RED BULLS
P r e s e n t e d
About Red Bulls
It is an International Cult Drink. A kinky Concoction, The New Sex Drink. It is the leading energy drink in more than 100 countries. It clearly display its ingredients on the can. Red Bull doesnt do well in taste. It was launched in 1997, and during those days there no such Cult Drinks.
Origination of Red Bulls
Originated in Thailand in the 1970s it was first called Krating Daeng. The recipe was recreated by Dietrich Mateschitz in 1987 to better suite Austrian tastes. Red Bull was launched in Germany in 1994 after meeting with huge success it was launched globally in 1997. In 2003, sugar-free Red Bull was introduced into market.
About the Founder
The founded of Red Bulls , Dietrich Mateschitz from Australia spent three years developing the drinks image and marketing strategy. Mateschitz generated brilliant sales and marketing ideas. He was much capable of executing the plans and has natural talent of selling.
Red Bulls Market Share
It has more than 100 competitors in the market few of them are Coca-Cola, Anheuser-Busch. It had captured more than 70% of the cult drink market. By 2001 the market was around $200millions, By 2004 Red Bulls sold approximately $1.6 billion worldwide.
Red Bulls IMC
They did not follow traditional advertising strategy. Relied on Buzz Marketing . Circulating Sample packets to college campuses, to parties. Originating numerous publicity stunts.
Red Bulls IMC
Driving Minis with a big Red Bull can strapped to the top. Award for world best stuntmen and women.
Red Bulls IMC
The effective IMC program . It spends 35% of its revenue on Advertising. During launch of Red Bulls at Europe , they have moved around the office buildings, gyms, construction sites bars, even conducted parties . At Present there are sponsoring the Red Bull Musical Academy,
Red Bulls IMC
Mainstream media are also used. Red Bull gives wings Sponsoring a number of more traditional events like formula 1 racing cars.
What seems to make Red Bull Successful ?
It followed non traditional approach Creating Buzz Obtaining four to five accounts in particular market , rather than attempting to wide spread distribution.
SWOT Analysis
STRENGTHS: Rigorous management process.
Market leadership- Within the energy drinks market Red Bull is theindustry leader throughout the world. Marketing Efforts- a lot of promotions andwell targeted campaigns and sponsorship e.g. formula 1 helps to expand Redbull brand and increase consumer brand awareness.
SWOT Analysis
WEAKNESSES: Above-average prices. Lack of innovation-Reliant on small product base- The company only markets one branded product Lack of patent on RBs recipe means anyone can copy it. Red bull loses out on women ,teen agers and seniors as these groups wont pay for a drink that doesnt include the ingredients they needs nor branded for theirlife style.
SWOT Analysis
OPPORTUNITIES: Launched as first energy drink. THREATS: Cocaine controversy. Caffeine controversy
Cocaine controversy
In April and June 2009, batches of "Red Bull Cola" drinks imported from Austria were found to contain between 0.1 - 0.3 micrograms of cocaine per liter. Testing of Red Bull Energy Drink and its variations has shown that a person with a low tolerance for cocaine would [theoretically] have to consume two million cans of the drink in a single sitting before becoming critically ill from the cocaine. However, this finding is legally irrelevant since distribution of cocaine is illegal in any quantity in Taiwan. At this point, no further action has been taken on the matter in Taiwan.
Caffeine controversy
The caffeine content of a single can of Red Bull contains 80mg/250ml of caffeine. This is about the same as one cup of normal coffee, or slightly less depending on the brewing method. As is the case with other caffeinated beverages, Red Bull drinkers may experience adverse effects as a result of overuse.
Events conducted by Red Bull
Red Bull Rampage Red Bull Crashed Ice Red Bull XFighters Red Bull Air Race World Championship
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