Red Bull Gives You Wiiiings


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTA019 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

-
Case Length : 12 Pages
Period : -
Pub Date : 2005
Teaching Note : Not Available
Organization : -
Industry : -
Countries : Australia

Abstract:

Red Bull was initially developed in Thailand. Mateschitz bought the rights to market it world-wide excluding Thailand, which continued producing its own brand. The concoction was marketed to young people as an energy booster, using sassy advertising spots and the catchphrase "Red Bull gives you wings." Red Bull GmBH is a privately owned Austrian company of Dietrich Mateschitz, with sales of $1640 million in 2003 and 1850 employees. Since introducing Red Bull in 1987, Mateschitz has invested heavily in building the brand. In some countries, Red Bull commanded an 80% market share. In the U.S, Red Bull enjoyed a 47% share of the energy drink market, and the sales were growing annually at 40%.

Contents:

  Page No.
Introduction 1
Background Note 1
The Brain behind the Drink 2
The Initial Hiccups 3
The Marketing Model 4
The Future Challenges 6
Exhibits 9

Keywords:

Red Bull, Dietrich Mateschitz, Red Bull gives you wings, Energy drink market, Red Bull's marketing strategy, Sampling events in bars and night clubs, Red Bull's Image.

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