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Red Bull Case Study

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Introduction

Red Bull Case Study The Red Bull Case Study examines the upstart of an Austrian businessman named Dietrich Mateschitz. This businessman saw the potential of a Thai energy drink called Krating Daeng what most consumers know now as Red Bull. In response to his interest in the energy drink he sought out a Thai pharmaceutical company named TC Pharmaceuticals the owners of the drink. In his meeting with this pharmaceutical company Mateschitsz was able to walk away with international rights to the drink. However in exchange the company would like to retain 51 percent share in the new Red Bull Company. In addition to this Mateschitz decided to also change the taste of the current product to make more appealing to western customers. (Case 13, pg 377) Although the Red Bull product was slated for distribution in Austria the company was placed in a problematic predicament. The country of Austria mandated that the performance benefits were not applicable to the laws of the country. ...read more.

Middle

The main problems that the Red Bull Company had endured in the United Kingdom market was first the company marketed Red Bull as a common soft drink not as robust tasting energy drink. Secondly doing away with the word of mouth strategy and embracing traditional marketing communication tactics this meant launching the product through mass-market channels. (IMC Chap 8 pg 112) This particular marketing maneuvering is disrupted the creation of a solid customer base. Lastly marketing the product on Billboards and the display of the Slog: "You should never underestimate what Red Bull can do for you" presented itself as a monologue for customers instead of the simple dialogue of the cartoon commercial advertising which was Red Bull "It gives you wiiings" This particular integrated marketing communication solidifies the product as favorable marketing message. (Case 13 Red Bull pg 382) Although the Red Bull Company is a very successful brand in the energy drink market there are problems and issues clearly seen. ...read more.

Conclusion

This would alleviate the notion or the arousing idea that the Red Bull Company is a one trick pony. Source: Monster Monster Products Retrieved March 2 2011, 2010 from monster.com website: http://www.monsterenergy.com/us/en/products/ Peter, J. P., & Donnelly, J. H., Jr. (2007). Marketing management: knowledge and skills. (8th ed.). New York: McGraw-Hill/Irwin Case 13 Red Bull Background Section V pg 377 Peter, J. P., & Donnelly, J. H., Jr. (2007). Marketing management: knowledge and skills. (8th ed.). New York: McGraw-Hill/Irwin Case 13 Red Bull Background Section V pg 378 Peter, J. P., & Donnelly, J. H., Jr. (2007). Marketing management: knowledge and skills. (8th ed.). New York: McGraw-Hill/Irwin Case 13 Red Bull pg 379 Peter, J. P., & Donnelly, J. H., Jr. (2007). Marketing management: knowledge and skills. (8th ed.). New York: McGraw-Hill/Irwin Case 13 Red Bull pg 379 Peter, J. P., & Donnelly, J. H., Jr. (2007). Marketing management: knowledge and skills. (8th ed.). New York: McGraw-Hill/Irwin Case 13 Red Bull pg 379 Peter, J. P., & Donnelly, J. H., Jr. (2007). Marketing management: knowledge and skills. (8th ed.). New York: McGraw-Hill/Irwin Chapter 8 Integrated Marketing Communication pg. 112 Dr. Richard Geyer MKT-607 Justin Knox Module 5 ...read more.

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