operation

1. NGUYEN HUU TUNG
DOAN HUU DONG
TRAN PHUONG NAM
HUYNH PHUC NGUYEN
TRANG CHAN PHONG
CAO SON

3. HISTORY OF RED BULL
Red Bull is an energy drink sold by Austrian company Red
Bull GmbH, created in 1987
Austrian entrepreneur Dietrich Mateschitz was inspired by a
pre-existing energy drink named Krating Daeng (Thailand),
which was first invented and sold in Thailand.
He took this idea, modified the ingredients to suit the tastes
of westerners and in partnership with Chaleo Yoovidhya,
founded Red Bull GmbH in Austria

4. Red Bull is sold in a tall and slim blue-silver can
but in Thailand and in some parts of Asia it is sold
in a wider gold can with the name of Krating
Daeng or Red Bull Classic.
The two are different products, produced
separately.

5. COMPETITION ANALYSIS:
Market share for the North American energy drink segment are as
follows :
Brand Market share
Red Bull 50%
Hansen natural cooperation 18%
Coca-Cola 17%
Pepsi cola 10%
All other ( independent and regional brands) 5%

6. SEGMENTATION
• DEMOGRAPHIC
The market is divided into groups on the basis of
variables such as age, gender, income, occupation.

7. Age
• 16 to 30 years – they account for the major share of the customer.
• Below 16 – They account for most of the sales of their other line of
products of red bull soda.
• Middle age and elderly – red bull came out with zero calorie and special
edition (cool breeze) for the elderly tastes.
Gender: They mainly target males, although females are a part of their
customer base
Income: Red bull associated a certain luxury with their brand name
Occupation: Students, working professionals, sports enthusiasts,
athletes

8. PSYCHOGRAPHIC
Lifestyle: Business class, working class executives, students
Personality: Ambitious, open to experience.
Occasions: Regular, special.
Benefits: Quality
User status: Regular user
Usage rate: Medium
Loyalty status: Medium Loyal

9. MARKETING MIRACLE

10. SOCIAL MEDIA

11. GOALS

12. Social Networking
+ Facebook Fan page
+Twitter
+Youtube
+Blogging

13. The Budget

14. LIFE STYLE
Red bull has given wings to sports and
entertainment.
About sports, this energy drink target on energy,
danger, and youth culture.

15. Flugtag:
Its a traditional
competition. This
unique contest involves
human-powered flying
machines that are
launched off a deck into
water and judged based
on their flight distance
and showmanship

16. Entertainment
Both art and music are a large part
of the Red Bull Lifestyle.

17. Music
Red Bull created
many music shows .
For example,
Eminem (sponsoring
the Red Bull “
EmSee Battle Rap
championships").

18. Visual Arts
The Red Bull brand also
dabbles in the visual arts.
The Art of Can competition
is a creativity hunt for Red
Bull can-inspired sculptures