Year 12 IB Extended Essays 2018

1 Introduction

Red Bull and Dare are both extremely successful companies in the Australian non-alcoholic beverage

market, having both increased their market share significantly in recent years. Red Bull was founded in

1987 by Dietrich Mateschitz in Austria, entering the Australian market in 1999, 2 years after major

competitor V-Energy. Dare is owned by Lion, who owns multiple milk beverage companies within

Australia, such as Farmers Union, Masters and Big M. Red Bull and Dare both currently hold the

highest market share in the energy drink and iced coffee market. This was not always the case, with

both seeing significant growth in recent years allowing them to pass their competitors in market share.

When I first began my research, I assumed one of the companies would be more successful than the

other in terms of their market strategy but have come to the understanding that both are successful. This

essay will aim to analyse both companies what appears to initially be ‘significantly’ different marketing

campaigns to understand why they were so successful, answering the research question;

How have the two distinctively different marketing strategies from Red

Bull and Dare caused share growth for both companies in the Australian

non-alcoholic beverage market?

By answering this question, it will help to understand how the implementation of the two different

marketing strategies worked and how both can be successful given the right context. Therefore, by

recognising effective marketing strategies, other companies can look at applying the learnings from

reviewing these strategies and create their own targeted market strategies.

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