Red Bull - AS A GLOBAL COMPANY - About the Brand - History and International Expansion of Red Bull - Line Extensions – Red Bull Product LinePESTEL - HR Structure of Red Bull - Porter Five forces analysis of Red Bull - PESTEL Analysis of Red Bull - Production of RedBull - Distribution Network of RedBull - INBOUND – OUTBOUND LOGISTICS of RedBull - Imports - Red Bull Marketing Strategy - Worldwide Sales and Market Share

1. INTERNATIONAL
BUSINESS
PRESENTATION ON-
RED BULL AS A GLOBAL COMPANY
(MMS Marketing)
PRESENTED BY-
Harsh Bhargav – 004
Ashish Dhonde – 007
Preshit Kale – 018
Akshay Krishnapurkar - 085

2. About the Brand
Product Type - Red Bull is beverage, in energy drink category sold by Red Bull GmbH, Austria.
Origin - Austrian company created in 1987.
Founder - Dietrich founded Red Bull in the mid-1980s.
Market Share - 49% in energy drinks segment world wide.
Sales - In 2019, a total of 7.5 billion cans of Red Bull were sold worldwide.
Revenue - $6.6 billion in 2019.
Global Presence - 171 countries with 12700 Employees.
Subsidiaries - Red Bull Company Ltd, Red Bull Technology Ltd, Alphatauri, Red Bull Distribution Company, Red Bull
Media House GmbH, Scuderia Toro Rosso, Red Bull Racing Team, EHC Red Bull München, Red Bull Air Race Gmbh.

3. History and International Expansion of Red Bull
1963
• Chaleo a Thailand’s businessman launched “ Karting Daeng” which means “ Red Gaur”.
1982
• Deitrich an Austrian Businessman and Chaleo Business Partners with 50% of ownership
for each to sell energy drink in Austria.
1984
• Deitrich conducted a market research for global market and failed in it.
Initial product innovation was undertaken to make it internationally recognizable.
1987
• Debuted in Austria. Changed the Target Market and Packaging for Austria.
1989
• Banned in Germany due to Taurine and got reputed in Europe as outlaw brand.
1992
• Expansion across Europe, first to Slovakia
and Hungary.
1996
• US and Canada.
1998
• Brazil
1999
• Australia
2005
• Russia
Germany and UK.1993
2008
• France
2009
• India
In 2020 Red bull has a Global presence in 171 countries.

4. Red Bull energy drink
Red Bull Sugar free
Red Bull Silver edition
Red Bull Blue edition
Red Bull Red edition
Red Bull Yellow edition
Red Bull Orange edition
Red Bull Green edition
Red Bull coconut edition
Red bull winter edition
Red Bull peach edition
Red Bull Pear edition
Red Bull Zero
Line Extensions – Red Bull Product Line

5. HR Structure of Red Bull

6. Porter Five forces analysis of Red Bull
1. Competitive Rivalry – High
• More number of beverage companies that manufacture energy drinks.
• Market share of Red bull is greater than all other .
2. Threat of new entrants – Low
• Entry barriers are sufficiently high.
• A new entrants will also have to spend large to start off.
3. Bargaining power of supplier – Low
• Follow simple production process , therefore requires only few materials.
• Switching cost is also low.

7. Porter Five forces analysis of Red Bull
4. Bargaining power of buyers – Medium
• Due to high market share , red bull holds bargaining power
• Contains Caffeine , which make consumer addictive
5. Threat of Substitutes – Low
• Substitutes of red bull are coffee and homemade fruit smoothies .
• However there is number of controversies surrounding red bull
• This can lead to increase in the use of substitues .

8. PESTELAnalysis of Red Bull
1. Political factor
• Government stabilization , corruption level , press freedom etc .
• Can affect import and export of charges on the drink.
2. Economic factor
• If inflation rate is high then company will face high cost.
• Another aspect can be the interest rate at which country is operating .
3. Social factor
• The modern culture is more inclined towards consumption of energy drink .
• Strategies like production of drink with sugar-free version help to market in the society which is
more health-conscious

9. PESTELAnalysis of Red Bull
4. Technological factor
• Most of the selling of energy drink like Red Bull takes place by the advertising strategies.
• For food and beverages businesses like Red Bull, research and development is a great opportunity.
5. Environmental factor
• Red Bull is among the top ten companies which were given the highest fines due to the recycling problems.
• After which the company improved the recycling system, used aluminum cans which are 100 % recyclable
6. Legal factor
• In order to be selling in the market, the company needs to follow every legal requirement which is applicable for a
particular country.
• As it is a beverage company it has to be very particular about the ingredients which it uses in the drink .

10. Production of RedBull
WALL-TO-WALL PRODUCTION
• Efficient and highly modern production system
• 100% Recyclable Can
• Smart Packaging
Manufacturing cost of a single can is approximately US$0.09
Average wholesale price of a single can in western countries is US$1.87
Retail price of a single can in western countries is US$3.59

11. Distribution Network of RedBull
• DIRECT DISTRIBUTION
• Nobert Dentressangles in France
• Narang Groups in India.
• COMPANY DISTRIBUTION
• Red Bull Distribution Company (“RBDC”) was established
to exclusively distribute Red Bull products and provide
world-class market execution in the United States.

12. INBOUND – OUTBOUND
LOGISTICS of RedBull
INBOUND LOGISTICS :
• Procure high quality inputs
OUTBOUND LOGISTICS :
• Use of train and ship is more cost-effective
• Smart Packaging

13. Imports

14. • Free car ride for College students in London back in 90’s (Guerrilla marketing)
• Paid college kids to do party
• Used undercover marketing strategy outside restaurant
Red Bull Marketing Strategy

15. Social media Marketing
Viral Marketing
Social Marketing
Online Marketing
Reverse Marketing
Ambassador Marketing
Red Bull Marketing Strategy

16. Worldwide Sales and Market Share
4.25
4.93 5.04 5.11
5.9 6.03
6.28
5.54
6.07
0
1
2
3
4
5
6
7
2011 2012 2013 2014 2015 2016 2017 2018 2019
Salesinbillioneuros
Red Bull worldwide sales for year
2011-19
43%
39%
10%
3%
3%
2%
Market Share
Red Bull
Monster
Rockstar
AMP
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