Red Bull has spared no expense in pursuit of its own path to market domination. Its efforts have been so extensive that the number of sportspeople and events it sponsors can be listed in the hundreds. In some areas the company has even popularized brand new sports. This method of recognition has been hugely successful, despite the enormous amount of money invested.
Scope of this research
MarketLine Case Studies describe topics such as innovative products, business models, and significant company acquisitions. Fact-based and presented in an accessible style, they explain the rationale of commercial decisions and illustrate wider market and economic trends.
Research and analysis highlights
Red Bull has forged an entirely new market segment with its unique product, and today is the number one worldwide energy drinks company. Its current sales volume exceeds 4 billion cans sold and it operates in 160 countries.
Red Bull’s way of showing off its products and becoming recognized by its target audience is unusual but hugely successful, and despite its extensive investment is actually more economical than traditional advertising methods. The company runs and owns numerous sporting events and teams, all showing the Red Bull logo in pride of place.
The company may face some tough challenges from its competitors as they are now using similar techniques to get their own products recognized, which may negate Red Bull's current advantage. Some of Red Bull's main competitors are well-funded and operated by multinational corporations.
Key reasons to purchase this research
How has Red Bull managed to dominate the energy drinks market?
What is Red Bull's method of gaining public recognition?
How does Red Bull compare to its main competitors in the market?
What is Red Bull's background?
How does Red Bull's marketing campaign compare to more traditional methods of brand recognition?