Essay on Red Bull Content Marketing Strategies

Published: 2021/11/18
Number of words: 3735

Brand Brief

Red Bull is the leading energy drink that is sold by Red Bull GmbH, headquartered in Australia. It is the world’s leading brand in the energy drinks industry, which was introduced in 1987, and colored amber. Red Bull GmbH uses various metrics to keep Red Bull as main brand in the energy drinks industry, especially on the use of content marketing strategies. As of 2019, the company sold about 7.5 billion cans of Red Bull, suggesting a staggering sales prospect. The company has continued to grow through its globalized brand, boasting of 12,238 employees in 2018. Moreover, the brand loyalty and awareness earned it a net worth of €650 million as of 2018 (Bremser et al., 2018). Red Bull is more than just a soft drink, it appeals to the physical, emotional, and mental health and strength of the consumers. Thus, the marketing principles address the content rather than the brand. The popularity of the brand and its strategic marketing models has enhanced its growth and internationalization into more than 100 countries in all the continents. The product also enhances alertness and nourishes the body and mind through concentration and vitality attributes.

The company’s expansions and internationalization began in the mid-1990s, but has taken shape to over 100 countries in the current dispensation. In enjoyed massive success rates in terms of brand awareness, research and development, and profitability owing to its brand attributes. The vitality, concentration, and strength concepts are marketable to the eager consumers across all sectors of the economy. The company supply chain system is attributed for its success, especially through the company-managed model that appeals to the consumers (Cornil et al., 2017). The distributors in the United States, for instance, appreciate the one-brand distribution network employed by Red Bull GmbH to make it reach far and beyond. Quality assurances, natural content, and regulated sugar content have also been integral content marketing aspects that the company employs to attract and retain customers. The company was also incorporated in 1984, thus making it one of the most successful private companies in the industry. It has managed to differentiate its product through branding and strategic content marketing, which has contained completion from leading distributors such as Coca Cola and PepsiCo (Lieb, 2017). The brand values, personality, and history are suggesting of an effective product, which can be attributed to its effective marketing and promotion models.

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Content Marketing Objectives

Red Bull is regarded as the number brand in content marketing, focusing on selling the impacts or the emotional outcomes rather than the product itself. For instance, the focus of the company’s content marketing ideals is to create an impact on the consumers’ physical, emotional, and mental vitality and strength. The company’s brand awareness and marketing strategy focuses on “giving its consumers the wings” through energy regeneration and the feeling of a vitality impact (Rupp 2016). The strategic marketing objectives have made Red Bull to sell billions of cans annually, across over 100 countries where it is operational. Thus, the focus is on expansion and brand awareness. However, its distinctive differentiation strategy has retained the customers through brand loyalty anchored on the content and attributes of the product. Consequently, Red Bull’s main market destinations include India at 30%, Brazil and Eastern Europe at 22% each, and other countries (Granata & Scozzese, 2019). Red Bull’s brand loyalty is impacted by the quality of its content, which beats the competitors’ in claiming the market segment. Moreover, its sales and marketing strategies have improved significantly in addressing the pertinent needs of the consumers with regards to health and environmental matters.

The company puts their customers as the main priority and addresses the needs of its community through strategic interventions that improve the next products. The content is considered ethical relevant, naturally sourced, and good for body and mind’s health (McCarthy, 2017). In this regard, research and development strategies focus on the consumers’ interests and the ability of company to meet the changing demands in the market. Soft drinks and the larger energy drink industry is heavily regulated with health components, hence the concerns on the potential impacts of certain products. However, Red Bull’s content marketing strategy focuses on selling the experience, and not the product itself. Thus, the company engages in research and development to ensure that its products are crucial for the customers’ mental, emotional, and physical needs (Measham et al., 2016). The customer-first strategy is the foundation of content marketing, consisting of elaborate consumer experience. The company uses its publication as a platform to sell the experience of consuming the product, rather than the product itself. Consequently, it creates metrics that address the diverse and pertinent needs of the consumers.

Many companies have attempted to adopt the experience marketing that Red Bull energy drink uses to appeal to the changing customer experiences, expectations, and experiences. The focus is on the audience or the target market and what their physical, emotional and mental health requires to achieve their daily goals. In this regard, the brand is characterized with ideal marketing for the most integral aspects, including aiding people towards their ideal goals. The experience is isolated from the brand itself, hence the essence of content analysis. People purchase experience instead of the energy drink. In this regard, Red Bull gives people “wings” that facilitate their experience and mind and body’s vitality and synergy (Jutkowitz, 2014). Content is crucial aspect of marketing, highlighting how the product meets the consumers’ expectations, needs, and worries. The information that is passed to the target markets through the promotional and sales interventions focus on experience and enabling them to achieve their set goals and objectives. Therefore, content marketing objectives include enabling people to achieve their desired outcomes and create the environment where experience is crucial than the product itself.

Content Audit

Brand content is a crucial factor in determining its success in the market and industry, including in the energy and soft drink sectors. Red Bull understands the integral role played by the content, hence the need to audit it effectively to achieve the desired outcomes. Through the Red Bull media house, the company is responsible for creating and marketing its own content, including what it entails. Within that platform, the brand is able to share and provide its consumers with wide range of videos and pictures to showcase its content. The users are able to browse and understand the impacts of such contents in the long run. Red Bull brand pillars are anchored on advertisement, sales and marketing, promotional activities and sponsorships, and sampling techniques (Gupta, 2015). Moreover, the brand elements through its inventory have created the essence of premium marketing, which enhance the eventual outcomes of its selective distribution. The executed marketing distribution in the market enhance the brand reputation and inventory through elements that improve its limited energy options, and sponsorship deals for athletics and other sporting events.

The product is larger part of the content audit, including using the energy connotation to influence the consumers in a positive way. Giving people the “wings” to achieve their potential, including athletes, high school students, and community agencies makes them to relate with the product through its brand promise and anticipated experience. Sports, music, and gaming also provide the ideal environment for Red Bull to enhance its brand position in the market and also create the desired outcomes in advancing the expectations. Through the essence of 4Ps of marketing, pricing is a crucial element for Red Bull, especially with its strategic premium pricing strategy (Hilker, 2017). It is the highest pricing energy drink in the industry, based on its brand reputation, promise, and premium claims in the market. The pricing strategy means it has a target market that can afford it, through the zonal marketing perspective. However, distribution is also an ideal factor in the brand inventory for Red Bull.

The company’s distribution strategy is eco-friendly and also cost effective in many aspects, thus creating effective supply chain management model. For instance, one facility can produce and bottle the product, using the wall-to-wall-to-production model. It is cost effective as the activities are galvanized in a single facility, which reduces the cost of logistics. Cans usually take less space than the glass contains used by Coca Cola (Kunz et al., 2016). On the other hand, it uses trains and ship to transport the products, thus saving on the logistics and supply chain system costs as it distributes to the consumers. Majority of the distribution is done through the regional distributors, while other is done through bars and restaurants. Moreover, the brand is distributed through traders and gas stations. The efficiency in distribution is one of the ideal components of brand audit and product inventory that has improved the performance of the company.

Communication is also a crucial aspect of brand inventory used by Red Bull, especially the use of its own media house, social and digital media platforms, and traditional media such as TV, radio, and newspapers. The RB media is crucial in achieving its production and advertisement goals, including high quality content for its diverse audience (Sterling, 2015). The brand ambassadors include athletes, celebrities, and other social influencers on the attributes of the product. The ambassadorial or sponsorship deals improve the impacts of the company’s products in the management of outcomes. There are about 650 athletes across different countries competing in 67 sporting activities that are associated with the brand (Human et al., 2018). It also sponsors various sporting and other relevant events that improve the product’s relevance to the targeted community, including sustainability and profitability initiatives. The brand is engaged in charity and giving people wings, which promote social and cultural aspects of humanity.

Different aspects of brand inventory should address the persona and how to identify, develop, and study them to place the product. An ideal persona is where the knowledge, statistics, and knowledge of the audience is visible and potentially relevant in the long run. However, Red Bull has perfected marketing plans through content analysis, customer assessment, and research and development. Additionally, the marketing analysis includes assessment of competition, people, and the external and internal environment (Gorse et al., 2010). In this situation SWOT and PESTEL analysis, 4Ps analysis, and other metrics are used to contextualize the competitiveness of Red Bull. These elements highlight the issues, concerns, and priorities that the brand undertakes to remain competitive, explore new options, and appeal to the needs and expectations of the consumers.

Style Guide and Keywords

There are various elements that constitute style guide for Red Bull energy drink. For instance, such elements as typography are crucial aspect in creating brand and differentiation strategies for the brand. The typography goes through different elements, including fonts, weight, and size, across different heading levels. The bodies of the product are also based on the size, including the larger and small versions (Wesnes et al., 2017). The product title and subtitles are also made in a way they conform to the standards of style guide to enhance content creation and avoid duplication of the products. The fonts, texture of the image, and color used in the design of the product’s brand are crucial for its trademark policies and ideals, hence the stability in the market over the time (Einstein, 2016). The company’s brand design is inspired by the need to “spread the wings over the world” and enable the consumers to achieve their potentials. In this regard, the design also conforms to the imagery, texture, font, videos, and other manuscripts that suggest the goals and objectives of the brand promise.

The branding and TV logos are similar in many aspects, especially on the images used to create the sense of identity for the product. The website dimensions for the two media outlets are relevant in undersigning the company’s watermarked products and the intellectual property rights to avoid other elements that belong to competitors or fraudsters. Content marketing requires ideal identity that the company has in advancing the eventual outcomes and ideals (Almehmadi, 2017). The company has a modular grid for headers, ranging across grid and layout to ensure it is consistent across the brand, website, and TV. The marks on the product enhance the association with the product through design and style. For instance, the grid and layout for headers is 1159px x 440px, while the four grid model is 1159px x 1541 px. These elements make the company’s products unique irrespective of the platform where they are sold in the long run (Singer & Chi, 2019). The brand’s website also uses a complex grid system, which enhance its premium position in the energy drinks industry.

The header styles and the buttons are also essential aspects of style design that enhancing branding and differentiation in the company. This is manifested through the complex perspectives, thus creating the required illusion of the necessary outcomes. the button styles are arranged from A-Z, which makes it possible to navigate through the icons available. The uniqueness of these connotations makes it possible for the company to achieve its desired goals and objectives, including copyright and intellectual property aspects. the main component of the study also suggests the presence of detailed metrics that prevent against duplication, and enhance authenticity of the brand to its esteemed customers (Budikova, 2014). As a leading energy drink in the industry, Red Bull has to become an authentic with its design styles and create a framework that is relevant to the larger contexts. The elements identified in the design of the TV, websites, and the cans enhance the relevant style guidance that other products have emulated to become authentic in the long run.

An ideal website entails the use of keywords, which improve the performance of the business aspects of the company. There are elements of keywords that guide the users on the platforms to use and the shortcuts to the information they are sourcing to become relevant in the long run (Rauschnabel et al., 2012). The users might be searching for videos, articles, images, press releases, reports, and reviews, which are usually arranged in the website. However, due to the complexity and number of information that are bombarding the users during the content search, Red Bull’s website has ideal search section which help the users to locate the information on the products, pricing, distribution, statistics, financial statements, and health and ethical concerns or issues (Bartlett & Garde, 2013). Moreover, media coverage of the brand on positive and negative frameworks is also highlighted through ideal search worlds within Search Engine Optimization (SEO).

The method focuses on essential keywords that can improve the search optimization for the users and subject them to necessary interventions. As a content marketing tool, the Red Bull brand portfolio addresses the issues and information that are consistent to the customer needs and those of the stakeholders. The marketers, for instance, engage the use of Google AdWords Keyword Tool, which narrows down the search for the required information or resource (Brasel & Gips, 2011). Additionally, such a tool enhances the interactivity and giving options for the content browsers to navigate and get the ideal platform. Red Bull focuses on tools that improve the search for its product, content, health and ethics, sustainability, partners, CSR, retailing, distribution, and pricing, among other elements. Moreover, understanding these elements also improve the ability of the organization to influence the general outcomes in the long run.

Implementation: Content Creation

Social media platform posts and other keywords should entail comprehensive influence that increases awareness. For instance, the hashtags to use can include #redbull wings, #redbull, #redbullprices, #redbullCSR, among others. These keywords are essential in social media platforms and can be achieved through posts that seek to inform, influence, educate, and market about the brand. Within the social media posts, it’s crucial that data is collected based on their relevance to the underpinned outcomes. moreover, it is essential that such platforms are used to engage the stakeholders regarding a given content subject (Blakeman, 2018). Within the content marketing perspectives, Red Bull uses social media posts to give its insights about a given campaign, regarding the “wings” initiatives and how it is achieved in the company. blog posts improve the interactivity through the hashtags tapping on relevant information, event, or athletes. The essence of hashtag is meant to achieve the relevant goals.

Blog post 1: Red Bull “Wings” Initiatives

Red Bull partners with different stakeholders, including athletes, social and community influencers, sporting teams, and ambassadors to promote the experience of what it means to associate with the brand. Under the campaign dubbed #RedBull_Wings, the campaign seeks to help people achieve their potential and overcome the adversities and challenges in the long run. #RedBull_Wings helps connect the individual abilities with the possibilities through the Red Bull brand and its associated impacts.

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Blog Post 2: Unlimiting the Limits

Red Bull appreciates that everyone has limits to their potential, beliefs, and dreams. However, the brand seeks to unlimit the limitations through creation of endless opportunities with businesses, communities, and individuals. The campaign is titled #RedBull_Unlimits and focuses on breaking the glass ceiling through the experience of vitality, energy, and freshness of mind, body, and emotions. The objective of the post is to spring people into action and associate with the company in the long run.

Blog Post 3: Sustainable Synergy

Sustainability is a core element of Red Bull, through the creation of ideal opportunities and frameworks that create a better world. #RedBull_sustainable creates the reason for people to celebrate their potential and understanding of their responsibilities through sustainability (Shaw 2012). The partnership is to inform people on how to use their energies effectively to achieve their full potential and to leave their environments better than they found it.

Web Blog Post

Red Bull connect seeks to create a network of synergized, revitalized, and motivated individuals to achieve the collective goals and achievements. In this regard, the essence is to create a family of Red Bull enthusiasts who have tasted the feeling and cherish their new-found energy, vitality, and synergy to embrace the collective effort. What do people who have a revitalized mentality and physicality do with their new-found experience? They should embrace change initiatives and perspectives. In this regard, the company partners with revitalized individuals to find what they can do with their new experience and identity (Ahmad et al., 2016). The new personality and experience should be made to open the floodgate of opportunities and change the world around us.


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