Red bull - Case study

Abstract

New wings to build brand equity: In the "Functional food" category, 70% of the market share was in the "stimulation drink" category in 2001. This amounted to $940 million. Marketing Expenditures in the same year were $245 million (25%). In a 250ml can of the drink, one can taste Red Bull's history. To summarize, it was Founded in Austria in 1985 by a former marketing manager of Procter & Gamble. It was sold exclusively in Austria for 5 years, and entered new markets slowly and methodically. The marketing strategy based on Word Of Mouth (WOM) and mystification with little traditional advertising support. Red Bull is now the leader of the Energy Drink (or « functional food ») segment in every country where it is sold! It is positioned as the first stimulation drink for both mind and body that may be used at anytime, anywhere, by anybody, not only as a thirst-quencher but also as a cure against tiredness.