1. Red Bull Gives You Wings Building Brand Equity in New Ways

2. The Product Launch 1987 Austria & gradual European roll out. By 1997 Red Bull was available in 25 markets globally Red Bull maintained its energy drink market share lead in every mature market

3. Designing the Product Invented the “functional energy” beverage category Claims –Improved physical endurance –Stimulates metabolism and helps eliminates waste substances –Improves overall feeling of well being –Improves reaction speed and concentration –Increases mental alertness

4. Packaging, Positioning & Price Red Bull logo – silver can; only buy singles Revitalizes body and mind – any occasion where you need a lift Early adopters – truck drivers, students, clubbers and ravers (mixer) Premium pricing strategy – 10% greater than most expensive competitor ($1.99 – 3.00 per can)

5. Marketing Red Bull Product trial is KEY Word of mouth (testimonials from peers) Event sponsorships, athlete endorsers, sampling, POP’s and some electronic media Mystification of Red Bull Market entry: in shops, clubs, bars – cultural elite and opinion leaders; available to action sports athletes, entertainment celebrities & hip urbanites.

6. Marketing Red Bull After “premarketing” to build excitement, then expand presence – WOM still the driver Mass market via supermarkets is last step Other premarketing activities: extreme sporting event sponsorship and TV where RB not yet available. Brand ambassadors

7. Marketing Red Bull Did not define a specific demographic or psychographics – base segments on need Mature markets – 14-19 age and 20-29 age Advertising – adult cartoon with famous characters; communicated product benefits w/o psychological results Advertising – adopted globally Sampling is the key to product trial - usage

8. Marketing Red Bull Branded Mini Cooper Student brand managers for campus Events – Red Bull Soapbox Race, Flying Day, Snowthrill, Cliff Diving World Tour Sports marketing – action sports POPs – miniature glass refrigerators and visible aluminum window stickers Used “cells” in the US – Ca was first

9. Competition UK – Virgin dt; AB – 180; Coke – Burn; Pepsi – SoBe Adrenaline Rush and Mountain Dew Amp and host of the brands Competition varies by country No competitor has more market share

10. Challenges What are Red Bull’s sources of brand equity? How can Red Bull maintain their marketing momentum? Is this a “fleeting product”? If so, then what?