forbidden fruit that has brought the real breakthrough. Consumers "smuggle" a bootleg number of Red Bulls across the then non-EU Salzburg border crossing into Bavaria, where it is sold in nightclubs in violation of the law. From then on, the triumphal procession is unstoppable. And during this time, the custom of mixing it with vodka also arises.

Germany and the United Kingdom were introduced to Red Bull in 1994 after the company’s expansion in Eastern and Central Europe. It was able to win a 75 percent market share on the American energy drinks market despite the slow start and late expansion to the US in 1997.

In the process, Red Bull has also garnered some criticism for its use of extreme sports marketing and its impact on health. Due to this, the European Food Safety Authority (EFSA) and other food regulatory agencies have limited the levels of caffeine, taurine, and glucuronolactone in Red Bull and other energy drinks.

Key takeaways:

A serendipitous meeting between the Austrian and Thai founders of Red Bull was quickly followed by the realization of an excellent business opportunity and action. The recipe was ready - even if it still needed to be refined for European tastes - and the parties focused on market development strategies, sales, and marketing activities.

Still, launching the product in Austria was not a success, and many founders would have given up at this point. But Mateschitz kept his eyes open and recognized what the sales drivers would be in the early days.

• Word-of-mouth marketing,
• The feeling of uniqueness (energy drinks were not yet known to the European public),
• A stronger effect than coffee, which, mixed with alcohol, stimulated parties in Eastern Europe as a non-addictive and non-consciousness-altering substance,
• The progressive association of the brand with sports, in addition to nightlife.

Together, these elements have served to build Red Bull's success on an increasingly efficient and planned business foundation.

The Products

The product portfolio of the company.

Three of Red Bull's products are core products that are sold in all relevant markets, regardless of culture or target group:

• Red Bull energy drink: the familiar gray-blue metal can that comes in a 250 ml edition. In some countries, it is also available in a 350 ml and a 500 ml version.
• Sugar-free Red Bull: Instead of sugar from sugar beets, the company uses aspartame, sucralose, and acesulfame K to sweeten the product. The product's other ingredients and packaging are the same as the original energy drink.
• Red Bull Zero Sugar. The Zero and sugar-free variants differ little in terms of content. According to the company, the only difference is the taste.

However, there have also been numerous drinks that have been launched in limited quantities or connected with specific sporting events. These include The Tropical Edition, The Coconut Edition, The Red Edition, and The Summer Edition, currently available in four flavors. However, Red Bull not only limits the time of availability but also sells specific, localized products for the largest markets. For example, ORGANICS by Red Bull, which is only available in German, is not an energy drink but a soft drink that comes in six flavors. These include cola, tonic, and ginger drinks.

Red Bull cans are 100% recyclable. In addition, with only one manufacturing location, 80% of renewable resources are saved rather than using multiple ones.

Product localization

Almost all of the markets in APAC are served by Red Bull, and the company uses local development strategies to cater to consumer tastes in each market. Red Bull markets in the APAC region curate their product portfolios, and it takes a lot of time for each market to develop the most appropriate product selections. Local and center teams are continuously reviewing the portfolio of products to ensure that the energy, taste, and size requirements are met. Though the original blue and silver Red Bull Energy Drink is still a popular beverage, Red Bull is also interested in creating new products to match the changing tastes of the market.

Red Bull Editions are a seasonal range of localized products. To give an example, Red Bull has a Coconut edition in Singapore that includes coconut and blueberry flavors; in Australia, there are Orange editions (orange flavors), Tropical editions (tropical fruit flavors), and Red editions (watermelon flavors).

Each Red Bull market has a local team that interprets the meaning of the products to ensure they are relevant to the target customers. There is room for growth in the energy drink market through premiumization, even though the market is well established.

Manufacturing

A new Red Bull production facility is being built in Glendale, Arizona. A joint venture between Red Bull, Rauch Fruit Juices, and Ball Corporation, RRB Beverage Operating, is investing USD 250 million in the next few years to build a new 700,000 sq ft-sized facility. Originally, the company planned to start manufacturing in 2021, employing 140 people in the process. There is no news available on how COVID-19 has modified the plans.

Instead of keeping the production process in-house, RB outsourced it to Rauch. Among other beverages, it produces Red Bull's drinks in Nüziders, Austria, and Wildenau, Switzerland. It is only 40 kilometers between the two production facilities despite being in different countries.

It was previously made at a Swiss plant and imported to the U.S., but the company's growing popularity in North America and a threat to taxing cans and products imported from Europe, in general, led to the investment.

One of the joint venture partners, the Ball Corporation, which specializes in the production of aluminum and steel packaging for the food and beverage industry, opened an aluminum can manufacturing plant in Goodyear, Arizona in 2019, not far from the new project site in Glendale.

Sales channels

As a manufacturer of soft drinks, Red Bull does not market its products itself but distributes them to restaurants and stores via Red Bull-owned distribution companies. One such company is Red Bull Distribution Company , which is responsible for distribution in North America. The Group currently employs around 6,000 sales staff who distribute its products in 170 countries around the world.

The sales employees directly involved in the sales process are usually field sales representatives. They cover a predetermined territory by driving around and replenishing products from Red Bull in restaurants and convenience stores. They are also responsible for ensuring that the energy drinks are in the right, highly visible places on the shelves and that the company logos get the attention they deserve.

Of course, the larger chains and online beverage stores are already negotiating directly with distributors. The company's sales activities are rounded off by various corporate purchases.

Beverage retailers in particular tend to offer their customers a diversified product portfolio to generate more sales so that they can not only order a specific beverage but also upsell it. This involves offering additional options (both products and services) to a customer who has already been won over, which can then be sold at a much higher profit because there is no need to advertise and approach the customer again. In contrast, Red Bull has opted for a narrow product range - for a long time, there was only one type of energy drink and one flavor. Today, that range has broadened, but there are still many subsectors (e.g., alcohols, premium products) where there is room for further expansion.

Red Bull works with several international and local distributors, typically owned by RB. Sales are always B2B, with restaurants, small and large grocery stores, and corporate customers on the other side.

The Red Bull Brand

The Red bull brand stands out as a category dominating queen holding 42% of the global energy drink market in 2020. Second comes Monster with a 39% market share.

Company culture

The vision statement of Red Bull is “(The company) is dedicated to upholding Red Bull standards while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficient and profitable manner. We create a culture where employees share best practices, dedicated to coaching and developing our organization as an employer of choice.” (Source: redbull.com)

According to reviews on Indeed and Comparably , Red Bull is successful not only in building an outward-facing brand but also in creating a high-quality corporate culture. Typical feedback praises the internal social life, work environment, and highlights internal development opportunities. However, as in any other organization, those who work under a poorly performing manager are understandably dissatisfied with management skills, work-life balance, and supervisor availability.

Can of innovation: a branding move

The can became the symbol for Red Bull, even though it has been commonly used among beverage manufacturers. There is, however, a significant difference: instead of the usual 330 ml can, which is a bit chunkier, Red Bull has introduced the 250 ml sized container, which is thinner and taller than usual. There are two reasons for this: the unique appearance makes the product stand out from the competition, and it explains why Red Bull is much more expensive than the usual packaged drinks.

Red Bull’s target market: for those who need energy

Red Bull’s target market is young people between the age of 15 and 45 with high income. The company segments its target market even further offering as the main benefit a sense of belonging and enhanced physical and mental performance.

Matschitz explained the failure of Red Bull's first consumer test by claiming that such products only succeed in their intended environment. In sterile laboratories, no one needs extra energy, so Red Bull could not be treated at its true value. The moment the drink was introduced into gyms, parties, and bars, or even boardrooms, the rejection stopped, because the product found its right target audience.

Red Bull’s logo and design over the years

The energy drink was originally created for Muay Thai fighters and blue-collar workers in Thailand. A logo where two red bulls were readying to fight and the bright yellow sun rising behind them is typical for the APAC region. The only direct change was the “Red Bull” inscription written in bold, English font.

The Red Bull logo did not change significantly over the years. What makes the story special is that Mateschitz's marketing background allowed the team to spend extra time finding the right design. However, both the logo and the name and colors scored poorly on focus-group questionnaires. Nevertheless, the owners stuck to their original vision and did not change the design "rescued" from Thailand. Time has proven them right.

Red Bull brands and subsidiaries

Red Bull Racing

AKA Red Bull AKA RBR AKA Oracle Red Bull Racing is a Formula 1 racing team. The team won the 2021 championship with its driver Max Verstappen.

Scuderia AlphaTauri

AKA AlphaTauri is the second Formula One racing team of Red Bull. Originally the company’s junior team, today its considered to be the sister team of Oracle Red Bull Racing.

New York Red Bulls & New York Red Bulls II

The company’s two American professional soccer teams. The first participates in the Major league and the second in the second tier league.

FC Red Bull Salzburg

AKA FC Salzburg, the company’s Austrian professional football club. Red Bull bought the club in 2015 and changed its colors, a move that its fans found controversial.

FC Liefering

Red Bull's second league Austrian football club.

The German professional football club nicknamed Die Roten Bullen. The company bought the team in 2009 and in less than 9 years took it from the fifth tier league to the top-flight Bundesliga.

Red Bull Brasil & Red Bull Bragantino

The two Brazilian football clubs whose teams compete in the second and top tier of São Paulo state football league respectively.

EHC München & EC Red Bull Salzburg

Red bull’s ice hockey teams. The first competes at the highest level of professional German ice hockey. And the second competes in Austria’s top-tier ice hockey league.

Red Bull Records

It’s Red Bull’s global record label focusing on more niche genres like rock, alternative rock, punk rock and hip hop with bands like Awolnation, Twin Atlantic, and Beartooth.

The example of Mateschitz is rather the exception that proves the rule because his decisions - especially in the early years - were always at odds with business logic and common sense. The launch of the energy drink Red Bull in Europe was prepared through a series of processes: Testing the product, obtaining food safety and market approvals, market research as part of the launch. In the end, there were almost no areas left to support the owners' ideas, as neither the food authority nor market research considered energy drinks to be a good product.

Mateschitz, however, stubbornly stuck to his original ideas and, adapting some of the intellectual property brought from Thailand to European tastes, practically single-handedly created a youthful, trendy and energetic brand Red Bull.

Red Bull Marketing Strategy - Sponsoring Sports, Athletes And Events

Red Bull global marketing strategy focuses, but it’s not limited to, sponsorships of extreme sports, athletes and events of every scale, from local to global.

The company generates massive awareness with its presence in unique first-ever events like Felix Baumgartner parachute jump and in major regular events like the Volcom Pipe Pro and the Freeride world tour.

Red Bull’s marketing strategy, however, includes more traditional marketing practices and channels like TV commercials and social media with millions of followers across its Facebook, Instagram, Twitter, LinkedIn, and Youtube tens of accounts. It runs ads across every channel, trying to appear in front of its target audience everywhere it goes.

Red Bull marketing budget

A question on a lot of people's minds is how much does red bull spend on marketing?  Unfortunately, Red Bull does not share its marketing budget, but it is rumored to be around 25% of the yearly revenue. So whilst we can only guesstimate what it spends, one thing we know is that it's a lot of money and a very important focus for Red Bull.

When the product becomes the means of Red Bull advertising

Sponsored stars are today's flesh-and-blood heroes: athletes, drivers, Formula 1 racers, and extreme athletes who stand for real achievement.

In addition to financial support, the stars receive equipment, clothing, and accessories with the Red Bull logo. And of course their advertised product, energy drinks in the required quantity. Red Bull's branded merchandise is particularly valuable because, unlike many beverage competitors, the company does not mass-produce merchandise - it is available only in the inner circle. 

The international marketing activities of Red Bull are aimed primarily at young people who are attracted to and like extreme sports. The range of extreme sports targeted is very broad and includes:

• Mountain biking
• Snowboarding
• Skateboarding
• Wakeboarding
• Cliff jumping
• Ice skating
• Freestyle motocross
• Break dancing.

Red Bull also uses music and  video games  for marketing purposes and has brought in celebrities like Eminem (through its support of the Red Bull "EmSee Battle Rap championships").

Red Bull is also known for its events, including music and art conventions. In Hungary, the company launched Red Bull Pilvaker in 2012, one of the country's most unique music and cultural projects, which commemorated the 1848 Revolution and the War of Independence with the help of outstanding contemporary art artists. The popularity of Red Bull Pilvaker is reflected in the fact that in recent years all tickets for performances at Erkel Theater, which seats almost 2,000 people, were sold out within a few days.

Red Bull also maintains soccer teams in Austria, Germany, the United States, and Brazil - these teams also carry the brand name, Red Bull. By associating the energy drink with these activities, the company aims to reinforce the "cool" image of the product and thus the strength of the brand. The energy drink has also created a market for over 150 additional souvenir items.

On the PlayStation 3 community platform PlayStation Home, Red Bull created a dedicated in-game island in 2009 to specifically promote the energy drink Red Bull and the racing series Red Bull Air Race. In January 2012, Red Bull also opened its first personal community area, the " Red Bull House of Skate," which featured an indoor skating rink for visitors.

Red Bull's sports sponsorship activities focus on supporting talented young athletes and helping them achieve their goals. The Red Bull Junior program in motorsports is the most prominent branch of this, but the company follows this philosophy in its support for athletes, regardless of the sport. Sebastian Vettel, Daniel Ricciardo, and Danyiil Kvjat are among the most prominent students of the Red Bull Junior program.

Formula One Red Bull Racing

Red Bull Racing is the Austrian Formula 1 team owned by the energy drink company Red Bull. The company's other team is Scuderia Toro Rosso (later Scuderia AlphaTauri).

The team's direct predecessor is the Stewart Grand Prix, founded in 1997 by Jackie Stewart. In late 1999, it was sold to the Ford Motor Company, which raced it under the name Jaguar Racing. In 2004, Ford decided to sell the unsuccessful but costly team. It was bought by Dietrich Mateschitz, owner of the energy drink company Red Bull. The team was then able to take to the grid at the 2005 Australian Grand Prix as the successor to Jaguar, now in the blue and silver colors of Red Bull energy drinks.

Red Bull was no stranger to motorsport's premier class, having previously sponsored Sauber, Arrows, and its predecessor Jaguar. Having started its own team, Red Bull naturally terminated its contract with Sauber (the Arrows had already ceased to exist in 2002). The drinks company has also appeared in the Formula 3000 series and its successor, GP2, and has a European talent scouting program called Red Bull Junior Team. Later Formula 1 drivers have also emerged from the program, with Enrique Bernoldi, Christian Klien, Patrick Friesacher, Vitantonio Liuzzi, and Scott Speed all having raced in the premier class.

RBR enjoyed immediate success in its first season in 2005, thanks to two of its drivers, Coulthard and Klien. The 2005 Red Bull RB1 was based on the already papered Jaguar R6. The team used the weakest Cosworth engines and Michelin tyres throughout the season. The team exceeded expectations to finish seventh among constructors with 34 points.

For the 2006 season, Red Bull Racing changed engine suppliers and used Ferrari V8 power units for the season. Adrian Newey, who was signed from McLaren in November 2005, was appointed as chief designer. Newey did not play a major role in the design of the RB2, which was almost complete by then, and instead started work on the 2007 model. By 2007, the Adrian Newey-designed RB3 was finally completed, with the Renault engine replacing Ferrari's. Mid-season saw the arrival of Geoff Willis, who had worked as technical director at Williams and BAR and then at Honda. Following the departure of Michelin, Red Bull Racing naturally started on Bridgestone tyres. On the racing front, David Coulthard remained with the team, while Mark Webber took the other seat. Webber left the predecessor Jaguar after 2004 and joined the energy drinkers after two disappointing seasons at Williams. The team finished 5th in the constructors' championship with McLaren eliminated and 24 points, David Coulthard 10th with 14 points, and Mark Webber 12th with 10 points.

For 2009, the retiring David Coulthard was replaced by Sebastian Vettel from Toro Rosso, while Mark Webber remained with the team. The team ended the year with a double victory at the Abu Dhabi Grand Prix. Vettel finished second in the individual championship with 84 points, 11 behind world champion Button. The team finished second in the constructors' championship, 18.5 points behind Brawn GP. From 2010-13, RBR enjoyed a truly golden era, its World Championship victories making it unchallenged.

The 2014-20 Formula 1 era brought less success for Red Bull (regularly replaced by Mercedes in first place), but remained a worthy rival to Ferrari. In the 2021 season, with a Honda engine, they continue to pile on the surprises, and their fans are predicting the resurrection of RBR in an ever-strengthening F1 team.

Red Bull Ring ‍

The Red Bull Ring (originally called Österreichring, between 1997 and 2003 A1-Ring) is an Austrian race track in Styria. The circuit itself is located in the territory of the municipality of Spielberg, but its access roads are in the immediate vicinity of the municipality of Zeltweg, which is why it is often referred to as the "Zeltweg circuit". The track was renovated in 2011 with financial support from the energy drink manufacturer Red Bull to make it suitable for Formula 1 again and will be back on the calendar for the 2014 season.

Red Bull Racing has won at its home track four times since its inception.

Red Bull sponsoring other sports

• In 2006, Red Bull announced they would sponsor the NASCAR Team Red Bull. Lowe's Motor Speedway was their first stop in the Nextel Cup Series. The team was shut down in December 2011 and its assets were acquired by BK Racing.
• A major sponsor of Repsol Honda, Red Bull is the title sponsor of Red Bull KTM Factory Racing and Red Bull Honda World Superbike Team.
• Football has also been a huge part of the company's activities. The Austrian club SV Austria Salzburg was purchased by Red Bull on 6 April 2005, and it was renamed Red Bull Salzburg, a move that has been heavily criticized by supporters' groups in Austria and across Europe. FC Liefering has also been purchased as Salzburg's feeder club.
• Since 2000, the company has owned the Salzburg team in the Austrian Hockey League, now named Red Bull Salzburg. Throughout 2012 and 2013, Red Bull became the team's title sponsor and then bought the club outright.
• A new League of Legends team was formed by Red Bull in 2017, Red Bulls, which competed in the European League of Legends Challenger Series from 2017 until it folded in 2018. Several Red Bull sponsored fighting game players to compete in Tekken and Street Fighter games, as well as The International winner OG, who competes in Dota 2.

Felix Baumgartner parachute jump from space

Baumgartner and his team saw a mission in the world record attempt, for which the athlete had been preparing since 2005. The jump offered the opportunity to collect data to improve life-saving for astronauts and pilots or potential space tourists and to study the behavior of the human body in the stratosphere. It is critical to make the return from space safe for space crews, as they may have to eject from the aircraft and it is life-threatening to enter the stratosphere in an unprepared space suit in such an emergency.

The first record attempt was scheduled for Oct. 9, 2012, at 11:42 a.m. local time, but a strong wind prevented the 834,497-cubic-meter balloon from inflating safely, as it was twisted by the wind. Wind gusts of up to 40 km/h were measured at the top of the balloon, although the wind speed was not supposed to exceed 5 km/h.

The next attempt was therefore postponed until Sunday, October 14 - a postponement that tested everyone's patience but was the only way to ensure safety. At the press conference after the jump, FAI record holder Brian Utleya announced that Baumgartner had reached a speed of 1342.8 kilometers per hour (Mach 1.24), breaking the speed of sound. The pilot came down from a height of 39,045 meters in 4 minutes and 20 seconds, covering 36,529 meters in freefall.

Red Bull, like Ferrari , has found in sports the marketing platform that best reaches its audience. However, the company has not limited its sponsorship activities to motorsports but supports all sports from ice hockey to extreme sports. The company invests most of its marketing budget in financing the Red Bull Racing Formula 1 team and maintaining the racetrack at the Red Bull Ring.

Red Bull also supports music as a nightlife player and various events aimed at partygoers.

Final thoughts and key takeaways of Red Bull’s story

Who owns red bull today.

Red Bull GmbH is a private company with its headquarters in Salzburg, Austria. Two billionaires own Red bull:

• Thai businessman  Chalerm Yoovidhya,  who owns the majority of the company sitting at 51%. His net worth as of 2021 is estimated at $24.5 billion.
• Austrian businessman  Dietrich Mateschitz,  who owns 49% of the rest of the company. His net worth as of 2022 is estimated at $26 billion.

Growth by numbers

According to Forbes , the brand that gives you wings sold 6.8 billion cans in 171 countries in 2018. Among the fastest-growing markets were India (+30%), Brazil (+22%), and Eastern Europe (+22%). Using a marketing strategy built around extreme events, Red Bull has sold a total of 75 billion cans since 1987.

Key takeaways from Red Bull's story:

• The founders’ agility: Red Bull would certainly not look the way it does today if the founders - a Thai pharmaceutical entrepreneur and an Austrian marketing manager - had not had a clear vision for the brand right from the start.
• Product portfolio: The soft drinks market is characterized by the dominance of aggregators (e.g. Coca Cola, which contrary to popular belief does not only produce Coke). To counter this trend, Red Bull has from the beginning thought in terms of a small product portfolio and focused on the energy drink market rather than a diversified range. It was not an easy task, as it was a pioneer in the field at the time of its launch - no other energy drink existed in Europe. The company invested a lot of energy in educating the market, which at first did not welcome this unique product, but now it has become an integral part of it.
• Marketing : Instead of investing millions of dollars in television, radio, and Internet advertising, Red Bull took a different approach from the beginning. Although it was initially forced to do so because many countries did not officially license the energy drink, word of mouth is still the strongest element in the company's marketing. The founders succeeded by identifying the two areas where there was a real need for energy drinks and focusing all marketing activities on them.
• Sponsorship : Red Bull quickly found its audience among athletes as well as party-goers, so it's no wonder that the company turned to sports sponsorships. One of Red Bull's main marketing weapons has been its own Formula 1 team, as well as sponsorship of a number of ball and extreme sports.

The companies more than 30-year history is a powerful story of challenges, of working against the wind, of the founders' strong vision, of defying business logic, and of perseverance. Even though the Austrian entrepreneur Dietrich Mateschitz has made countless decisions that would not have worked for others and that go against everything that business can teach us, the success of his company is beyond question.

If there is anything we can learn from him, it is surely his belief in his team and his own instinct to put an unknown product on the world map. Red Bull now inspires millions of people a year, its sales are skyrocketing (based on the sales statistics, every person on earth could drink one Red Bull), and its marketing efforts are leading the way for many other companies in the industry.

Red Bull Case Study Solution Analysis

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Red Bull Case Study Solution Analysis. Get Red Bull Case Study Analysis Solution. Contact us directly at buycasesolutions(at)gmail(dot)com if you want to order for Red Bull Case Solution, Case Analysis, Case Study Solution. Richard Johnson, Paul W. Farris,... More

Red Bull Case Study Solution Analysis. Get Red Bull Case Study Analysis Solution. Contact us directly at buycasesolutions(at)gmail(dot)com if you want to order for Red Bull Case Solution, Case Analysis, Case Study Solution. Richard Johnson, Paul W. Farris, Jordan Mitchell Less

Email us for Any Case Solution at: [email protected] Red Bull Case Study Solution Analysis Red Bull Case Study Solution Analysis. Our tutors are available 24/7 to assist in your academic stuff, Our Professional writers are ready to serve you in services you need. Every Case Study Solution & Analysis is prepared from scratch, top quality, plagiarism free. Authors: Richard Johnson, Paul W. Farris, Jordan Mitchell Get Case Study Solution and Analysis of Red Bull in a FAIR PRICE!! Steps for Case Study Solution Analysis: 1. Introduction of Red Bull Case Solution The Red Bull case study is a Harvard Business Review case study, which presents a simulated practical experience to the reader allowing them to learn about real life problems in the business world. The Red Bull case consisted of a central issue to the organization, which had to be identified, analysed and creative solutions had to be drawn to tackle the issue. This paper presents the solved Red Bull case analysis and case solution. The method through which the analysis is done is mentioned, followed by the relevant tools used in finding the solution. The case solution first identifies the central issue to the Red Bull case study, and the relevant stakeholders affected by this issue. This is known as the problem identification stage. After this, the relevant tools and models are used, which help in the case study analysis and case study solution. The tools used in identifying the solution consist of the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis. The solution consists of recommended strategies to overcome this central issue. It is a good idea to also propose alternative case study solutions, because if the main solution is not found feasible, then the alternative solutions could be implemented. Lastly, a good case study solution also includes an implementation plan for the recommendation strategies. This shows how through a step-by-step procedure as to how the central issue can be resolved. 2. Problem Identification of Red Bull Case Solution Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] Harvard Business Review cases involve a central problem that is being faced by the organization and these problems affect a number of stakeholders. In the problem identification stage, the problem faced by Red Bull is identified through reading of the case. This could be mentioned at the start of the reading, the middle or the end. At times in a case analysis, the problem may be clearly evident in the reading of the HBR case. At other times, finding the issue is the job of the person analysing the case. It is also important to understand what stakeholders are affected by the problem and how. The goals of the stakeholders and are the organization are also identified to ensure that the case study analysis are consistent with these. 3. Analysis of the Red Bull HBR Case Study The objective of the case should be focused on. This is doing the Red Bull Case Solution. This analysis can be proceeded in a step-by-step procedure to ensure that effective solutions are found. In the first step, a growth path of the company can be formulated that lays down its vision, mission and strategic aims. These can usually be developed using the company history is provided in the case. Company history is helpful in a Business Case study as it helps one understand what the scope of the solutions will be for the case study. The next step is of understanding the company; its people, their priorities and the overall culture. This can be done by using company history. It can also be done by looking at anecdotal instances of managers or employees that are usually included in an HBR case study description to give the reader a real feel of the situation. Lastly, a timeline of the issues and events in the case needs to be made. Arranging events in a timeline allows one to predict the next few events that are likely to take place. It also helps one in developing the case study solutions. The timeline also helps in understanding the continuous challenges that are being faced by the organisation. 4. SWOT analysis of Red Bull An important tool that helps in addressing the central issue of the case and coming up with Red Bull HBR case solution is the SWOT analysis. The SWOT analysis is a strategic management tool that lists down in the form of a matrix, an organisation's internal strengths and weaknesses, and external opportunities and threats. It helps in the strategic analysis of Red Bull Once this listing has been done, a clearer picture can be developed in regards to how strategies will be formed to address the main problem. For example, strengths will be used as an advantage in solving the issue. Therefore, the SWOT analysis is a helpful tool in coming up with the Red Bull Case Study answers. One does not need to remain restricted to using the traditional Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] SWOT analysis, but the advanced TOWS matrix or weighted average SWOT analysis can also be used. 5. Porter Five Forces Analysis for Red Bull Another helpful tool in finding the case solutions is of Porter's Five Forces analysis. This is also a strategic tool that is used to analyse the competitive environment of the industry in which Red Bull operates in. Analysis of the industry is important as businesses do not work in isolation in real life, but are affected by the business environment of the industry that they operate in. Harvard Business case studies represent real-life situations, and therefore, an analysis of the industry's competitive environment needs to be carried out to come up with more holistic case study solutions. In Porter's Five Forces analysis, the industry is analysed along 5 dimensions. • These are the threats that the industry faces due to new entrants. • It includes the threat of substitute products. • It includes the bargaining power of buyers in the industry. • It includes the bargaining power of suppliers in an industry. • Lastly, the overall rivalry or competition within the industry is analysed This tool helps one understand the relative powers of the major players in the industry and its overall competitive dynamics. Actionable and practical solutions can then be developed by keeping these factors into perspective. 6. PESTEL Analysis of Red Bull Another helpful tool that should be used in finding the case study solutions is the PESTEL analysis. This also looks at the external business environment of the organisation helps in finding case study Analysis to real-life business issues as in HBR cases. • The PESTEL analysis particularly looks at the macro environmental factors that affect the industry. These are the political, environmental, social, technological, environmental and legal (regulatory) factors affecting the industry. • Factors within each of these 6 should be listed down, and analysis should be made as to how these affect the organisation under question. 7. VRIO Analysis of Red Bull This is an analysis carried out to know about the internal strengths and capabilities of Red Bull . Under the VRIO analysis, the following steps are carried out: • The internal resources of Red Bull are listed down. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] • Each of these resources are assessed in terms of the value it brings to the organization. • Each resource is assessed in terms of how rare it is. A rare resource is one that is not commonly used by competitors. • Each resource is assessed whether it could be imitated by competition easily or not. • Lastly, each resource is assessed in terms of whether the organization can use it to an advantage or not. • The analysis done on the 4 dimensions; Value, Rareness, Imitability, and Organization. If a resource is high on all of these 4, then it brings long-term Red Bull. If a resource is high on Value, Rareness, and Imitability, then it brings an unused Red Bull. If a resource is high on Value and Rareness, then it only brings temporary Red Bull. If a resource is only valuable, then it’s a competitive parity. If it’s none, then it can be regarded as a competitive disadvantage. 8. Value Chain Analysis of Red Bull The Value chain analysis of Red Bull helps in identifying the activities of an organization, and how these add value in terms of cost reduction and differentiation. This tool is used in the case study analysis as follows: • The firm’s primary and support activities are listed down. • Identifying the importance of these activities in the cost of the product and the differentiation they produce. • Lastly, differentiation or cost reduction strategies are to be used for each of these activities to increase the overall value provided by these activities. Recognizing value creating activities and enhancing the value that they create allow Red Bull to increase its Red Bull. 9. BCG Matrix of Red Bull The BCG Matrix is an important tool in deciding whether an organization should invest or divest in its strategic business units. The matrix involves placing the strategic business units of a business in one of four categories; question marks, stars, dogs and cash cows. The placement in these categories depends on the relative market share of the organization and the market growth of these strategic business units. The steps to be followed in this analysis is as follows: • Identify the relative market share of each strategic business unit. • Identify the market growth of each strategic business unit. • Place these strategic business units in one of four categories. Question Marks are those strategic business units with high market share and low market growth rate. Stars are those strategic business units with high market share Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] and high market growth rate. Cash Cows are those strategic business units with high market share and low market growth rate. Dogs are those strategic business units with low market share and low growth rate. • Relevant strategies should be implemented for each strategic business unit depending on its position in the matrix. The strategies identified from the Red Bull BCG matrix and included in the case pdf. These are either to further develop the product, penetrate the market, develop the market, diversification, investing or divesting. 10. Ansoff Matrix of Red Bull Ansoff Matrix is an important strategic tool to come up with future strategies for Red Bull in the case solution. It helps decide whether an organization should pursue future expansion in new markets and products or should it focus on existing markets and products. • The organization can penetrate into existing markets with its existing products. This is known as market penetration strategy. • The organization can develop new products for the existing market. This is known as product development strategy. • The organization can enter new markets with its existing products. This is known as market development strategy. • The organization can enter into new markets with new products. This is known as a diversification strategy. The choice of strategy depends on the analysis of the previous tools used and the level of risk the organization is willing to take. 11. Marketing Mix of Red Bull Red Bull needs to bring out certain responses from the market that it targets. To do so, it will need to use the marketing mix, which serves as a tool in helping bring out responses from the market. The 4 elements of the marketing mix are Product, Price, Place and Promotions. The following steps are required to carry out a marketing mix analysis and include this in the case study analysis. • Analyse the company’s products and devise strategies to improve the product offering of the company. • Analyse the company’s price points and devise strategies that could be based on competition, value or cost. • Analyse the company’s promotion mix. This includes the advertisement, public relations, personal selling, sales promotion, and direct marketing. Strategies will be devised which makes use of a few or all of these elements. • Analyse the company’s distribution and reach. Strategies can be devised to improve the availability of the company’s products. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] 12. Red Bull Strategy The strategies devised and included in the Red Bull case memo should have a strategy. A strategy is a strategy that involves firms seeking uncontested market spaces, which makes the competition of the company irrelevant. It involves coming up with new and unique products or ideas through innovation. This gives the organization a Red Bull over other firms, unlike a red ocean strategy. 13. Competitors analysis of Red Bull The PESTEL analysis discussed previously looked at the macro environmental factors affecting business, but not the microenvironmental factors. One of the microenvironmental factors are competitors, which are addressed by a competitor analysis. The Competitors analysis of Red Bull looks at the direct and indirect competitors within the industry that it operates in. • This involves a detailed analysis of their actions and how these would affect the future strategies of Red Bull . • It involves looking at the current market share of the company and its competitors. • It should compare the marketing mix elements of competitors, their supply chain, human resources, financial strength etc. • It also should look at the potential opportunities and threats that these competitors pose on the company. 14. Organisation of the Analysis into Red Bull Case Study Solution Once various tools have been used to analyse the case, the findings of this analysis need to be incorporated into practical and actionable solutions. These solutions will also be the Red Bull case answers. These are usually in the form of strategies that the organisation can adopt. The following step-by-step procedure can be used to organise the Harvard Business case solution and recommendations: • The first step of the solution is to come up with a corporate level strategy for the organisation. This part consists of solutions that address issues faced by the organisation on a strategic level. This could include suggestions, changes or recommendations to the company's vision, mission and its strategic objectives. It can include recommendations on how the organisation can work towards achieving these strategic objectives. Furthermore, it needs to be explained how the stated recommendations will help in solving the main issue mentioned in the case and where the company will stand in the future as a result of these. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] • The second step of the solution is to come up with a business level strategy. The HBR case studies may present issues faced by a part of the organisation. For example, the issues may be stated for marketing and the role of a marketing manager needs to be assumed. So, recommendations and suggestions need to address the strategy of the marketing department in this case. Therefore, the strategic objectives of this business unit (Marketing) will be laid down in the solutions and recommendations will be made as to how to achieve these objectives. Similar would be the case for any other business unit or department such as human resources, finance, IT etc. The important thing to note here is that the business level strategy needs to be aligned with the overall corporate strategy of the organisation. For example, if one suggests the organisation to focus on differentiation for Red Bull as a corporate level strategy, then it can't be recommended for the Red Bull Case Study Solution that the business unit should focus on costs. • The third step is not compulsory but depends from case to case. In some HBR case studies, one may be required to analyse an issue at a department. This issue may be analysed for a manager or employee as well. In these cases, recommendations need to be made for these people. The solution may state that objectives that these people need to achieve and how these objectives would be achieved. The case study analysis and solution, and Red Bull case answers should be written down in the Red Bull case memo, clearly identifying which part shows what. The Red Bull case should be in a professional format, presenting points clearly that are well understood by the reader. 15. Alternate solution to the Red Bull HBR case study It is important to have more than one solution to the case study. This is the alternate solution that would be implemented if the original proposed solution is found infeasible or impossible due to a change in circumstances. The alternate solution for Red Bull is presented in the same way as the original solution, where it consists of a corporate level strategy, business level strategy and other recommendations. 16. Implementation of Red Bull Case Solution The case study does not end at just providing recommendations to the issues at hand. One is also required to provide how these recommendations would be implemented. This is shown through a proper implementation framework. A detailed implementation framework helps in distinguishing between an average and an above average case study answer. A good implementation framework shows the proposed plan and how the organisations' resources would be used to achieve the Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] objectives. It also lays down the changes needed to be made as well as the assumptions in the process. • A proper implementation framework shows that one has clearly understood the case study and the main issue within it. • It shows that one has been clarified with the HBR fundamentals on the topic. • It shows that the details provided in the case have been properly analysed. • It shows that one has developed an ability to prioritise recommendations and how these could be successfully implemented. • The implementation framework also helps by removing out any recommendations that are not practical or actionable as these could not be implemented. Therefore, the implementation framework ensures that the solution to the Red Bull Harvard case is complete and properly answered. 17. Recommendations and Action Plan for Red Bull case analysis For Red Bull, based on the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis, the recommendations and action plan are as follows: • Red Bull should focus on making use of its strengths identified from the VRIO analysis to make the most of the opportunities identified from the PESTEL. • Red Bull should enhance the value creating activities within its value chain. • Red Bull should invest in its stars and cash cows, while getting rid of the dogs identified from the BCG Matrix analysis. • To achieve its overall corporate and business level objectives, it should make use of the marketing mix tools to obtain desired results from its target market. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

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Red bull case study analysis & solution, harvard business case studies solutions - assignment help.

Red Bull is a Harvard Business (HBR) Case Study on Sales & Marketing , Fern Fort University provides HBR case study assignment help for just $11. Our case solution is based on Case Study Method expertise & our global insights.

Sales & Marketing Case Study | Authors :: Richard Johnson, Paul W. Farris, Jordan Mitchell

Case study description.

This case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.

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[10 Steps] Case Study Analysis & Solution

Step 1 - reading up harvard business review fundamentals on the sales & marketing.

Even before you start reading a business case study just make sure that you have brushed up the Harvard Business Review (HBR) fundamentals on the Sales & Marketing. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind. This leads to unstructured learning process resulting in missed details and at worse wrong conclusions. Reading up the HBR fundamentals helps in sketching out business case study analysis and solution roadmap even before you start reading the case study. It also provides starting ideas as fundamentals often provide insight into some of the aspects that may not be covered in the business case study itself.

Step 2 - Reading the Red Bull HBR Case Study

To write an emphatic case study analysis and provide pragmatic and actionable solutions, you must have a strong grasps of the facts and the central problem of the HBR case study. Begin slowly - underline the details and sketch out the business case study description map. In some cases you will able to find the central problem in the beginning itself while in others it may be in the end in form of questions. Business case study paragraph by paragraph mapping will help you in organizing the information correctly and provide a clear guide to go back to the case study if you need further information. My case study strategy involves -

• Marking out the protagonist and key players in the case study from the very start.
• Drawing a motivation chart of the key players and their priorities from the case study description.
• Refine the central problem the protagonist is facing in the case and how it relates to the HBR fundamentals on the topic.
• Evaluate each detail in the case study in light of the HBR case study analysis core ideas.

Step 3 - Red Bull Case Study Analysis

Once you are comfortable with the details and objective of the business case study proceed forward to put some details into the analysis template. You can do business case study analysis by following Fern Fort University step by step instructions -

• Company history is provided in the first half of the case. You can use this history to draw a growth path and illustrate vision, mission and strategic objectives of the organization. Often history is provided in the case not only to provide a background to the problem but also provide the scope of the solution that you can write for the case study.
• HBR case studies provide anecdotal instances from managers and employees in the organization to give a feel of real situation on the ground. Use these instances and opinions to mark out the organization's culture, its people priorities & inhibitions.
• Make a time line of the events and issues in the case study. Time line can provide the clue for the next step in organization's journey. Time line also provides an insight into the progressive challenges the company is facing in the case study.

Step 4 - SWOT Analysis of Red Bull

Once you finished the case analysis, time line of the events and other critical details. Focus on the following -

• Zero down on the central problem and two to five related problems in the case study.
• Do the SWOT analysis of the Red Bull . SWOT analysis is a strategic tool to map out the strengths, weakness, opportunities and threats that a firm is facing.
• SWOT analysis and SWOT Matrix will help you to clearly mark out - Strengths Weakness Opportunities & Threats that the organization or manager is facing in the Red Bull
• SWOT analysis will also provide a priority list of problem to be solved.
• You can also do a weighted SWOT analysis of Red Bull HBR case study.

Step 5 - Porter 5 Forces / Strategic Analysis of Industry Analysis Red Bull

In our live classes we often come across business managers who pinpoint one problem in the case and build a case study analysis and solution around that singular point. Business environments are often complex and require holistic solutions. You should try to understand not only the organization but also the industry which the business operates in. Porter Five Forces is a strategic analysis tool that will help you in understanding the relative powers of the key players in the business case study and what sort of pragmatic and actionable case study solution is viable in the light of given facts.

Step 6 - PESTEL, PEST / STEP Analysis of Red Bull

Another way of understanding the external environment of the firm in Red Bull is to do a PESTEL - Political, Economic, Social, Technological, Environmental & Legal analysis of the environment the firm operates in. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. You can even identify the source of firm's competitive advantage based on PESTEL analysis and Organization's Core Competencies.

Step 7 - Organizing & Prioritizing the Analysis into Red Bull Case Study Solution

Once you have developed multipronged approach and work out various suggestions based on the strategic tools. The next step is organizing the solution based on the requirement of the case. You can use the following strategy to organize the findings and suggestions.

• Build a corporate level strategy - organizing your findings and recommendations in a way to answer the larger strategic objective of the firm. It include using the analysis to answer the company's vision, mission and key objectives , and how your suggestions will take the company to next level in achieving those goals.
• Business Unit Level Solution - The case study may put you in a position of a marketing manager of a small brand. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. You have to recommend business unit level recommendations. The scope of the recommendations will be limited to the particular unit but you have to take care of the fact that your recommendations are don't directly contradict the company's overall strategy. For example you can recommend a low cost strategy but the company core competency is design differentiation.
• Case study solutions can also provide recommendation for the business manager or leader described in the business case study.

Step 8 -Implementation Framework

The goal of the business case study is not only to identify problems and recommend solutions but also to provide a framework to implement those case study solutions. Implementation framework differentiates good case study solutions from great case study solutions. If you able to provide a detailed implementation framework then you have successfully achieved the following objectives -

• Detailed understanding of the case,
• Clarity of HBR case study fundamentals,
• Analyzed case details based on those fundamentals and
• Developed an ability to prioritize recommendations based on probability of their successful implementation.

Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Red Bull case study solution.

Step 9 - Take a Break

Once you finished the case study implementation framework. Take a small break, grab a cup of coffee or whatever you like, go for a walk or just shoot some hoops.

Step 10 - Critically Examine Red Bull case study solution

After refreshing your mind, read your case study solution critically. When we are writing case study solution we often have details on our screen as well as in our head. This leads to either missing details or poor sentence structures. Once refreshed go through the case solution again - improve sentence structures and grammar, double check the numbers provided in your analysis and question your recommendations. Be very slow with this process as rushing through it leads to missing key details. Once done it is time to hit the attach button.

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19 Red Bull Interview Questions and Answers

Prepare for the types of questions you are likely to be asked when interviewing for a position at Red Bull.

When it comes to interviews, preparation is key. And if you’re hoping to land a job at Red Bull, you’ll need to know how to answer some specific interview questions.

After all, Red Bull is more than just an energy drink company. It’s a lifestyle brand that’s all about giving its customers an extra boost. So if you’re hoping to work for Red Bull, you’ll need to show that you’re up for the challenge.

To help you prepare, we’ve put together a list of some common Red Bull interview questions, along with sample answers to give you an idea of what the company is looking for.

Red Bull Interview Process

The interview process at Red Bull can vary depending on the position you are applying for. However, most positions will require at least a phone screen, followed by one or more in-person interviews. For some positions, you may also be required to complete a written assessment or case study. Overall, the interview process is fairly extensive and can take several weeks to complete. However, it is designed to give both the employer and the applicant a chance to get to know each other and determine if there is a good fit.

• What do you think is the most important thing for a brand to have?
• How will your previous experience prepare you for this job?
• Would you be comfortable with selling products in crowds, at sporting events and concerts?
• Are you willing to work long hours if necessary?
• Why are you interested in working at Red Bull?
• What would you say is the best way to build a lasting relationship with customers?
• Give an example of when you took on a leadership role and how it helped your team.
• If hired, what improvements would you like to see made at Red Bull?
• Tell me about a time where you had to overcome adversity.
• Give an example of a time that you were able to use persuasion to successfully convince someone to see things your way.
• Describe a decision you made that was unpopular and how you handled implementing it.
• Do you have any experience managing projects, teams or people?
• Describe a time when you went above and beyond for a customer.
• How often do you find yourself recommending new brands to friends and family?
• How do you keep up with current trends and news?
• When was the last time you tried something completely new?
• Give me an example of a time where you worked well under pressure.
• How do you feel about doing manual labor such as loading trucks and setting up tents?

1. What do you think is the most important thing for a brand to have?

This question is a great way to show your knowledge of the brand and how you can help it grow. You should answer this question by giving an example of what you think is important for brands to have, but also explain why that quality is so important.

Example: “I believe the most important thing for a brand to have is authenticity. If a brand isn’t authentic, then its customers won’t trust it or buy from it. I know Red Bull has always been very authentic with its marketing campaigns and products, which is one reason why it’s such a successful company.”

2. How will your previous experience prepare you for this job?

Employers ask this question to learn more about your qualifications and how they can benefit from them. To answer, you should list the skills and abilities you have that are relevant to the job. You can also include any certifications or licenses you may have.

Example: “I’ve worked in customer service for five years now, so I am familiar with the importance of providing excellent service to customers. In my previous role as a barista at a coffee shop, I learned how to make specialty drinks and provide quality customer service. This experience has prepared me well for working at Red Bull because it taught me how to work under pressure and meet deadlines.”

3. Would you be comfortable with selling products in crowds, at sporting events and concerts?

Employers ask this question to make sure you’re comfortable selling in a fast-paced environment. They want to know that you can handle the pressure of working at an event and interacting with customers quickly. In your answer, explain why you feel confident doing this type of work.

Example: “I have worked as a bartender for five years now, so I’m used to being in crowds and having to interact with people quickly. I enjoy talking to people and helping them find what they need, so I think I would be very comfortable selling Red Bull products at events.”

4. Are you willing to work long hours if necessary?

Employers ask this question to make sure you’re willing to work overtime if necessary. They want employees who are dedicated and hardworking, so they may be looking for someone who is willing to put in extra hours when needed. In your answer, explain that you understand the importance of working long hours when it’s required. Explain that you will do whatever it takes to get the job done.

Example: “I am a very hard worker, and I’m always willing to put in extra time if necessary. I know that sometimes there are situations where we need to stay late or come in early. I am committed to my career and would never miss a day of work unless I was sick.”

6. Why are you interested in working at Red Bull?

This question is a great way for the interviewer to learn more about your personality and how you feel about working at Red Bull. It’s important to be honest in your answer, but also show that you’re excited about this opportunity.

Example: “I’m interested in working at Red Bull because I’ve always been an avid fan of the brand. I love the energy drinks and have used them as part of my daily routine for years. I think it would be amazing to work for such a successful company that has created something so unique and beneficial.”

7. What would you say is the best way to build a lasting relationship with customers?

The interviewer may ask this question to see if you have experience in customer service and how you can apply your skills to help Red Bull grow its business. To answer, think about what strategies you’ve used in the past that helped you build strong relationships with customers.

Example: “I believe the best way to build a lasting relationship with customers is by providing them with excellent customer service. I always strive to be friendly and helpful when speaking with customers, which has led to many of my clients returning to me for their energy drink needs.”

8. Give an example of when you took on a leadership role and how it helped your team.

When answering this question, it can be helpful to highlight your communication skills and ability to motivate others.

Example: “When I was working as a sales associate at a local department store, my manager asked me to help train new employees on the company’s policies and procedures. Although I had only been with the company for six months, I accepted the challenge because I knew that helping others would benefit both them and myself. During our training sessions, I noticed that some of the newer associates were having trouble selling products to customers. So, I volunteered to lead a team of three other associates who wanted to learn how to sell more effectively.”

9. If hired, what improvements would you like to see made at Red Bull?

This question is a great way for employers to learn more about your leadership skills and how you would contribute to the company. When answering this question, it can be helpful to think of ways that you could improve the quality of life for employees or customers.

Example: “I would like to see Red Bull implement a new customer service system where representatives are available 24/7 to answer questions and resolve issues. I believe this would help build trust with customers and increase sales.”

10. Tell me about a time where you had to overcome adversity.

This question is a great way to show your problem-solving skills and how you can overcome challenges. When answering this question, it’s important to be honest about the situation and explain what steps you took to solve the issue.

Example: “I was working as an assistant manager at a local restaurant when I had to take over for my manager one night because she wasn’t feeling well. We were short-staffed that night, so I had to work hard to make sure all of our customers were happy while also making sure we didn’t run out of food or drinks. It was challenging, but I managed to get through the night without any issues.”

11. Give an example of a time that you were able to use persuasion to successfully convince someone to see things your way.

This question is a great way to show your communication skills and ability to persuade others. When answering this question, it can be helpful to provide specific details about the situation and how you were able to use persuasion to convince someone of something.

Example: “In my previous role as an account manager for a marketing firm, I was tasked with convincing a client that they should spend more money on our services. The client had been hesitant to invest in additional marketing because they felt like we weren’t providing enough value. I used several different strategies to help them see things from our perspective and understand why investing in our company would benefit their business.”

12. Describe a decision you made that was unpopular and how you handled implementing it.

An interviewer may ask this question to learn more about your leadership skills and how you handle conflict. In your answer, try to emphasize the steps you took to communicate with others and explain why you made the unpopular decision.

Example: “In my last position as a marketing manager for a software company, I had to make an unpopular decision regarding our social media strategy. We were using several different platforms to promote our products, but we weren’t seeing any significant results from them. After researching which platform would be best for us, I decided that we should focus on Facebook because it was the most popular social media site at the time. While some of my team members disagreed with me, I explained my reasoning and encouraged them to voice their concerns so we could come up with a solution together.”

13. Do you have any experience managing projects, teams or people?

This question is a great way to show the interviewer that you have experience working in a fast-paced environment and can handle multiple tasks at once. When answering this question, it’s important to highlight your ability to work with others and manage projects effectively.

Example: “In my previous role as an operations manager for a small business, I was responsible for managing several different teams of employees. Each team had their own set of goals they needed to meet each week, which made prioritizing my time very important. I also worked on many large projects throughout the year, so I’m used to handling multiple assignments at once.”

14. Describe a time when you went above and beyond for a customer.

This question is a great way to show your dedication and passion for customer service. When answering this question, it can be helpful to think of a time when you helped a customer solve a problem or provided exceptional service that resulted in positive outcomes.

Example: “When I worked at my previous job as an assistant manager at a local coffee shop, one of our customers came into the store with a complaint about their drink. They said they ordered a hot chocolate but received a latte instead. We apologized and offered them a free drink on us. The next day, they returned to the store and told me they were very happy with the latte we gave them. However, they wanted another hot chocolate because they really enjoyed it.”

15. How often do you find yourself recommending new brands to friends and family?

This question is a great way to learn more about your potential new employer’s brand and how it compares to other brands you’ve recommended in the past. It can also help employers understand if you’re likely to recommend their company to others after you start working there.

Example: “I find myself recommending new brands all the time, especially when I’m trying out new products or services for the first time. If I like something enough to try it again, I’ll usually tell my friends and family about it so they can give it a try too. In fact, I just told my sister about this energy drink she should try because of its focus on mental health.”

16. How do you keep up with current trends and news?

Employers ask this question to see if you are up-to-date on the latest news and trends in your industry. They want to know that you can keep their company’s brand relevant by staying informed about what is happening in the world of energy drinks, sports or other areas they may be involved in.

Example: “I have a few different ways I stay current with the news. First, I subscribe to several newsletters from major publications like Forbes and Entrepreneur. I also follow many influencers in my field on social media so I can learn more about what they’re doing and how it relates to me. Finally, I make sure to read at least one article every day so I can stay informed.”

17. When was the last time you tried something completely new?

This question can help the interviewer get a sense of your willingness to try new things and expand your knowledge. It can also show them that you’re open to trying their product, which is often different from other energy drinks on the market.

Example: “I’ve always been interested in learning about new cultures and cuisines, so I signed up for an online cooking class last year. The class was very informative, and it taught me how to make several dishes from around the world. I even tried making some of those meals at home with my family.”

18. Give me an example of a time where you worked well under pressure.

Employers ask this question to see if you can handle pressure and stress. They want to know that you are able to perform well when the stakes are high. In your answer, explain a time where you had to work under pressure and how you handled it successfully.

Example: “I was working as an event planner for a large company and we were hosting a big client’s event. The night before the event, our main bartender called in sick. I knew I would have to bartend at the event myself. I was nervous about having to do both jobs but decided to just focus on doing my best. At the end of the night, everything went smoothly and the client was happy with the event.”

19. How do you feel about doing manual labor such as loading trucks and setting up tents?

This question is a way for the interviewer to assess your willingness to do physical labor. It’s important that you are honest about your feelings and can explain why you feel this way.

Example: “I’m not opposed to doing manual labor, but I prefer working with my mind rather than my body. However, if it means getting the job done, then I am willing to do whatever is necessary. I understand that sometimes we have to do things we don’t like in order to get ahead.”

20. Have you ever disagreed with a manager’s decision? How did you handle it?

This question can help the interviewer learn more about your problem-solving skills and ability to work with others. Use examples from past experiences where you disagreed with a manager’s decision, but were able to come up with solutions together that led to positive outcomes.

Example: “In my last position as an assistant manager at a retail store, I disagreed with my manager’s decision to hire a new employee without first interviewing them. The hiring process was rushed, and I felt like we needed to take our time in finding the right candidate for the job. I spoke with my manager about my concerns, and she agreed to interview two candidates before making her final decision.”

20 Cruise Interview Questions and Answers

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