The Drink Is Not The Point

The Drink Is Not The Point
The Drink Is Not The Point...
...this is my concise evaluation of the Red Bull brand summed up in one line. However, what
follows is a slightly more in–depth analysis of how, in just 17 years, this has come to be the case. Of
how Red Bull has come to be asked for by name in every pub/bar/club worldwide. Of how a–list
celebrities are photographed drinking Red Bull in those pubs/bars/clubs worldwide. Of how Red
Bull has acquired most of the top athletes in most of the extreme sports as well as from numerous
other championships worldwide. Of how they stage the most awesome extreme sports spectacles the
world has ever seen and transmit them to millions of viewers worldwide. And of how it is almost
impossible to search the internet or social media without coming across some kind of spectacular
Red Bull sponsored content. And why they went to all that effort when the product itself, a can of
Red Bull, is almost never directly promoted.
Red Bull was created by an Austrian toothpaste salesman Dietrich Mateschitz who after suffering
from jet lag after a long flight to Thailand he happened upon a local pick–me–up called Krating
Daeng. Created from a blend of caffeine and taurine and marketed locally as an energy and well–
being booster it successfully cured his sickness and he was so impressed he bought the company.
According to internet legend he then had the vision and genius to transform the obscure Krating
Daeng into the universal, high–octane lifestyle concept worth over $7.5
... Get more on HelpWriting.net ...

Red Bull Case Study
Red Bull Report – Sales Forecasting
2010
Tiago LK, Jovan A., Tamas F.
BBCi_Principles of Sales
4/20/2010
RED BULL REPORT
Red Bull operates within the energy drink sector of the soft drink market and has been the leading
market share holder in this area for the past several years. It was founded by Dietrich Mateschitz, an
Austrian who studied world trade and commerce in Vienna. In 1982, Mateschitz came back to
Austria from a visit to Thailand with some samples of an energy drink called Krating Daeng (which
is Thai for "Red Bull"). Two years later he founded the company Red Bull GmbH as a 49 percent
partner with Chaleo Yoovidhya, founder of Krating Daeng drink in Thailand. Red Bull is a company
and a brand at the same time; they ... Show more content on Helpwriting.net ...
They have personified Red Bull. It is a lifestyle product – one that reflects the entertainment and
sports enthusiasm of Generation Y (a.k.a Millenials – people born after 1981). It would keep you
going after an arduous race or an exhausting night out at the clubs. Convenience stores and
supermarkets only counted for 30 to 40 percent of Red Bull's sales (even with the most prominent
shelf placements). The majority is sold at bars and dance clubs. Not only was Red Bull sky rocketing
in terms of popularity, but also in sales; it is priced almost three times as much as a Coca–Cola can.
By 1998 Red Bull has sold over 300 million cans worldwide, and by "2009 some 3.906 billion cans
of Red Bull Energy Drink were consumed world–wide".
Once the name of the energy drink became known worldwide amongst the 'slightly off the wall'
youth, Red Bull kept their name and attitude. The way they marketed their brand was considered to
be a new way of marketing, and they did not have much of a choice to market differently. Their
direct target groups, Generation Y, are believed to be cynical to traditional marketing strategies. The
so called 'viral' marketing strategy Red Bull implemented consisted of hiring Generation Y people to
promote their drink. They made their brand visible on the streets by driving around cars such as the
one in the picture above, or by handing out free cans to people who have been identified as in need
of some energy. For Red Bull to be

Analysis of Building Brand Equity of Non Traditional Ways...
TABLE OF CONTENTS
SITUATION
ANALYSIS–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––1–
12
Brand History
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
1
Company
Evaluation–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
1–2
Product
Evaluation–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
2–4
Consumer
Evaluation––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––4–
6
Competitive
Evaluation––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––6–8
Marketing Environment Evaluation––––––––––––––––––––––––––––––––––––––––––––––––––––
8–10
SWOT ... Show more content on Helpwriting.net ...
Initially, the company distributed free cases to college students across the country in an attempt to
get their product in the hands of its consumers. This campaign became very successful and rapid
proliferation of sales became the norm. The company continued to tailor their advertising to appeal
to their target audience by sponsoring extreme sports, events, teams, and athletes. They sponsor
athletes in the BMX, skiing, rally car, MLS Soccer, and many other sports industries (Red Bull). By
sponsoring athletes such as Travis Pastrana and Shaun White, their "double bull" logo is never out of
the spotlight, and constantly seen by the consumer.
CONCLUSION
Their slogans, "Red Bull Gives You Wings" and "No Red Bull, No Wings" have also proven to be a
staple in their brand presentation for many years (Red Bull). While Red Bull is still dominating the
industry, they may have some untapped resources in their marketing strategy and product
presentation. While the brand is known throughout society they have the ability to reach a larger

audience without losing the identity that the brand was built on. In the United States specifically,
Red Bull could appeal to American athletes and consumers by sponsoring well–known athletes
outside the extreme sports industry.
PRODUCT EVALUATION
Red Bull offers its product in four different can sizes, 8 oz., 12

Redbull Case Analysis
The International UNO
Summer School 2012
Red Bull: Case Analysis
Daniel Mader Andreas Mair Jennie Walker
Ellie Walker Macon Blount
Marketing Principles
Jeffrey R. Foreman, PhD
MKT 3501.1
Table of Contents
Company Overview 3
Corporate, Business, and Marketing Strategy 5
Market Orientation 6
Marketing Macro Environment 7
Consumer Behavior and Psychology 8
Porter's Five Forces 12
Pricing Strategies 14
Integrated Marketing Communications 17
Social Media Press Release 19
Future Problems for Red Bull 20
Company Overview
I. Mission Statement and Slogan
A. Mission Statement * No official mission statement could be obtained, since Red Bull is not a ...
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* The shift from focusing on the underground youth scene to extreme sports sponsorship is probably
the most drastic change in marketing strategy Red Bull has executed. * Red Bull is today priced as a
premium energy drink (see Pricing Strategies). * The company often organizes free trial distribution
to attract new customers. This seems rational especially considering the reluctance a potential
consumer might feel when pondering the purchase of the expensive drink for the first time.
Market Orientation I. Target Market * Young urban males ages 16 to 29 * Risk takers * Young
consumers and athletes II. Positioning * Alcoholic drink mixer * Extreme Sports * Sky diving *

Formula 1 sponsor * Spends 30 to 40% of revenues on hard core marketing * Buzz marketing *
Guerilla marketing * Mixed marketing
Macro Environment I. Political * Bans from EU countries * No regulation on labeling of such drinks
* Age limits should be set on purchasing * Health risks associated with Red Bull II. Economic *
Rising disposable incomes encourage premium purchases * Major soft drink manufacturers have
been attracted to the sports and energy drink market partly by the premium prices that currently exist
for these market products. III. Social *

Redbull Branding Strategy
Question 2. (by Shenhua Huang)
Theory section
Market segmentation strategy involves dividing the market into different groups and how a market is
segmented is based on certain variables. A Company must identify the parts of the market it can
serve best in order to reach their specific target market as well as to achieve the maximum
profitability. According to Prof. Dr. Christian Schuhart, several criteria used for different market
segmentation include: demographical, socio–economical, psychographic and observable behavior
segmentation.
Demographic segmentation is market segmentation based on various demographic factors such as
age, gender, marital status, social class, etc. It helps the firm to divide the market into several
segments ... Show more content on Helpwriting.net ...
The drink is popular with a young niche demographic population, in general young people at this
stage of life are interested in extreme sports and challenging recreational endeavors.
Red bull is sold as an energy drink and is designed to against mental and physical fatigue, it can be
consumed at various occasions, be it during sports competition, at work or studying, driving or
socializing. Red Bull's eponymous brand has achieved remarkable global success and 30–40% of its
sales are re–invested back in marketing and promotional activity. Red Bull's target audience opens
up to all those seeking action and adventure as well as a mean to fulfill their desires.
Red bull does not satisfied its branding approach by simply just produce an energy drink and offer it
to its target consumers, they put in the shoes of the needs and wants generated from the consumers
and think from consumers' perspective therefore raised the question of why its consumers need their
product: when the consumers are tired after strenuous activities, they need refreshments to regain
their energy and power back, and that is the perfect timing for Red bull products to be on stage.
Hence a wide variety of activities are sponsored by Red bull, ranging from different types of sport
activities to all kinds of music and entertainment events, focusing on the fulfilling the needs, wants
and values perceived by their young target consumers. Red bull also rely on its 5000 student

Red Bull Singapore and China
Project 1: Red Bull Case
Singapore
Blue can will be more successful in the market of Singapore, because higher marketing budgets,
high proportion of immigrants and low UAI of Singapore. 1.1 The cultural dimension and society in
Singapore
Picture 1 Hofstede's cultural dimension Singapore
According to Hofstede's cultural dimension, we can know that Singapore has some characters: Low
IDV Low UAI Besides, there are more and more overseas migrants in Singapore. In 2010, the
proportion of Singaporeans to overseas immigrants is 3:1. And income per capital in Singapore is
around USD$37,000, which means that the average consumption expenditure of Singaporean was
powerful. High proportion of immigrant High consumption power 1.2 Red Bull ... Show more
content on Helpwriting.net ...
Blue can has more capacity (because the capital of Red Bull GmbH is more than that of
Kratingdaeng) to sponsor racing fleet and fit more with customers' communication expectation than
gold can. Furthermore, blue can has more capacity to sponsor other extreme sports or to hold
marketing campaign, which can increase its brand image. Blue can has higher market share in global
market; Gold can is only sold in Asian country. The immigrants (1/4 of Singaporeans) tend to buy
blue can, so do tourists from overseas. With low UAI, Singaporeans are easily to change. Although
the market share of gold can in Singapore is higher than that of blue can currently, blue can has a
chance to change customers' consumption. And with low IDV, bandwagon effect works actively.
Once blue can has a certain number of loyal customers, the sales will keep go up easily. At last,
Singaporeans have high consumption power, so the higher price of blue can will not be a problem.
And the difference of value share between gold can and blue can had been decreasing from 2007 to
2008. As a result, we think blue can will have a chance to surpass gold can and be more successful
in the market of Singapore.
4/9
2011 Communicating Across Cultures
2

China
Gold can will be more successful in the market of PRC. Because the identity (position) and the price
of gold can fits more with

Marketing Overview Of Red Bull
It is an originally energy drink which is sold by Austrian company Red Bull GmBH, created in
1987. Today Red Bull is available in more than 169 countries and around 60 billion cans of Red Bull
have been consumed so far. It is sold in a tall and slim blue–silver can. By the terms of market share,
it is the highest–selling energy drink in the world, in the year 2015 about 5.9 billion cans sold
throughtout the world.
History:
An Austrian entrepreneur Dietrich Mateschitz who was inspired by the Thai energy drink named
Krating Daeng which was firstly sold and introduced in Thailand by Chaleo Yoovidhya. In Thai,
Daeng means 'red' and Krating means large bovine called 'gaur' .It was stimulated by the Tonic
Lipovitan, whose major ingredient is taurine. It was popular among Thai labourers and truck drivers,
while working for the company P&G in 1982, Mateschitz traveled to Thailand and met Chaleo,
owner of the T.C Pharmaceuticals. During his visit, observed ... Show more content on
Helpwriting.net ...
Red Bull's international marketing campaign targets young men mostly with extreme sports. These
range from mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding,
kayaking, rowing, wakeboarding, cliff–diving, parkour, surfing, skating, freestyle motocross, rally,
Formula 1 racing, to breakdancing. Red Bull uses music and videogames, and has enlisted
celebrities, such as Eminem (sponsoring the Red Bull "EmSee Battle Rap championships"). It hosts
events like art shows and the "Red Bull Flugtag" (German for "flight day" or "flying day"). Red Bull
owns association football teams, with clubs in Austria, Germany, the United States and Brazil
featuring the Red Bull trademark in their names. By associating the drink's image with these
activities, the company seeks to promote a "cool" public image and raise brand power. The energy
drink has created a market for over 150 related types of

Business Strategy Red Bull
Table of contents List of figures...................................................................................................... III
List of abbreviations ........................................................................................... IV 1 Purpose of this
paper .................................................................................... 1 2 Company profile of Red
Bull.......................................................................... 1 2.1 2.2 2.3 3.1 3.2 3.3 Company
introduction..................................................................... 1 Market overview
............................................................................. 2 Financial overview ... Show more content on
Helpwriting.net ...
Agro Trading Company Limited, owned by a Thai family, owns the 49 % respectively the son of the
former owner of this company owns the remaining 2 %.
1
Red Bull (2014).
1
2.2
Market overview
The energy drink market is one of the few growth markets in the beverage industry with a market
volume of $40 billion in 2012 in sales globally.2 From 2011 to 2012 the off–trade ready–to–drink
volume increases by 12.4 %.3 North America leads in absolute volume and growth terms with a
compound average growth rate (CAGR) of 8.1 %. The market reported two years of 17% increases
in 2012 and 2013 and is expected to continue a steady upward trajectory to 2018. Marketline stated a
market share for RB of 43 % in 2011 on the global energy market.4 Since 1982 RB has pioneered
the energy market but from 2011 to 2012 the company has underperformed the market. The closest
competitor is Monster with a market share of 16 %. With regard to the US, Monster is market leader
but also Rockstar benefits from a strong growth in the US. RB's sister company
Figure 1: Market shares on the global energy market for 2011 Source: Own illustration, following
Marketline (2012).
TC Pharmaceutical Industries is the Asian market leader with 81.2 % market share. Additional
competitors are the soft–drink companies Coca–Cola with its own energy drink brands Burn and
Relentless as well as Pepsi with its brand Sting. 2.3 Financial overview

The following financial overview

Red Bull Marketing
The Red Bull Branding Story
Report by: myparanoidego Table Of Contents:
Executive Summary................................................................................ 3
1.0 Introduction....................................................................................... 6
2.0 Brand Positioning and Values........................................................... 8
3.0 Brand Characteristics........................................................................ 11
4.0 Product Benefits and Consumer Satisfaction..................................13
5.0 Brand Communities.......................................................................... 15
6.0 Brand Equities................................................................................... 16
7.0 Conclusion.......................................................................................... 19
8.0 Appendix............................................................................................ 20
9.0 References......................................................................................... 20
Executive Summary
Red Bull GmbH is a small company, who manufactures "Functional Drinks" or "Energy Drinks" on
a ... Show more content on Helpwriting.net ...
As a result, Red Bull was considered a failure in the United Kingdomafter losing more than $10
million during the first 18 months in that market." Keller, K. L (2008 *A)
1. Introduction:
Red Bull GmbH, the Austrian based energy drink manufacturer is a remarkable brand that has grown
to surpass some of the worlds most established brands.

After founder Dietrich Mateschitz returned from Asia with the rights to patent Red Bull and alter it
to suit the Western market, he had a defined idea in his mind as to what he wanted to achieve with
the energy drink.
After trialing more than 200 designs and finally cementing the right combination of caffeine,
taurine, carbonation and flavoring the "original" Red Bull flavor was established.
What follows is the amazing story of how Red Bull was marketed in Austria and then from 1992
onwards into the rest of Europe, the Americas, Asia–Pacific and the United Kingdom.
Some of the key stones in the Red Bull brand marketing triumph has been the simplicity of their
marketing approach through application, the positioning of the product and the clever ways in which
they have side stepped traditional channels when bringing the product to the market and building the
buzz and anticipation of Red Bull rather than just solely relying on the decision making derived
from traditional

Marketing and Red Bull
P1 – describe how marketing techniques are used to market products in two organisations
In this piece of work I will be describing how marketing techniques are used to market products in
two organisations. I will be talking about the techniques, role and objectives of the two products that
I have chosen. The two products that I have chosen to talk about are the Samsung galaxy s3 and Red
bull. Marketing means the action that a business does to promote their products and services. Market
research involves the collection of data to obtain insight and knowledge into the needs and wants of
customers and the structure and dynamics of a market.
The Samsung galaxy s3 is the world's most popular smart phone model, holding 10.7% of the global
... Show more content on Helpwriting.net ...
Samsung have different survival strategies. Survival strategies means when the sales of a product
decrease in a business, and the business is trying to keep them up. Most of Samsungs products have
been developed to be more high tech than their competitors. This gives them an advantage as they
will get more sales than anyone else in that industry. The Samsung Galaxy s3 had been developed
from the Samsung Galaxy s2 and has been created to be easier to use and more enjoyable for the
customer. Apple tried banning Samsung from releasing their Samsung galaxy s3 because Apple
think Samsung have used some of their software for their products. A business would need survival
strategies if sales for their products have gone down and they want to make as much money of the
product before it goes bust. Samsung reported an 82% jump in profits over the first quarter of last
year, while revenue climbed 22%.
Branding in a business is important as it shows the reputation of the business. The importance in the
buyer's behaviour can affect the businesses sales, as it can increase or decrease their sales.
Consumers are responsible factor for the sales of any products or services, so when a new product is
being released in the market, understanding consumers buying behaviour becomes very essential.
The business has to study and understand the

Personal Statement About Sports Marketing
Introduction:
The reason why I would like to take up marketing as my specialization is because I have a broad
interest in the various aspects of sales and marketing like B2B Sales, CRM and Branding. As I have
completed my graduation in International Business, I would like to explore and enhance my
marketing skills in depth during my 2nd year MBA. Also, Sports Marketing is where I see my future
and I believe I have what it takes to compete with THE BEST because,
"If You Don't Believe You Can Do It, You Have No Chance At All."
Article Topic: Why More and More Companies Are Choosing Sports Marketing Today
Sports' marketing, being a subset of marketing, focuses on the promotion of sports teams and events,
along with the promotion of other ... Show more content on Helpwriting.net ...
One of the biggest success story is that of Red Bull, who have come up with new unconventional
ideas, changing the sports marketing landscape altogether. The drink, created in 1987 and derived
from Thai ingredients, is sold in distinct slim blue–silver cans we all know so well. Available in over
72 countries, Red Bull has become one of the most popular energy drinks in the world. Owned by
the Austrian Red Bull Gmbh company, it is also one of the world's most recognizable brands.
Much of Red Bull's success comes down to the company's sports marketing strategy. The strategy is
aggressive and surpasses simple sponsorship. Red Bull wants to own teams and events. With its
huge focus on ownership and brand management, it allows the brand to fully control how it is
associated with that sport. The drink claims to improve some of the most vital attributes of
successful sports people namely concentration, fast reactions and endurance. With respect to this, the
brand values of Red Bull are closely aligned with many

Red Bull
What is their field of operation?
Red Bull operate within the energy drinks sector of the soft drinks market. The product is an
example of a 'functional ' drink. Functional foods respond to consumer interest in well–being and
performance. The major multinational soft drinks companies are investing in the area of functional
drinks, developing their own brands and buying up existing ones. This is seen as being important,
given that their traditional soft drinks markets are at the maturity stage in many countries. For these
multinationals, new functional drinks offer opportunities for renewed business growth. (Can talk
about Cash cow and stars)
What are their main products?
The company was set up to market just one product, Red Bull ... Show more content on
Helpwriting.net ...
Part of this idea involved recruiting 'student brand managers ' who would be used to promote Red
Bull on university campuses. These students would be encouraged to throw parties (as if
encouragement was needed!) at which cases of Red Bull would be distributed. The brand managers
would then report back to the company, giving the firm a low cost form of market research data.
The use of this kind of marketing strategy has become known as 'viral ' marketing. It is as if a
company sees no need for traditional informative or persuasive communications, rather in Red Bull
's case it used the youth 'underground ' to spread the popularity of the drink. So the firm would rather
restrict the drink 's supply and not advertise it, expecting that growing numbers of target consumers
'catch the bug ' and its reputation spreads. Red Bull was a spectacularly successful example of the
strategy working even though as we see later, its branding was aided by state intervention in
countries like France and Denmark.
By 2004, the worldwide energy drinks market was worth an estimated £1.6 billion; Red Bull had
achieved a clear market leading position, with a 70% market share. The lure

Red Bull
Red bull is the world's oldest and most successful energy drink brands. In 1966, Red Bull was born
in Thailand as a kind of vitamin energy drink, and then Austrian entrepreneur Dietrich Mateschitz
was inspired by this pre–existing energy drink and took this idea, modified the ingredients to suit the
tastes of westerners. Now it has more than 40 years of history so far with excellent quality and good
reputation, Red Bull drinks are sold in more than 140 countries and regions around the world, rank
the leading position in the global functional drinks industry (www.redbull.com).
As a part of the beverage market around the world, energy drink is becoming more and more
popular and can be defined as a type of beverage which contain mainly ... Show more content on
Helpwriting.net ...
Red bull sponsored many extreme sport events, party for young customers such as F1, mountain
biking, flight exhibitions and DJ contests. By these activities could associate with the public image
"cool". With more and more sponsored activities range from extreme sport to music or art shows,
free press was produced by bloggers, writers and journalists. In a addition, this makes red bull
different from other brands to attract young people and affect them.
Red bull website – a kind of online community which attract young people to share the videos,
information, pictures and make friends in this community, just like a face book & YouTube.
Processes and Activities 1. Red Bull's campaign targeted young people aged 16–29. Its marketing
message is aimed at energizing those people who study or work very late and young males who like
sports. 2. Red bull develop the sport energy drink, which is focus on attracting young people with its
function and fashion style, compare with other energy brands, red bull's marketing positioning is
more flexible because of its composition and tasty. 3. Using the advertising via internet and media to
reach target audience, encourage them make a purchase and eventually obtaining loyal customers. 4.
Distribute and sell the product by developing retails, supermarket, sale agencies and vending
machine.
Participants
Marketing managers – plan the strategy of the product sale and setting the

The Energy Drink Industry : Red Bull Gmbh
In 1997, the lives of millions of Americans changed after the consumption of one special beverage
owned by an Austrian drink company, Red Bull GmbH. Red Bull was founded by International
Marketing Director, Dietrich Mateschitz, in the mid 1980's, who partnered with Thai manufacturer,
Chaleo Yoovidhya, who had been selling his caffeinated beverage (KratingDaeng) in Thailand since
1976. Originally selling at $2.19 per 8 ounce can, Red Bull was marketed in the United States as an
alternative to soft drinks created by Pepsi and Coca–Cola. Not only did people find this drink an
excellent alternative to typical caffeinated beverages, the introduction of this refreshment created the
start of the highly marketable and extremely competitive energy ... Show more content on
Helpwriting.net ...
2) Global expansion is an important strength within this industry because consumers around the
world have so much to achieve in a world where so many feel that there is "not enough time in a
day." Through consumption of energy drinks, it allows people around the world to fight their body's
desire for rest and provides just enough extra energy to get them through their day. Weaknesses are
also very prevalent within this industry: 1) Pricing is a large factor in terms of high consumption
rates of energy drinks. Red Bulls are sold at almost double the price of soft–drinks, a small cup of
coffee, and other beverages with the same caffeinated abilities. Because of their prices, Red Bull
must be sure that they are selling a product that is worth the cost. 2) Energy Drinks are typically
focused on younger generations (young adults/athletes) and those that live extremely active
lifestyles. This means that there are at least 2 other generations that typically have no interest in
consuming the product. 3) Non–organic energy drinks in large consumption can be detrimental to
the body causing health issues if not taken in moderation. Many people that use these products
consistently can become addicted to the caffeine, leading their body becomes dependent on the extra
caffeine and sugars which can

Red Bull
1.0 CHAPTER 1: INTRODUCTION
1.1 BACKGROUND OF THE STUDY
1.1.1 BRAND
Brand is a term that enables the pubic to easily identify a certain company, their offerings in term of
goods and product. It is the image that a certain company produces to the public. Brand is a set of
expectations, memories, stories and relationship that engaged together, for a consumer's choice to
choose a product or service.
According to Kapferer (2004), brands penetrate almost every aspect of life: social, economic,
sporting, cultural and even religion. Brands are direct strategy of market segmentation and product
differentiation and it means more than just giving names and signalling to the world. Branding
consist of transforming the product category and requires a corporate long–term involvement and a
high level of resource and ... Show more content on Helpwriting.net ...
Red Bull has its own energy building ingredients and revitalizing qualities and focusses their brand
around the theme "Red Bull gives you wings".
1.1.4 RED BULL MARKETING STRATEGY
Red Bull does not take advantage of the traditional media, instead they do events sponsors in
extreme sporting events and gives out free samples of Red Bull energy drink during the events and
let the media cover their stories (Morris, 2015).
Red Bull is known for its Marketing Strategy for its fresh and unique ideas of advertising their
products to their international consumer. Red Bull has their own Marketing Mix Implementation
Tools, which consist of Public Relation promotions, non–traditional advertising and sponsorships of
extreme sports athletes and events. This Marketing Mix is a way for Red Bull to advertise their
brand by attracting the traditional media to cover their brand or products in events without creating
traditional ads themselves.
1.1.4.1 WINGS

Strategic Analysis Red Bull
Red Bull's path to a better Blue (ocean)
Austria vs. Netherlands
Assignment: Strategic Analysis Red Bull
Date: 22.10.2008
Class: L2BV – M–Strategy & Marketing 2/02
Lecturer: Gerbrand Rustenburg
Ruud Kuijpers 1539334
Mark Mungroop 1540960
Stefan Andreas 1531650
Jason Lucas Luijckx 1538688
Executive summary
A thorough analysis of energy drink producer Red Bull concludes that the company was set up to
market just one product, Red Bull. Eventually it started marketing a variety of slightly modified
energy drinks. Now Red Bull is energizing people around the globe, touching down in over a
hundred countries worldwide.
The Red Bull consumers can be divided into ... Show more content on Helpwriting.net ...
Red Bull strongly relates its brand to extreme sporting events, popular and high profile clubs and
bars but also to a kind a necessary daily energizer. They initiate their energy drink into more than
100 markets around the world with the same effective vision as their initial product launch in
Austria.
Mission statement: "Red Bull is dedicated to upholding Red Bull standards, while maintaining the
leadership position in the energy drinks category when delivering superior customer service in a
highly efficient and profitable manner. Red Bull creates a culture where employees share best
practices dedicated to coaching and developing our organization as an employer of choice."
Although the Red Bull mission statement is not very specific it is applicable to their company. It
clearly shows that Red Bull wants to lead the market through values and efficiency and recognizes
the importance of employee satisfaction.
The company was set up to market just one product, Red Bull Energy Drink. However, since 2003
the company also introduced a low sugar version of the drink. Although not well known yet in
Europe or America, Red Bull is marketing Red Bull coffee and Red Bull cola in Asia. Anno 2008

Red Bull is marketed in over 100 countries worldwide, serving almost every continent.
The Red Bull customers are can be divided into

Energy Drink and Red Bull
RED BULL GMBH IN SOFT DRINKS (WORLD)
April 2013
SCOPE OF THE REPORT
Scope
 This global profile focuses on the industry trends in soft drinks.  All values expressed in this
report are retail/off–trade in US dollar terms using a fixed exchange rate (2012).  2012 figures are
based on part–year estimates.  All forecast data are expressed in constant terms; inflationary
effects are discounted. Conversely, all historical data are expressed in current terms; inflationary
effects are taken into account. SOFT DRINKS OFF–TRADE RTD VOLUME 534.8 billion litres
Bottled Water 192 billion litres Sports and Bottled and Energy Drinks Sports Energy Water 15
billion litres Drinks 205.1 billion 16.2 billion litres Concentrates litres 43 billion ... Show more
SOFT DRINKS: RED BULL GMBH PASSPORT 5
STRATEGIC EVALUATION
SWOT: Red Bull GmbH
STRENGTHS WEAKNESSES
Broad geographic presence  Red Bull has  Red Bull has a broad established a strong, geographic
presence, consistent brand image which should ensure (an independent, edgy positive long–term
brand) globally. Red Bull growth even if certain is synonymous with markets reach maturity. energy
drinks in many countries. Category leader
OPPORTUNITIES
Category limitations
Controversial
 In overall soft drinks,  The relatively high Red Bull has a limited caffeine content of Red
product portfolio Bull makes the brand compared to the rising highly vulnerable to number of rivals
with a regulatory control. plethora of flavour variants and categories.

THREATS
Emerging markets
New production
Competition
High marketing costs
 Red Bull is building a new  Monster represents the  Market maturity in  Emerging markets
production facility in Brazil biggest threat to Red developed markets will represent newer which is
likely to make its Bull as it contains make marketing to its geographies for Red retail price more
natural ingredients, core consumers harder Bull's expansion. competitive than imported which seem
more than in the past. Accelerating the product prices. Building a desirable than Red Bull Constant
communication marketing and site in Asia should also be for some consumers.

Marketing Activities by Redbull
Course: International Marketing
Date: 29.04.2008
"If we don't create the market, it doesn't exist. We don't bring the product to the consumer; we bring
consumers to the product."
Red Bull Co–founder Dietrich Mateschitz
Executive Summary
This paper is an analytical look into the external and internal marketing activities conducted by Red
Bull in the United Kingdom and in Thailand. Through comparing Red Bull's position within these
two nations we intend to define the differences in the marketing and branding strategy of the product
within the European and Asian markets. Factors which will be studied include the differences in UK
and Thai marketing activities, DEPEST factors of both nations, market analysis', and a look into ...
Show more content on Helpwriting.net ...
DEPEST–factors |8 |
|1.1 Thailand |8 |
|1.1.1 Demographic |8 |
|1.1.2 Economic |8 |
|1.1.3 Political/ Regulatory |9 |
|1.1.4 Ecological/ Ethical |9 |
|1.1.5 Socio–cultural |9 |
|1.1.6 Technological |9 |
|1.2 United Kingdom |9 |
|1.2.1 Demographic |9 |
|1.2.2

Case Study : Red Bull
[pic]
FACULTY OF BUSINESS AND LAW
MAITF VIETNAM ASSIGNMENT HAND–IN FORM
I certify by my signature that this is my own work. The work has not, in whole or part, been
presented elsewhere for assessment. Where material has been used from other sources it has been
properly acknowledged and referenced. If this statement is untrue I acknowledge that I will have
committed an assessment offence.
Student ID: 77081201
Level of Study: MA
Module Title: International Marketing
Course Title: MA INTERNATIONAL TRADE AND FINANCE
Module Tutor June Dennis
Full text word count: 3,937 words
Student Name: Do Khac Huong
Student Signature: __________________________________________
Date of Submission:
Name of first ... Show more content on Helpwriting.net ...
In this case, Red Bull Australia imports and sells on to Cadbury Schweppes which then sells to
vendors in its network. Using an existing distribution network of a partner in certain countries helps
Red Bull reduce quite a lot of distribution costs and quickly spread its sales in a new country. Red
Bull uses its own way to set up the distribution network in the new markets by targeting small
distributors who often become exclusively Red Bull distributors. Red Bull even hired teenagers and
students, giving them vans to distribute the product. Small independent venues are also the first

targets. Red Bull would find the small bars, restaurants and stores and give them a small cooler from
which to sell beverage.
2.3 Commitments
Barriers to Red Bull business can be placed in some countries. For instance, Denmark and France
are countries where Red Bull is not allowed to sell its products. In some countries may set the
barriers to prevent their home companies doing the same business by slowing down the process of
granting the business licence to Red Bull.
2.4 Currency
Red Bull is selling their products in over 130 countries over the world. Any change in the exchange
rate in each country will result in the total revenue of Red Bull. Pricing also is influenced by

Case Study Of Red Bull
Introduction Energy drinks are beverages type used to reduce tiredness and revive the body and the
mind through the substance in it. The substances that can be found in energy drinks are Ephedrine,
Taurine, Ginseng, B–vitamins, Guarana seed, Carnitine, Creatine, Inositol, and Ginkgo Biloba.
(What you don't know about energy drinks, 2014) Red Bull is the one type of energy drinks which is
known all over the world. It means the customer can find the product almost everywhere. The
company is mostly addressing to the young people with its product. Nowadays, it can also be used
together with alcohol and especially mixed with vodka. Original Red Bull drinks was improved in
Thailand by a businessman named Chaleo Voovidhy in 1962 and ... Show more content on
Helpwriting.net ...
Demographic Segmentation The company is able to satisfy the buyer's needs and wants through
variables. Such as; occupation, gender, age, nationality, family size and lifecycle, income, religion,
social class and education. These demographic variables are the most popular bases for segmenting
customer groups which are the following;
 Age: Young adults (between 16 and 29); post–secondary school students, young urban
professionals, and club–goers.
 Gender: Red Bull has mainly segmented males more than females.
 Occupation: Athletes, students, drivers who are working for long distance, working people.
(Segmentation, Targeting, and Positioning, 2013)
Geographic Segmentation In geographic segmentation Red Bull extended its product all over the
globe through different geographical units such as regions, cities, states.
 Regions: Red Bull distributes its products across regions in India.
 Cities: ''Class–A and Class–B cities i.e. metro politician cities.'' (Segmentation, Targeting, and
Positioning,

Red Bull is an energy drink sold by Austrian company Red...
Red Bull is an energy drink sold by Austrian company Red Bull GmbH, it was created in 1987.
Encouraged by useful drinks from the Far East, Dietrich Mateschitz established the energy drink
company Red Bull. Red Bull was sold for the very first time in its home market Austria on April 1,
1987. Red Bull is solely produced in Austria and exported worldwide. Red Bull was made for
moments of increased physical and mental stress and improves stamina, readiness, focus, and
reaction speed. The Red Bull company slogan is "Red Bull gives you wings" and the merchandise is
marketed through advertising, events, sports team ownerships, endorsements, and music. Today Red
Bull is accessible in more than 166 countries and around 40 billion cans of Red Bull ... Show more
Red Bull owns football teams in Austria, Germany, United States, and Brazil. By relating the drink's
image with these activities, the company looks to promote a "cool" public image and increase brand
power. Red Bull believes in owning teams and events rather than being one of several sponsors. Red
Bull currently owns the New York Red Bulls, a U.S. Major League Soccer team in New York. They
also own various teams from different sports, such as Team Red Bull (NASCAR), EC Red Bull
Salzburg (Austrian Hockey League), Red Bull Ghana (Ghanaian football team), and various more.
Its ability to stage sporting and music events and manage special athlete's means that their rich
library of video content will always be fresh and will always be expanding. Launched in 2007, the
Red Bull Media House, created and marketed new and existing content through TV, mobile, digital,
audio and print. For example, the 2011 film The Art of Flight disclosed hundreds of don't–try–it–
even–in–your–dreams sequences. Red Bull has a partnership deal with NBC, the Red Bull Signature
Series, which is made up of 15 events spaced out throughout the year. The brand's magazine, Red
Bulletin has a global distribution of 4.8 million. The media presence is widespread and includes the
Red Bull TV channel in Europe and Red Bull documentaries elsewhere.
Red Bull has various products that they produce: Red Bull Cola, Red Bull Sugar–free, Red Bull F1
Editions, Red Bull Original, Red Bull Zero,

Analysis Of Red Bull's Marketing Strategy
How a company markets their products and services to consumers plays a large role in the
profitability of that organization. This strategy becomes more complicated when an organization
operates in a global marketplace. Companies such as McDonalds use a marketing approach that
provides for segmentation of the consumer based on their culture and behavior. Understanding the
various customer segments allows for McDonalds to target or position their products to appeal to
those consumers. Another company that has grown its revenue through sales domestically and
internationally is Red Bull. This document will review Red Bull's marketing strategy and how it
compares to their competitors. Red Bull marketing approach to target their consumers and that
corresponding consumer profile will also be reviewed. Finally, this document will analyze if a
different type of consumer should be targeted and what the benefits to Red Bull could be by this
potential new market.
Global Marketing Strategies Marketing departments that operate in a global marketplace have to
consider their products position amongst competitors and how they can effectively target consumers
in an ever changing environment. Consumers have many choices and can demand higher
expectations from the products that they purchase. Global competition has created an situation for
organizations which has shorten their product lifecycles, increased the importance of quality, created
more competition in pricing of products, and

Monster Energy Essay
| Product Analysis: Monster Energy Drink | Bill ClymerWednesday August 14, 2013Written by:
Maira Khalid | PART A Situation Analysis Monster Beverage Corporation The Hansen Beverage
company (recently changing their name to Monster Beverage Corporation on January 5th of 2012),
was a family owned and operated company in the 1930's, selling freshly squeezed juices to local
film studios. In the 1970's, one of the Hansen brothers decided to transition their beverage business
into marketing 'natural sodas'. This was the upturn of the company that led them to where they are
today. Today, Monster Beverage Corp. has transformed into the largest energy drink company in
Canada with sales of more than $ 2.1 billion in 2012. ... Show more content on Helpwriting.net ...
Values Monster shows the importance of values in their statement, The Corporation's Scope for the
Future, as a company. Their values are as follows: * To always have superior quality in their
products and services * To have their customers (and their families) be confident while consuming
their product, always being able to taste the quality and never lose trust in the Monster brand *
Continuous quest for excellence * High ethical and moral standards Monster states that their
customers always come first. They are in business for their customers and because of their
customers, committed to establishing relationships, providing high quality products and maintaining
profitable partnerships. Monster fully respects their customer's rights, dignities, opinions and
individuality. Critical to their success, the customer is their most valued asset. Monster will never be
satisfied with current performance, constantly looking for new opportunities to grow their business
and market wherever possible. Expanding their product range without compromising the excellence
of the existing ones, this company of over 50 years promises not to tolerate mediocrity. Lastly,
Monster Beverage Corp. will never take part in or support anything unethical or illegal. Corporate
Strategy As defined in Marketing the Core, product differentiation is a corporate strategy whereby
there is "a provision of something that is unique and valuable to

Kjafh
BUSINESS RESEARCH METHODOLOGIES
RESEARCH ON SMART MARKETING STRATEGY OF RED BULL AND HOW THE
COMPANY MAINTAIN ITS LEADING POSITION IN ENERGY DRINK INDUSTRY
TABLE OF CONTENTS I. ABSTRACT 4 II. INTRODUCTION 4 III. BACKGROUND OF RED
BULL 5 IV. LITERATURE REVIEW................................................6–7 V. RESEARCH
OBJECTIVES................................................8 VI. RESEARCH
QUESTIONS.....................................................................8 VII. RESEARCH
METHODOLOGY.........................................................9–12 VIII. ETHICAL
CONSIDERATION..........................................13 IX.
LIMITATIONS................................................................13 X. CONCLUSION 13 XI. REFERENCE
14–15
I. ABSTRACT
The marketing and advertising techniques revolution in the late of 1980s enabled Red Bull to create
successfully an "energy drink" market. ... Show more content on Helpwriting.net ...
In term of business strategies, there should be hundreds definitions, especially in such a huge field as
marketing. Marketing strategy is the process that the firm uses to translate its business objectives
and strategies into market activities. To be more specific, a marketing strategy enables the company
to select a target segment and localize the desired position that the products aim to target customer
then specify the plan for the promoting activities to get the goal (Silk, 2006). The key for the
managers and their business to achieve success is to understand how to harness the organization's
resources to meet customer's needs using marketing analysis, understand competitors, consider
political issues, technological and external and internal changes, government actions as well as
globalization (Gauzente et al., 2004)
In case of Red Bull, the company shows an image of a friendly small–sized enterprise. Said Dolan
(2005), in 2004, Red Bull used $600 million on its marketing plans such as sport sponsorship, events
and impressed design (Gschwandtner, 2004). The company does not use any kind of direct
marketing tools and has sponsored five hundred sports athletes in many sport subjects, for instance
Formula 1 Skiing, Free Climbing... Red Bull created a "buzz" marketing plan in brand recognition.
The managers of Red Bull seem to be judicious when they produce a series of cartoons that help

Alternative Beverages As A Competitive Global Market
Alternative beverages have become global and innovate in recent years. They are everywhere and
most people have tried one or two of these beverages. These alternative beverages have evolves into
what is known to most as energy drinks, sport drinks and vitamin drinks. The international market
has expanded and so have the sales of these products. The market has continued to change through
brands and differentiation from each other over the years. The recognition of the brands and growth
are significant as demands for the alternative beverages increase. Product innovation is one of the
market's drivers of change in this industry. It is said to be one of the most important features.
Innovation is important when creating a competitive global market. Alternative beverages compete
to change from the tradition carbonated drinks because people are becoming more health
conscience. Most alternate beverages have a differentiation in taste and this is how the companies
attempt to gain loyal customers. All the beverages are unique in their own way. As a result of
marketing, packaging, celebrities and endorsements this helps to create an image. Depending on the
ads, this can be very beneficial for the company. The consumers of energy drink are getting younger
and younger. This has a lot to do with the innovation of the brand. The marketing ads show young
people enjoying these beverages after and during sporting events, fitness, or other strenuous
activities. These

It Gives You Wings. Jose Chavez Cordova
It Gives You Wings
Jose Chavez–Cordova
Microeconomics 1B
Professor Ed Torres
13 May 2015
Many college students, especially when the final semester is winding down, are caffeine–hungry
since they are staying up late at night finishing up finals and assignments. They usually get little to
no sleep and quite literally survive off caffeine. Coffee may work for some students, but other
students (including myself) prefer a drink that will keep you alert and focused for the long run.
Introduced in the late 1900s, energy drinks have been the answer to people needing an extra burst of
energy. Becoming increasing popular over the last few years, energy drinks appeal to the younger
generation and those who feel like a kid at heart. They also appeal to college students, truck drivers,
extreme athletes from all over the world and party animals. Yes, energy drinks have become
increasingly popular in nightclubs. As people wanted to experience a new kind of high, they started
mixing these non–alcoholic energy drinks with alcohol, giving excitement and fun a new meaning
("A Drink for Today: History of the Energy Craze"). Claiming that "It gives you wings," Red Bull
has made a significant impact in the energy drink industry. In fact, it created it! It was invented
overseas in 1984 and the rest was history (McDonald).
Red Bull GmbH (GmbH translates to "company with limited liability", otherwise known as a
Limited Liability Corporation) was founded by Austrian entrepreneur

Essay on The Mighty Red Bull in the World of Marketing
Contents:
1.Introduction............................ 3
2.Perception............................... 4
3.Attitude................................. 5
4.Reference Groups..................... 7
5.Conclusion...............................9
6. References.............................10
Introduction:
Red Bull GmbH is a global enterprise, which produces the brand Red Bull–an energy drink. An
entrepreneur Dietrich Mateschitz founded the company Red Bull GmbH in 1984 after encountering
the original drink called Krating Daeng (indirectly translates to Red Bull) in Thailand. The drink is
an energy booster, which increases attention and concentration and also incentivizes your
metabolism (Bized, 2008).
The brand enjoys worldwide annual sales of more than one billion cans and claims a 60% volume
share of the world's energy drinks ... Show more content on Helpwriting.net ...
The initial reaction of the public was not favorable towards the taste of the product. After the release
of their innovative campaigns such as sponsoring extreme sports events and giving out free–bees at
sport events; red bull was not just promoting their brand but also selling a lifestyle. People seemed
willing to be a part of this lifestyle; in turn consumers' began to develop a taste for the drink also
taking into account the fact that an energy boost would be procured from it (Stefani. 2008)
(Solomon, et all, 2006, p39–46).
Red Bulls heavy publicity and continuous release of events and competitions, causes a high–level
brand image perceived by the consumer gaining his/her attention towards the product. This allows
the consumer to interact with the brand on a large scale, thus communicating the whole brand as an
energetic experience and not just the product, setting it apart from other energy drinks in the market.

Red Bull has generated a series of animated television commercials communicating the message –
Red Bull Gives You Wings. These advertisements metaphorically convey the fact that by drinking
Red Bull the consumer directly obtains a powerful amount of energy from the product, thus giving
him/her a sense of inquiry about the product. This adds on the initial retention of the product on the
minds of the consumer.
Red Bull mainly targeting the younger generation is an advantage to

Essay on How Red Bull Maintain Their Stronghold
Contents0.0 Abstract 1.0 Introduction 2.0 History 3.0 Does Red Bull® Revitalise the Body and
Mind? 3.1 What are the ingredients in Red Bull®? 3.2 Red Bull®'s adverse health effects 3.3 Has
Red Bull® profited from controversy?
Page(s)
2 3 3–4 4–5 5 6 6–7 7 8 8 9 9 10 11–12 13 14 14 15–16 16–17 17 17 18 18–19 20 21–24 25
4.0 Red Bull® a non–descript market?
5.0 How is Red Bull Marketed? 5.1 Sponsorship 5.2 Advertising 5.3 Brand Image 5.4 Some of Red
Bull's extreme sports athletes and events in pictures 6.0 Revolutionary Marketing 7.0 Maintaining
market share 8.0 Competition and Intellectual property 9.0 Discussion 9.1 Diversification of product
range 9.2 Drinks for the "Health Conscious" consumer 9.3 New Marketing Ideas 9.4 ... Show more
(Kratin Daeng
[ca. 2008]) Dietrich Mateschitz (Gschwandtner 2004).
Page | 3
The iconic eye–catching logo and slogan "red bull gives you wings" were then designed
(Gschwandtner 2004). By 1990, despite high sales figures, and a lot of promotion, Red Bull®'s
finances were in the black. To this point, funding had been 90% equity from the two partners and
10% bank loans (Gschwandtner 2004; Dolan 2005). Ambitious Mateschitz now believed Austria too
small a market for Red Bull®. In 1993, Red Bull® moved into such countries as Hungary and
Germany, planning to pre–market the little 250ml can by word of mouth across Europe
(Gschwandtner 2004). Red Bull®'s Kraihamer commented, "We do not market the product to the
consumer, we let the consumer discover the product first" (Keller 2004, p.119). This "Buzz"
marketing proved highly successful, and inexpensive. Red Bull®'s controversial ingredients made it
a "cool" fashion icon. Its mixability with vodka, coupled with extreme sports sponsorship, helped
the drink tap into the young "hip" market (Cooney 2007; Gschwandtner 2004). By 1997, Red Bull®
had conquered most of Europe including the UK. It then moved onto the USA, working state by
state with a similar "buzz" technique (Hein 2001). Today Red Bull® is now Austria's most
successful brand, worth more than €10.9 billion, with diamond producer, Swartzkopf being worth
half as much (Muller 2009). 3.0 Does Red Bull® "Revitalise the Body and Mind"? Red Bull® is
billed as a

Behavioral : Impulsive Buying / Consume A Couple Times A...
Behavioral: Impulsive buying / consume a couple times a week / bought at local convenient and
retail stores Psychographics: Values hard working / working lifestyle / preference over coffee It is a
small segment, but it brings in some revenue to the companies selling energy drinks. Many people
work or attend school or do both making it hard to fit the gym into their schedule. Therefore, they
end up waking up early to hit the gym or late at evening, and when exhausted near the end of the
week, they might have a drink or two for the energy boost. Key Benefits: gives energy boost during
a tiring morning or evening after a long day SEGMENT FIVE: "High schoolers" Geographic: High
schools in the East Coast / suburban and urban areas Demographics: Males or females / 14 – 18
years old / financially supported by parents Behavioral: Consume about three times a week / bought
at local convenient or retail stores Psychographics: Working lifestyle / preference over coffee /
values being successful Though a small segment, it can bring in revenues because many students in
high school have much homework and studying to do, while others procrastinate till the last day.
Also, it is a drink that tastes good and many high school students are tired from sleeping late and
waking up early for school. Key Benefits: Studying and cramming for tests / writing papers /
procrastinators pulling all–nighters to complete work in a time crunch Target Segment Goal: Based
on research and

Analysis of Commercial Advertisement Essay examples
Analysis of Commercial Advertisement
Television commercials are television programming produced by any organisation to provide
message in the market about their product or services. It is one of the most popular methods to
attract customer and provide them information about their products or services.
Here we would be analysing TV commercial to understand it and its effects and whether it is
proving for what it are made.
We have heard a very common slogan named as "RedBulls Gives You Wings". It is the very popular
television advertisement of RedBulls energy drink with many advertisement prints and different
characters. We have seen the advertisement in which a bird pisses on a man and after that man took
out a RedBull energy drink from ... Show more content on Helpwriting.net ...
Red Bull Origin :: Energy Drink :: Red Bull.")
Market share and strategy – RedBull had dominated the market of energy drinks all over the world.
Its main mission is to provide an energy drink made with natural ingredients which provide energy
to man, women or children in their day to day life. It provides instant energy which helps college
students or working people to maintain their energy and keep doing their work with full enthusiastic
way.The Red Bull brand had created a great impact on the mind of its customers by its product
results and pricing strategies which make it a larger energy drink on the market.("The Top 15 Energy
Drink Brands.") RedBull is also different from other energy drinks that it uses half the quantity of
caffeine and sugar than any other competitors energy drink. RedBull had produced many
advertisementsas TV commercials and also increases their sales with the help of magazines, internet
and billboard advertising. Advertisements in magazines are limited because there are only few
magazines which suits to publish RedBull advertisements in them. Internet advertising will gain the
response of the particular audience as it truly depends on people using online services. Billboard
advertising is also a very good method for attracting customers, but it should be placed at the places

International Marketing
Introduction
The original formula for Red Bull was developed in 1964; however, the Red Bull company was not
founded until 1984 after a merger between Dietrich Mateschitz, marketing guru, and Chaleo
Yoovidhya, the owner of the Red Bull formula. Categorized as an energy drink, Red Bull was
initially designed to "treat jet lag and boost energy for truck drivers" (Hollensen, 2012). In today's
era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks,
like Red Bull Wings and the Jägerbomb. This aligns with the company's focus on the younger
generations of partygoers and post–secondary students.
Red Bull's marketing strategy is one of the key factors in their success, they created Mobile Energy
Team ... Show more content on Helpwriting.net ...
Red Bull as a global industry player will need to consider not only domestic political conditions but
also international political conditions. Trade sanctions, embargoes, political stability and other
policies created by the government will affect Red Bull operation. Red Bull will need to consider
this factor carefully when expanding to new country.
2.2.2. Economic Conditions
In terms of economic analysis, it includes factors such as economic growth, interest rates, exchange
rates, inflation, disposable income of consumers and businesses (Oxford University Press, 2011).
Red Bull needs to be aware of the currency rates which will have an impact on its international
production capacity. For example, if Red Bull maintains its manufacturer only being in Austria, Red
Bull is subjected to the fluctuations of currencies whereby when foreign currency depreciates, it will
affect the production cost to be higher.
2.2.3 Social Conditions
In terms of social environment,these factors examine the social environment of the market, and
gauge determinants like cultural trends, demographics and population analytics (Team FME, 2013).
For example, as Red Bull may have penetrated into the Europe & Non Europe region, Red Bull has
yet to consider the emerging market which has high potential seeing as it is a region that has yet to
be penetrated by energy drinks. For example

Marketing Plan For Red Bull Gmbh
MARKETING PLAN: RED BULL
Company Red Bull GmbH
Brand/Product/Service: Red Bull
Prepared by: Group 5AAnoop Kamboj I Deepak Tamak I Harshraj Pethraj Mehta I Amit Simant I
Ranjit Kaur Chandel OVERVIEW
Red Bull was introduced for the first time in 1987 by Dietrich Mateschitz in Austria. The launch of
Red Bull gave birth to a whole new product category of energy drinks. It is sold in over 166
countries all over the world, and more than 40 billion cans have been sold till now. It uses the
famous marketing slogan 'Red Bull gives you wings' for all its advertising campaigns. As reported
by Red Bull, it entered the international markets entering Hungary and Slovenia in 1992, and in to
The United States in 1997 and in 2000 in the ... Show more content on Helpwriting.net ...
They also mention that energy drinks are not limited to post work–out or sports drinks, but come in
the 'functional' category.
As per dolcera.com, the energy drinks in Australia have almost 50 million litres of consumption in
the Australian market. As per Euro monitor, the growth for the energy drink market is expected to be
at 7% for the coming years. Even though this industry is deemed to be at the maturity level, the
promotions, innovative give–aways and
Constant influential advertising will ensure good growth for the energy drink companies in
Australia.
A market analysis shows that the increase in the growth of energy drinks is mainly due to the multi–
pack sales across all the brands. This strategy makes people buy more of the products. The target
market for major brands are the youngsters who lead fast paced lives and need that instant boost of
energy to stay on top the game.
Current market trend:
One of the main competitors for Red Bull in Australia in 'V; and it has the advantage of being the
drink created in Australia and New Zealand. This strategic advantage helps in getting the largest
market share in Australia. Red Bull needs to break this hold in order to get higher market share. 'V'
is positioned in the market as a social drink; whereas Red Bull is associated with extreme

The And Of The United States
As the aforementioned settlements suggests, the terms for which the parties seek approval in
Careathers, are will within the bounds of reasonable and fairness. Based on the case law presented,
the settlement terms were granted preliminary approval. The settlement terms are believed to be fair
in resolving the action, avoid protracted, expensive and uncertain litigation, and reasonably and
adequately provide prompt effective relief for putative class members. The plaintiff argues that the
defendant profited from deceiving the consumers because it marketed the energy drink by providing
false functional benefits, thereby inducing consumers into purchasing the drink as an alternate
source of caffeine, for a premium price. The mediation between plaintiff and defendant successfully
resulted in the agreement of a settlement that was beneficial for both parties. They agreed that an
appropriate settlement class would be comprised of persons who purchased at least one Red Bull
beverage in the last ten years. All members of the settlement who submit a valid and timely claim
will have a choice of receiving either: (1) a $10.00 cash reimbursement; or (2) free Red Bull
products with an approximate retail value of $15.00. The product packaging and sizing was
determined by Red Bull at its discretion after the final value of the product option has been
determined, and shipped at Red Bull cost. Class members need no proof of purchase in order to
submit the claim.
In addition to

What Is The Ethical Ethics Of Red Bull
Introduction:
Basic Information:
History:
In 1976, Chaleo Yoovidhya presented a drink called Krating Daeng in Thailand, which means "red
gaur" in English. It was encouraged by the tonic Lipovitan, whose prime component is taurine, and
was common among Thai truck drivers and employees. After visiting Thailand in 1982, Dietrich
Mateschitz revealed that Krating Daeng aided cure his jet lag. In 1984, Mateschitz co–founded Red
Bull GmbH with Yoovidhya and turned it into a worldwide brand. Red Bull was founded by each
partner capitalizing $500,000 of investments and taking a stake in the new business. Yoovidhya and
Mateschitz each held a 49% share of the new company. They gave the outstanding 2% to
Yoovidhya's son Chalerm, but it was agreed that ... Show more content on Helpwriting.net ...
Business leaders are responsible for creating and sufficient culture. There are two different types of
cultures: 1) the compliance based culture. 2) The value based culture. First type is the compliance
based culture is culture in which employees follow the rules, and orders without any doubt as an
essential responsibility of ethics. While the value based culture focuses on some specific values
rather than on some rules this makes it more elastic. Leadership is the process of inspiring and
motivating people to reach specific goals of a company or an organization. To be a leader you should
have the "ability to inspire, motivate, and influence others to reach a target goal". There are two
types of leader effective leader, and ethical leader. There is one difference between them which is the
ways each leader use to influence, and motivate, to reach the goals of the company and to maximize
wealth of the shareholders. Effective leader could achieve his or her goals in bad terms, like:
threating; and duress. However; ethical leader could achievegoals through modeling ethical
behavior, and to have a charisma. A strong business leader could have a deep impact on a corporate
culture of a company. Culture could be found in the hierarchical structure, tempo of work, methods
of problem solving, and incentives. Receptivity–listening, honesty,

Monster Beverage Corporation
Monster Beverage Corp. The Monster Beverage Corporation distributes, markets, develops and
sells; sodas, energy drinks, and various juices. The Monster Beverage Corporation competes with
many companies such as; PepsiCo, Red Bull Gmbh, The Dr. Pepper Snapple Group, Kraft Foods,
etc. The Monster Beverage Corporation was founded in the 1930s as Hansen's Natural and was later
renamed as Monster Beverage Corporation in 2012. Hansen's Natural was based in California and is
still based there as the Monster Beverage Corporation. The most popular beverage that they make is
Monster Energy, which came out in 2002.
When Monster Beverage Corporation was still Hansen's Natural, they started out as a four man
group. The owner Hubert Hansen and his three sons made the beverages and sold them to local
retailers and film studios in California. In the 1970s, a stream of new sodas and juices were created
and released by Hubert Hansen's grandson, Tim Hansen. The juices and sodas Tim had created were
put under the Hansen's Naturals label. In 1988, the company had filed for bankruptcy. A company
called the California CoPacker's Corporation saw this opportunity and bought the company. The
California CoPacker's Corporation renamed the company Hansen's Naturals. Hansen's Naturals was
based in Azusa, California in 1993. The company then moved their base to Anaheim, California and
in 1998 they moved to Corona, California. In 1992 the current CEO, Rodney Sacks, took over
control of Hansen's natural

Case Study Red Bull
RedBull
Should Red Bull continue with its marketing strategy in the United States to maintain its market
share in the rapidly growing energy drink market?
Justin Redlbacher
Frankfurt International School
School Code: 000007
Business and Management
Word Count: XXX
Candidate Number: 000007–XXX
Supervised by Celia Nater
Abstract
This essay will investigate the Austrian Energy Drink Company "RedBull" by analyzing the energy
drink market and determining where "RedBull" is positioned. I will further investigate and answer
the question: "Should Red Bull continue with its marketing strategy in the United States to maintain
its market share in the rapidly growing energy drink market?"
In this investigation I have used a SWOT ... Show more content on Helpwriting.net ...
Fig.5 –Red Bull US Sales Growth 2010–2013
The sales growth demonstrated above, however, is driven by higher consumer demand and
consumption of energy drinks as seen in Fig.2. Strong product awareness has been already
established in the United States and Red Bull has acquired an extensive and loyal consumer base
over the past years.
After analyzing the energy drink market, I came to the conclusion that Red Bull should try to

decrease its price in order to maintain the "rising star" position in the Boston Consulting Matrix in
which it currently is placed. New Product Development (NPD) is also crucial in order to compete in
the growing energy drink market in the United States.
Red Bull's Marketing Mix
Red Bull's marketing mix seems to harmonize based on its success. Especially the use of
sponsorship marketing was taken to the next level by the Red Bull marketing team. Today it is
almost hard to think of a sport that Red Bull does not sponsor. Their logo appears on motorbikes,
wakeboards, snowboards, formula1 cars, soccer jerseys and even high–tech space suits designed for
jumping from the edge of the stratosphere. They even organize a quirky competition of homemade
flying machines to support their proposition "Red Bull gives you

Red Bull As Ideal Drink For Any Sport Activity
Red Bull is the most famous invigorating drink in the world.The Austrian company has been selling
it for already twenty years. Firstly, it conquered Europe, then America, well after reborn drink
returned to its homeland–Taiwan and all the rest of Asia. Today Red Bull has annual sales of around
4 billion cans in 160 countries and employs more than 7,700 people. Because of it energy building
ingredients and revitalizing qualities Red Bull focusses their brand around the theme "Red Bull
gives you wings". Company has wisely chosen audience for their product – they began to spread and
advertise themselves in nightclubs and universities. After a few years they launched a big promotion
of Red Bull as ideal drink for any sport activity.
"The ... Show more content on Helpwriting.net ...
For promotions to remain effective, Red Bull has to analyse the impact of different campaigns. The
most frequent technique that company uses is–attendance at public events. "Special events, like any
other public relations technique, should be used to achieve a specific public relations purpose".
(Turney, 2009). Primary purpose of Red Bull is to assist their organization in maintaining its key
relationships. Their purpose is not only to generate publicity for themselves, it may be also to
generate publicity for the event sponsors. Company has a specific target audience in mind before the
event planning starts. In order to attract the attention of their target market, Red Bull specialists take
an advantage of sports and sporting events. They conduct different sporting events, ironic, such as a
festival of homemade aircrafts– "Red Bull Flugtag", events of proffessional sports, such as "Red
Bull Air Race" and Breaking Battles "BC One". Through such events, company tries to touch a
consumer one–on–one, attract immediately, and inadvertently demonstrate the product. The main
goal of the company is not only to give a pleasure to audience, but also to become a huge hit online
after the event. People go to these events to experience new things, they want to share it with their
friends and family when they see something cool, creating a whole social–media event around it.
Accordingly to that, other no less important technique that company uses is–Social media
marketing. In

Mission Statement Of Red Bull Gmbh
A4
Red Bull GmbH is an Austrian company which sells the Red Bull energy drink. In 2011, a total of
4.631 billion cans were sold in over 161 countries. 8,294 employees generated €4.25 billion in
revenue. The headquarters of Red Bull GmbH are located in Fuschl am See, Austria. The Red Bull
company also distributes and markets a number of other drinks including Simply Cola, the Carpe
Diem range of herbal soft beverages and the Sabai Wine Spritzer (the latter in association with the
Thai Siam Winery in Thailand).
Mission statement
The Company's mission is to better premier marketer and supplier of Red Bull in Asia, Europe and
other parts of the globe. The Company will achieve his mission by building long–term relationships
with the people who can make it become a reality.
Vision statement
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage that anticipate and satisfy people's
desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create mutual,
enduring value.
Profit: Maximize long–term return to shareowners while being mindful of our overall
responsibilities.
Productivity: Be h highly effective, lean and fast–moving organization. ... Show more content on
Helpwriting.net ...
The Sales team focuses on and off premise sales of Red Bull, customer support, and expanding the
products sales reach. The Marketing department is responsible in planning and executing brand
marketing strategies, creating awareness of the brand, organizing events, and in–charge of the
overall image of the brand. The SBM and Wings team reports directly to the Consumer Collecting
Manager, Ms. Judit Schober, who in turns reports to the Marketing Director, Eric Thain. The Wings
Team, SBM, and Consumer Collecting Manager together form the Consumer Collecting Team.
Other staffs of the company are as show in the diagram

The Inventory Strategy Of Red Ball: Supply Chain Management
Many companies produce products from parts of raw materials that are purchased from suppliers, till
these products are reach the markets and presented for the customers, then you have the supply
chain starting from the purchase of raw material from different areas , through the manufacturing
steps and stages till is being sold by the consumer. Some of supply chains are well defined and easy
to determined, while there are other supply chains complex to analyze. However, supply chains vary
with the size of the facility such as; complexities, performance, abilities, flexibility, quality, speed,
dependability and cost of preparing goods for manufacturing and the chain length distribution. So
the supply chain is a network of wholesalers, retailers, distributors, workers in the transport, storage
facilities, suppliers, and manufacturers who participate in the production, delivery and sale of the
product to the last consumer. A supply chain is a group of facilities that coordinate activities among
it and to avoid the competitors. Moreover, to ensure the supply chain management is operating
efficiently and generating the highest level of customer ... Show more content on Helpwriting.net ...
In addition, the inventory strategy of Red Ball is Minimize inventory and this kind of inventory
means that the more reducing the inventories the more improvement in business performance. By
the way, Red Bull Company used high flexibility with their employees in order to make fast respond
to changing customer demand. Their supplier selection in the form of supply chain design is quality,
delivery, cost and the product design is made by low cost. The effectiveness' of red bull supply chain
model in Red Bull Company is different than other companies. Because they aim to improve
efficiency at the lower possible cost by using "Wall–to–Wall production" means save transportation
time and costs and decreased defaults and damages

The Drink Is Not The Point

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