It seems interesting to analyse Red Bull, as the company uses unique methods of marketing. The brand relies on buzz marketing and word of mouth. The company, which is already established in 144 countries worldwide, launched its famous beverage in France.
Most of Red Bull consumers are young adults, who have got many occassions to drink Red Bull and they feel more concerned by this product.
Red Bull has also caught our attention because since April 2008, when it entered the French market with a product which became controverisial due to its composition, taurine. The taurine content is the main issue for French government while it's legalized in neighbouring countries like Spain, the UK, Austria and Germany.
In addition, in April we have seen the Red Bull cars in Paris, near the Galleries Lafayette and young women asked us to taste it. So we feel more attracted by the promotional actions of Red Bull.
In this study, we will focus on the French and the Chinese markets. Firstly, we will give a brief description about the market and the company background. Then, we will focus on the the promotional strategies of the company. To conclude, we will deal with the results and the strength of the Red Bull communication.
[...] So a lot of people bought the Red Bull drinks as a gift on some important holiday, and the drinks were nearly sold out in some cities A broad media pushing On Spring Festival Gala Evening (TV program) 1995, REDBULL appeared for the first time with the slogan “REDBULL arrives in China”. From then on, there was a new type of drink called Energy drinks. Then a Large amount of REDBULL advertisements appeared in the prime time And those advertisements made the Chinese audience know that there is a kind of drink called REDBULL and even all the people learnt about the slogan, because the Chinese slogan is very easy to memorize. [...]
[...] ( French launching The 1st of April, Red Bull was launched in France and 300 female students called the “wings team” promoted the brand in Paris. They were there to promote the product with Red Bull Austin cars, distributing red bull cans to people, and more precisely to students (and young employees). The Red Bull group also privatized the National Theatre of Chaillot, in Paris, transformed for the occasion in giant bars, with beautiful girls dancing, some famous people, and above all: Red Bull as much as desired. [...]
[...] Then with a partnership with Thais which own 51% of the capital stock, Red Bull commercialized its first bottle in Ostrich under a 25 centilitres format. The slogan: gives you wings” is one of the most known slogans in the world. friend of Dietrich Mateschitz's came up with the slogan, Red Bull gives you wings”, according to an article on the official website. We can assume that this slogan came from the fact that Red Bull contains agents to keep its consumers wake up, so in fact you can do everything. [...]
[...] All its communication is organized around extreme sports: the brand sponsors' athletes specialize in kite-surfing, extreme skiing, skate boarding; by these different sponsorships, Red Bull wants to spread a feeling of energy and fun. Today, it's famous in the whole world, and has decided to turn its communication towards other more popular sports like football: Red Bull has the Red Bull Salzburg and the New York Bull. Diestrich Mateschitz collects planes and has two F1 stables which are Red Bull and Toro Rosso. [...]
[...] 1994, Red Bull achieved a 500% sales increase from 1998 to 1999 and in the UK alone about 300 million cans were sold in 1999, with global sales totaling over 600 million units. Energy drinks are non-alcoholic beverages which are intended to provide a quick burst of high energy to the consumers. These may be prepared with a composition of methylxanthines, caffeine, natural flavours, some herbal components and specific vitamins including Vitamin B. They may also contain taurine and guarana. [...]
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