This document discusses Red Bull's social media marketing strategy. It notes that Red Bull uses social media to bring people to its product rather than bringing the product to people. Red Bull's target market is active young males aged 18-24. Red Bull uses social media for marketing events, influencer marketing with people like Jon Olsson, campus engagement through student brand managers, and its Red Bull Media House to promote all activities. The document discusses risks like competition and lack of integrated marketing and recommends keeping premium pricing but shifting focus to creatives, decreasing subtlety, and creating more emotional consumer connections.

1. Katie Mannion 12446172
Brendan Power 14344821
John Clarke 14436822
Sarah Bourke 13486198

2. “We don’t bring the product to the
people. We bring the people to the
product”.
- Dietrich Mateschitz

3. The product:
An Energy Drink

4. Why social media
based Marketing?

5. Marketing Events

6. Brand Image
Social media reaches Red Bull Target
Market: Active young males between
ages of 18 - 24

7. Red Bull Media
House
Social media is a platform in
which they promote all
activities.

8. Influencer
Marketing
@JonOlsson

9. Campus
Engagement
Red Bull Student Brand
Managers

10. What are the risks?

11. ● High Competition - Low Product Development
● Lack of Integrated Marketing Communications
● Brand Content Control

12. Using social media platforms
to communicate value
proposition.

13. Red Bull’s Value Proposition

14. Standout Content

15. Understanding the
consumer

16. This demographic are of the
opinion that “you guys find
me, and i will decide if i want
to engage with your content”
Greg Jacobs, Former Head of Distribution,
Red Bull North America

17. Target Market

18. Why is it so attractive to their target
market?

19. Our recommendations.

20. Recommendations
● Keep premium pricing strategy
● Shift focus to creatives - unfulfilled
market
● No longer a niche product
● Decrease subtlety
● Incorporate media house more
● Create emotional connection with
consumer
● Graduation of consumers

21. References
Whiteside, S. (2013). Title | WARC. [online] Warc.com. Available at:
https://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=79cfd77c-52f6-434e-a217-
0be483a31eb6&q=redbull [Accessed 1 Mar. 2017].
Pangarkar, N. and Agarwal, N. [online] Forbes https://www.forbes.com/sites/forbesasia/2013/06/24/the-wind-behind-red-bulls-
wings/#79619bd67b79
Bhasin, K. (2012) [online] Business Insider http://www.businessinsider.com/how-dietrich-mateschitz-ignored-the-haters-and-created-
the-top-energy-drink-on-the-planet-2012-2?IR=T#this-is-krating-daeng-the-thai-product-invented-by-yoovidhya-that-would-
eventually-become-red-bull-1
Huang , H. (2014) Marketing Management and Strategy. Online. Available at:
file:///C:/Users/bourkes9/downloads/Marketing_Management_and_Strategy_-_Case.pdf. Last Accessed [April, 04 2017]
The Economist. (2002). Selling energy. [online] Available at: http://www.economist.com/node/1120373 [Accessed 1 Apr. 2017].

22. All questions welcome from our board.