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This paper explains the overall objective of Red Bull and how its marketing campaign fulfills many aspects of its objective. The paper analyzes the various aspects of Red Bull's strategy and shows how it is innovative and is designed for the global market. Finally, the paper examines Red Bull's vision and mission and the growth that has resulted from it.
From the Paper:"According to Rob Walker, the overall objective of Red Bull, a European "energy drink" introduced in the United States in 1977 and responsible for "an entirely new category in the U.S. beverage business" with over "$275 million dollars in wholesale revenues" for 2005, has much to do with targeting a very specific, consumer-based niche made up of "extreme athletes, ravers (and) cosmopolitan students" who share a common taste "for the edgy and faintly dangerous" aspects of life; in other words, those individuals who love to "live on the edge" and tempt fate with outrageous activities linked to a number of "edgy" sports ("The Murketing of Red Bull," Internet)."
Sample of Sources Used:
- "How Far Can Red Bull Fly?" Marketing: UniversaKnowledgeWharton. Internet. May 19,2004. Retrieved from http://www.wharton.universia.net/index.cfm?fa=viewfeature&language=english&id=775.
- Kennedy, Sara. "Trendspotting: Red Bull." The Silhouette. Vol. 75 issue 12. Internet.Retrieved from http://sil.mcmaster.ca/Archive/life/041111lifetrend.html.
- Walker, Rob. "The Murketing of Red Bull." Internet. 2006. Retrieved from http://www.robwalker.net/contents/jm_redbull.html.
Cite this Analytical Essay:
Red Bull (2010, April 22) Retrieved November 12, 2019, from https://www.academon.com/analytical-essay/red-bull-119365/
"Red Bull" 22 April 2010. Web. 12 November. 2019. <https://www.academon.com/analytical-essay/red-bull-119365/>