Introduction
How should Red Bull market its brand in the future? I think, although Red Bull has been extremely successful in the past, times have changed and the company and products should change with it, otherwise we probably lose market share to the tremendous increased number of competitors in no time.At the height of early mornings and late nights, Red Bull energy drink became the fuel of choice for people from all walks of life. So how is Red Bull marketing its brand to meet the changing needs and budgets of its customers? How will the privately owned Austrian company expand its product line beyond the silver-bullet beverage that "gives you wings"? My conclusion is that we should focus on direct marketing and use this to bring in a more diverse population of users.
History
In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which is very popular in Asia.
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Red Bull headquarters in Fuschl am See, Austria. a...
Red Bull X-90. (Mathew Faltas, 2006)While in Asia he got the idea of marketing those functional drinks outside Asia. In 1984, Mateschitz founded the company Red Bull GmbH. After tuning the drink up, Dietrich Mateschitz, introduced his "tonic drinks" to the Austrian market in 1987. "Red Bull got off the ground in no time flat, giving people wings right from the start." In 1992, Red Bull touched down in its first foreign market, in Hungary. Today, Red Bull is energizing over 100 countries around the globe. More than a billion cans of Red Bull are consumed each year.
Responsibility for the unparalleled success of the world's No. 1 energy drink is shared by the company's employees. It wasn't until ten years later; Red Bull charged into the United States, launching a new category of non-soda energy drinks aimed at burned out high school kids, college students, and overworked individuals. Namely, the...