Engaging consumers through word of mouth marketing

CASE STUDYon

Saurav Narayan Singh

INTRODUTION

Dietrich Mateschitz founded Red Bull in 1984 after discovering the widespread

popularity of tonic drinks in the Far East.

Energy Drink, launching the product on the Austrian market in 1987. Red Bull has launched a range of products, including Red Bull Cola in 2008 and

Red Bull Energy Shots in 2009. Today, Red Bull has annual sales of around 4 billion cans in 160 countries. It

employs more than 7,700 people.

Using Marketing Mix• Taste of the product is unlike any other, it also has a functional effect in

comparison to other soft drinks.

• it is easy to obtain as it is sold in a variety of places - including retail outlets and food and drink establishments.

• Red Bull uses a premium pricing strategy. The product is priced above that of competitors’ products.

Marketing Strategy

PROMOTION

• The concept behind its promotional activity is to give people

‘Wiiings’.

• Using AIDA

• Using Promotional Approaches as Above the Line and Below the

Line.

• Organizing Event and Sponsorship.

• WOM (Word Of Mouth).