Understanding Business
12th Edition
ISBN: 9781259929434
Author: William Nickels
Publisher: McGraw-Hill Education
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What are the pros and cons of the Red Bull case study
Transcribed Image Text:Case Study
Dietrich Mateschitz launched the Red Bull Energy Drink 1987. Red Bull uses a
progressive marketing strategy. There are several traditional approaches to promotion.
Perhaps the best known is advertising. This is a key element of what is known BS
above-the-line promotion. This type of promotion usually delivers messages to a
wide audience using the press, television, radio and the internet. Although this makes
it easy to reach a large audience, it is more difficult to deliver a memorable message
that is tailored to a specific target market and it can be costly
Below-the-line promotions encompass all other forms of promotional activity. To
reach targeted groups of consumers, Red Bull focuses heavily on developing
inventive below-the-line promotions. Unlike other businesses, Red Bull creates and
organises its own events around the world. These events provide a platform for
talented athletes to showcase their skills and ambition. Sporting events include Red
Bull X-Fighters and Red Bull Air Race, where the world's top FMX riders and pilots
respectively perform world class flips, turns and tricks in front of tens of thousands of
spectators. These events help to establish the brand values.
Push marketing uses above-the-line promotional techniques to put products in front
of consumers in order to generate sales. In contrast, word of mouth (WOM)
promotion is based on the principle of pull marketing. It relies on the transmission of
a positive marketing message from person to person through conversation or a
personal communication such as email or text message.
Red Bull extensively uses pull marketing. This approach involves getting consumers
excited about the product and conveying this excitement to their family and friends. It
is also about trying to get coverage of Red Bull events in the press. This coverage can
encourage consumers to find out more about the product. The founder of Red Bull
used pull marketing to promote his original product in the 1980s. He hired a Red Bull
Wings Team to go out and talk to people one-to-one about the product. As people
experience the drink and appreciate its qualities, they become advocates for the brand.
They share their opinions with other consumers when they talk with friends.
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