The Successful Company of Red Bull GmbH

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Red Bull GmbH is an Austrian company that specialize in selling energy drinks name “Red Bull.” The

corporate was found in 1987, when Dietrich Mateschitz, an Austrian entrepreneur was inspired by a

pre-existing drink call Krating Daeng in Thailand. Red Bull GmbH had went through challenges that

would have prevented the company’s success. However, Mateschitz works was able to counter these

challenges and allow the company to grow. Before the discovery of Krating Daeng by Mateschitz,

other entrepreneurs did not see the success of Krating Daeng in western markets due to the taste of

the drink. Mateschitz altered the formula by sweetening the formula to suit for westerner’s taste.

Nevertheless, Mateschitz found potential success in the product and partnered with the creator of

Krating Daeng name Chaleo Yoovidhya. As a result, the two main contributor of Red Bull are Mateschitz

and Yoovidhya. Both of the contributors owns half of the share of the company where Mateschitz’s

primary focus of the company is the marketing and Yoovidhya’s focus is the formula.

With the launch of the drink in 1987 in Austria, the company was moderate success and began to

expand into many countries. In some countries, such as Denmark and Norway had concerns of Red Bull

affecting health due to high caffeine and tauraine in the drink which affected the company’s image.

Mateschitz reacted to this problem by changing the image of Red Bull that provides stamina if consume

instead of a casual drink that provides no benefits. Mateschitz is able to build upon over the decades,

the success of the company has grown exponentially because of its aggressive marketing with extreme

sports. Today, Red Bull owns sp...

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...ine with the same ingredients as its original product with an alteration to glucose

and sucrose. Sugar Free replaces aspartame with glucose and sucrose since it achieves low calories.

Aspartame is two-hundred times sweeter than sucrose and produces four kilocalories per gram. As

aspartame is used, small quantity is needed to produce the same amount of sweetness as sucrose. As a

result, calories are negligible in Sugar Free.

Red Bull adopts a progressive marketing strategy which is constantly evolving to push the brand

forward. Storydoing and social media is at the heart of all of its promotional campaigns. This strategy

allows Red Bull to adapt to new things from a company that sells drinks to specializing in marketing

extreme sports. Red Bull has earned consumers trust that it is a reliable brand and always strives for

innovation.

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