Red Bull is an energy drink company originating from Australia that has achieved multinational status. It has ventured into hundreds of countries in the world including the United States, China and the United Kingdom. Red Bull has focused on the unique marketing strategies that have improved its market shares and sales volume.
Marketing entails the promotion of a company and its products to potential and existing customers through alternative or traditional processes or both. Red Bull has adopted buzz marketing strategy especially when entering the United States market. This strategy calls for the use of imagination and creativity. Buzz marketing is the use of word of mouth to pass information. The company focused on college students as a market segment. These students are active and require energy drinks to rejuvenate them. Sales improved because the company made the drink a lifestyle rather than a mere brand. Another step is the use of customer educators on the use of the energy drink. They go to different places giving out free samples to potential customers who end up buying the product. Another feature is organizing sporting events like football and skating. The sport fans who have buzz desires eventually become lovers of the product therefore providing customer base to the company (Wahlstrom, 2008).
Red Bull has further adopted alternative marketing media venues. This is mainly a blend of marketing communication and marketing mix. Sweet (2011) highlights the following tools used by Red Bull. First is advertising and this involves broadcast and print ads in newspapers and TV channels. Display at point of purchase done by placing small Red Bull cans in a large container that has magnified company symbol attracting buyers. The Bull is big, hence, customers easily identify and this enhances product positioning. It also reminds customers of the brand’s value. The company also sponsors clubs which, in return, allow posters to be put on display in their premises.
Another marketing alternative is sales promotion which entails giving out of samples to customers. Such an entertainments as dance battle also acts as enticer to purchase mainly for the young adults. The company also does an annual sponsorship of festivals which create brand image and exposure. Publicity and public relation is another strategy. Publications, press kits and annual reports by the company serve to communicate new products to the customers. Lastly on alternative marketing is direct marketing where sales representatives visit clients. This improves sales and builds good customer relationship besides establishing customer loyalty.
Wahlstrom (2008) observes that there is a small difference between the importance of alternative and traditional marketing methods. However, there are several challenges facing traditional media. This is because a number of consumers are increasingly turning out traditional media venues. Traditional media therefore play a limited role in maintenance of sales of Red Bull in future because alternative methods are proving prolific.
There is however other ways through which company can build brand communities just the same way it has done through buzz marketing. This involves the use of internet and social network. Many people nowadays spent much time on social network sites. If the company uses marketing through social sites like Facebook and Twitter, then it could take over the social network community. This is because a twit or status posted on Facebook easily go viral (Prows, 2010).
It is therefore recommendable that the company should focus on alternative marketing methods like buzz and internet. This is because the society is now shifting attention away from traditional methods. The use of buzz ensures that the company maintains close contact with customers. Focus on the use of internet and movie advertisements comes in handy (Sweet, 2011).
References
Prows, B. (2010). Mobile Marketing and Advertising’s Effectiveness in Direct Marketing. The Wall Street Journal. Web.
Sweat, C. (2011).The Death of Cause Marketing. The Wall Street Journal. Web.
Wahlstrom, M. (2008). Internet Marketing. The Wall Street Journal. Web.