Red Bull Case Study
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14-10. Critical thinking issue by Red Bull is, the brand is too loud in the music academy; more than the art, and the purpose of promoting drinks in the music academy may be too noticeable.
14-11. The types of marketing communications used by Red Bull are social media, promoting sales, event sponsorship, event marketing, advertising through huge banners, magazines, televisions, sampling, sports marketing, and point-of–purchase marketing. The communications types are nontraditional as Red Bull takes a diverse method, for example, it sponsors many sportspersons. Red Bull also focuses on premium pricing strategy, and the products are evenly priced. Red Bull believes in doing things in a different way, rather than doing better things.
14-12. The goal accomplished by each of the Red Bull’s marketing communication tools are full of energy, and the campaign. The additional brand touch points that are not mentioned in the case is the Red Bull mobile, which provides custom-made telecommunication solutions, and provides special right of entry to the world of Red Bull.
14-13. Few risks involved in supporting events such as the Felix Baumgartner’s historic sky dive are, the risk of losing an athlete life, and the game might be a complete failure. For example, Baumgartner jumped successfully from an altitude of 24 miles from the helium filled balloon, and landed safely, as he had 7 years of planning; but it may not be the case with other athletes.
14-14. Possible health hazards that can be viewed by Red Bull and other energy drinks are that the energy drinks have a negative impact on the health as the drink contains caffeine, and the drink is not good from muscles as it has cardiovascular effects. Most of the products are going through legal process, fighting for market agreement and legitimate ranking.
14-15. Professor Kumar terms Red Bull as an anti-brand brand because, Red Bull does not claim any proprietorship on any music created at the Red Bull music academy, and does not take any credit for its participation. He also believes that the slogan of Red Bull conveys authentic message which draws customers to the brand.
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