Red Bull is a company that produces one of the most important energy drinks in the world. In over 100 countries, more than one billion cans are sold per year (reference). The company also holds a massive 70% share of the global market for the production of energy drinks or functional drinks, which Red Bull had control of building (reference). As the company dominates its market position in the fastest growing soft drinks segment in many countries, it has also attracted numerous imitators. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay The Red Bull brand is much more than a soft drink; is an energy drink created to increase physical and mental stress with the aim of improving stamina, attention, concentration and reaction speed. Red Bull is very effective, as demonstrated by numerous scientific studies, and also appreciated by many of the best athletes and drivers in the world. In 1982, Austrian businessman Dietrich Mateschitz was traveling in Asia to buy Blendax toothpaste and came across Krating Daeng which he literally transfers to Red Bull in the Thai language. It was a cheap tonic sold in brown bottles that was used by factory workers to be more energetic during long shifts. This drink was produced by TC Pharmaceuticals owned by Chaleo Yoovidhya. Matechitz approached Yoovidhya and, together with Yoovidhya's son, Chalerm decided to establish a company to produce energy drinks. Thus, in 1984, Red Bull GmbH was created, which produced energy drinks. Mateschitz developed a unique marketing campaign and began selling the product on the Austrian market in 1987. However, Red Bull began to gain popularity and in 1992 it appeared on the foreign market for the first time, in Hungary. Furthermore, in 1994 it reached Slovenia, Germany and Switzerland. In 1997, Red Bull entered the US market, and after five years, by 2003, the US market had generated approximately 40% of the company's revenue. Keep in mind: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay Red Bull should use traditional marketing campaigns such as television, radio, and billboards to strengthen the company's brands only when the market is mature. Although the company has its own marketing campaign, such as sponsoring extreme sports events, it is still expensive, but it also brings unique brand awareness, especially for the demographic involving young adults, which is the main market reference point for Red Bull products. The company has been successful due to its unique marketing strategy because it is not entirely dependent on television and print advertising. This is due to Red Bull's unique guerrilla advertising methodology. So, if Red Bull adopted a traditional marketing campaign strategy like its competitors, it would lose its uniqueness. The reason is that event sponsorship and buzz marketing have helped the company's product stand out. Furthermore, extreme sporting events attract young people and therefore offer Red Bull a great opportunity to reach them. Anonymous works cited. (n.d.). Red Bull. Retrieved from https://www.redbull.com/Appiah-Adu, K., & Singh, S. (2016). An analysis of the energy drink industry: the case of Red Bull. Journal of Business and Retail Management Research, 10(2), 96-106.Backhaus, N., and Tikkanen, H. (2018). Red Bull GmbH - Strategic marketing plan. Extracted from, 7(3), 1-11.