{"id":578,"date":"2015-09-09T21:57:24","date_gmt":"2015-09-09T21:57:24","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&p=578"},"modified":"2024-05-13T20:10:02","modified_gmt":"2024-05-13T20:10:02","slug":"case-study-red-bull-wins-the-extreme-niche","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/case-study-red-bull-wins-the-extreme-niche\/","title":{"raw":"Case Study: Red Bull Wins the \"Extreme\" Niche","rendered":"Case Study: Red Bull Wins the “Extreme” Niche"},"content":{"raw":"

Background<\/h2>\r\n\"PhotoRed Bull is an Austria-based company started\u00a0in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that's sold in a slim, silver-colored 8.3-ounce can. The drink\u00a0has been an enormous hit with the company's target youth segment around the globe. In the year 2018, Red Bull boasted\u00a0sales of $1.06 billion USD in the United States alone[footnote]\u201cRed Bull Energy Drink Sales U.S., 2015\u20132018.\u201d Statista. Accessed September 25, 2019. https:\/\/www.statista.com\/statistics\/558082\/us-sales-of-red-bull-energy-drinks\/<\/a>.[\/footnote], and has held the majority of the energy-drink market share for years, with a 35.3% market share in 2019 (Monster Energy, their closest competitor, held\u00a025.4%).[footnote]\u201cEnergy Drink Market Share in the US in 2019.\u201d Statista. Accessed September 25, 2019. https:\/\/www.statista.com\/statistics\/306864\/market-share-of-leading-energy-drink-brands-in-the-us-based-on-case-volume-sales\/<\/a>.[\/footnote] From Stanford University in California\u00a0to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising.\r\n
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Red Bull's Targeted Approach to Marketing<\/h2>\r\n\"Red Bull. It gives you wings.\" Over the years, Red Bull has organized extreme sports events (like\u00a0cliff diving in Hawaii and\u00a0skateboarding in San Francisco), parties, and even music festivals to reinforce the brand's extreme, on-the-edge\u00a0image. In 2012, they sponsored\u00a0Felix Baumgartner's record-setting freefall from 128,000 feet:\r\n\r\n(Note that the following video has limited narration. Access audio description using the widget below the video.)\r\n\r\n