Red Bull Marketing Strategy

Red Bull Marketing Strategy
By
NAME: Sulav Shrestha
National collage of computer study
NCCS Reg No: 6534
NCCS Roll no: 38
A term paper submitted to

Marketing department
Faculty of Management
National Examinations Board
In partial fulfillment of the course of marketing of grade XII as per

the requirement of NEB
Kathmandu, Nepal
December, 7
Acknowledgement
I would like to express my special thanks of gratitude to my teacher Mr.Ashok

Bhandari who gave me the golden opportunity to do this wonderful project on
the topic Red Bull Marketing Strategy which also helped me in doing a lot
of Research and I came to know about so many new things I am really
thankful to them.
Secondly, I would also like to thank my parents and friends who helped me a
lot in finalizing this project within the limited time frame.
TABLE OF CONTENT
Chapter-1……………………………………………………………………………………….5
1.1 BACKGROUND OF STUDY…………………………………………………....5
1.2 OBJECTIVE OF STUDY………………………………………………………....6
1.3 JUSTIFICATION OF STUDY……………………………………………………6
1.4 LIMITATION OF STUDY……………………………………………………….7
1.5 RESEARCH METHOLOGY…………………………………………………….7
1.5.1 Primary Data…………………………………………………………7
1.5.2 Secondary Data………………………………………………………7
1.6 Organization of Study…………………………………………………………….8
1.6.1 Introduction………………………………………………………….8
1.6.2 Data, Presentation and Analysis…………………………………….9
1.6.3 Conclusion and Recommendation……………………………………9
Chapter-2……………………………………………………………………………………...10
DATA, PRESENTATION AND ANALYSIS……………………………………………….10
2.1 Usage of Red Bull……………………………………………………………….10
CHAPTER-3………………………………………………………………………………….11
3.1 Conclusion……………………………………………………………………….11
3.2 Recommendation………………………………………………………………...11
Abbreviation
H.O. D Head of Department
Regd.No. Registration Number
NCCS National College of Computer Studies
No Number
Mr. Mister
S.no. Serial Number
Chapter 1
Introduction
1.1 Background of the Study
A marketing strategy refers to a business's overall game plan for reaching prospective

consumers and turning them into customers of the products or services the business
provides. A marketing strategy contains the company’s value proposition, key brand
messaging, data on target customer demographics, and other high-level elements
Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that

sells one product: an energy drink containing taurine (an amino acid) that’s sold in a
slim, silver-colored 8.3-ounce can (shown at the right). The drink has been an
enormous hit with the company’s target youth segment around the globe. For the year
2001, Red Bull boasted sales of $51 million in the United States alone and captured
70 percent of the energy-drink market worldwide. From Stanford University in
California to the beaches of Australia and Thailand, Red Bull has managed to
maintain its hip, cool image, with virtually no mass-market advertising
Red Bull used Collegiate Brand Managers to promote the drink via free samples
handed out at student parties. The company also organized extreme sports events—
like cliff diving in Hawaii and skateboarding in San Francisco—to reinforce the
brand’s extreme, on-the-edge image.
1.2 Objective of The Study

As we all know every report is given to know and observe the various things likewise,
the main objective of preparing this research report is to know about present situation
and past situation of ‘Red Bull’ company. The objective of this study are as follows:
 To know the history and background of the company.

 To know the current condition of the company.
 Sales Promotions
 Create new target markets.
 Large display in the Departmental stores.
 Bull hoof sticker on the floors of departmental stores promoting Red Bull.
1.3 JUSTIFICATION OF STUDY
Red Bull is an unbeatable marketing powerhouse. When it comes to their marketing strategy,
the brand takes everything it does to the extreme. However, their marketing efforts always
put the audience first.
In fact, selling their product comes second.
While they’re active on array of channels and use tons of different tactics, everything
revolves around one concept: creating content and experiences people would be interested
in even if they don’t care about energy drink brands.
The justification of Red Bull marketing plan is:
 It is an unbeatable market in the energy drink industry.

 It is mainly for people who are into sports and require energy one the go
.
1.4 Limitation OF STUDY
The study attempts to evaluate the overall information about galaxy

Red Bull. I have faced many problems and obstacles while finding the correct
and full information about different topics.
Basically, the study has following limitation:

 I couldn’t cover all the dimensions of the subject matter due to inadequate
duration of time.
 Due to the global pandemic of Corona Virus, it was impossible to collect any
primary information.
 As there was not any primary information, I had to collect all the information
from internet but there were lot of unreliable sources.
 Also, it is the first report I have ever prepared so there were lots of confusion and
difficulties to finish it properly.
1.4 RESEARCH METHODOLOGY
1.5.1 Primary Data:

Primary data is the data that is collected by a researcher from first-hand
sources, using methods like surveys, interviews or experiments. It is also known as
raw data. As the report was made during global pandemic of Corona Virus, it was
impossible to do any field visits and collect any primary information.
1.5.2 Secondary Data:

Secondary data is the data that has already been collected through primary
sources and made readily available for researchers to use for their own research. It is a
type of data that has already been collected in the past.
The sources of secondary data for this report are:
 https://coschedule.com/blog/red-bull-marketing-strategy/
 https://courses.lumenlearning.com/suny-hccc-marketing/chapter/case-
study-red-bull-wins-the-extreme-niche/
 https://www.redbull.com/int-en/
1.6 Organization of Study:
Generally, a component of the organization of the study is to spotlight the
organizational signposts to look for in the chapters that follow. This research has been
organized in three chapters below:
1.6.1 Introduction:
Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that

sells one product: an energy drink containing taurine (an amino acid) that’s sold in a
slim, silver-colored 8.3-ounce can (shown at the right). The drink has been an
enormous hit with the company’s target youth segment around the globe. For the year
2001, Red Bull boasted sales of $51 million in the United States alone and captured
70 percent of the energy-drink market worldwide. From Stanford University in
California to the beaches of Australia and Thailand, Red Bull has managed to
maintain its hip, cool image, with virtually no mass-market advertising.
Red Bull first came to the market in 1987 after Austrian toothpaste salesman Dietrich
Mateschitz came to Thailand and heard about an “energy tonic”, created by
Chaleo Yoovidhya. The tonic was supposed to help keep drinkers
awake and alert.
After three years of testing Red Bull launched in Austria, but the two businessmen had
doubters. “There is no demand in the market for this type of drink,” they said. There was no
way anyone would go for it.
They were wrong,
Today, Red Bull dominates, with over 43% of the market share in 2015. The best part?
They’re still going strong. Considering Red Bull created the market in the first place,
dominating just about half of it after nearly three decades years isn’t bad.
1.6.2 Data, Presentation and Analysis:
This chapter is important for making comparison and analyzing. This is also
related to summarizing the collected data and organizing these in such a manner that
answers the research deposited product.
1.6.3 Conclusion and Recommendation:
In conclusion, Chapter 1 is concerned with the introduction of the concerned

company. The introduction chapter is being made in order to know the basic
objective, justification and significance of study and data being used in the report for
data presentation and analysis. It is recommended to read the information part in order
to understand other chapters of the report.
CHAPTER – 2
DATA PRESENTATION AND ANALYSIS

This chapter is related in summarizing the answer of research questions in the form of
tables and charts. We have collected data about the most usage of Red Bull in certain
countries.
2.1 Usage of Red Bull in various countries.
This statistic presents the usage of Red Bull energy drink in different countries. It has
shown that USA has the most people who drinks Red Bull. It has also shown that Red
Bull is the most drunk energy drink than other energy drinks like Monster, Gatorade
etc.
CHAPTER -3
CONCLUSION AND RECOMMENDATION
3.1 Conclusion:
The report on Red Bull company regarding its marketing policy gives us a lot
of information. In this report, we have learned the various important details regarding
the company including its data, presentation and analysis. It is serving its customers in
various ways.
 Red Bull is an unbeatable marketing powerhouse.
 Red Bull captured almost a quarter of the energy drinks market in the
United States in 2020.
 Red Bull continues to dominate as the energy drink leader.
3.2 Recommendation:
I don’t have much knowledge about energy drinks and the marketing
strategies of the company but after the research and study for the report I have gained
some knowledge, and I would like to recommend some points:
 Red Bulls should be made in a recyclable material as it is the no 1 selling

energy drink.
 They should listen to the consumers and make various types of flavors and of
different styles.
 There should be some regulation as it is not meant for kids and not preferred
as a hydrating agent.

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Red Bull Marketing Strategy

A term paper submitted to

In partial fulfillment of the course of marketing of grade XII as per

I would like to express my special thanks of gratitude to my teacher Mr.Ashok

H.O. D Head of Department

Regd.No. Registration Number

NCCS National College of Computer Studies

S.no. Serial Number

1.1 Background of the Study

A marketing strategy refers to a business's overall game plan for reaching prospective

Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that

1.2 Objective of The Study

 To know the history and background of the company.

1.3 JUSTIFICATION OF STUDY

In fact, selling their product comes second.

The justification of Red Bull marketing plan is:

 It is an unbeatable market in the energy drink industry.

The study attempts to evaluate the overall information about galaxy

Basically, the study has following limitation:

1.4 RESEARCH METHODOLOGY

1.5.1 Primary Data:

1.5.2 Secondary Data:

Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that

They were wrong,

1.6.3 Conclusion and Recommendation:

In conclusion, Chapter 1 is concerned with the introduction of the concerned

DATA PRESENTATION AND ANALYSIS

2.1 Usage of Red Bull in various countries.

CONCLUSION AND RECOMMENDATION

 Red Bulls should be made in a recyclable material as it is the no 1 selling

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