Student: Diego Sebastian Somuano Peña
MODULE 1 ASSIGNMENT: RED BULL
As we have seen throughout the entire unit, target marketing is an essential element while
developing a new product or promoting en existing one. Big companies and their marketing
department have verified carefully their potential clients so as to create precise strategies to sell their
products send an effective message and gain new customers; though the current objective of
marketing is to create confidence bonds among the old clients to turn them into brand fans (Linn,
2014).
Red Bull is one of the most important energy drinks all over the world. According to the website
Caffeine informer, this brand “continues to dominate as the energy drink leader” (Top selling energy
drinks brands, 2014) above all other brands, like Rockstar or Monster. In 2015, the website
Convenience Store News shared a chart in which the sales of Red Bull versus other brands can be
appreciated:
Red Bull’s success can be attributed to the market-orientation they adopted and also the way they
create experiences to their customers (Cnossen, Li, Sampath, Taylor-Maisano and Tsonev, n.d.)
Thanks to Dietrich Mateschitz and his strategies focused on a marketing orientation basis, he
launched, in 1987, a totally fresh and new category of beverages that is now available in 169
countries (La compañía que hay detrás de la lata, n.d.). The following is the current marketing
strategy of this huge and important company.
Student: Diego Sebastian Somuano Peña
Marketing orientation: Red Bull Energy Drink is a product made particularly for athletes, students
and people with an extremely active life, giving consumers a high energy kick to keep going with their
activities.
Marketing mix tactics:
1. Product: It’s a pioneer in the energy drinks category. The original beverage is composed
by caffeine, taurine, B vitamins, glucose and sucrose. The beverage is packed in a 355 ml. or 255 ml.
can, with silver and blue colors. Recently, the brand launched some spin-off products, consisting in a
beverage with the same function but with new flavors.
2. Price: Pricing effectively avoids serious financial consequences (Marketing strategies and
tactics, n.d.), and this company knows it right. A 255 ml. can is sold for $28 MXN (1.38 USD), giving
people a higher status by buying it and avoid consuming any other energy drink, having in mind that
they just need one Red Bull can to get an energy boost. As being the energy drink leader, this brand
is more expensive than others.
