Red Bull successfully achieved globalization by creatively and thoroughly managing their marketing strategies. An Austrian company launching in 1987 crated a global appeal.
Their target audience generally fell between 15-45 year olds; with high income. Main areas their audience picked up their products were at the gym, parties, bars, or social gatherings. Red Bull promised a sense of belonging and enhanced physical and mental performance. At first, their product struggled to get any interests. The products high in caffeine and taurine content was seen as the “forbidden fruit” and had first mover advantage introducing energy drinks to the market.
Globalization —
To reach their target audience, Red Bull would run ads across every channel “to appear in front of its target audience everywhere”. From experience, their commercials are entertaining by having fun and silly cartoons that promote immediate energy. As Popeye taught kids that if they eat spinach for strength, Red Bull has taught its audience about energy.
Red Bull limits their change in logo or can colors, so there is consistency between regions and countries. The brand allows familiarity for all consumers whether they find it in their region or when visiting another country. In addition, to easily identifying the brand can lead to fast purchasing experience. Thinking back on my purchasing experience – I see the original color scheme of Red Bull and do not think about reading the label.
Their main focus was sponsorships of extreme sports and athletes within local and global events. This helped promote their product by providing athletes clothing and accessories with the Red Bull Logo. Further exposure for fans in-person and on television on a global scale is beneficial for their marketing and growing their consumers. Show casing their products in sports easily promotes their mission statement in a universal way, which allows the consumer to associate this with energy.
Red Bull does well when it comes to making sure that their product reaches their consumers physically and through the media. Their sales team makes sure that the distribution channels are stocked up on their products and that their drinks are properly displayed. This helps them compete with other competitors within the market. Overall, Red Bull has shown an amazing global marketing strategy.
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One reply on “Red Bull’s Global Marketing Strategy”
Hi Sabrina, Red Bull has always been on top of it with their marketing strategies for so many years. I liked your comparison of Popeye and spinach and Redbull and energy.