Energy Drink and Red Bull

6148 Words Jun 1st, 2013 25 Pages
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 content…
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.
Open Document