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Essay / Research Paper Abstract
This 4 page paper looks at the way that Red Bull is brought to market, with a specific focus in Europe, looking at the marketing and the way demand is stimulated and the distribution strategy. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEredbull.rtf
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Unformatted sample text from the term paper:
premium price that is up to eight times that of mass market carbonated drinks as Coca-Cola (Phan, 2009; Grant, 2003). The drink, which is made up of water, sugar, taurine,
vitamin B12 and caffeine has been reported as tasting tinny and like cough syrup (Phan, 2009). However, it has been a success; the reasons for this success may be seen
in the way that the product has been brought to market. Red Bull are an independent company Austrian, as such they have had fewer resources than competing beverage companies,
and a marketing to bring the product to market as reflected is constrained, utilizing innovation and an unconventional marketing tactics. The general approach has been to create demand in the
market before launching and undertaking distribution in the market (Gschwandtner, 2004). Market was created by effectively establishing a new market for energy drinks, which was designed to appeal to
the same target market in any country that was entered. The drink has been established with an image of creating energy, utilizing his extreme sports, as well as focusing on
centers of influence in order to influence wider markets. The marketing has involved the sponsoring streams sporting events, many of which take place in private, and the attempted on an
invitation-only basis, but are then used in marketing, may be televised as seen with the Red Bull air races, and are utilized as a highly effective way increasing the awareness
of the Red Bull brand, as well as eating a high level of association between high energy activities and cutting-edge sport, such as paragliding competition Red Bull X-Alps, and
the energy drink itself (Gschwandtner, 2004). The aim to create brand awareness is also aided by more local marketing activities. Each individual
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