Integrated Marketing Communications Management of Red Bull Essay

Integrated Marketing Communications Management of Red Bull - Essay Example This research will begin with the statement that private label market is steadily expanding the world over. In the USA, the private labels have also been growing at a significant rate. Although the growth is relatively slower in gaining the market foothold in comparison to the European nations such as in Britain and Portugal. Since 2003 the private label in the United States has increased by about 60%, compared to 23% growth rate for the overall US retail drinks and food industry. As a result, the percentage of the market value that the private labels account for is19% up from about 15% in 2003. Red Bull Canadian market share is approximately 50% and the sales are about $ 22 million. The annual retail revenue is $ 44 million. Red bull manufacture distributes and markets its products in over 120 countries worldwide with a global profit sales amounting to $2 billion per year. The US market share is estimated 46% with a retail sales turnover of $US248 million. In the beverage market, Re d Bull has a tremendous success that earns it to be a brand leader in the industry. The company sees itself as an â€Å"anti-brand† company receiving unrelenting praise from its loyal customers. In addition, Red Bull sponsors numerous sports events, teams, and sportsmen such as the current sponsorship of World Car, Rally Championships, and world motorsport competitions. In these competitions, Red Bull sponsors three teams namely Red Bull Racing, Scuderia Toro and Rosso Racing all of which Red Bull is the highest owner.