Red Bull and Its Lifestyle Marketing Techniques

Red Bull: A lifestyle |

Created By: |

For the Attention of: Date: March 22, 2010 |

Table of Contents

Term Reference 2

The Aim of the Report: 2

Scope of the Report (Product): 2

Executive Summary: 2

Current Marketing Activities 3

Corporate Strategic Context 3

Generic Strategy: 3

Strategic Posture: 3

Aims and Values: 3

External Factors 3

Threats: 3

Opportunities 4

Marketing Activities: 4

The Red Bull Logo and Can: 4

Advertisements: 5

Event Sponsorships: 5

Red Bull Teams 6

Conclusion: 7

Recommendations: 7

References: 8

Appendix: 9

Appendix A: 9

Appendix B: 9

Appendix C: 10

Appendix D: 10

Term Reference

The Aim of the Report:

The aim of this report is to understand and deconstruct the various marketing activities that are undertaken by Red Bull as a global brand. The report looks into these activities mainly through the flagship product point of view rather than looking at all the other products that are under the Red Bull brand in today’s market.

Scope of the Report(Product):

The marketing of this product is product-based rather than the company-based. Red Bull was founded in 1982 and is mainly known for its flagship product, the Red Bull energy drink (Farris, 2008). Apart from Red Bull’s energy drink, there are several variations of the original product, including ‘Red Bull Sugar Free’, ‘Red Bull Energy Shots’ and ‘Red Bull Cola’ (Red Bull, n.d.).

Red Bull uses advertising which focuses mainly on the core product, the Red Bull energy drink. This creates a balance between the product and the corporation in that the main advertised product is the image and backbone of the corporation.

Executive Summary:

In this report the author will look at the various marketing activities that are undertaken by Red Bull as a brand and how these marketing activities have helped Red Bull become what it is today. The author will look at the various methods in which the marketing activities carried out by Red Bull...