Red Bull is an energy drink made of caffeine, taurine, B vitamins, sugars, and water. It is marketed as a drink that vitalizes the body and mind for activities like studying, work, sports, and going out. Red Bull dominates the energy drink market due to its strong brand identity and targeted promotions. It faces threats from health concerns over caffeine content and competition from organic drinks entering new markets. Red Bull's target market is ages 15-60, focusing on athletes, workers, and party-goers.

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2.  What it is made of: Caffeine + Taurine + B-Group Vitamins
+ Sucrose & Glucose + Alpine Spring Water.
 When to drink: On the road, During study sessions and
lectures, At work, while doing sports, Playing videogames,
and when going out
 100% Recyclable cans
 Sold in 165 countries
 Different products include:
 Redbull sugar free, Redbull Total zero, and Redbull
Editions (Red, Silver, Blue)
 Cranberry, Lime and Blueberry
RedBull(How it’s Different)
Vitalizes Body and Mind

3.  Strengths
 Market Leadership: In this market,
Redbull is the leader in this industry
 Market Efforts: They have promotions
and campaigns and sponsors that are
well targeted
 They have a strong brand identity
SWOT analysis

4.  Weaknesses:
 Prices are a little higher than
competitors
 Only really have one product with
branches off of it
 Lack of innovation: a lot of
competitors
SWOT analysis

5.  Opportunities:
 A lot of promotions and advertising
 Consumer Recognition
 Ventures: like with Facebook
SWOT analysis

6.  Threats:
 Health concerns: very high caffeine
content
 Drinks may be not be accepted in the
new markets
 Organic markets may steal
SWOT analysis

7.  Ages 15-60
 The athlete, the worker, the club-goer
 Behavioral segmentation: utility drink to be
taken against mental or physical weariness or
exhaustion
 helps to increase endurance and heighten
alertness as well as reactions
Target Market/ Product
Offerings

8.  In USA an 8.3fl oz. (250 mL) can of Red
Bull cost about $1.99 to $2.25.
 Related to the other Energy Drinks, Red
Bull is priced higher than most
 People associate higher price with higher
quality
Pricing

9.  Their energy drinks go to their destination
mainly by train and ship
 Only use ground transportation with cars or
trucks when it is absolutely necessary because
their cans are light and compact, they are
much more efficient for transporting.
 Can is ideal transport package
 Transport this way to reduce CO2 emissions
 More sustainable company
Distribution

10.  Red Bull is consistent with their branding all
around the world
 Goal to have the same brand image all around
the world
 Establish genuine passion for the product
with its costumers
 “Wings Team”
 Student Brand Managers in schools
A Brand Built on Marketing

11.  Perfect Serve
 “On” Sector: Restaurants, cafes, hotels, pubs, bars, and nightclubs
 Each drink must be specific price determined in advance by Red Bull’s
sales manager of that country
 Servers expected to fill glass with Red Bull and give the consumer the
can with the rest of the drink
 Create visibility in the establishment
 Also want to be present in every store, big and small, to be close and
accessible to consumers
Red Bull's Rules for Serving
Consumers

12. http://www.youtube.com/watch?v=Ti2Lm4hb2ZY
The only limit is the one you
set yourself…

13.  Works Cited
 Redbull. Red Bull GmbH, n.d. Web. 28 Apr. 2013.
<http://energydrink-us.redbull.com/company>.
 Red Bull. Red Bull, n.d. Web. 28 Apr. 2013.
<http://energydrink.redbull.com/transport>.
 SlideShare. SlideShare Inc, n.d. Web. 28 Apr. 2013.
<http://www.slideshare.net/neha17tyagi/
 redbull-energy-drink>.
 http://wearedevelopment.net/2011/12/28/red-bull-a-brand-built-
on-marketing/