INTEGRATING MARKETING COMMUNICATIONS

RED BULL• Energy Drink• Founded by

Dietrich Mateschitz in 1992 in Austria

• Introduced in Hungary

THEN -NOW

RED BULL TODAY4 million cans sold each year!!!

HOW IS IT AN ENERGY DRINK?

•Issues about health early in 1997•Cleared by the EFSA

STRATEGY USED?

HOW?•ADVERTISING•EVENTS•SPORTS TEAM OWNERSHIPS•CELEBRITY ENDORSEMENTS•MUSIC

Non Traditional Advertising

RED BULL EVENTS•RED BULL KING OF THE ROCK •RED BULL HARDLINE •RED BULL RACING

•RED BULL HART LINES•RED BULL GIVES YOU WINGS•RED BULL FLUGTAG

PUBLICITY• Distributing free

samples• Free drinks in limos

before Award shows

• BARS• Convenience stores• Gyms• Colleges• Supermarkets• Target audience: STUDENTS!!

RED BULL KING OF THE ROCK

•Most famous ONE-ONE street Basketball tournament•The tournament follows a straightforward concept where players battle head-to-head in raw outdoor basketball, using a single-elimination tournament bracket.•http://www.redbull.com/in/en/events/1331641441082/red-bull-king-of-the-rock

RED BULL HARDLINE

•Toughest downhill mountain bike race•http://www.redbull.com/in/en/bike/events/1331804842505/red-bull-hardline-2016

RED BULL HART LINES

•High energy skateboard event •http://www.redbull.com/in/en/bike/events/1331804842505/red-bull-hardline-2016

ADVERTISEMENTS

SPORTS AND ENDORSEMENTS

SPONSORSHIPS• STRATOS• Celebrities

RED BULL MUSIC

RISKSMORE HEALTH CONSCIOUS

PEOPLEONLY ONE PRODUCT

EVENTS ARE DANGEROUS

DISCLAIMERCreated by Sindhuja Nanduri, BITS Pilani, Hyderabad Campus, during a marketing internship by Prof.Sameer Mathur,IIM Lucknow