A Critique of Redbull Case Study

In Partial Compliance with Eco2a – Macroeconomics

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A Critique of Redbull Case Study

Taken by Chris Fowles

Mel Xristian Cid

January 2017

Critique on Redbull Case Study

        In today’s era we always notice Redbull as a major sponsor on extreme sports because of their goal that also advertises their product that pushes people to its limits. Redbull is one of the most famous and greatly loved energy drinks. It is popular with students, sports, fanatics, celebrities, workers and ordinary person needing a boost for their day. Redbull has been available worldwide, in more than 167 countries. And from the years they started it they had sold 50 billion cans. The energy drink was introduced and founded by Dietrich Mateschitz in 1987 and was first sold in Austria.

        In recent years social media has become a vital marketing tool for many organizations. Its increasing popularity, predominantly with young audiences, has had a huge impact on modern marketing techniques. Digital and social media campaigns are integral to Red Bull’s marketing strategy. In the case study I’ve seen illustration on how Red Bull, the manufacturer of the world’s best-selling energy drink, uses a range of innovative promotional techniques to improve the process of communication and drive consumer engagement and loyalty. Redbull is practicing the word of mouth marketing wherein they tend to let people speak the experience they had on taking Redbull. They are also active on Social Media like 42 million likes on facebook, 1.92 million followers on twitter, 2.4 million followers on instagram, 106.4 million followers on vine and 4,162,817 subscribers on youtube.

        Redbull is actively participating in extreme sports and many influential event such as X games wherein people tend to watch that event , wherein they see always a logo of Redbull , isn’t it a marketing strategy ? We’ll yeah , it is. Its contents are not patented, and all the ingredients are listed on the outside of the slim silver can. Yet Red Bull has a 70 to 90 percent market share in over 100 countries worldwide. During the past 15 years, the drink has been copied by more than 100 competitors, but such companies as Coca-Cola have been unable to take market share away from Red Bull. Redbull is not aiming for a good taste “some say it’s too sweet and other say it’s not good” but the idea of Redbull is to sell the idea of energy drink not on beverages. And also the market  strategy they had is by sponsoring storytelling videos that attracts readers , viewers and listeners to the brand.

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