Comprehensive Analysis: Red Bull Marketing and Events Strategies

This report provides a detailed analysis of Red Bull's marketing strategies and event management. It begins with an executive summary highlighting the key aspects of the company's marketing procedures. The report then delves into Red Bull's special events, such as sports and cultural events, and how they contribute to brand promotion. It explores the marketing mix, including product, price, place, and promotion strategies, illustrating how Red Bull effectively positions itself in the market. Furthermore, the report examines Red Bull's outdoor event promotion, segmentation, target market positioning, and risk management. The conclusion summarizes the effectiveness of Red Bull's marketing strategies, emphasizing its strong market presence and customer loyalty. References and appendices are included to support the analysis.

Running head: UNDERSTANDING MARKETING AND EVENTS OF RED BULL
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
Name of the Student
Name of the University
Author Note

1
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
Executive Summary
The report has shed light on the Red Bull events management and their upgrading marketing
procedure. In case of abetter understanding of their marketing strategies, some of the grand
events have been discussed along with the marketing strategies of the company. The case of
product, price, promotion and place activities determine the place of the company. Strategic
changes are important to register for the better development of the company. Segmentation in all
aspects along with the possible target market has been analyzed in this report and all the process
is justifying the marketing understanding prospect and their impact on the situation.

2
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
Table of Contents
Introduction......................................................................................................................................3
LO1: Special events of Red Bull.....................................................................................................3
LO2: Marketing activities of Red Bull............................................................................................4
LO3: Role of the marketing mix......................................................................................................5
Product.........................................................................................................................................5
Price.............................................................................................................................................5
Place.............................................................................................................................................5
Promotion....................................................................................................................................6
LO4: Outdoor event promotion of brands.......................................................................................6
(a) Segmentation and Target market positioning.........................................................................6
(b) Risk management of an event................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
Appendices....................................................................................................................................11

3
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
Introduction
Red Bull is currently the leading energy drink company across the globe. The company
holds 70% of the market of health drinks worldwide. Within the soft drink market, the company
is leading the position as the highly successful health drink in the world and the quality deliver
form Red Bull is really commendable. Red Bull entered Austria’s market in 1987 and then
targeted some of other nation where they can establish their market (Redbull.com 2018). Red
Bull has entered in Australia market and then moved in Germany, United Kingdom,andtheUSA
in 1997. In modern times, the company has expanded their business in 171 countries. The drink
provides high energy kick and available in two flavors. The company has taken progressive
marketing strategy to evolve their product and to develop their plan.
LO1: Special events of Red Bull
Events are the best way to judge the companies limitation and strength to enrich the
position of the company. People come and participated in those events and as the event is
organized by the company, a general message has been evolved through the company. Some of
the big event organized by the company is defining their grandeur in themarket. Red Bull
Neptune Steps 2018, Crankworx FMBA Slopesstyle World Champs or the Red Bull Music
Academy all these are important event those help in case of promoting their product at
international level (Redbullstudios.com 2018). Thereare some special events also organized by
Red Bull. Special events are aiming to generate more money for community groups and non-
profit organization through the different complexity level. Red Bull initiates some of the
complex and critical shows and events that need to have safety, security,and belief that
participants can trust on. Generally, there are four types of event like asports event, cultural

4
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
events, business events and corporate events. Sports events are creating a mass movement and
people love to see different sports. So a promotional activity gets done through this event.
Cultural events accumulate most of the same culture minded people and enhance their creative
thinking to enrich the development of the program. This will also be considered as a promotional
opportunity. Business events are dealing with money and position, and in any case of financial
dealing or to make acquisition and merger situation this kind of event strategy has organized.
Corporate events are in different form and it included trade shows, incentive program, team
building events and all these are showing the positive outcome of events and that initiated an
impacton the organization. MotoGP of Australia or Rally Australia all these events are
specially designed for Australia and through these events, Red Bull strengthen their market
position in Australia. In theUSA, most of the events are nurtured and proceeded with after
complete planning. Red Bull Quick sticks, Red Bull Grand Prix of the Americas, Red Bull
Conquest, Vans Pool Party, Red Bull 400Ironwood and festivals like Las Vegas – are some
important and significant programs that enhance the market position of Red Bull (Redbull.com
2018). In case of promotionalproduct, companies are taking different strategies to convey the
process. In this case, the way of festival operations stores can only contain Red Bull and that will
encourage the company as well (Bartlett and Garde 2013). The company is doing their
promotion all over the world and FIA. Most of the events including the World Championship are
also organized by the company so their involvement also impacted the world.
LO2: Marketing activities of Red Bull
Marketing is a general action or promoting of a business or products in a different way
and analyzing the market and target market to sell those products by attaining customers’
attraction. In case of business concepts or focusing on particular target customers, marketing

5
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
strategy has changed in those cases, however on a general aspect innovation and building the
technological enhancement is making good marketing strategies for business. Marketing strategy
is the most important progressive session that is focusing on significant tactics towards target
audience so that massive audience attention can be gained. In media outlet, a marketing team is
created by Red Bull and they take care of publishing content that analyses their brand position
and reputation. Some of the colossal publicity stunts are important in case of massive production
and these processes are also considered as marketing activities. Event creating process, which
has been done by the company in a rapid form, is another form of associating with the audience
(Rauschnabel, Praxmarer and Ivens2012). The visual branding of the company is another
important thing that most of the health drinks companies have also done, however, the effective
way of business involvement with customers and events are only consolidated by this company.
Red Bull is building a strong content with care for people (Redbull.com 2018). As the
company has their interest in sports, music and art sections, they have found some good audience
for them. Media related aspect include public relation aspect, which is the creative nature of the
company.
LO3: Role of the marketing mix
There are four aspects of marketing that need to be analyzed in this section to understand
the market of Red Bull. Products, Price, Place,and Promotion - all these are marketing aspects
and Red Bull has this capability to execute all the process in a designed manner.

6
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
Figure 1: Marketing Mix
(Source: Gerritse and van Olderen 2014)
Product
The varieties of products are the most important aspect of this product lining. Red Bull
Sugarfree, Red Bull Zero Calorie, and Red Bull Editions (Silver, Red,and Blue featuring
different flavor lime, cranberry, and blueberry) – these are the featuring products of the
companies that provide original taste and quality to the customers (Redbull.com 2018). This
product has been used for the iconic health drink product in the world and used as the most
popular product in case of health drink.
Price
The pricing strategy that has been taken by the company at the initial level is penetration
strategy where the price of their cans are very low in price.After the implementation of the

7
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
strategy, when people were getting accustomed to that health drinks, an economic strategy has
been maintained throughout the years (Gerritse and van Olderen 2014). Lots of other health
drink manufacturing companies are skimming their prices at the low rate or premium rate but a
consistency of economic rate maintained by the Red Bull.
Place
171 countries have been processed by Red Bull and that is the reason, the globalized
perspective of marketing and mass distribution strategy has been followed by the company
(Redbull.com 2018). In all channels of theretail market, bars, night clubs, campus corners Red
Bull is available. Online store of Red Bull called “Red Bull Shop” is the concerned place where
Red Bull is easily available for customers.
Promotion
The best promotional activities approaches that have been initiated by Red Bull are the
event organizational strategy. There are some movements as well to consider the best health
drink product in themarket. They have chosen their target market and a content marketing of
qualities in products are the highlighted aspect that evolvesthrough the in magazines and events
and that is the reason people love to opt their products (Wilson and Grant 2013). Through the
promotional strategy, they have placed their market in a good position so that competitive
advantage can be gained.
LO4: Outdoor event promotion of brands
(a) Segmentation and Target market positioning
Red Bull is a single demographic vision to produce a customer-centric process so that
young generation is highly attached to the company. They are focusing on the age group between

8
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
16 to 38 or 40 and this age range is important for the energy drinks like Red Bull. The major
changes in segmentations are established in geographic section. International market along with
the culture and food habit of the market is the concerned issue for that segmentation. The region
is the main concern on this occasion and density of the region is also important in that case
(Redbull.com 2018). Urban and Rural people have adifferent mindset and they are approaching
in a different way. So the segmentations are divided in demographic, geographic, behavioral and
psychographic as well. In case of behavioral case, theloyalty of bands and personality of people
and user difference in most of the cases are the main concern of that (Barnes 2016). In case of
social class and determining the lifestyle of the people are considered as apsychographic
approach.
The target market is not based on the price as the price of the health drink is
economically cheaper than other healthy products and that encourage their product level and
quality in case of health drinks market. Full, Throttle, Rockstar, Monster, Amp, NOS - all
these energy drinks are also available in themarket, but the 43% market share is acquired by Red
bull (Redbull.com 2018). People personality, mentality and their life stage also are depending on
this situation. In between the age section 26-40 when people are getting married, people like
these kind of drinks and Red Bull is one of the most sellable products in all over the nation
(Grasser, Dulloo and Montani 2015).
(b) Risk management of an event
Some risks will be there with the promotional event where initial networking of business
was formulated in a proper way, in that case guiding towards the safe situation is the concern
behind that. Some of theevents are so grand initiated by Red Bull, where best security trends and
capabilities program need to be installed (Armstrong et al. 2015). After so many years, some

9
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
good relation with the government has built up and in that case, political risks are mitigated by
this way. In case of society management and market segmentation process,people authentication
and use of the business in this position is accepted in the community (Redbull.com 2018). Event
place security and technical insights are concern reason behind that where the events are
continued in such way where risk can be mitigated by the effective use of thinking and
implementingabusiness process.
Conclusion
Therefore it can be concluded that marketing strategy of Red Bull and the demand for the
product in this contemporary market is huge and effective in case of business and promotion.
The marketing competition along with other health drinks are not persisted in this case as the
promotion strategy needed from Red Bull is most effective and impacted on the target market.
Customer loyalty, events analysis, demographic and geographic aspect and product mix of Red
Bull all are creating a marketing evaluation of the company and highlighting in understand
business and events promotions.

10
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
References
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Barnes, S., 2016. Understanding virtual reality in marketing: Nature, implications and potential.
Bartlett, O. and Garde, A., 2013. Time to seize the (red) bull by the horns: the EU's failure to
protect children from alcohol and unhealthy food marketing. European law review., 38(4),
pp.498-520.
Gerritsen, D. and van Olderen, R., 2014. Events as a strategic marketing tool. CABI.
Grasser, E.K., Dulloo, A.G. and Montani, J.P., 2015. Cardiovascular and cerebrovascular effects
in response to red bull consumption combined with mental stress. American journal of
cardiology, 115(2), pp.183-189.
O’Brien, J., 2012. How Red Bull takes content marketing to the extreme. Mashable,
December, 19.
Rauschnabel, P.A., Praxmarer, S. and Ivens, B.S., 2012. Social media marketing: How design
features influence interactions with brand postings on Facebook. In Advances in Advertising
Research (Vol. III) (pp. 153-161). GablerVerlag, Wiesbaden.
Redbull.com 2018 Red Bull retrieved from: https://www.redbull.com/gb-en/ [Accessed on 15th
March 2018]
Redbullstudios.com 2018 Red Bull Studio London retrieved from:
http://www.redbullstudios.com/london/studio [Accessed on 14th March 2018]

11
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
Wilson, J.A. and Grant, J., 2013. Islamic marketing–a challenger to the classical marketing
canon?. Journal of Islamic Marketing, 4(1), pp.7-21.

12
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
Appendices
Appendix 1:
Figure 2: Red Bull company revenue percentage increase from 2011 to 2016
(Source:statista.com 2017)
Appendix 2:

13
UNDERSTANDING MARKETING AND EVENTS OF RED BULL
Figure 3: Comparison of themarket share of health drinks companies
(Source:Measham, O’Brien and Turnbull 2016)
Appendix 3:
Figure 4: Worldwide top three energy drinks
(Source:Armstrong et al. 2015)