Red Bulls marketing strategy- From the localization and then to an international.docVIP

 PAGE \* MERGEFORMAT 10 Red Bull’s marketing strategy: From the localization and then to an international 11 years ago, the popular Red Bull drink around the world come to China CCTV Spring Festival Gala debut, a ‘Red Bull came to China’ advertising language, from the Chinese beverage market, more than a category called ‘energy drinks’, Golden Red Bull rapidly in China’s best-selling blowing whirlwind. After 11 years, the Chinese beverage market, relive A crowded disputes, but Red Bull has not pre-empt the competition, shrinking market share, more in July 2006 in Hubei Province has built a production base in the third, continuing the trend of showing the performance increase, to impressive performance of functional beverages has held the Chief position, and become synonymous with energy drinks be called marketing classic. Study of Red Bull’s marketing strategy in China, are competing for the sports beverage market brands types of strategic thinking, with non-general sense. Localization strategy, the rapid rise of the Chinese market Red Bull came to China early, faced with a completely blank market. For the present, many people point of view of marketing, it is a complete ‘Blue Ocean’, when the Chinese market, drinks are not very large, well-known outside a Coca-Cola and Pepsi drinks, sports type drinks are Jianlibao, several major beverage marketing capabilities are very strong, occupy a wide range of their respective markets. Red Bull drink brands in order from those surrounded by the rapid rise is not an easy thing. As a popular global brand, Red Bull Chinese style is very obvious localization strategy in order to enter the Chinese market, from its early promotion of direction can be seen many traces of its localization strategy. This is its first entry into the European market has a lot in common. The initial market entry point for Red Bull in Europe are Austria, in the brand development, the company described Red Bull’s brand on the East to try to low