On Friday February 10, at 3pmĀ students will have the opportunity to meet Red Bull.
Joining us on campus for a special lecture will be Roberto Giugliano, Head of Marketing and Communication at Red Bull.Ā The lecture is dedicated to students enrolled in the Masters in Sports and Lifestyle Management, International Mananagement, Human Resources Management, Marketing and Sales and International MBA
Mr. Giugliano, who has also recently also joined the Corporate Advisory Board of Rome Business School will discuss with participants his personal and professional experience and share his key learnings and advice.
Red BullĀ is a brand ofĀ energy drinks andĀ with aĀ market share of 38%, it is the most popular energy drink brand as of 2019, and the third most valuableĀ soft drinkĀ brand behindĀ Coca-ColaĀ andĀ Pepsi.
Its slogan, “Red Bull Gives You Wings”,Ā is considered one of the most popular and memorableĀ advertising slogansĀ in theĀ United States. Rather than following a traditional marketing approach, Red Bull has generated awareness and created a “brand myth” through proprietaryĀ extreme sport event series. In addition to sport series, its marketing includes multipleĀ sports teamĀ ownerships;Ā celebrity endorsements; and music, through itsĀ Red Bull RecordsĀ label.
Red Bull traces its origins to a similar drink calledĀ Krating Daeng, which was introduced in 1976 inĀ ThailandĀ by the pharmacistĀ Chaleo Yoovidhya. While doing business in Thailand,Ā Dietrich MateschitzĀ purchased a can of Krating Daeng and claimed it cured hisĀ jet lag. Mateschitz sought to create a partnership with Yoovidhya and formulated a product that would suit the tastes of Westerners, such as carbonating the product.
When branding their new product Mateschitz referenced Krating Daeng’s name as in Thai,Ā daengĀ means red, and aĀ kratingĀ (known in English as a gaur or Indian bison) is a large species of wildĀ bovineĀ native to theĀ Indian subcontinent.
