Red Bull Gives You Wiiiings


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Case Details:

Case Code : MKTA019
Case Length : 12 Pages
Period : -
Pub Date : 2005
Teaching Note :Not Available
Organization : -
Industry : -
Countries : Australia

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

The Marketing Model

Red Bull marketed its energy drink in more than 70 countries. The nonalcoholic drink contained the amino acid taurine, B-complex vitamins, caffeine, and carbohydrates - not bull testicles or any other rumored ingredients.

Red Bull claimed that the body needed more taurine (an amino acid) than was produced naturally during physical exertion. (Infact Taurine was initially found in bulls, but is today produced synthetically.) From the outset, Mateschitz took to guerrilla marketing, a tactic that ultimately became Red Bull's trademark...

The Future Challenges

With only locally tailored marketing, Red Bull had seen its sales grow quickly.

The drink maker planned to further boost sales by introducing the product in new countries, particularly in Latin America and Africa. In less than three years, Red Bull had single-handedly established and then lifted the booming energy drink category from a base of $12 million in (wholesale) dollar sales to $42 million in 1998 and $75 million in 1999.

Others soon followed, building energy drinks into a $130 million business. Red Bull's market share stood at 65% in 2004, with worldwide sales of about $1 billion. Even so it was increasingly felt that some of Red Bull's problems were the result of its own success...

Exhibits

Exhibits I:
Exhibits II: Red Bull
Exhibits III: Red Bull Energy Drink
Exhibits IV: Global Carbonated Soft Drinks Market Value $ billion, 1999-2003
Exhibits V: Global Carbonated Soft Drinks Market Volume: litres billion, 1999-2003
Exhibits VI: Global Carbonated Soft Drinks Market Segmentation I: % share by value, 2003
Exhibits VII: Global Carbonated Soft Drinks Market Segmentation II:% share by value, 2003

 

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