Product strategy

Differentiation product strategy

Red Bull is a sweet, caffeinated drink to give customer the high energy. Red Bull has doing simple marketing which the important condition is different product. Also the heart differentiation of Red Bull is that Red bull was based on Japan’s product; it was beneficial and efficient product. Moreover the Red Bull’s name was shown to increased capacity product. Red Bull built up cognized brand, a different product that competitors cannot offer and Red Bull became new category of Soft drinks

All soft drinks is solving hungry but Red Bull is the first soft drink that is very progressive because Red Bull are innovative and creative product for new generation and Rd Bull is New Age Product; it is not only provide basic usefulness but also increased capacity to body. These are proven dozens of times both Europe and America by academic research “Clinical research”; before being allowed to put them side can.

Furthermore Red Bull is only one product of the world that is not provide only fresh to body and mind but also energy, detoxification, stimulating digestion and increased remembrance.

Nowadays Red Bull was produced to sell average 900-1,000 million cans around the world and Red Bull is very popular energy drink and energy drink market leader of the world.


Multi Pack product strategy

In an industry has getting to adapt product size to larger more and more according to value customers because protect level sales. Many marketers believe that a larger product equal greater value and many people will buy it. In contrast red Bull is maintaining product size, but creating multi packs instead. Also Red Bull's opposing argument is more strong business decision rather than a marketing construction and they are strongly leveraging positive brand equity and asking customers "if you want more, buy more". So this is red Bull’s multi-pack strategy.

Red Bull Australia launched 4 packs in energy and sugar-free which was a very success and Red Bull GmbH has now begun to launch 12 packs in various channels. Big W & Kmart are already stocking and the convenience grocery channel is being implemented.

Example of some stats for Red Bull 12 pack:

• #1 selling SKU for Wal-Mart

• #2nd largest SKU in USA grocery convenience (#1 Red Bull 255ml)

• #1 Fastest growing pack in UK convenience