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Red Bull

Red Bull is an Austrian company that produces energy drinks and operates in 171 countries. It focuses on emerging markets and has 19 drink varieties including regular, sugar-free, and zero-calorie options. Red Bull sponsors extreme sports to market to young people globally and has various media platforms like Red Bull TV. Its global strategy of expanding internationally increases its competitive advantage, expands its customer base to new markets, and protects it from downturns in any single domestic economy.

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Shruti Bindal
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149 views2 pages

Red Bull

Red Bull is an Austrian company that produces energy drinks and operates in 171 countries. It focuses on emerging markets and has 19 drink varieties including regular, sugar-free, and zero-calorie options. Red Bull sponsors extreme sports to market to young people globally and has various media platforms like Red Bull TV. Its global strategy of expanding internationally increases its competitive advantage, expands its customer base to new markets, and protects it from downturns in any single domestic economy.

Uploaded by

Shruti Bindal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1.

Red Bull is an Austrian multinational energy drink producing company operating in


171 countries with 19 different varieties.
2. Red bull has been able to dominate the energy drink markets because it focuses on
the emerging markets.
3. The company’s product portfolio includes energy drinks, sugar-free drinks, and zero
calories drinks. It also offers special edition drinks, which are available in
watermelon, tropical and berry flavours.
4. Apart from this, the company provides global news, interviews, photos, videos and
news services through its B2B self-service media and news platform, the Red Bull
Content Pool platform.
5. Its major channels and media products include Red Bull TV, Red Bulletin, Red Bull
Records, Red Bull Photography, and Red Bull Media House.
6. It also offers TV apps for free live events, films and shows, offline viewing and event
reminders. It also participates in various sports sponsorship programs.
7. The company has a business presence across the Americas, Europe, the Middle East,
Africa and Asia-Pacific. Red Bull is headquartered in Austria.

Strategy and Marketing

1. Red Bull was marketed as a lifestyle brand. The slogan “RedBull gives you wings
made Red Bull’s marketing strategy very unique and aggressive to other competitors.
2. The international marketing activities of Red Bull are aimed primarily at young
people who are attracted to and like extreme sports like skydiving, paragliding,
motocross, BMX, and snowboarding.
a. They sponsor a range of different sporting events and various team members
to expand their energy drinks globally.
b. They sponsored events such as the Red Bull Cliff Diving World Series, Red Bull
Air Race, Stratos space diving project, and Red Bull Crashed Ice.
c. Red Bull also sponsors sports teams such as Red Bull racing to help expand
their products globally.
d. These marketing strategies have proved to be incredibly effective and have
greatly contributed to the company’s success today.

In 2019, Forbes listed Red Bull as number 71 on their list of the world’s most valuable
brands with a brand value of $9.9 billion.

Global strategy strengthens the position of Redbull in its industry and establishes obstacles
for potential rivals.

1. Increases Competitive Advantage: Redbull has gained the competitive advantage by


providing the products and services that consumers are demanding across the
world. Expanding overseas also helped to extend the life cycle of it’s products and
services.
2. Expands your customer base: Expanding the customer base is one of the big
advantages of global strategy, It has given redbull the access to a whole new set of
consumers, which can increase profits and brand awareness.

3. Protects Against Economic Downturns: The expansion of redbull into the


international markets has made it secure from the downturns in the domestic
economy. For eg, If the U.S. economy experiences a recession, redbull may suffer a
loss in revenue. However, the losses may be offset by the fact that Asian and
European sales are thriving, which can help keep the business steady, until the
economy in the U.S. corrects itself.

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