Red Bull (a)

12 Pages Posted: 21 Oct 2008

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

Jordan Mitchell

University of Virginia - Darden School of Business

Date Written: April 14, 2016

Abstract

This case 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 how Red Bull should react to 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-0663

Rev. Apr. 14, 2016

Red Bull (A)

Red Bull

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

—Dietrich Mateschitz, Founder, Red Bull GmbH

. . .

Keywords: advertising, advertising strategy, brand management, marketing mix, marketing strategy

Suggested Citation

Farris, Paul and Shames, Ervin and Johnson, Richard R. and Mitchell, Jordan, Red Bull (a) (April 14, 2016). Darden Case No. UVA-M-0663. Available at SSRN: https://ssrn.com/abstract=910095

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

Jordan Mitchell

University of Virginia - Darden School of Business

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

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