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Case Title:

Red Bull: Changing Flavours?

Publication Year : 2006

Authors: Rajnandan Patnaik

Industry: Beverages

Region:Austria

Case Code: CCA0027

Teaching Note: Available

Structured Assignment:  Not Available

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Abstract:
Red Bull, the undisputed leader commanding two-thirds market share created its own energy drink market in the beverage industry. The company embarked on a radically different marketing strategy for its only product - Red Bull Energy Drink - the success of which has left the analysts spellbound. The success of the company is primarily attributable to their mystic brand image that has almost reached the level of a cult brand. Even the company's advertisements were used to reinforce their offering, and never to build their brand. By participating in Formula One Grand Prix, the company is making an effort to redefine its brand image from high energy-risky to high-energy-safe beverage.

Pedagogical Objectives:

  • To discuss Red Bull's marketing strategies to redefine its brand image from high energy-risky to high-energy-safe beverage

Keywords : Marketing, Branding, Energy-drink, Beverage, Formula One racing, Mystic image, Marketing Strategies Case Study, Premium pricing, USFDA (United States Food and Drug Administration), Market research, Extreme sports and events, Mixer drink, Red Bull

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