Red Bull

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Red Bull is an Austrian-produced energy drink that competes in a very narrow niche of the carbonated soft drink market.
Research about History, Product, Market, Sales, Challenge, ...
Researcher: Mehran Nassiri, Zeinab Arij, Sanaz Shojaei

Published in: Business, Technology
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Red Bull

  1. 1. Power Team Zeinab Arij Sanaz Shojaei Mehran Nassiri
  2. 2. History of Red Bull Krating Daeng By TC Pharmaceutical Co., Thailand Chaleo Yoovidhya CEO of TC Pharmaceuticals Co. 1923-2012 Dietrich Mateschitz CEO of Red Bull GmbH 1944
  3. 3. Red Bull GmbH Red Bull GmbH Red Bull Red Bull GmbH, Austria 51% - Chaleo Yoovidhya 49% 51% 49% Dietrich Mateschitz
  4. 4. Ingredients Ingredient Benefit Sugar(sucrose) Energizes your body Taurine Increases endurance Glucoronolactone Aids in detoxifying waste in your body Caffeine Improves reaction time & alertness B Vitamins Aids in reducing tiredness & fatigue Red Bull (Energy Drink) is designed to combat mental and physical fatigue.
  5. 5. Timeline of Red Bull 1982 Dietrich Mateschitz Discovers Krating Daeng 1984 Red Bull GmbH founded in Austria 1987 Red Bull Sales begins in Austria 1992 First Foreign Market - Hungary 1994 Enters Germany and UK
  6. 6. Timeline of Red Bull 1997 Enters USA 2000 First Competitor 2001 Enters Southern Hemisphere 2013 Red Bull in 165 Countries
  7. 7. Target Market Urban Male Age: 16-29 Interested in Extreme sports -Less interested in popular brands - Exhibit less loyalty - Take opinion from friends and opinion leaders instead of mass media
  8. 8. Market Share 2008 US Energy Drinks Market Share 4% 3% 9% Monster (Hansen Natural Co. 31% Red Bull Rockstar 12% Pepsi- Mountain Dew AMP 41% Coke-Full Throttle Other
  9. 9. Sales Energy Drink Sales 11% 38% 18% 33% North America Asia Pacific Europe Rest of the World
  10. 10. Market Share Energy Drink Market in the USA 14 12 10 8 6 4 2 0 2001 2005 2007 2010 2013 Red Bull’s market share has been reduced despite its increased profit every year due to rapid growth of the energy drink market
  11. 11. Market-Product Development Ansoff Matrix Current Products New Product Current Market Market Penetration Product Development New Market Market Development Diversification
  12. 12. Market Penetration     Minimum Risk Minor Changes in the Product, such as taste Responds to Consumers’ desire for variety Increasing consumption by advertising
  13. 13. Product Development     Higher Risk A New Product is Introduced Market remains the same Used when the current business environment is a full competitive market
  14. 14. Market Development New Market • China/India New Demographic • Men/Women/Elderly
  15. 15. Diversification  Highest Risk  New Market + New Product
  16. 16. Marketing Mix Price Product Marketing Mix Place Promotion
  17. 17. Product Product Variation • In the presence of other sports and energy drink there is massive competition and it will be difficult for Red Bull to have gain market segments. Therefore Red Bull will introduce different flavors in drink. Product Innovation • Red Bull will use innovation such as new and attractive packaging.
  18. 18. Price  Red Bull has always followed high pricing policy but for this market segment marketing policy of Red Bull will focus on average pricing policy according which new size of drinks will be introduced with lower prices.
  19. 19. Place Direct Sales • Product will be sold at different supermarkets and shops Indirect Sales • Through this marketing strategy Red Bull will be sold at unique selling point such as educational institution, university colleges and sports places such as sports club
  20. 20. Promotion 1) 2) 3) 4) Above-the-line Advertising Opinion Leader Marketing Event Marketing Sampling
  21. 21. Future  Natural Energy  Men and Women Products  Mood & Brain

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