When Red Bull entered the scene, few of us had heard of an energy drink.
But the self-made billionaire founder of Red Bull, Austrian-born Dietrich Mateschitz, had the vision to bring a “drinker’s cure” from Southeast Asia to the world.
Despite his efforts, after a largely failed attempt to get his company off the ground, by 1990, Dietrich was broke. With dwindling resources, he had to choose- Abandon his dream or do something different.
With Red Bull’s Head of Marketing, Dr. Manfred Hückel, at the wheel, Red Bull changed its trajectory using some unconventional yet effective marketing strategies.
1) Guerrilla Marketing
Guerilla Marketing is a set of low-cost, no-cost marketing strategies for people who are willing to put in the time but lack the money to generate brand awareness and grow their husinase
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