Red Bull is a relatively new company yet it is known virtually throughout the world. Red Bull was founded in 1984 by Mr. Dietrich Mateshitz when he came across an “energiser” whilst on business trips to Austria. He decided to bring this “energiser” back to Europe and adapted it to European taste – this would be the beginning of what is today the Red Bull empire.
Red Bull is a functional product – it is an energy drink that provides scientifically proven benefits, namely:
- Increases concentration;
- Increases reaction times;
- Increases physical endurance.
Red Bull has created a new product category: the energy drink category.
Since its humble start back in 1987 Red Bull has seen double and triple digit growth in sales and currently sales top 1.8 billion cans worldwide (2008 figures). In the UK where Red Bull started in 1994 the figures is now 272 million cans, registering double-digit growth every single year. In terms of sales revenue it now exceeds over 1 billion Euros.
Red Bull is currently available in more than 100 countries. Its top 5 markets are the USA, UK, Austria, Germany and Spain, in this order. In fact the U.S. is 34% for total global Red Bull volume. Figure 1 illustrates the break down:
Figure 1: Total Red Bull Volume by Area
In the UK, Red Bull owns 85% of the total energy drink market and is actually the 2nd soft drink in the whole market (after Coca Cola).
Its organisational structure is quite simple. The company is headquartered in Austria (Fuschl am See) and it has a regional head office in each country that it operates in. It adapts the global sales and marketing directives from its head office to the local consumer and market.
2. Environmental/ Situational Analysis
2.1 Trends/Issues
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...South and North America, Australia.
Red Bull don’t use too much of local advertising strategies, promotion and sales in different regions. The design of ads and cans, flavors and taste are the same in different regions and can be easily recognized by consumers from country to country.
Demographic Segmentation
The age of consumers of energy drinks is mostly between 14 - 30 years old. This age group can be also characterize as the generation Y. Speaking about gender we can figure out that there is no preference, male and female are likely to drink Red Bull.
Income of the consumers of Red Bull drinks is a bit higher than average.
Psychographic Segmentation
Personality of the Red Bull drinkers can be defined as the following: ambitious, edgy, people, who are not afraid of taking risks.
Behavioral segmentation
Red Bull users drink the beverage on special occasions:
Evidently the best locations to gather information will probably consists of bars, clubs, and liquors stores. As a result they can possibly figure what type of audience is drinking their beverage from country to country. They might even come close to showing certain types of commercials and ads in selected countries. Since people living in foreign countries tend to have different ideology, styles, and cultures. This factor can also be a major impact towards the demography. This can lead the company to examine the aspects of each country and attempt to market a relation towards their consumers. Thus the power of advertising is stronger than what we imagine. We can simply throw any relational principle towards the audience. If done effectively it can cause a formidable following.
Now days, AB has a domestic market share of 45 percent and 94 percent of its total production is being consumed domestically. Forced by decreasing demand in the domestic market, major competition by small breweries, imported beers and the increasingly scrutiny of the regulatory agencies, AB started to look abroad. Looking towards the international markets for expansion in the new century. AB faced a trademark problem in some Europeans countries, where it couldn’t market its beer under the Budweiser name and it had to use the Bud brand name instead.
Red Bull is an Austrian product in origin which was manufactured by Red Bull Gmnh in 1987. The market of Red Bull was increased and developed recently because of the increased amount of product sales in 2012 to reach 5.2 billion sold cans per year and increasing; thus, the management of the company concerns basically with the marketing and promotion as one of the strongest and powerful weapons that could be used by any successful corporation aiming to maintain this success for long time.
Red Bull one of the leading Austrian energy drinks has won their trademark Infringement case against a local importer of a drink product named ‘Bullfighter’. Red Bulls is a UAE listed trademark. They also have registered and received rights on their sign, name and enterprise. Here the court has found that the second company is misusing the registered trademark of Red Bull. They are trying to make clienteles believes that their product is a branch of Red Bull
Red Bull is an energy drink that doesn't do well in taste tests. Some say it's too sweet. Others just shake their heads, saying, "No." Its contents are not patented, and all the ingredients are listed on the outside of the slim silver can. Yet Red Bull has a 70 to 90 percent market share in over 100 countries worldwide. During the past 15 years, the drink has been copied by more than 100 competitors, but such companies as Coca-Cola and Anheuser-Busch have been unable to take market share away from Red Bull.
Red Bull is an energy drink manufactured, distributed, and marketed by Red Bull GmbH, which is a company in Austria. The company was established in 1987 in Austria and hit the global markets in 1996. Red Bull is the most popular energy drink across the world selling an estimated 5.2billion cans in 2012 as reported by Symphony IRI. The company commands a 50% and 46% market share of energy drink industry in Canada and United States respectively. The brand is also marketed in Europe, Asia and has recently ventured the African market with the establishment of a distribution depot in South Africa. Further, the company generated approximately $400 million in sales in America and Canada alone in 2012.
In the Dr. Oz show on wed may 23, 2012 the certified clinical nutritionist Kaayla Daniel said that heavily caffeinated drinks like Red Bull, Monster or Rockstar can also affect our mental health, including increasing our risk for depression and anxiety, are risky and dangerous for our mental health.
"We are dedicated to uphold Red bull standards, while maintaining the leadership position I the energy drinks category when delivering superior customer service in a highly efficient and profitable manner. We create a culture where employees share best practices dedicated to coaching and developing our organization as an employer of choice"
Beer is an alcoholic beverage produced by steeping a starch source (commonly cereal grains) in water and fermenting it. Which will produces a sweet liquid with yeast. Most beer is also flavored with hops, which add bitterness and act as a natural preservative, though other flavorings such as herbs or fruit may occasionally be included. The brewing process causes a natural carbonation effect, although forced carbonation is also used. The preparation of beer is called brewing.
Red Bull is a sweet, caffeinated drink aimed to give consumers the high energy kick. Available only in rather expensive 250ml cans, 350ml bottles, with 4 packs and only two ‘flavours’ (original or sugar-free). It contains caffeine, taurine, glucuronolactone, and B vitamins. Founded in 1984 by Austrian businessman Dietrich Mateschitz, Red Bull has become the worlds leading energy drink, a staple in many young, and active people’s lives.
Background - RedBull was launched in 1987 by GmbH and was derived from a Thai drink KratingDaeng. Austria was the first place where Red Bull started its business in 1987.It started its business in Hungary in 1992 and the United states in 1997. These were the first foreign market for a Red Bull energy drink. Itsslogan “RedBull Gives You Wings” started in German...
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
Over the course of its life, Red Bull has had to adapt and change its marketing position more than once. When the beverage
Energy drinks, such as Red Bull and Monster, have been available in the United States since the 1990’s. They are consumed by over 30% of American teens. The ingredients of energy drinks have effects on the human body that are supposed to increase alertness and
A product placement that did not fit the audience in the film is the Red Bull found next to the coffee maker on the storage. Actor Taron Egerton bumped into the pack of Red Bulls strangely placed next to a box of electronics such as coffee maker, food processor, and blender still placed firmly in the box. The energy drink is given an unusual focus point in the film. Red Bull only directs to individuals who drinks energy drinks, but since it has a high tendency for health issues many would not notice the brand in the particular part in the