MARKETING
ㅤㅤ MANAGEMENT
CONTENTS :
ABOUT THE COMPANY
COMPETITORS AND MARKET DEMANDS
SWOT ANALYSIS
PROBLEM FACED BY THE COMPANY
STRAGIES MADE TO OVERCOME THE PROBLEM
IMPACTS AND RESULTS OF THE DECISION TAKEN
CONCLUSION
Red Bull, founded in 1987 by Dietrich Mateschitz and Chaleo Yoovidhya,
is a global leader in the energy drink market. Headquartered in Austria,
the company sold 7.9 billion cans in over 170 countries in 2022. Known
for its innovative marketing, Red Bull sponsors extreme sports and
adventure events, establishing itself as both a beverage and lifestyle
brand that promotes energy, action, and adventure.
Key Competitors:
Monster Beverage Corporation
PepsiCo
Coca-Cola
Bang
5-H Energy
Market Demands & Preferences:
Growing demand for healthier and functional beverages.
Preference for products that offer energy, hydration, and improved
focus.
Younger consumers drawn to brands associated with active lifestyles and
extreme sports.
SWOT ANALYSIS
STRENGTH WEAKNESS OPPORTUNITIES THREATS
Strong brand identity and High dependence on a Expansion into health- Regulatory challenges and
global recognition. single product line. conscious energy products. bans in certain markets.
Market leader in the Health concerns around Growing e-commerce and Rising competition from
energy drink category. drinks among people. direct-to-consumer new entrants.
Successful marketing Not a good reach among opportunities. Already available brands
strategies (sponsorship of the older generation Better reach among are growing stronger and
extreme sports). people in society. youngsters in the society. stronger rapidly.
SWOT ANALYSIS
STRENGTH WEAKNESS OPPORTUNITIES THREATS
Strong brand identity and High dependence on a Expansion into health- Regulatory challenges and
global recognition. single product line. conscious energy products. bans in certain markets.
Market leader in the Health concerns around Growing e-commerce and Rising competition from
energy drink category. drinks among people. direct-to-consumer new entrants.
Successful marketing Not a good reach among opportunities. Already available brands
strategies (sponsorship of the older generation Better reach among are growing stronger and
extreme sports). people in society. youngsters in the society. stronger rapidly.
SWOT ANALYSIS
STRENGTH WEAKNESS OPPORTUNITIES THREATS
Strong brand identity and High dependence on a Expansion into health- Regulatory challenges and
global recognition. single product line. conscious energy products. bans in certain markets.
Market leader in the Health concerns around Growing e-commerce and Rising competition from
energy drink category. drinks among people. direct-to-consumer new entrants.
Successful marketing Not a good reach among opportunities. Already available brands
strategies (sponsorship of the older generation Better reach among are growing stronger and
extreme sports). people in society. youngsters in the society. stronger rapidly.
SWOT ANALYSIS
STRENGTH WEAKNESS OPPORTUNITIES THREATS
Strong brand identity and High dependence on a Expansion into health- Regulatory challenges and
global recognition. single product line. conscious energy products. bans in certain markets.
Market leader in the Health concerns around Growing e-commerce and Rising competition from
energy drink category. drinks among people. direct-to-consumer new entrants.
Successful marketing Not a good reach among opportunities. Already available brands
strategies (sponsorship of the older generation Better reach among are growing stronger and
extreme sports). people in society. youngsters in the society. stronger rapidly.
Product:
Red Bull's core product is its energy drink, which is
designed to boost mental and physical energy. It
has expanded its product line to include variations
such as Red Bull Sugar free and Red Bull Editions
(flavored versions).Red Bull is more than just a
drink—it's positioned as a lifestyle brand,
associated with adventure, extreme sports, and
high energy.
01
Product:
Red Bull's core product is its energy drink, which is
designed to boost mental and physical energy. It
has expanded its product line to include variations
such as Red Bull Sugar free and Red Bull Editions
(flavored versions).Red Bull is more than just a
drink—it's positioned as a lifestyle brand,
associated with adventure, extreme sports, and
high energy.
01
Price:
Red Bull follows a premium pricing strategy. Despite
being more expensive than many competitors, the
brand justifies its price by emphasizing its superior
quality, strong brand image, and the lifestyle it
represents . Red Bull’s pricing aligns with its target
audience—consumers willing to pay for a product that
02
promotes performance and a unique experience.
Place :
Red Bull is distributed globally, available in over 170
countries. It uses a wide range of distribution 03
channels, including supermarkets, convenience
stores, gas stations, and online platforms . Red Bull
ensures its products are accessible in places that
target their active, on-the-go consumers—such as
gyms, sporting events, and nightlife venues.
Promotion : 04
Red Bull’s promotion is heavily centred around
sponsorships and events. The brand is synonymous
with extreme sports, sponsoring events like Red Bull
Stratos and the Red Bull Air Race . The brand also
engages in guerrilla marketing, viral campaigns, and
content creation through Red Bull Media House,
reinforcing its image as an adventurous and energetic
brand.
PROBLEM FACED BY RED BULL
In 2014, Red Bull faced a class-action lawsuit for misleading advertising
(“Red Bull gives you wings”), claiming the product did not enhance
performance as advertised
Impact : This lawsuit damaged the brand’s credibility and led to a 13$
million settlement
ACTIONS TAKEN TO OVERCOME THE
PROBLEM
Settling the case with compensation ($13 million).
Avoiding prolonged negative publicity through a swift resolution.
Adjusting its marketing language to avoid over-promising and focused more
on real experiences .
Enhanced transparency about product ingredients and effects to combat
further health concerns.
RESULTS OF THE ACTION TAKEN
• Red Bull continues to be the market leader despite the lawsuit,
maintaining strong brand loyalty.
• Increased market share post-2014 due to engaging and consistent
marketing campaigns.
• Successful pivot from misleading claims to promoting adventurous
lifestyles .
• The settlement did not significantly impact their financial
performance
