RED BULL

What is Red Bull?

It is an energy drink distributed by Red Bull GmbH, created in the 80s with a single

philosophy, is among the main energy drinks worldwide. Up to the year 2016, more than

6000 million cans have been sold (exactly 6062 million cans representing a total profit of

6029 million euros, which is a difference of 126 million compared to the previous year),

Chile being one of the biggest buyers of these famous cans. Currently Red Bull has 30

years in the market. Red Bull has as main buyers the young population that represents 25%

of the world, with presence in 165 countries, being the total of 195 total countries in the

world, as mentioned before. The can of Red Bull has not changed over the years, always

being its motto "Red Bull gives you wings," which has always been related to "fly high"

and "give wings to the imagination"

Red Bull MKT

Red Bull has used the same can for 30 years, it has positioned itself in the world market,

always in young population, being its only product the energizing drink that we all know.

The most important points of Red Bull in its Marketing strategy are:

1. Slogan and symbolism: the two red bulls are a symbol of strength and energy. The

background of the dawning sun alludes to its Asian origins. Before becoming a commercial

drink in Thailand, the mixture was used during World War II for Japanese pilots. From here

probably also the slogan "Red Bull gives you wings" (original version: "Red Bull verleiht

Flgel").
2. Unprompted Use: We know that Red Bull is very popular in blends with alcoholic

beverages. It is not a use promoted by the brand. The message of the product is that it

provides you with energy. If you want to be fit all night you need something to keep you

awake. In this sense it is being used as a legal "drug." With the advertising message created

Red Bull also reaches the public of the clubs and bars. Besides the drink when mixing with

strong alcohol takes away the unpleasant taste, which especially for young people is

attractive (and a danger).

3. Marketing the purple cow: Red Bull certainly follows the advice of marketing guru Seth

Godin being the "purple cow" of drinks. There are no reasons why it costs 2 to 3 times

more than another sugary drink. Price is a factor that makes it considered "special." Taste

could be considered as drinking liquid gum. Marketing makes us understand this message

that sets it apart from other sugary drinks: "Red Bull is the drink that gives you the most

energy when you need it."

4. Marketing Extreme Emotions: If Coca Cola has established the marketing of happiness,

Red Bull has created the marketing of extreme emotions. When your body produces

adrenaline, pleasant feelings are produced for all those who seek the "danger". So instead of

pulling a bridge with a parachute you can drink a Red Bull to live similar sensations.

5. Presence in events: The events that Red Bull promotes are mostly sports of interest in

young people, as well as events that stimulate the imagination such as "Red Bull FlugTag",

"Red Bull Paper Wings", "Red Bull SoapBox" , among others. Always using the brand

name at the beginning. In 2009 two extreme sportsmen ("base jumper") Ueli Gegenschatz

and Eli Thompson of Red Bull died, which I think a lot of criticism around the mark (news
in German). The families defended the company taking away the responsibility for the

tragedy.

6. Sponsorship of athletes: Red Bull athletes are recognized directly by the cap that some

by contract always have to carry on (or at least when a camera approaches). To have Red

Bull as a sponsor is an honor for an athlete since apart from the contract is the prestige of

being part of an elite club. At the moment he has entered to sponsor in equipment of e-

sports, as it is the well-known equipment OG of Dota 2.

7. Marketing multimedia content: being a sponsor of many events and sports gives you the

ability to create a huge amount of content in text, photo, video, etc. Apart from having a

specific channel for all your videos "Red Bull TV" that is also integrated in the website of

Brand, offers you downloads of applications for iPhone or create a personalized video

becoming one of the Red Bull X Fighters. You can play video games and much more. The

brand goes beyond simply informing about what it does: It wants the user to enter the web

and for a couple of hours no longer leave it. Red Bull uses 25% of its profits in marketing,

being "Branded Films" the most striking.

Volt

It is an energizing drink of the company AJE, a Peruvian company born in Ayacucho under

the brand Kola Real.Volt tries to position itself as a competition of the different energy

drinks in the Peruvian market such as Red Bull and Monster Energy Drink. Currently the

strategy used is to give the lowest price on the market. Currently Volt has four

presentations (Yellow, Maca, Green and Focus) and two presentations in bottle and tin. One
of the problems of Volt has been positioning itself in the market like a big competition by

the lack of publicity and the lack of presence in events like it has Red Bull.