Abstract

Red Bull was initially developed in Thailand. Mateschitz bought the rights to market it world-wide excluding Thailand, which continued producing its own brand. The concoction was marketed to young people as an energy booster, using sassy advertising spots and the catchphrase “Red Bull gives you wings.” Red Bull GmBH is a privately owned Austrian company of Dietrich Mateschitz, with sales of $1640 million in 2003 and 1850 employees. Since introducing Red Bull in 1987, Mateschitz has invested heavily in building the brand. In some countries, Red Bull commanded an 80% market share. In the U.S, Red Bull enjoyed a 47% share of the energy drink market, and the sales were growing annually at 40%.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 0

Keywords

Red Bull, Dietrich Mateschitz, Red Bull gives you wings, Energy drink market, Red Bull's marketing strategy, Sampling events in bars and night clubs, Red Bull's Image