What are the sales and distribution strategies of Red Bull (energy drink) in India?
Red Bull isn’t known for marketing its products in India. How does then it sells its products? What are the sales and distribution strategies of Red Bull in India?
Some observers say that Red Bull’s branding is revolutionary, calling it an ‘anti-brand’ strategy. The company faced additional problems in the UK where there was already an established drink that was specifically taken as a post-illness beverage. Generations of young Britons had drunk Lucozade as they recovered from colds or flu, so Red Bull had to promote its brand differently.
The firm avoided usual methods of marketing, relying more on what is called ‘buzz marketing’ or word-of-mouth. A brand image was created and cultivated which associated the drink with youth culture and extreme and adventure-related sports, such as motor sports, mountain biking, snowboarding and dance music. Red Bull’s target consumer segment began to adopt nicknames for the product such as ‘liquid cocaine’ or ’speed in a can’, thus spreading its ‘left-field’ appeal.
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February 9th, 2010 at 1:49 pm
I hear the name for the first time
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February 9th, 2010 at 2:28 pm
I do not know the overall strategy. But based on the price, the target segment is upper class and the target customers are Youth. The drink help to energise you and the marketing department is trying to spead the awarness through leaflets. They have also set up stalls and distributed free samples for MNC employees.
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February 9th, 2010 at 3:02 pm
due to high price sales isn’t much more than other …
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personal
February 9th, 2010 at 3:23 pm
they employ PUSH strategy that is they dump the product in stores as much as they can and hope that the retailer would sell it using his wit, in turn they offer him a cut so as to keep the competition out
personally i think it sucks but some of my friends drink that during the exams to stay up in the nights
cheers
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February 9th, 2010 at 4:10 pm
im sorry i didnt answer your question but im just trying to get my question out to people cuz i need help badly. its related to energy drinks…
http://answers.yahoo.com/question/index;_ylt=Ap51llm6UtmsJoW5RJv1SC3sy6IX;_ylv=3?qid=20100131111121AAPN4Tv
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February 9th, 2010 at 4:30 pm
Some observers say that Red Bull’s branding is revolutionary, calling it an ‘anti-brand’ strategy. The company faced additional problems in the UK where there was already an established drink that was specifically taken as a post-illness beverage. Generations of young Britons had drunk Lucozade as they recovered from colds or flu, so Red Bull had to promote its brand differently.
The firm avoided usual methods of marketing, relying more on what is called ‘buzz marketing’ or word-of-mouth. A brand image was created and cultivated which associated the drink with youth culture and extreme and adventure-related sports, such as motor sports, mountain biking, snowboarding and dance music. Red Bull’s target consumer segment began to adopt nicknames for the product such as ‘liquid cocaine’ or ’speed in a can’, thus spreading its ‘left-field’ appeal.
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February 9th, 2010 at 5:07 pm
Hi Dear
These drinks are not good for health
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