This document provides an overview of Red Bull Energy Drink, including its history, products, ingredients, advertising strategies, market share, and cartoons. It details that Red Bull was created in 1987 and is now the most popular energy drink worldwide, with 3 billion cans sold annually. The document also shows Red Bull has over 40% of the global energy drink market based on 2008 dollar sales.

1. Alexandra Shibina
Moscow
2011

2. Plan
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Overview
Background
Products
Ingredients
Advertising
Diagrams
Red Bull cartoons

3. Overview
Red Bull Energy Drink:
• Increases performance
• Increases concentration and
reaction speed
• Improves vigilance
• Stimulates metabolism
• Makes you feel more energetic
• Gives wings
The most popular energy drink in the
world
3 billion cans sold each year

4. Background
• 1987 - created by Dietrich Mateschitz
• 1982 - discovered Krating Daeng, thai energy
drink
• 1984-1987 - worked with TCBG Pharmaceutical
to adapt Krating Daeng for the European market
• 1987 - product in a carbonated format
• 1989 – product in Hungary and Slovenia
• 1997 - entered the United States market
• 2000 - the Middle East

5. Products
Red Bull Energy Drink
a functional beverage vitalizes body
and mind
Red Bull Sugarfree
a beverage without sugar, with
only 3 calories per 100 ml
Red Bull Energy Shot
fits easily in a pocket, handbag,
jacket or glove box
Red Bull Cola
not an energy drink. It is a very special
cola, the only cola that contains both
coca leaf extract and kola nut

6. Ingredients
Caffeine
Taurine
Glucuronolactone
B-group vitamins
Sucrose & Glucose
Alpine Spring
Water

7. Advertising
• distributed free cases of
the drink to college
students
• sleek marketing targeted
at young urban
professionals through
various sports and
entertainment based
advertising campaigns
• “Red Bull Gives You
Wings“
• "No Red Bull, No Wings"
• aggressive international
marketing campaign

8. • sponsored activities
from extreme sports to
art shows
• hosts events like the
"Red Bull Flugtag"
• sponsors football
teams in Austria,
Germany, the United
States and Brazil
• has developed the
MET (Mobile Energy
Team)

9. Diagrams
Based on dollar sales ($ billion) 201 0
2,5
2
1,5
1
0,5
0
Red Bull
Mosnter
Rockstar
NOS
Doubleshot
AMP
Full
Throttle

10. Diagrams
Share of Energy Drink Market (% dollar sales) 2008
1,4
Red Bull
1,5
8
4
2
Mosnter
1
Rockstar
40
AMP
Full Throttle
Doubleshot
12,3
NOS
No Fear
23
Private Label

11. Red Bull cartoons

12. Thank you for your
attention