Akhil Evr's video: Marketing strategy shorts

Red bull replicated the strategy that worked so well in Europe. Volkswagen Beetles with huge Red Bull cans strapped to their backs showed up at the beach, at colleges, gyms, office buildings or construction sites with free samples where people might need a boost. Congenial Red Bull salespeople (called “Musketeers”) offered free coolers to bars, and soon bartenders learned that this new drink was a money machine. mixed with vodka or Jager became one of the hottest drinks across the nation. Bars in LA charged $10, in New York $12 and in Miami $16. Soon Red Bull was flowing across . The U.S. buzz and bull machine spun tales that were picked up by the press. Red Bull’s slogan “gives you wings” led newspaper reporters to print quotes from consumers like “You can get drunk and stay wide awake,” or “It’s the poor man’s cocaine.” One rumor even claimed that the drink contains bull testicles. Mateschitz enjoys the free publicity, but he is single minded when it comes to framing the real purpose behind his energy drink, saying, “The motivation to have a Red Bull at night is the same as during the day, to wake up, be at your best, and have fun.” As in Europe, news stories of Red Bull’s sales success spawned competition and many Red Bull imitation products were introduced to the U.S. market. SoBe’s Adrenaline Rush occupies second place with 12 percent market share. Anheuser-Busch has a drink called 180, Coca-Cola markets KMX and Pepsi sells AMP. All come in slim cans but none come with the energetic and emotional brand image that marketing master Mateschitz created. Topic Credits : Sellingpower.com