7. 1) Built a strong brand image.
2) Reflected authenticity and originality
3) Focused on pre-marketing and
sponsoring
4) Micro-targeted trendy shops, clubs
and bars
5) Cautious targeting of opinion leaders
6) Aligned with extreme sports,
athletes, teams and artists.
8. AND OF COURSE THE FAMOUS TAGLINE
REDBULL GIVES
YOU WINGS
9. ANTI-MARKETING
STRATEGY
Uses traditional marketing only when the
market is mature and company needs to
reinforce the brand.
This strategy has been extremely
successful as it connects with its young
consumers.
11. Red Bull sponsors variety of adventure
sports like mountain climbing, snow
boarding, sailing apart from regular
sports.
It also sponsors rock concerts and events
Events such as Flugtag are very popular in
which homemade flying machines are
tested.
12. Red Bull sponsors many athletes from different
sports. E.g. Vettel (F1), Hilary Knight(Snow
Hockey), Kris Bryant (Baseball) etc.
16. STRENGHTS
1) Market Leader- They are the leaders in
the sports drink market
2) Market Efforts- Their promotions,
events, campaigns are well targeted
3) Strong Brand Identity
17. WEAKNESS
1) Prices are little higher than competitors
2) Only has one product with branches of
it
3) Lack of innovation
4) A lot of competition ( both industry as
well as market competition)
18. Opportunity
1) A lot of promotions, advertising and
activities
2) Consumer recognition
3) Ventures: like with facebook
19. THREATS
1) Health concerns- Very high caffeine
content
2) A lot of existing competition
3) Threat of entry of popular drinks
brand like Coca Cola or Pepsi