Introduction

Red Bull GmbH

Austrian entrepreneur Dietrich Mateschitz is the owner of this company.

It is the multinational company spread world wide.

Origin country of this product is Austria

Ingredients found in this product are carbonated water, sucrose, glucose,

sodium citrate, taurine, glucuronolactone, caffeine, inositol, niacin, D-

pantothenol, pyridoxine HCL, vitamin B12, artificial flavours, colours

Variant types are Original, Sugerfree, Cola, Total Zero, Red Edition, Blue

Edition, Silver Edition, F1 Edition

Various products of red bull are Red Bull Cola, Red Bull Energy Shot, Red Bull

Sugar-Free, Red Bull Total Zero, Red Bull Racing , Red Bull Racing Team

Ingredient contain in red bull

Exclusive summary

Mateschitz and Yoovidhya each invested $500,000 to become a partner.

The company was reported to hold almost 70 percent of the worldwide market for energy drinks in 2005.pply.

Red Bull energy drink, acquired Minardi, an Italy-based Formula One (F1)3 team

Red Bull GmbH was known for its sponsorship of extreme, alternative sports like white water kayaking, hand gliding, wind surfing and snowboarding – sports that involved elements of adventure and risk

Ingredients contain in red bull are Caffeine, taurine, B-group vitamins and alpine spring water

They are young and know the young target market exactly

Discription of Business

Red Bull is an energy drink sold by Austrian company Red Bull GmbH,

created in 1987.

In terms of market share, Red Bull is the highest selling energy drink in the

world, with 5.387 billion cans sold in 2013.

Red Bull’s main market consisted of college-students and young urban

professionals

Various products of red bull are Red Bull Cola, Red Bull Energy Shot, Red Bull

Sugar-Free, Red Bull Total Zero, Red Bull Racing, Red Bull Racing Team

Product Benefit

Increase physical endurance

Improve overall feeling of well

being

Increase the mental alertness

Increase reaction speed and

concentration

Stimulates the metabolism and help to eliminate

the waste substance

Operational segment

Inspired by functional drinks from the Far East, Dietrich Mateschitz founded

Red Bull in the mid 1980's

He created the formula of Red Bull Energy Drink and developed the unique

marketing concept of Red Bull

In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its

home market Austria

Today Red Bull is available in more than 166 countries and around 40 billion

cans of Red Bull have been consumed so far.

As of the end of 2013, Red Bull employed 9,694 people in 166 countries

Targeting young people, mainly the Young-generation, Red Bull has utilized

eccentric marketing tools that has extremely effective on the target market

Financial segments

Red Bull was founded by each partner investing $500,000 of savings and taking a stake in the new company with 49% of share gave the remaining 2% to Yoovidhya's son Chalerm.

The Red Bull markets in India (+55%), Japan (+32%), Turkey (+18%), Scandinavia (+16%), Russia (+13%) and Brazil (+12%), efficient cost management and ongoing brand investment.

By 1998, the size of the industry doubled and still growing with a fast pace following highlighted area in the graph is an approximate stage of the life cycle at the moment.

They produce over 1 billion cans each year.

Red Bull earned around EUR 4.2 billion in worldwide sales and was available in 165 countries globally

Marketing segments

Word of mouth

Sampling program

Point of purchase

Event sponsorship

Athlete inducer

advertisement

Sources of brand equity

Product

image

Association

Packaging

Package

Slender silver and

blue

250 ml can

origination from japanStronger content in

smaller tank

Energy drink –

product benefit

Critical segment analysis (SWOT)

Throughout the world, Red bull is the leader in the energy drinks market

The successful marketing strategies and consumer awareness.

Red bull has expanded its brand’s marketing distribution by establishing an association with Cadbury Schweppes in Australia

Reliant on small product base

Marketing expense

Diversification of retail outlets.

Extension of product line

Geographical expansion

lack of innovation

Public health concern

Maturing market

Critical segment analysis (SWOT)