Type: Energy drink Dietrich Mateschitz an Austrianentrepreneur developed the Red BullEnergy Drink brand Manufacturer: Red Bull GmbH Country of origin: Austria Introduced in 1987 Colour: Amber Variants: Original Sugar free Related products: Red Bull Cola
From the makers of one of the originalenergy drinks comes Red Bull Cola, a newcola with a twist. Its the first major brand extension for thecompany and theyre setting it apart fromother similar soft drinks and from RedBull itself by taking pride in being "strongand natural."
Red Bull targets young people andathletes, two market segments that areattractive but hard to conquer. That also the one’s who fall within theage line of 16 to 24 yrs.And also as it is a premium and costlydrink so it targets people with highincome.
Red Bull contains Taurine,glucuronolactone, caffeine, B-vitamins,sucrose, and glucose. Cocaine was also listed unofficially as aningredient in Red Bull Cola in an incident inGermany, where after a small amount ofcocaine was discovered in Red Bull colasold in there, the country reacted by issuinga full Red Bull Recall in several states.
Red Bull operates in more than 100countries, and as it was the one whobrought the concept of energy drinks,it leads the table in the market followedby this 3 competitors.The Coca Cola companyThe Gatorade companyAnd PepsiCo, Inco…
In association with Renault Co. whichmanufactures car engines for sports cars,Red Bull is also into Formula 1 racing. Red Bull has a higher stake in comparisonto Renault.
Red Bull brand equity is the strong,favourable and unique brand associations inthe memory of customers. Two sources of brand equity for Red Bull:1.) Brand Awareness; and 2.) Brand Image.Red Bull has well defined tactics for bothsources.
1.) Recognition; and 2.) Recall. The buy decisions are made at the point ofpurchase, then brand name, logo,packaging and the other elements of brandrecognition are important factors. If the buy decision is made before arrivingat the point of purchase, then brand recall iscentrally important.