Red Bull Brand Report

This presentation provides a comprehensive analysis of the Red Bull brand, including SWOT analysis, PESTLE analysis, marketing mix, STP, and consumer self-concept. It also discusses the opportunities and challenges for the brand.

Brand Report

Index
 Introduction
 SWOT Analysis
 PESTLE Analysis
 Marketing Mix
 STP
 Consumer self-concept
 Conclusion

Introduction
Red Bull was inspired by functional drinks from far east
and founded by Dietrich Mateschitz in mid-1980s. He
successfully developed a new product along with marketing
concept in order to launch Red Bull as an energy drink in
Austria on 1 April 1987. It was a completely new project
and born as an energy drink in order to attract consumers.

SWOT Analysis
 Strengths: Some of the major strength of Red Bull includes its market
dominance and the rapid growth of sales that Company is showing in
Germany, Austria, eastern Europe and USA. The intensive marketing
technique of company is using social media and sports in order to
market its product which is also great strength for the organisation.
 Weaknesses: Weaknesses of the organisation is the lack of variety due
to which they could not fulfil all the requirements of customers. Also
the product provided by them is very unhealthy along with its high
price which is a weakness for Red Bull.

Cont.…
 Threats: There are tough regulations on such drinks derived by government
which is a threat for the organisation. Along with this the growing health
consciousness of people is already leading to a decrease in sales of the Red
Bull. Along with this stiff competition in market is also one of the weakness for
Red Bull.
 Opportunities:Various opportunities for Red Bull includes the emerging market
of Latin America and Asia Africa. Along with this they can introduce healthy
products which will help in fulfilling the requirement of consumers those who
are devoted towards their health. The engagement in sports can also help in
building value for the organisation.

PESTLE Analysis
 There are a number of different factors in an economy that include
the political stability. It is necessary that Red Bull is facing these
factors so that they can successfully sell their products in the
stabilised government of an economy.
 The economic factors affecting Red Bull includes the inflation
rate, high cost of raw materials, interest rate in the countries they
are selling their products and so on.

Cont. ..
 It is necessary that red bull is taking advantage of technological
advancement along with digital media in order to market their product.
They can successfully make use of technological factors in order to bring
benefits for themselves.
 It is often seen that there are a number of laws and regulations under food
and regulation laws that are directing the energy drink company like Red
Bull. It is necessary that Red Bull is meeting all the safety criteria is in
order to successfully sell their products.

Marketing Mix
The marketing mix of red Bull help in analysing product, price, promotion and place
for the organisation.
 Product strategy: Red Bull is successfully producing two products that is the natural
Red Bull and the second option with a sugar-free drink. Both of these are produced
differently and also available in different countries to serve the people from need of
energy drink worldwide.
 Pricing strategy: There are a number of competitors available for the company in
market. Still they have the market leadership as they are using competitive price
strategy for their products. Under this they are providing premium product for their
consumers in the best price possible.

Cont. ..
 Place strategy: Distribution network for Red Bull is worldwide. They have
availability at locations like different convenience store, night clubs, bars, casinos
and supermarkets. In this way they are successfully making their products available
for the consumers at different locations.
 Promotion: promotion strategy used by red bull or a major reason due to which the
company is successful. They are using sports events in order to successfully promote
their products and also sponsoring various teams in mountain biking, wind surfing,
Formula One, skating and so on. In this way they are successfully promoting their
products using new strategies of promoting through sports as well as digital media.

Cont….
 Place strategy: Distribution network for Red Bull is worldwide. They have
availability at locations like different convenience store, night clubs, bars, casinos
and supermarkets. In this way they are successfully making their products available
for the consumers at different locations.
 Promotion: Promotion strategy used by red bull or a major reason due to which the
company is successful. They are using sports events in order to successfully promote
their products and also sponsoring various teams in mountain biking, wind surfing,

STP
 Red Bull have successfully determined its market through demographic segmentation. They
have segmented their products on the basis of age, gender, income as well as occupation under
demographic segmentation. They also use psychographic segmentation in which lifestyle,
personality, location, loyalty and attitude towards the product is used. In order to conduct
geographic segmentation they have focused upon areas, city‘s and regions.
 For targeting the geographic segment the organisation is successfully targeting the market of
the different countries. The major demographic segment and target a teenager and college
students who are from the age of 13 to 21. They are also targeting the working professionals
from the age of 21 years to 35 years in order to successfully look for their potential
consumers.

Consumer Self-Concept
In consumer self concept it is necessary to fit the brand at a
position for the consumer. When talking about Red Bull it
is an energy drink which is not a necessity for a consumer.
However it is usually considered to be a lifestyle product
as a number of youngsters and working professionals are
consuming it due to the peer pressure.

Conclusion
With the help of the presentation it can be concluded that Red Bull is a
energy drink which is consumed across the world. The consumers are
enjoying energy drinks and the packaging successfully throughout the world.
Also the organisation is fulfilling all its responsibilities towards the economy
and natural environment which helps it in developing sustainably. There are a
number of opportunities present in future for the organisation such as
focusing on different emerging markets in order to expand their business.