Charakteristika odbytovej stratégie firmy Red Bull na Slovensku
Characterization of Red Bull’s Sales Strategy in Slovakia
Ekonomika a spoločnosť, Volume 21, Number 2/2020
DOI: https://doi.org/10.24040/eas.2020.21.2.74-93
Odporúčaná forma citácie článku:
Polačko, J. (2020). Charakteristika odbytovej stratégie firmy Red Bull na Slovensku. Ekonomika a spoločnosť, 21 (2), 74-93. doi: https://doi.org/10.24040/eas.2020.21.2.74-93
Recommended form for quotation of the article:
Polačko, J. (2020). Characterization of Red Bull’s Sales Strategy in Slovakia. Journal of Economics and Social Research, 21 (2), 74-93. doi: https://doi.org/10.24040/eas.2020.21.2.74-93
ABSTRACT
Red Bull is one of the brands with exquisite reputation in the energy drink market. The company has established the entire segment in Europe. At present, it still accounts for a significant share of total beverage sales in the segment. The paper focuses on the characterization of the Slovak energy drinks market and customer behavior in the market. The consumption of energy drinks grows every year, and an increase in the importance of this market is to be observed. Despite the existence of much cheaper competing products with the seemingly same effects Red Bull holds a very good position on the Slovak market. The study also presents an explanation of the situation, i. e. that in addition to excellent marketing, the standard quality of the basic product is also important in this respect. The company is gaining a good reputation also by offering a truly identical product in all EU countries without exception.
Key words: Red Bull. Energy Drink. Sales. Marketing. Sales Strategy.