Dietrich Mateschitz established Red Bull in Austria and brought the caffeinated drink into Hungary, its first foreign business market, in 1992. Today, Red Bull sells 4 billion cans of caffeinated beverages every year in more than 160 nations. It has turned into a multibillion-dollar brand among rivalry from drink lords like Coca-Cola and Pepsi. In less than 20 years, Red Bull has turned into the energy drink market pioneer by harnessing the work of mouth and skillfully connecting with the worldwide youth (Bughin, Doogan and Jørgen Vetvik, 2010).
NO traditional advertisement simple IMC mix
Since its starting, Red Bull has utilized very less traditional promoting and no print, boards, banner advertisements, or Super Bowl spots. Red bull runs negligible TV
ads, the animated advertisement and slogan “Red Bull Gives You Wiiings” are intended to delight its young group of consumers and bond with them in a non-traditional manner.
IMC- integrated marketing communications as defined by American Marketing Association is as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.”(Kotler, 2012).
With daily advances in technology and with new and wide range of audience and communication tools it has become necessary for the companies to move towards IMC. Companies must obtain a 360-degree view of the consumers so they can understand carious communications that can affect the behavior of the consumer in daily life
Do it Differently with ONE product
From the start to years Red Bull offered only one item, Red Bull Energy Drink, in one size—a smooth silver 250 ml. (8.3 oz.) can with an European look a. its ingredients makes it highly caffeinated and energizing so fans have called it “speed in a can” and “liquid cocaine. The IMC mix of the company has been really successful as it was able to create an entire new segment of energy drink. Since Red bull does not uses traditional media it creates hype about its products by using viral marketing tactics. It starts with targeting trendy shops, bars and clubs the rationale for this given by a Red Bull executive was that this way the products gets a lot of attention and visibility moreover people are open to new things in clubs (Farris, 2008). After the product has gained some pace it moves to stores which are near gyms and colleges so that they can target their segment of young males and females of aged 16 to 29 years. They are also known to distribute free cases of Red Bull and boost them to throw party and finally they make their product available at restaurants and supermarkets.
Viral and extreme!!
Targeting opinion leaders is the preliminary step in company’s marketing which focus on to build authenticity and community. So, to achieve this company provides free drinks to sports competitions and to young individuals in college campuses who look like they need energetic drink. Red bull is a leading sports entrepreneurial brand. It has been associated with various extreme sports, events and athletes (Gorse, Chadwick and Burton, 2010). The limit of craziness of Red bull event is yet to be decided. It aligns with almost every extreme event ranging from dancing to sailing, snowboarding, mountain biking and motor sports
To stay true to the brands slogan “Red Bull gives you wings” company organizes an event known as “FLUGTAG”
This kind of an event represents a unique integrated market communication in which participation of the consumer helps to develop a positive brand identity. It also helps the marketers to have a sound understanding of what a customer seeks to benefit from the product and event (Wohlfeil and Whelan, 2006). At the Flugtag the participants make their own flying machines which should not be more than 10 meters in size and weighs approximately around 200 kilogram which includes the weight of the pilot also. This homemade aircraft is then launched from a designed Red Bull ramp which launches the machine 30ft above water. A gathering of approximately 300,000 young consumers can be seen on this event that applaud for the planes and enjoy the vibe of the event.
Another such extreme annual event sponsored by the company is Red Bull Air Race in which pilots fly a plane with wingspan of 26ft at the speed of 230mph through a gap of 33 ft.
Company utilizes its IMC mix network to promote its brand equity. After targeting the segments through various channels and promoting positive brand image Red Bull website helps to provide consumers with videos, interviews and how to find new and net events. The company’s mission to be different and rebellious aligns with the IMC strategy which has helped them to connect with its young consumers.
Bughin, J., Doogan, J. and Jørgen Vetvik, O. (2010). A new way to measure word-ofmouth marketing. McKinsey Quarterly.
Kotler, K. (2012). Marketing Management. Pearson Education Limited.
Farris, P. (2008). Red Bull. University of Virginia.
Gorse, S., Chadwick, S. and Burton, N. (2010). Entrepreneurship through sports marketing: A case analysis of Red Bull in sport. Journal of Sponsorship, 3(4).
Wohlfeil, M. and Whelan, S. (2006). Consumer Motivations to Participate in Event-Marketing Strategies. Journal of Marketing Management, 22(5-6), pp.643-669.
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