For example, the marketing mix for Red Bull Energy Drink is based around:
a distinctive product - the taste of the product is unlike any other, it also has a functional effect in comparison to other soft drinks
it is easy to obtain as it is sold in a variety of places – including retail outlets and food and drink establishments
Red Bull uses a premium pricing strategy. The product is priced above that of competitors’ products. Consumers will pay a premium for Red Bull due to the quality of the product and the product’s benefits. This is reflected in the fact that it is the world’s best-selling energy drink.
However, perhaps the most interesting element of Red Bull’s marketing mix is its approach to promotion. Red Bull embraces innovation within its promotional activities and as such is able to create a lasting impression on consumers. The concept behind its promotional activity is to give people ‘Wiiings’. This translates as pushing the boundaries of what is possible and nurturing people's talent so they can achieve their goals and dreams.