Success Story of Energy Drink “REDBULL”

We all know that “RED BULL” is an established brand throughout the world now. Its tagline – Red bull gives you wings is very catchy and appealing to ears. So, one may have this question in mind on how this company has placed its brand silently in the market and how it enhanced the concept of Energy Drinks in India. Let us have an in-depth analysis of the company’s strategies.

An Austrian company Red Bull GmBH owns the product and brand. Red Bull India Pvt Ltd based in Mumbai is the company which manufactures the drink in India. It was launched in India in 2009 and within a span of 20 years, it has catered to taste buds of youngsters very easily. As per research, 61% of total global market share in the segment of energy drinks is dominated by Red Bull. So, what are those things which the company has focused on to make it a success?

  1. Target Customers- From the very beginning, the company was clear in its vision. Its target market was athletes, sports persons and adolescents. Its advertisements and tagline also motivates consumer to push through their limits and achieve high. Also, the blue color packaging immediately attracts the eyes.
  2. Advertising Strategy- the Company took sponsorship of various sports events, did partnership with athletes to promote the brand. It still gives repeated advertisement on television to maintain the customer base.
  3. Engagement Strategy- the Company is very active in replying to customer comments, reviews on social media. As per a study conducted by Yomego, Red Bull had the highest social media engagement rate among the top global brands. This all creates an emotional connection with the customers.
  4. Creative Enhancement- The brand keeps creating shareable content online which users can share with their friends and family. The way the advertisement says the tagline by focusing on the word “wiiiiiiiings” became popular amongst all age groups. Email marketing, influencer partnerships and collaboration with websites are also vastly done by the brand.

It is very truly said that there is so much hard work and tiny steps that goes into getting the final result. The above given are only key points that any business can focus on to grow it exponentially.

Yes, Red bull is so expensive yet so popular because when customers buy it, they feel that they are buying a brand, even if it contains high caffeine. In fact, it is widely demanded by non-alcoholic customer base. They consume it in pubs and clubs as well, side by side the alcoholic drinks. So, if simple few drops of water mixed with sugar, glucose, baking soda etc. can make a place in the market, then why can’t your product?

Bhavya Taneja
Bhavya Taneja
Bhavya Taneja is a Practicing Company Secretary, speaker on various academic and non-academic topics and a writer. She has an experience of 8 years as a professional and 5 years as a faculty of Economics. She has authored a book of quotes called 'Crisp Talkings' and is actively involved in social welfare activities as well.

Latest news

Related news


Please enter your comment!
Please enter your name here