Ibraheem 1
MARKETING RESEARCH: RED BULL’S MARKETING STRATEGIES
Marketing Research Assignment:
Red Bull’s marketing strategies
Ali S. Ibraheem
Methodist University
Dr. Jon-David Knode
April 16, 2015
Ibraheem 2
MARKETING RESEARCH: RED BULL’S MARKETING STRATEGIES
Abstract
One of the most famous beverages the world-over is the energy drink Red Bull. This
research paper is an analysis of Red Bull company’s marketing strategies, which include several
techniques. However, those strategies drift away from the traditional, commonly used marketing
strategies. The study describes the genius methods that Red Bull company has used since the
establishment until today, that did nothing but benefit the company most of the time, hence the
company’s indubitable popularity. Red Bull is continuously focusing on the investment,
advancement and development of the company and it is still using the most effective and
appropriate ways to promote the brand.
Ibraheem 3
MARKETING RESEARCH: RED BULL’S MARKETING STRATEGIES
Needless to say, having a well-planned and organized marketing plan leads to a fruitful
and successful business. Nowadays there is a large number of famous brands in the energy drinks
industry, but perhaps one of the most impressive companies with an indubitably victorious
marketing strategy is Red Bull. Finding an inspiration in an already-existing Thai drink, an
Austrian entrepreneur Dietrich Mateschitz decided to adapt the drinks to the tastes of the western
hemisphere, and ended up creating a world renowned empire named Red Bull. Founded in 1984,
Red Bull Company took a relatively short sequence of years to reach the status of the highest-
selling energy drink in the world, with approximately 5.4 billion cans sold every year. However,
there must be a tremendously successful marketing strategy behind this. Breaking down the
strategy Red Bull used to reach the prestigious title will help to understand how and why the
company managed to achieve the status of the highest-selling drink.
Occasionally advertisement techniques can create an unruly cluster, which consequently
decreases the effectiveness of the promotion. Red Bull was one of the companies that did not
follow the traditional way of marketing, but instead used a progressive marketing strategy, which
is characterized by constant advancement and development of the brand. This untraditional
approach to marketing gave Red Bull an opportunity to easily involve with the consumer
population and use new effective ways of communication. Red Bull’s secret to create such an
international stampede does not lie in loud radio-show and television ads or gigantic billboards.
As the founder Mateschitz explained, “We don’t bring the product to the consumer, we
bring consumers to the product.” their marketing strategy simply consisted of crowding people
