Red Bull (Abridged)

8 Pages Posted: 30 May 2017

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Ervin Shames

University of Virginia - Darden School of Business

Richard R. Johnson

University of Virginia - Darden School of Business

Abstract

This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.

Excerpt

UVA-M-0849

Rev. Oct. 22, 2013

RED BULL (ABRIDGED)

We don't bring the product to the people. We bring people to the product.

—Dietrich Mateschitz, founder, Red Bull GmbH

Figure 1. A can of Red Bull.

. . .

Keywords: advertising, advertising strategy, brand management, marketing mix, marketing strategy, brand positioning, product line management

Suggested Citation

Farris, Paul and Shames, Ervin and Johnson, Richard R., Red Bull (Abridged). Darden Case No. UVA-M-0849. Available at SSRN: https://ssrn.com/abstract=2974715

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Ervin Shames

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/shames.htm

Richard R. Johnson

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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