Red Bull’s World Wide Marketing Success

                                                    

Red Bull energy drinks are well known around the entire globe, and they have a very positive brand image. It is not surprising that they are the worlds most profitable energy drink. This is because Red Bull’s global marketing strategy has been incredibly successful. Red Bull has been sponsoring events across the world for years, and this helps them gain attention from their target market across the globe.

Red Bull targets primarily teenage to adult males into their 30s. Red Bull has sponsored numerous action sport events and competitions such as skateboarding, skiing, and BMX biking. Viewers of these events are also likely to be in the same demographic as Red Bull's target market. Also, these events have taken place all across the world! I’m sure almost all of us have seen Red Bull in gas stations and grocery stores across the United States, but Red Bull is as popular a brand here as it is in Europe, Central and South America and even Asia. In fact, they sell products in 165 different countries!

http://www.redbull.com/us/en/events

Red Bull not only promotes these large worldwide competitions, but they also have sponsored numerous famous athletes. They sponsor athletes who range from NBA players, professional skiers, figure skaters, rally car drivers, and skateboarders. All of these different athletes help capture a wide audience in Red Bull's target market.

http://www.redbull.com/us/en/browse-all-athletes

Red Bull also gained a huge amount of recognition through sponsoring "New Year No Limits" events that occurred on New Years Eve. In the past several years, action sport athletes have attempted to break various world records on live television during New Years Eve. These events gained million of viewers who would later associate these exciting events with the Red Bull brand.

  

Red Bull also separates themselves from other energy drinks in the way they sell their product. You can find a range of size options from a small 8 ounce can, a 12 ounce can, a 16 ounce can, and a 24 ounce can. It is rare, but very affective, for a drink to offer this many size options. It helps their brand because it suits the needs of different consumers.

Lastly, I have personally experienced one of Red Bull’s coolest promotion techniques. One day while walking around Boston with a few of my friends, we noticed a Mini Cooper with a huge Red Bull can on the roof and the Red Bull logo painted on the side drive down the street we were walking. We flagged the driver down and he gave my friends and I each a free Red Bull! For Red Bull, this is a very affective way of personally selling your product. First, it gave all of my friends and I a positive experience and personal connection to Red Bull. This helps Red Bull build brand loyalty. Also, Red Bull’s are priced fairly high, so some new consumers might not want to risk buying an expensive they haven’t tried, so by giving out free samples it encourages more people to try their product. 

http://www.redbull.com/us/en
http://dragonflyeffect.com/blog/puttin-your-brand-on-the-front-page-lessons-from-red-bull/
http://www.forbes.com/sites/forbesasia/2013/06/24/the-wind-behind-red-bulls-wings/#7eeb97bc3e6c