Red Bull: The Stratosphere Campaign

            
  
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Case Details:

Case Code : MKTG318
Case Length :17 pages
Period :-
Pub Date : 2014
Teaching Note :No
Organization :Red Bull GmbH
Industry :Energy Drinks
Countries :Global
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Background Note

Dietrich Mateschitz (Mateschitz) was born in 1944 in Austria to parents who were primary school teachers. After graduating with a marketing degree from the University of Commerce in Vienna, he took up marketing jobs at Unilever and Jacobs Coffee before becoming the international director for marketing at Blendax, a German company that dealt in FMCG products like toothpaste, skin creams, and shampoos, in 1979.....

Mateschitz’s job involved a lot of travel around the world and during one of his trips to Thailand, he discovered an ‘energy drink’ called Krating Daeng. The drink was very popular among blue collar workers in the country. When he sampled it, Mateschitz reportedly discovered that the drink was good at combating jetlag. The idea of marketing an energy drink in Western markets surfaced when he realized that though energy drinks had a huge market in Asia, there was no such product available in Europe. .......

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