StudentShare solutions
Triangle menu
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

RedBull & PR - Literature review Example

Nobody downloaded yet
This paper presents an analysis of public relation strategies used by Red Bull around the world. Energy drink manufacturers, including Rend Bull GmbH, target a specific market segment, i.e., urban and young male males aged between sixteen and twenty nine (Buchholz, 2010: p43). This market segment has aspirations of living their lives on the edge. Accordingly, Red Bull uses extreme sport as a way of relating to them, with the sport being highly popular among this particular category of consumers. Additionally, the slogan used by Red Bull, i.e., Red Bull Gives You Wings”, was developed with the aim of creating public awareness among this particular segment of customers via communicating that drinking their beverages would ease challenging tasks. Moreover, the company epitomized modern branding by utilizing a marketing communication’s mix, including public relations, which sought to sell a way of life rather than a simple product and become culturally relevant (Buchholz, 2010: p43). To do this, it was necessary for Red Bull to come up with PR strategies that caught the attention and appealed to their target group. Red Bull has come up with appropriate public relations strategies that are aimed at reaching out to its target market and getting them interested in the product (Russell, 2010: p44). As noted, Red Bull targets customer groups who live an active lifestyle by engaging in extreme sport and activities. In this regard, Red Bull’s public relations strategies attempt to create a perception that Red Bull beverages give necessary energy and edge to users, which can assist them to lead the lifestyle that they desire, as well as increase in their performance ion various aspects of their lives. Public Relations are defined as the relationships that an organization has with various public segments or groups, which have an effect on their ability to achieve their mission, objectives, and goals (Russell, 2010: p11). Companies can leverage PR by using publications and press kits on a regular basis in order to inform their shareholders around the world about the company, new products, news, events, and any other issues related to the company. Red Bull publishes its annual reports via which it communicates essential messages to stakeholders and the general public regarding the company. These annual reports serve as an effective tool for advertising where its main strengths and achievements are highlighted (Russell, 2010: p11). Red Bull also identifies Identity Media as one of its most effective tools for advertising (Russell, 2010: p46). The company fully utilizes Identity Media via the development of an online TV channel, which covers various company sponsored sporting events, especially extreme sports, and other programs aimed at attracting consumer interest in the company. Red Bull also publishes the Red Bulletin, a monthly magazine that is distributed by the Telegraph newspaper on Sundays. The issue carries sport reports interspersed with product information. The company also uses alternative methods of Public relations, for example, involving their brand in lobby activities in order to integrate themselves into various communities and build relations. One of Red Bull’s most famous public relations ...Show more
Cite this document
  • APA
  • MLA
(“RedBull & PR Literature review Example | Topics and Well Written Essays - 1250 words”, n.d.)
Retrieved from
(RedBull & PR Literature Review Example | Topics and Well Written Essays - 1250 Words)
“RedBull & PR Literature Review Example | Topics and Well Written Essays - 1250 Words”, n.d.
  • Cited: 1 times


Red Bull & PR Name: Institution: RED BULL & PR Red Bull is a multinational company based In Austria that deals in beverages, more specifically its famous energy drink, Red Bull. The firm sells its beverages in one hundred and sixty two countries, with over 4.2 billion cans of the energy drink sold during the year 2011 alone according to the company’s figures…
RedBull & PR
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the literature review on your topic
"RedBull & PR"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Investigation of REDBULL
These drinks have been shown to improve cardiovascular and cognitive performance of individuals due to the stimulatory nature of their various constituents. The current study aimed at elucidating the differential effect of the various components of Energy Drinks, i.e.
7 pages (1750 words) Research Paper
Synthetic studies towards the marine natural product cylindrospermopsin the causative agent in freshwater toxic blooms
The rapid increase in CYN producers in temperate zones is yielding concern on the impact of this toxin to human, as well as environmental risk and health risks across the contents. Since 2000, there are several studies that have demonstrated the capacity for Cylindrospermopsin (CYN) to bio-accummulate especially in freshwater organism.
6 pages (1500 words) Literature review
The ways of promotion 5 specific franchised hotels (Hilton, SolMelia, Marriott, Mandarin Oriental, Jumeirah) through technology
One of Hilton Hotels’ objectives is to spearhead the global hotel market segment by delivering great guest experiences, but preserving the economic blanket of the world. The company fills the daily hotel needs of its current and future customers while favorably improving the future economic environment.
20 pages (5000 words) Literature review
It is understandable that charity organizations exist to better the society. They are non-profit organizations whose sole mandate is to specialize in the delivery of aid in a single sector and ensure that it sustains itself for the entire period that it seeks to be in operation.
4 pages (1000 words) Research Paper
Personal Branding and Social Media
417). This definition appears to cover every aspect of personal branding, from the person owning the brand, to his/her competitors, the target audience, and the future employer, in the context of the individual’s personal goals. While other people think of personal branding as an option or even a novelty (Bence, 2008a & 2008b), Arruda sees it as a critical survival skill due to the fast-changing economy and shifting workplace environments (Martin, 2009).
6 pages (1500 words) Literature review
International fashion textiles Marketing
The organization was founded in the year 1994. It is the first international luxury brand (Lu, 2011, p.121). The brand is popular for providing traditional Chinese fashion statement. This part of the study will provide some theoretical aspects about Internationalization process of luxury fashion textile industry (Gillespie, Jeannet and Hennessey, 2010, p.508).
12 pages (3000 words) Literature review
Compose own question
To serve the needs of customers who do not want to pay a premium price for hotel accommodation, Shangri-la is decided to create other hotels like Kerry and Traders (Kuhm, 2011). Considering the branding strategy of Shangri-la, the hotel’s competitive advantages, how this company was able to gain from its branding strategies, the importance of branding at the back the success of Shangri-la, and the significance of brand positioning within the modern international tourism were discussed in details.
6 pages (1500 words) Literature review
An investigation into the potential of implementing Cause Related Marketing in Barnados charity in the UK
Marketing also involves the provision of the correct marketing mix which takes the right goods provided for the customers at the right time and the best places within a desirable promotional activity level. The modern market is concerned with satisfying wider needs for customers from different societies.
8 pages (2000 words) Literature review
How are the politics of justice and punishment dealt with in Ovid's Metamorphoses
Throughout the stories told in Metamorphoses, one key element is that the gods play a direct role in the lives of the characters,
6 pages (1500 words) Literature review
Women and Decency in Islamic Culture

This paper discusses the nature of Islamic cultural practices through the prism of freedom and liberty. Whereas as a section of the world population may feel that particular cultural practices are repressive of women, some, including those perceived to be oppressed, see nothing wrong with their practices.

4 pages (1000 words) Literature review
Comments (0)
Click to create a comment
Let us find you another Literature review on topic RedBull & PR for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us