Strategy Marketing Management

Strategy Marketing Management Group 3.3

Case Study --- Red Bull

1. Identify the critical marketing issues

In recent years, energy drinks category is no longer popular as the volume share for it decreased dramatically. Meanwhile, Red Bull, the brand leader in the field of energy drinks, came across a variety of brand competitors selling the similar energy drinks. What kind of marketing strategies should Red Bull take while facing the difficult challenge for growth?

2. Short-term action plans

1) Use celebrities to endorse the product

According to the case study, Red Bull has sponsored a lot of sports events but without using celebrities to raise its social awareness. Young sports star is a good choice to show the spirit of Red Bull --- energetic, positive and etc.

In addition, celebrities should not be limited to only one type according to different target groups of customers. For example, using female athletes can attract more women’s attention.

2) Make the most use of social media

Red Bull should take the advantages of social media marketing because digital marketing plays a major role in marketing strategies. For example, it can create a Facebook fan page and a Twitter account; start an e-newsletter; prepare a social media calendar.

3. Long-term action plans

Red Bull can promote more new products despite the only two existed drinks. Producing different kinds of food based on providing energy, such as ‘Energy Bar’, will be preferred by more people. Also, new products can be targeted at different customer groups. For example, females will be interested in products which can maintain beauty and keep young while students may want some drinks to enhance memory