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"It is important to walk not only on a straight road, but to sometimes come off from the regular path and challenge new things to improve your career," says Mr. Bernardino, who is in his second presidency at his third workplace, Red Bull K.K.
 "What you can experience in one company is limited. I needed to launch into a new challenge for my own career growth. Career change can be a trigger to spreading your wings and opening up new possibilities".
Having been in business for 20 years, Red Bull is a worldwide enterprise with continued double-digit growth. In Japan however it is a new entrant, and the category "energy drink," itself sounds unfamiliar. "Our top priority was to establish the brand image as soon as possible, and increase consumer recognition of our product. We needed a strong commitment and sustained efforts to achieve that".
Red Bull’s unique "marketing mix" strategy involved activating a wide array of activities which translated into a distinct brand image and a strong and inspirational product promoted by word of mouth. This included setting a premium price of 275 Yen and supporting that price positioning through an array of image building activities. These included traditional advertising and communications such as in the world of TV commercials (where Red Bull’s ads stand out as extremely unique and differentiated), and also organizing and participating in exciting sports and culture events, where we have started up a comprehensive and highly personalized sampling program, approaching and introducing the brand to top athletes, artists and other opinion leaders. Last but not least, Red Bull has also built a strong presence in the Japanese on-premise world (bars, clubs) where it has become the preferred non-alcoholic drink and where its status as a cool, "iconic" product is getting stronger by the day. This all combined with a very selective retail approach keeping the brand in tune with the global brand strategy. We have found it effective to make our product available in convenience stores where it is sold in the right environment.
Mr. Bernardino also decided it would be effective to use a big name when expanding into the Japanese market, where consumers’ knowledge level is high and where the market is thought to be the most difficult for newcomers. He chose a professional soccer player Tsuneyasu Miyamoto for the TV commercials. Miyamoto san belongs to Salzburg soccer team in Austria, Red Bull’s home country, and though it was the first trial for the Red Bull Group, it was very successful.
Securing human resources is also important for a new company to gain a foothold. The primary requirement that Red Bull has of its staff is that they understand the brand value.  Red Bull has a one-product offering. It is an unprecedented sales strategy as the brand is the one and only asset they have.
In addition, Red Bull wants professional staff who show a strong sense of commitment, while also being flexible and with a "sense of fun" - someone who likes to live an active lifestyle, doing sports, etc. "It’s the "Red Bull Spirit," smiles Mr. Bernardino.
"We are still in the early growth stages and I want to establish the brand as soon as possible and change the Japanese beverage industry," says an enthusiastic. Bernardino. He is also busy with new market developments; the product is now sold online with Amazon.co.jp since May. In addition, Mr. Bernardino shared that Red Bull has a fantastic dream: organizing the "Red Bull Air Race" in Japan. It is called "Formula One in the Air," and they are already engaged on the preparations for it.
Red Bull is lead by a new President with an unconventional career path. He expects more challenges and excitements and unexpected events on the road ahead as Red Bull works hard to ensure stability and a permanent place in the market.
Profile
President, Red Bull Japan K.K.
Mr. Jean-Pierre Bernardino
Mr. Bernardino was born in Portugal and studied Japanese at Hitotsubashi University for one year while in HEC Business School in Paris. He then worked for a global cosmetic brand - L’OREAL, mainly in the Japan branch office since graduating in 1989. Mr. Bernardino moved to French food and drinks manufacturer DANONE in 1999, and committed to a joint venture project with 2 Japanese companies. He took up his current position with Red Bull in 2006. 。
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CDS K.K.
New Hotizon Ebisu Building, 3-14-20 Higashi Shibuya-ku, Tokyo, 150-0011, Japan
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