Ch. 2 - Strategic Planning for Competitive Advantage

Since it’s launch, Red Bull has devised many strategic plans over the years in order to introduce the drink to new age groups, cultures, and genders. With a heavy focus on market development, these strategic plans have mainly involved aggressive advertising, viral video campaigns, event sponsorships, and newsworthy extreme stunts intended to build a connection with the targeted group and make them feel as though they too can tap into the thrills perceived to be associated with their product. For instance, between 2011 and 2012 the company made an effort to increase Red Bull awareness with the 35 to 65 age group. One campaign included organizing a freefall from the “edge of space” featuring skydiver Felix Baumgartner – who was transported 13,000+ miles above the earth by Red Bull Stratos (one of Red Bull’s strategic business units) for a record-breaking jump that was sure to make headlines. The stuntman in our story, you guessed it, was in his mid 40’s at the time of the jump. Footage of the incredible feat inevitably spread like wildfire and was, of course, saturated with the famous Red Bull logo.