Red bull product analysis

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  • 1. Alexandra Shibina Moscow 2011
  • 2. Plan • • • • • • • Overview Background Products Ingredients Advertising Diagrams Red Bull cartoons
  • 3. Overview Red Bull Energy Drink: • Increases performance • Increases concentration and reaction speed • Improves vigilance • Stimulates metabolism • Makes you feel more energetic • Gives wings The most popular energy drink in the world 3 billion cans sold each year
  • 4. Background • 1987 - created by Dietrich Mateschitz • 1982 - discovered Krating Daeng, thai energy drink • 1984-1987 - worked with TCBG Pharmaceutical to adapt Krating Daeng for the European market • 1987 - product in a carbonated format • 1989 – product in Hungary and Slovenia • 1997 - entered the United States market • 2000 - the Middle East
  • 5. Products Red Bull Energy Drink a functional beverage vitalizes body and mind Red Bull Sugarfree a beverage without sugar, with only 3 calories per 100 ml Red Bull Energy Shot fits easily in a pocket, handbag, jacket or glove box Red Bull Cola not an energy drink. It is a very special cola, the only cola that contains both coca leaf extract and kola nut
  • 6. Ingredients Caffeine Taurine Glucuronolactone B-group vitamins Sucrose & Glucose Alpine Spring Water
  • 7. Advertising • distributed free cases of the drink to college students • sleek marketing targeted at young urban professionals through various sports and entertainment based advertising campaigns • “Red Bull Gives You Wings“ • "No Red Bull, No Wings" • aggressive international marketing campaign
  • 8. • sponsored activities from extreme sports to art shows • hosts events like the "Red Bull Flugtag" • sponsors football teams in Austria, Germany, the United States and Brazil • has developed the MET (Mobile Energy Team)
  • 9. Diagrams Based on dollar sales ($ billion) 201 0 2,5 2 1,5 1 0,5 0 Red Bull Mosnter Rockstar NOS Doubleshot AMP Full Throttle
  • 10. Diagrams Share of Energy Drink Market (% dollar sales) 2008 1,4 Red Bull 1,5 8 4 2 Mosnter 1 Rockstar 40 AMP Full Throttle Doubleshot 12,3 NOS No Fear 23 Private Label
  • 11. Red Bull cartoons
  • 12. Thank you for your attention