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Red
Bull
Marketing
JOSH
Since
Red
Bull
was
founded
in
1987,
their
main
focus
has
always
been
differentiation.
They
achieved
product
differentiation
by
using
extensive,
well-organized
marketing
strategies.
By
creating
this
brand
image
Red
Bull
has
earned
itself
a
top
spot
in
market
share.
Since
their
start
in
1987,
Red
Bull
has
sold
over
45
billion
cans,
and
can
be
bought
in
167
different
countries
around
the
world.
They
dominate
the
energy
drink
market
in
terms
of
market
share
at
43%.
The
main
threat
faced
by
Red
Bull
is
the
threat
of
substitute
products.
Rival
companies
such
as
Monster,
Pepsi
and
Coca
Cola
are
introducing
new
energy
drinks
to
compete
against
Red
Bull.
Along
side
sponsoring
athletes,
Red
Bull
also
spends
a
considerable
amount
of
time
and
money
investing
in
individual
sporting,
music,
and
cultural
events.
Although
many
other
companies
use
this
same
strategy,
Red
Bull
has
taken
it
to
a
new
level.
Due
to
their
brand
being
linked
with
the
positive
events
they
host
and
invest
in,
they
focus
less
on
hard
selling
their
product
or
discounting
it.
This
enables
them
to
retain
higher
sales
volume
than
their
competitors
while
maintaining
the
top
spot
in
market
share.
In
terms
of
organizational
resources,
through
effective
strategic
planning
and
leadership,
Red
Bull
has
maintained
a
strong
global
image.
Their
reputation
with
customers
for
quality
has
earned
them
strong
brand
equity.
In
terms
of
organizational
capabilities,
the
company
does
not
offer
very
many
products,
making
it
harder
to
compete
with
rivals.
The
amount
of
money
spent
on
marketing
might
weaken
their
financial
resources.
How
many
different
products
does
Red
Bull
offer?
Red
Bulls
current
products
are;
Red
bull
Zero