Abstract
It seems interesting to analyse Red Bull, as the company uses unique methods of marketing. The brand relies on buzz marketing and word of mouth. The company, which is already established in 144 countries worldwide, launched its famous beverage in France.
Most of Red Bull consumers are young adults, who have got many occassions to drink Red Bull and they feel more concerned by this product.
Red Bull has also caught our attention because since April 2008, when it entered the French market with a product which became controverisial due to its composition, taurine. The taurine content is the main issue for French government while it's legalized in neighbouring countries like Spain, the UK, Austria and Germany.
In addition, in April we have seen the Red Bull cars in Paris, near the Galleries Lafayette and young women asked us to taste it. So we feel more attracted by the promotional actions of Red Bull.
In this study, we will focus on the French and the Chinese markets. Firstly, we will give a brief description about the market and the company background. Then, we will focus on the the promotional strategies of the company. To conclude, we will deal with the results and the strength of the Red Bull communication.
