Marketing Plan of Red Bull

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INTRODUCTION
 Red Bull was discovered in 1987 and 10 years later it launched its product in the United States in the year 1997; it created a new category in the U.S. beverage business, a category of nonsoda sports and energy drinks. Now, it has been 10 years since the introduction of Red Bull in the U.S. market and it has created a name and an attitude with its marketing techniques carefully targeting its potential segments. More than a billion cans of red bull are consumed each year. Red bull original is made for moments to increased physical and mental stress and improves endurance, alertness, concentration and reaction speed. In
1982,
Dietrich
Mateschitz,
creator
of
Red
Bull
alongside
Chalerm
Yoovidhya, saw
where
Japan
and
Thailand
were
heading
in
the
energy
drink
market
and
decided
they wanted
a
piece
of
the
pie.
By
1987,
Austria
proved
to
be
a
difficult
market
for
Red
Bull
to
survive
in
and
soon
Mateschitz
expanded
into
Hungry
and
the
rest
of
Germany.
After
expanding
across
Europe
with
a
lot
of
trial
and
error
Red
Bull
was
$12
million
in
the
hole. Rather
than
scrapping
Red Bull
as
a
loss,
Mateschitz
fired
all
his
staff
and
hired
a
marketing
firm
to
help
him
target
nightclubs
and
students.
Buzz
marketing
became
the
main
focus
of
Red
Bull’s
marketing
plan,
and
soon
students
were
pounding
campus
pavement and
driving
around
in
Mini
Coopers
with
a
big
Red
Bull
can
strapped
on
top
with
free
samples.
His
buzz
marketing
proved
to
be
not
only
cost
effective,
but the
very
thing
that
gave
Red
Bull
its
appeal.
 Although
Red
Bull
was
not
welcomed
with
open
arms
in
all
countries,such
as France,
Denmark
and
Norway,
it
was
growing
and
expanding. Mateschitz
soon
realized
that
an
extreme
sporting
event
was
a
profitable
avenue
to
take
Red
Bull
down.
Red
Bull
started
supporting
approximately
500
extreme
sports
athletes
and
hosting
exclusive
parties
for
these
rock
star

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