Red Bull is an energy drink produced by Red Bull GmbH. It contains caffeine, taurine, B vitamins, sucrose, glucose, and water. The document discusses Red Bull's production process and key considerations for plant location, including raw material supply and transport facilities. It describes Red Bull's manufacturing base in central Europe which allows for consistent product quality worldwide and efficient implementation of new technologies. The recycling-focused production process ensures aluminum cans are 100% recyclable with no loss of quality or aluminum.

1. Assignment
Production and Operations
Management
III-Semester BBM
Name of the Student:RishabhRathi
Reg. No:12BBM20125
Class and Section:3rd
semester ‘A’
Faculty Name:Dr.Soney Mathews

3. CONTENTS
1.INTRODUCTION
2.PRODUCT DETAILS
3.RAW MATERIALS
4.FACTORS CONSIDERED FOR LOCATING
PLANT
5.PLANT LAYOUT
6.PRODUCTION PROCESS
7.BIBLOGRAPHY

4. Introduction
Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created
in 1987. In terms of market share, Red Bull is the most popular energy drink in
the world, with 4.6 billion cans sold in 2011.
Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy
drink named KratingDaeng (thai), 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 ChaleoYoovidhya, founded Red Bull GmbH
in Austria. In Thai, daeng means red, and krating is the reddish-
brown bovine called a "gaur", which is an animal slightly larger than the bison.
Red Bull is sold in a tall and slim blue-silver can; in Thailand and in some parts
of Asia it is sold in a wider gold can with the name of KratingDaeng or Red
Bull Classic. The two are different products, produced separately.
The company slogan is "Red Bull gives you wings and the product is marketed
through advertising, events (Red Bull Air Race, Red Bull Crashed Ice), sports
team ownerships (RB Leipzig, FC Red Bull Salzburg, Red Bull Brasil, Red Bull
New York, Red Bull Racing, Scuderia Toro Rosso), celebrity endorsements,
and music, through its record label Red Bull Records.
Red Bull has been the target of criticism concerning the possible health risks
associated with the drink. A study by the European Food Safety Authority
(EFSA) concluded that in the levels used in popular energy drinks, like Red
Bull, taurine and glucuronolactone and acid are safe.
Red Bull has been giving wiiings from the beginning – and has started to spread
its own wings around the world quickly.
While the consumption
was doubling year on
year in Austria, Red Bull
arrived in its first foreign
markets, Singapore
(1989) and Hungary
(1992). The authorization
for Germany was granted
in 1994, the UK followed
in 1995 and in 1997, the
US business started in
California. Red Bull has
been available since 1987.
Today Red Bull has annual sales of approx. 4 billion cans in more than 165
countries.

5. RED BULL ENERGY DRINK
Red Bull Energy Drink is a functional beverage. Thanks to a unique
combination of high quality ingredients Red Bull Energy Drink vitalizes body
and mind.
Numerous scientific studies on the product and the individual ingredients prove
that Red Bull Energy Drink:
Increase performance
Increase concentration and reaction speed
Improves mental alertness
Stimulates metabolism
Red Bull Energy Drink has been developed for people who want to have a clear
and focused mind, perform physically, are dynamic and performance-oriented
whilst also balancing this with a fun and active lifestyle.
In short, Red Bull gives wings to people who want to be mentally and
physically active and have a zest for life.
What’s inside?
Caffeine + B-Group Vitamins + Sucrose & Glucose + Taurine + Alpine Spring
Water.

6. RAW MATERIALS
CAFFEINE
Caffeine is known for its stimulating effect on psychological and physiological
functions.
One of caffeine’s primary sites of action is the central nervous system. Amongst
others caffeine consumption increases alertness, reaction speed, vigilance, the
ability to concentrate and problem-solving ability. Further, it decreases mental
fatigue.
Caffeine also stimulates fat burning during endurance activities. Thereby it
helps to use fat stores in the body for providing energy and preserving the
glycogen (=sugar) stores. This means that caffeine intake during endurance
activities results in a more efficient supply of energy, especially in extended
exertion it leads to significant improvement in performance and endurance.
Caffeine is contained in many foodstuffs such as coffee, tea or chocolate.
DID YOU KNOW
The amount of caffeine in one Red Bull matches the amount of caffeine in one
cup (250 ml) of coffee?
TAURINE
Taurine is an amino acid which is naturally occurring in the human body. It is
found in high concentrations in muscle, brain, heart and blood. A person
weighing 70 kg has approximately 70 g of taurine distributed throughout the
body. Put another way, a 70 kg person naturally has in his body 70 times the
amount of taurine contained in one can of Red Bull Energy Drink.
To date, more than 2500 scientific studies have been published regarding
taurine and its physiological effects:
Taurine is involved in vital functions of the human body. It acts as a detoxifying
agent by binding with harmful substances and thereby accelerating their
excretion from the body. Taurine is also involved in neurological processes and
positively influences the performance of the heart. Further, taurine plays a role
in thermoregulation.
Taurine is also contained in different foodstuffs like scallops, fish, poultry and
most baby food.
HAVE YOU HEARD
About the origin of taurine in Red Bull? Many people bet it comes from some
delicate parts of the strongest and most potent bulls in the world. Well, fact is

7. that the taurine in Red Bull is produced synthetically by pharmaceutical
companies and is not derived from animals.
DID YOU KNOW
The human body contains 70 times more taurine than one can of Red Bull?
GLUCURONOLACTONE
Glucuronolactone is a metabolite of glucose naturally occurring in the human
body.
The glucuronolactone in Red Bull is synthetically produced which guarantees
high and constant quality. Glucuronolactone, like all Red Bull ingredients,
complies with food regulatory requirements or even pharmaceutical standards.
The fact that ingredients are produced synthetically results in consistent high
quality and safety. Of course these ingredients are as functional as their natural
counterparts.
In February 2009, the European Food Safety Authority (EFSA) published their
scientific opinion on taurine and glucuronolactone. Their conclusion was that
the key ingredients of energy drinks (taurine and glucuronolactone), in the
levels used in Red Bull, are safe.
B-GROUP VITAMINS
Vitamins are essential micronutrients that are required for maintaining normal
physical functions. B-group vitamins play an important role in energy
metabolism, such as the build-up and break-down of carbohydrates, fat and
protein. The B vitamins contained in Red Bull are:
Niacin
Pantothenic Acid
Vitamin B6
Vitamin B12
These vitamins also support mental and physical performance.
SUCROSE & GLUCOSE
100 ml Red Bull Energy Drink contain 11 g of sucrose and glucose together.
This total amount of sugars is comparable to the amount in an orange or apple
juice. The combination of sucrose and glucose gives you energy particularly
during periods of exertion because they protect the muscle’s own immediate
reserves of glycogen and thus allow for longer and more intense activity. In
other words a combination of sucrose and glucose gives you both instant and
longer lasting energy.

8. DID YOU KNOW
The amount of sugar in one Red Bull is comparable to the sugar level in an
equivalent amount of apple juice or orange juice?
ALPINE SPRING WATER
Naturally, water is a key ingredient of Red Bull.
The water used for Red Bull is fresh alpine water of best quality which comes
from springs nearby the production sites in Austria and Switzerland. This
region, the Alps, is known as one of the world’s biggest water reservoirs, where
water as a resource is available in abundance and constantly replenished.
Hence, to ensure consistency of the upmost premium quality around the world,
Red Bull is produced in the Austrian and Swiss Alps.
Aluminium
Red Bull has made a conscious decision to use aluminium cans. Today Red Bull
cans weigh 60% less than a decade ago, which saves precious raw material.
Once they are collected they are fully recyclable over and over again without
any loss in quality.
Packaging sheet
To do packaging of redbull can they use a thin plastic wrap which can be reuse
again.
To do transportation packaging they use carton box by which they safely move
their products.

9. Important factors considered for locating
plant
Primary factors
Supply of raw material
Nearest to market
Transport facilities
Supply of labour
Power
Supply of capital
Secondary factors
Natural factors
Political factors
Government subsidies and facilities
Historical and religious factors
Initial start and goodwill
Personal factors
Miscellaneous factors
Water
Recreation
Community
Hospitals
Schools

11. PLANT LAYOUT
PRODUCTION PROCESS
ONE PRODUCTION HUB SERVING THE GLOBE
Red Bull's manufacturing base in central Europe has a lot of advantages:

12. Red Bull guarantees that the same premium product quality is enjoyed around
the world, thanks to our state-of-the-art production process and the use of high
quality ingredients, such as locally-sourced alpine water.
New efficiency-enhancing technologies - which, in turn, help preserve natural
resources - can be implemented immediately.
The energy used for production comes from the region; around 80% is sourced
from renewable energies - and Red Bull's working to improve this figure
however possible.
THE CAN SETS OFF ON A JOURNEY
Part of Red Bull’s success lies in its efficient and highly modern production
system, sending reclaimed material back into the loop – so it just might end up
in your hands once again.
NOT A SINGLE GRAM OF ALUMINIUM IS WASTED
All cans are 100% recyclable: once they’ve been collected and reached the
recycling facilities, not the tiniest bit of aluminium is lost. And there’s also
absolutely no decrease in quality!
THE CAN - AN "ENERGY STORE"
It’s no secret that recycling makes good use of a precious resource and saves
valuable energy. Using reclaimed aluminium comprises a 95% saving in energy
as compared to using new aluminium, and cuts CO2 emissions. That’s why
drink cans can be said to “store energy” – and that’s not even referring to their
contents.
EVERY CAN COUNTS
The beverage can is the world’s most recycled drink packaging. Of course, this
is only possible if the cans are collected and (re-)introduced into the recycling
loop. If a can is left carelessly littering the landscape, naturally it can’t fulfil its
recycling potential. Unfortunately, littering is still a problem in some regions.
Making sure your can ends up in a waste or recycling bin helps keep our
landscapes pristine, increases recycling rates and reduces energy consumption
as well as the drain on natural resources. If your country has a dedicated
aluminium recycling system please dispose your can correctly.
KEEPING IT SIMPLE: SMART PACKAGING
As you may have noticed, Red Bull Energy Drink comes in a can made of
aluminium. Red Bull made a conscious decision to use this material because…

13. aluminium cans are oxygen-proof and neutral in taste, so the drink stays in
fresh, top quality for a long time. This means it tastes as good at the source as at
its destination.
Cans are light; Today, they weigh 60% less than only a decade ago. They’re
easy to carry and transport. Not to mention virtually unbreakable. Their
durability is not only useful for transport; it also makes them very safe for
physical activities and events.
The can is 100% recyclable. It can be melted down and reused an infinite
number of times with absolutely no loss in quality – and with huge savings in
energy.
Beverage cans are ideal for transportation and stocking. Thanks to their compact
and efficient form, they use about 40% less transport space than glass bottles
and 30% less than PET bottles.
Once chilled, the beverage remains cool in the can for a very long time. This is
essential to the perfect Red Bull drinking experience.
WHAT ARE THE ADVANTAGES OF WALL-TO-WALL
PRODUCTION?
At the production facilities in Austria, creation of Red Bull Energy Drink
follows what’s known as the wall-to-wall principle – meaning that production
and filling take place on the same site. The can is manufactured in one part of
the factory, while the drink is prepared in another. Can and content are united in
the filling unit.
EASY COME, EASY GO
What does this mean in numbers? Approximately two billion cans annually
need no further transport or handling until they’re ready to leave the facilities
for their final destination. This saves the equivalent emissions of more than
10,000 truck journeys of 700 kilometres each or more than 7 million kilometres
per year.
LESS TRANSPORT MEANS LESS CO2
More than 5,313 tons of CO2 emissions are saved each year, thanks to wall-to-
wall production.
TRANSPORTATION TO MORE THAN 160 COUNTRIES
AROUND THE WORLD
As soon as the Red Bull cans have been filled, they’re transported from Austria
and Switzerland to more than 160 countries worldwide. The cans travel long
distances, whenever possible by ship and rail. Transportation by truck is the last
resort when there’s no other means of delivery – and it remains Red Bull's
priority to allocate ever more transport to rail and shipping.

14. THE CAN IS AN IDEAL TRANSPORT PACKAGING
A can is easy to transport because of its form and low weight. Thus, it can be
said that the can is an ideal transport packaging, especially when compared to
other forms of packaging: it saves about 40% in truck loads compared to glass
bottles and about 30% compared to PET bottles.
RED BULL TASTES BEST ICE COLD
Whether its journey is to a supermarket shelf, a convenience store, a bar, club,
event or restaurant – the can (and its contents) still have something important to
do once they’ve reached their destination: chill.
It’s no secret that Red Bull tastes best cooled. That’s why Red Bull works hard
to make sure the drink is not only stocked on shelves, but somewhere with the
perfect temperature – most frequently, this is in the specially-designed Red Bull
coolers.
ENVIRONMENTALLY-FRIENDLY IS COOL
Thanks to their natural refrigerants, ECO coolers are considerably more
environmentally friendly than conventional refrigerators, and use up to 45
percent less energy. The use of ECO coolers and refrigerants is an effective way
to avoid greenhouse gases, that’s why Red Bull has made a commitment to
distributing ECO coolers in the future, whenever local infrastructure allows. As
of 2011, Red Bull already has 240,000 ECO coolers in use.

15. WALL-TO-WALL PRODUCTION
Saves resources through short distances
Apart from using 80% of our energy from renewable sources, we implemented
what's called 'Wall-to-Wall' production at the production site. This means our
cans are manufactured and filled on the same site - helping us save many miles
of transport. Since we don't have to transport empty cans to the fill up plant, this
reduces the footprint significantly!
What does Wall-to-Wall mean in numbers?
Approximately two billion cans annually need no further transport until they're
ready to leave the facilities for their final destination. This saves the equivalent
emissions of more than 10,000 truck journeys of 700 kilometres each or more
than 7 million kilometres per year.
Wall-to-Wall production saves more than 5,313 tons of CO2 emissions
each year.
SMART TRANSPORT
Produces less CO2 emissions
Red Bull Energy Drinks travel to their destination predominantly by train and
ship. We'll only use trucks when it's absolutely necessary. Since our cans are
compact in shape and light in weight, they are a more efficient transport
packaging than PET or Glass Bottles.
in weight, they are a more efficient transport packaging than PET or Glass
Bottles.

16. Glass Bottles need 40% more space
PET Bottles need 30% more space
Our Can light and compact
Transportation to more than 165 countries around the world
As soon as the Red Bull cans have been filled, they're transported from Austria
and Switzerland to more than 165 countries worldwide. The cans travel long
distances, whenever possible by ship and rail. Transportation by truck is the last
resort when there's no other means of delivery - it remains Red Bull's priority to
allocate ever more transport to rail and shipping.
The can is an ideal transport packaging
A can is easy to transport because of its form and low weight. Thus, it can be
said that the can is an ideal transport packaging, especially when compared to
other forms of packaging: it saves about 40% in truck loads compared to glass
bottles and about 30% compared to PET bottles.
EFFICIENT COOLING
Through ecofriendly coolers
We know a can of Red Bull Energy Drink tastes best when ice cold. That's why
we developed our environmentally friendly Red Bull ECO-Coolers which use
up to 45% less energy than conventional refrigerators.
Red Bull has installed313,000 ECO Coolersinstead of conventional coolers
already.
Thanks to their natural refrigerant, ECO-Coolers are considerably more
environmentally friendly than conventional refrigerators and use up to45%
lessenergy. The use of ECO-Coolers and refrigerants is an effective way to
avoid greenhouse gases, that's why Red Bull has made a commitment to
distributing ECO-Coolers in the future, whenever local infrastructure allows.
As of 2012, there were 313,000 ECO-Coolers in use worldwide, representing
35% of Red Bull’s entire fleet of cooling equipment.

17. BIBLOGRAPHY
www.redbull.com
www.redbull.co.in
www.managementparadise.com
www.wikipedia.com
www.google.com
www.slideshare.com