Sebak 1

Josh Sebak
ENGL 1102-092
Debra Dagher
April 4, 2015

Red Bull Marketing

At the age of 6 I purchased my first skateboard, it was at this moment I became hooked
into action sports. Every time I watched an action sports event on television I noticed one thing
in common, the Red Bull logo was everywhere. Being a business major at UNC Charlotte has
changed my perspective on how I view marketing, I now understand that every business invests a
great deal of time and money in developing a successful marketing strategy. This brought my
attention back to Red Bull. I wanted to know how their strategy differed from others and why it
was so successful, leading to my ultimate question for inquiry. What is the relationship between
Red Bulls marketing strategy and their market share?
You may be wondering what strategic marketing is and why this particular question is
important. Every successful business must have a strategic marketing strategy in order to
establish sustainable competitive advantage. Marketing is a process by which a product or
service is introduced and promoted to potential customers. Without marketing, your business
may offer the best products or services in your industry, but none of your potential customers
would know about it (The Importance of Marketing for the Success of a Business). Each
year energy drink companies spend hundreds of millions of dollars on advertising alone. In 2010,
energy drink companies spent more on advertising than all other sugar drink brands except soda,
totaling $165 million between the top three companies (Energy Drinks).

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Works Cited
Red Bull: A Trailblazer in Marketing Strategy. S.l.: MarketLine, a Datamonitor business, 2012.
Internet resource.
Energy Drinks: Exploring Concerns About Marketing to Youth : Hearing Before the Committee
on Commerce, Science, and Transportation, United States Senate, One Hundred Thirteenth
Congress, First Session, July 31, 2013. , 2014. Internet resource.
Brasel, S.A, and J Gips. "Red Bull ''gives You Wings'' for Better or Worse: a Double-Edged
Impact of Brand Exposure on Consumer Performance." Journal of Consumer Psychology. 21.1
(2011): 57-64. Print.
Energy Shot Case Study: Creating a New Market in the Energy Drinks Sector. Paul # 011 44 161
238 4056: Datamonitor Plc, n.d.. Internet resource.
Jessop, Alicia. The Secret Behind Red Bulls Rise As An Action Sports Leader. Forbes. N.p., 7
Dec. 2012. Web. 3 Feb. 2015.
The Importance of Marketing for the Success of a Business. Small Business - Chron.com.
N.p., n.d. Web. 6 Apr. 2015.