Red Bull

A Case that Gives You Wiiings
Examining the Worldwide Rise of Red Bull
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Here is the video that goes with this:
https://www.bloomberg.com/news/videos/2019-02-13/how-red-bull-got-the-world-hooked-on-energy-drinks-video

ANSWER

Red Bull

Brand adaptation calls for changing the typographical, visual and messaging elements of the brand. Product adaptation allows a company to change its existing product in a way that it makes it fit better with the local needs (Krupka, Ozretic-Dosen and Previsic, 2017). United States has the highest consumption of energy drink in the world which makes it the most suitable for Red Bull to adopt. The company has shown a willingness to adapt in the past, and this needs to continue in order to maintain its position as a leading energy drink in the United States. The company needs to change its product mix, packaging, marketing and communications strategies to better suit the needs of American consumers. The need for responsiveness to local preferences and needs is the primary driver of these changes.

Additionally capitalizing on the trends of fitness and health in the United States should also be a focus. For instance, the company can develop new products, such as the “Red Bull Sugar free” that are more in line with American preferences for energy drinks. They can also have repackaged products to better reflect these preferences. In terms of marketing and communications, the company can also adopt a more aggressive and youthful approach in order to better connect with American consumers (Kaur and Gill, 2018).

The drink’s slogan “Red Bull gives you wings” has been said to refer to the feeling of increased energy and alertness that people experience after drinking Red Bull. Red Bull offers content that individuals would like to share, speak about and engage in social media which makes it a lifestyle more than an energy drink. Red Bull understands its main audience and builds special content. Read Bull focuses on finding new ways of creating dialogue and reaching the consumers. Red Bull also employs a content marketing strategy that is low key. This makes people feel like they are part of an exclusive group that is “in the know” about Red Bull. Red Bull attempts to reach people that are overly active in their personal lives such as college students and teenagers.

References

Kaur, S., & Gill, N. K. (2018). Demographic Behaviour of Consumers Towards Consumption of Soft Drinks. ZENITH International Journal of Business Economics & Management Research, 8(7), 34-45.

Krupka, Z., Ozretic-Dosen, D., & Previsic, J. (2017). Antecedents of brand management adaptation/standardization and its influence on firms’ performance. Engineering Economics, 28(3), 334-346.