This document summarizes information about Red Bull, the energy drink company. It provides details on: - The founders of Red Bull - Chaleo Yoovidhya and Dietrich Mateschitz who started the company in 1984. - Red Bull's target market which is mainly urban males aged 16-29 interested in extreme sports. - Red Bull's market share and sales breakdown by region over time. Although their profits increase each year, their US market share has decreased due to competition. - Potential strategies for Red Bull to expand including new products, markets, and demographic groups.

1. Power Team
Zeinab Arij
Sanaz Shojaei
Mehran Nassiri

2. History of Red Bull
Chaleo Yoovidhya
CEO of TC Pharmaceuticals Co.
1923-2012
Dietrich Mateschitz
CEO of Red Bull GmbH
1944
Krating Daeng
By TC Pharmaceutical Co., Thailand

3. Red Bull GmbH
51%
49%
Red Bull GmbH
51% - Chaleo
Yoovidhya
49% -
Dietrich
Mateschitz
Red Bull
Red Bull GmbH, Austria

4. Ingredients
Red Bull (Energy Drink) is designed to
combat mental and physical fatigue.
Benefit
Energizes your body
Increases endurance
Aids in detoxifying waste in your body
Improves reaction time & alertness
Aids in reducing tiredness & fatigue
Ingredient
Sugar(sucrose)
Taurine
Glucoronolactone
Caffeine
B Vitamins

5. Timeline of Red Bull
Dietrich Mateschitz Discovers Krating Daeng
Red Bull GmbH founded in Austria
Red Bull Sales begins in Austria
First Foreign Market - Hungary
Enters Germany and UK
1982
1984
1987
1992
1994

6. Timeline of Red Bull
Enters USA
First Competitor
Enters Southern Hemisphere
Red Bull in 165 Countries
1997
2000
2001
2013

7. Target Market
-Less interested in popular brands
- Exhibit less loyalty
- Take opinion from friends and
opinion leaders instead of mass
media
Urban
Male
Age: 16-29
Interested in
Extreme sports

9. Market Share
31%
41%
12%
9%
4% 3%
2008 US Energy Drinks Market Share
Monster (Hansen Natural Co.
Red Bull
Rockstar
Pepsi- Mountain Dew AMP
Coke-Full Throttle
Other

10. Sales
38%
33%
18%
11%
Energy Drink Sales
North America
Asia Pacific
Europe
Rest of the World

11. Market Share
0
2
4
6
8
10
12
14
2001 2005 2007 2010 2013
Energy Drink Market in the USA
Red Bull’s market
share has been
reduced despite its
increased profit
every year due to
rapid growth of the
energy drink market

12. Market-Product Development
Ansoff Matrix
Current
Products
New
Product
Current
Market
Market
Penetration
Product
Development
New
Market
Market
Development
Diversification

13. Market Penetration
 Minimum Risk
 Minor Changes in the Product, such as taste
 Responds to Consumers’ desire for variety
 Increasing consumption by advertising

14. Product Development
 Higher Risk
 A New Product is Introduced
 Market remains the same
 Used when the current business environment is a full competitive market

15. New Market
• China/India
New Demographic
• Men/Women/Elderly
Market Development

16.  Highest Risk
 New Market + New Product
Diversification

17. Price Product
Place Promotion
Marketing
Mix
Marketing Mix

18. 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.
Product

19.  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.
Price

20. 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
Place

21. 1) Above-the-line Advertising
2) Opinion Leader Marketing
3) Event Marketing
4) Sampling
Promotion

22.  Natural Energy
 Men and Women Products
 Mood & Brain
Future