Mini case RedBull

1. Deepanshu Aggarwal
IIT KANPUR
email: deepanshuiitkanpur@gmail.com
Ph: 7839984199

3. After hearing this you might have this image in your mind

4. Redbull is a multibillion
dollar company who
manufactures energy
drink

5. You might have many questions
regarding Redbull
 How it became such a popular brand?
 How does Redbull do it?
 How it survieved in such a competitive
market ?
And many more…..

6. I’m here to answer all
these questions

7. First to answer all these
questions we have to go back in
the past

8. Not so back guys
In early 80s and 90s

9. It was 1987 when Dietrich mateschitz
established this company called redbull
in Austria

10. He got this idea from his friend in Thialand
chaleo .
He visited Thailand in 1984 and chaleo offered
him a drink called Krating Daeng to recover
from Jetlag.

11. Dietrich launched his product with
collaboration with Chaleo in 1987.
He changed few ingredients and their
content according to the taste of
Austrian people and launched his product
named as Redbull GmbH.

12. Ingredients
Caffine,Taurine, B vitamins(B3,B5,B6,B12),
Sucrose and Glucose.
Sounds like an ingredients of
some Tonic

13. How does this product benefits?
 Improves physical endurance
 Improves overall feeling of well being
 Increases mental alertness
 Improves reaction speed and concentration
 Stimulates metabolism and helps eliminates waste
substances

14. But does it works?
My reviews
I’m not selling or doing marketing of this product but yes it really
works .I have tried it before my dance performance in our
Institutional InterHall competition called GALAXY.
You can see Galaxy dance video later following this link given
below
https://www.youtube.com/watch?v=tMrIMw4nUfs
and let me know how was my dance

15. Over the last decade Redbull introduced
three additional products with slight
variations of the original energy drink.
 Redbull Sugar free
 Redbull Energy shots
 Redbull Cola

16. This was all about redbull products .
But the question is how did they
became so popular???

17. In 1992 company expanded to hungary
and Slovenia
Now Redbull sells 4 billion cans of energy
drinks each year in over 160 countries all over
the globe

18. Marketing
 Word of mouth
 Sampling
 Point of purchase
 Event sponsorship
 Athlete endorser
 Advertisements

19. Redbull was introduced in Bars,
clubs and restaurants.
Then later moves into convenience
stores located near colleges, gyms,
health food stores

22. Redbull target audience was
youth.

23. Free sampling programme
Targeting places like
 concerts
 Parties
 Festivals
 Sporting
 Events
 Campus

24. Event sponsorships
 Controled all aspects of the event
 Reinforced the brand positioning as an stimulating beverage
 Events enhanced Redbull visibility
 Unique events attracts media coverage

26. Athlete Endorsement
 Athletes use redbull
 Their reviews regarding Redbull product
 Redbull puts its logo on Athlete’s equipments

28. Advertisment
“RedBull Gives You wings”
derived from the positioning statement “RedBull vitalises body
and mind”

29. RedBull sponsers many sports events
like
 Mountain biking
 Snow boarding to surfing
 Dancing to extreme sailing

30. Annual events
 The RedBull air race
 Tests the limits of sanity
 Grand prix of catalunya
 UCI MTB world cup
 Redbull cliff diving

32. Internet
RedBull’s website provides consumers with
information how to ind redbull events ,
videos of and interviews of redbull sponsored
athletes
Facebooks page update follower with latest
activities

33. Thank you