Red Bull Promotion: Analysis of Techniques, Opportunities & Impact

This essay provides an analytical discussion of Red Bull's promotional strategies, focusing on how the brand leverages athlete associations, unique taglines, visual branding, and event sponsorships to reach a broad audience and capture a significant market share. It highlights Red Bull's effective use of content marketing, social media channels, and brand ambassadors to build brand awareness and customer loyalty. The essay also explores Red Bull's below-the-line promotion strategy, including its investment in sports, adventures, and extreme sports, as well as its use of digital platforms like Red Bull TV and Content Pool. The promotional mix of Red Bull involves advertising, personal selling, sales promotion, and public relations. The essay concludes by emphasizing Red Bull's customer-oriented approach and its ability to adapt to changing consumer preferences, making it a strong market player in the energy drinks segment.

An Analytical discussion on
Promotion for the brand
Red Bull
Table of Contents

INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The Potential opportunities associated with Promotion techniques used with Athletes..............3
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Red Bull is the energy drink which provide the energy to people to complete their work. While
they are using the unique strategies for promotional of their brand through various events like
sports or music.
MAIN BODY.
The Potential opportunities associated with Promotion techniques used with Athletes.
Promotions techniques are used by Red bull to reach larger audience and capture major of
the market. Red Bull drink is an energy drink and which is used by athletes and sports person
which used during their game and activities like gym or outside to influence people and society
to use their products. Red bull had tied up with many key athletes which have very strong
background of fan base and admire by major of the population. Marketing strategies which are
followed by Red bull is through live concert, sports event and music festival and other
techniques which are used by Red Bull (Gao,et,al., 2019). The major focus that attract the
customers for Red bull energy drink is by using the effective promotional techniques and
methods which set in the mind of customers. Some unique techniques are:
Unique tag line which is used by the Red Bull is the key line that attract customers
towards their product. “Red Bull gives you Wing” where customers focus on the word Wings
which usually means energy they get to do the work. These tag line usually attract most of the
customers from sports which help them to boost up with energy in workout or sports. They have
been influence famous athletes which are using their product and promote the drink. Promoting
through visual branding of Red Bull through high intensity stunts done by professional and has
been done in public which lead to very wide promotional stunts and capture major of the market
through these stunts. Red Bull values play an important role in their content. They create the one
core tag line which is used by Red bull team communicate with the world and revolve their value
through these tag line. They also focused on building a strong content like extreme sports like
Formula 1, basketball, football or music concert or dance concert which are created at big scale
or nightlife and or which their content can appeal to right audience of product. Red Bull also
build quality content with publication like ESPN, Buzz feed and Vice etc. This creates the most
effective branding of product which help company to gain the target audience and success market
strategies by Red Bull.

Red bull inspire they people to peruse their dream by which are connected with freedom
and motivation which is being created by awareness through emotional and adventures. Their
contents are user generated which build and maintain the brand awareness online and offline.
Red Bull is become the media company and invest in the events that promote their product and
brand (Hayes, 2020). They inspire the people by showing the content on their channel for free
which motivate audience and energy for the work or anything. These activities generate the trust
of audience due to quality content that is authentic and free to consumers. Red Bull shows sport
and outside activities including adventures activity on social media channels like Facebook,
Instagram.
As user generated content build the trust among the consumers, they also
influence their marketing through creating the brand ambassadors. While showing the free
activities to consumers Red Bull also create the brand ambassador in each sports event like racer,
biker, players etc. which are sponsored by the company. The sponsored athletes show their
content on their social media which will represent the Red Bull brand in their content. Red bull
have created their marketing in such a manner that they are been promoted one or another way
by sportsperson who are sharing their activities.
Red Bull advertisement with events are the leading marketing company in the world.
They use with the technology for marketing and turn it into advantage by adapting the changes in
the taste and preference. Red bull have started their marketing by investing in the sports,
adventures and extreme sports to build the brand awareness that lead to brand loyalty among
their customers base (Lokhman, KarashchukKornilova, 2018). The main focus is on the
adventure and extreme sports which is unique idea to follow the brand with the target audience.
However digital platforms are used by the Red bull like they have launched Red bull TV, red
bull Content pool which help to edit videos and photos, creating content with publisher, agencies,
bloggers etc.
Red bull as a market player targeting largely the audiences like sport person and athletes.
They generally promote their product, that is energy drinks through its event strategies. The
strategy like content creating and publishing the same where its target audience are expected to
hang out. Their content is based on the activities, during performance of which their audiences
are likely to consume energy drinks (Rangan and Han, 2019). They also publish this content on
its website.

Not only content creation form part of red bull's promotional techniques but also various
traditional media like creating channels on You tube, social media marketing where they can
reach their potential target through various social networking sites. They have also made use of
various TV channels through creating partnership with them where they used to create shows and
videos in the form of films and events. The next strategy that Red bull incorporates in its
promotional technique is its social media marketing, like their page created on Facebook display
many shows, music, images and events which plays an important role in attracting and targeting
potential customers. They too have channels on Twitter and Instagram where images are shared
among its fans, where these images are very message oriented about the brand Red bull. At last
the last but not the least it's dominating strategy over all other strategy are its ability to use
Sponsorships and Event for bringing their product directly to its audience. First element of this
dimension is the publicity stunts where publicly performing jumps for promoting highly
energetic product, that is energy drinks helps in catching interests of target audience. To create
awareness in the market about its brand Red bull they have organised events specifically for
sports fans and by doing so they resort to creating brand value. Their events are quite engaging
one which excites and surprises participants and visitors (Hisrich and Ramadani, 2018). The third
one is the sponsorship program in those events which are particularly design for those people
who are among the target audience of Red Bull. This helps them in reaching even new audience.
Among all techniques explained here the most dominating is its social media platform providing
direct communication to its youth segment.
The strategy followed by Red bull is below the line promotion strategy. They themselves
organise sport events which are actually attended by its target segment. This strategy is actually
used where niche segment is being targetted like sportsman and athletes.
Now Red bull has increase its target segment by adding men, women and elderly people through
creating offers which can satisfy their need for energy products. They have also entered in new
markets like India and China.
Promotion mix in Red bull
Red bull has gain strong position in energy and other drinks segment through its excellent mix of
promotional techniques involved its promotion mix.
Advertising: As other market players Red bull also promote its products through
television advertisements. Humorous adverts helps in catching eyes of potential customers as

almost all people have TV and habits of watching advertisements. The advertisement done by
celebrity is a more effective tool as celebrity endorsement is a very useful tool in attracting
customers.
Personal selling:Red bull has a strong wings team which represents Red bull in events
throughout the world by their charismatic and funny personality. Their directly communicates
with new customers by offering them a trial and existing customers are introduced with new
occasions when their product must be obtained.
Sales promotion: for boosting the sales of Red bull it resorts to offering gift vouchers on
bulk purchase. Their reach is quite impressive as their product is available in almost all countries
and its supermarkets and cafes. The sales promotion strategy followed by Red bull is
psychological strategy where, by modifying their pricing they are able to attract large group of
customers.
Public relations: once Red bull has dropped from helicopter energy drinks in 400
campuses which is considered as an eye catchy event and create good relations with public. This
helps in bringing product in the eye of media and evolved as a matter of discussion among
potential and interested customers.
CONCLUSION
The above essay is all about the techniques and mix of promotion used by Red bull who is a
strong market player in energy drinks segment particularly targeting youth generation. It has gain
a large market share through its customer oriented approach where they directly communicates
with its customers who are deemed as a potential future base.

REFERENCES
Books and journals
Rangan, V. K. and Han, C., 2019. Gupta Media: Performance Marketing in the Digital Age.
Hisrich, R. D. and Ramadani, V., 2018. Entrepreneurial promotion policy. In Entrepreneurial
Marketing. Edward Elgar Publishing.
Gao, F., and et,al., 2019. Improvement of activity, selectivity and H2O&SO2-tolerance of micro-
mesoporous CrMn2O4 spinel catalyst for low-temperature NH3-SCR of NOx. Applied
Surface Science. 466. pp.411-424.
Hayes, M., 2020. Social media and inspiring physical activity during COVID-19 and
beyond. Managing Sport and Leisure, pp.1-8.
Lokhman, N., Karashchuk, O. and Kornilova, O., 2018. Analysis of eSports as a commercial
activity. Problems and Perspectives in Management. 16(1). pp.207-213.