Red Bull Case Study

2. Why has Red Bull focused on adventure sports to develop its brand image?

2.1. Another aspect is the culture from which Red Bull originates. Red Bull is Austrian, and that country is known for great skiing as well as extreme sports that are now being sponsored by the drinks company today like hang-gliding.

2.2. When the energy drink brand launched nearly 30 years ago, it was entering the market against rival giants, Coca Cola & Pepsi. It had to overcome two significant obstacles before becoming the drink giant it is today, firstly, convincing the public to consume a new style of carbonated drink, "energy", that tastes like medicine and secondly, compete with Coca Cola & Pepsi globally. What’s the best way to dominate a market? Create one that doesn’t exist yet. That’s exactly what Red Bull did with energy drinks. Given the energy nature of the drink, "that gives you wings", they sought a market that attracted the type of people who live for high energy and adrenaline- extreme sports. At the time, these sports were very niche and to most cases non sponsored and under funded, this allowed Red Bull not only to position themselves within these communities but to own them outright through acquiring the rights thus branding/owning & costing that sport into a Red Bull event.

2.3. Red Bull is an energy drink, their tagline “Red Bull gives you wings” says it all. It is the idea that their product gives people the “wings” or energy they need to do whatever they want whenever they want. Red Bull’s association with extreme sports has given it a very "cool" image in the eyes of young people. Red Bull isn’t simply selling its customers an energy drink, its selling what happens when you drink Red Bull and in order to do this they have created a publishing empire. They are really into Energy Drink.

2.4. Red Bull’s target customer varies from 18 to 34 years old. Besides, Red Bull consumer is not determined by demographic or socioeconomic factor, but a lifestyle. Red Bull is aiming at active and dynamic; open-minded, positive attitude audience, they need extra energy for working, studying, traveling and playing sports.

2.5. The logo of Red Bull shows two raging bulls implying power; aggression personified. Also the color red implies aggression too. Their slogan, “Red Bull gives you wings”, again signifies a sense of freedom. Red Bull wants to make sure that their brand image in the eyes, in the perception of consumers will not go against their brand identity. So, what Red Bull has done so far with their marketing activities focusing on adventure sports has driven home the message of what their brand stands for.

3. What strategies has it used to relate to its key target consumers?

Red Bull Media House

What is Red Bull media house? Ten years ago, Red Bull created their own media companies to deal with their marketing strategies and the distribution of premium digital content. It was a huge success as the company is today one of the leading names in the World’s marketing industry.

Who owns Red Bull Media House?

Well, of course, Red Bull. With a mission to inspire and fascinate people through sports, games, magazines, films and television, their main focus is on adventures, entertainment, sports, and music.  These are all things that matter for the younger generations, their main target audience, people who are active and passionate about their hobbies.

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