Presentation of Red Bull History Red Bull is a stimulation drink created by Dietrich Mateschitz. This drink has a particular story because of its composition. The market didn’t exist for the moment but Dietrich Mateschitz decided to create it with an original strategy based on the communication. RedBull was launched in 1987 in the Austrian market with cannette of 25 cL blue and silvered. The product was supported by advertising with a cartoon, the slogan “Red Bull gives you wings”, and a partnership with extreme sports.
The company is established in the city of Fuschl am See in Austria. The drink was forbidden in certain European countries (for example, France or Swiss). The interdiction is due to precaution concerning possible effects of taurine and caffeine. Keys numbers 4 613 employees in 2008 66 million canette sold in France in 2008 Product authorized in 25 European countries 450 millions of Euros: consecrated to sport sponsoring per year (represented 15% of the turnover) 2, 5 billions cannette sold per year in the world The product Why this product is so successful?
Red Bull is a stimulation drink which was much debated. In fact, its components the taurine and the caffeine can have negative effects on
Red Bull can be drunk in a lot of occasion and place: sports club, night club, at work…everything is realized in order to attract these categories of consumers. Red Bull is a special product, which creates a real debate concerning health, sports but also communication. That’s why I have decided to deal with the communication of Red Bull because everything in the company concerns communication; it’s the principal aspect of Red Bull’s strategy. Red Bull’s strategy Red Bull is just one product, one color and one taste. How Red Bull succeed in the promotion of the product?
At first we can notice that the budget consecrated in marketing is about 30% of the turnover. This number is important, but what sort of means of communication is used by the company? Red Bull, an agency specialized in communication The communication in the company Red Bull takes the best place. Everything they do is associated to marketing. Red Bull must be synonym of energy, strength but also spirit and creativity. The particularity of the company is that the total of 2 000 employees of Red Bull are specialized in marketing and management.
Red Bull avoids traditional advertisings; moreover, the company hasn’t created advertising on the net. Nevertheless, the brand has conquered 50 countries and has obtained the loyalty of the more difficult target: teenagers and young people. The product: element of communication The product doesn’t look like to the others packaging, it doesn’t contain 33Cl, it doesn’t be sold in bottle. It is different and it’s the most important. Moreover, the drink Red Bull is a unique product, the only product of the company with just one color and one taste.
Red Bull Company is one of the only to market just one product. The packaging, the name and the slogan of the brand create this specific communication of Red Bull. The name of the product is a Bull, it shows the strength of the brand with the color red. Concerning the slogan, it describes the effect of the drink: “Red Bull gives you wings”, it allows flying, to show power and to escape of the reality. Sponsorship The goal of Sport events of the brand is not to influence the public but to show this aspect of danger which is associated Red Bull.
Red Bull wants to be the sponsorship of these sportsmen and to realize Sports events in order to show the image of strength. It shows that the drink is able to improve sportsmen’s performance. Buzz marketing, street marketing The success of Red Bull is also due to the buzz marketing and the operations of street marketing. The company has introduced the product in different places: night club or sports club. For example, in a lot of night clubs, the company has offered money to the DJ who drinks Red Bull and tells them to show their cannette.
The cocktail Vodka Red Bull is one of the most successful. The buzz marketing concerns also the operations of launching in different cities with the distribution of samples, demonstration of extreme sports, communication in places where the students are presents… Rumors It exists a lot of critics concerning the market of the product Red Bull. But the company tries to transform all critics to its advantage. It creates a product more fascinating, mysterious and attractive. These interdictions have built another image of Red Bull, with more strength.
It shows that the product was a phenomenon! It gives to the brand an image of rebellion which attracts the target of Red Bull. Concerning the rumors, the director of the company makes some jokes in order to show that the brand is not reached. Students’ work The company has a precious element of communication: students. They are in the target, and the company proposes to them a job which consists to promote the product in their school…the aim of the company is to approach students and to know their idea concerning creation, etc…the name of the job is “student brand manager”.