International Marketing

Let’s say that the situation will continue like it is now, none of the 2 mentioned dangers happening, other thing can become a real “pain” for Export Brands International: I am referring here at the fact that consumers are increasingly shifting away from mass-produced beers towards high quality, classier, and locally produced craft micro brews. Or the fact that Japanese consumers will be tempted to buy affordable domestic brands due to the economic downturn. As because Corona is the top seller in the Export Brands International portfolio, their revenues and profitability will be seriously affected.

        After 11 years, the Chinese beverage market, relive A crowded disputes, but Red Bull has not pre-empt the competition, shrinking market share, more in July 2006 in Hubei Province has built a production base in the third, continuing the trend of showing the performance increase, to impressive

Red Bull is the pioneer in the energy drink category worldwide. Founded in 1984 by Dietrich Mateschitz in Austria, the product was formally launched in 1987. Mateschitz originally became aware of products called “tonic drinks”, which enjoyed wide popularity in Asia. He brought this effective product in Austria and developed a unique marketing strategy. The drink mainly targets young students and urban professionals. It is exclusively produced in Austria and then distributed around the world via a network of local subsidiaries and external importers and distributors.

In 1982, Dietrich Mateschitz got an idea of functional drinks. He joined with Chaleo Yoovidhya, Thai businessman, in 1984 and founded the Red Bull, which today is 49 percent owned by Mateschitz, other 49 percent by Yoovidhya and 2 percent by his son Chalerm. Red Bull was first released into the Austrian market in 1987, which was the completely new product category, energy drink. (Red Bull, 2011)

At such a point in marketing, Red Bull had found its calling, so to speak, in its advertising strategies, but that did not stop them from coming up with new creative tactics to persuade more than 86% of the American public to try their ‘energy in a can' (Gschwandtner). In fact, they hired "hip locals" of busy cities known as the MET's (mobile energy team) to drive around a Red Bull logo car with daily missions that include bringing energy where it's needed, sporting events,

With their international expansion, Red Bull’s marketers must take into account the selection of an entry strategy and deciding on a strategic orientation. Red Bull must choose between three options for an entry strategy: exporting, direct investment, or joint ventures. For strategic orientation, Red Bull has the choice of a standardized marketing strategy or a customized marketing strategy. By choosing a standardized marketing strategy, Red Bull would develop and implement the same product, price, distribution, and promotion in all international markets. On the other hand, with a customized strategy, Red Bull would develop and implement a different targeting mix for each target market country. Like with any expansion situation, Red Bull needs to study the markets within the international countries. Just because their marketing techniques work in the United States, doesn’t mean they’ll work the same internationally. Every country is different. Every market segment is different. For instance, demand and product usage differs from market segment to market segment. Red Bull must also take into account government regulations and laws as they differ from country to country.

Economic factors – which include interest rates, economic growth, exchange rates, inflation and taxation changes (Nieman, G; 1998). The change the economy can have a major impact on the behaviour of the business. For example: inflation may cause a higher wage demand from employees (Herrigton, Kew & Kew; 2009).

Red bull has exceptional market growth, it is increasing its sale every year in a total of 5.226 billion cans of Red Bull were sold worldwide in 2012, representing an increase of 12.8% from 2011 with a price of around about $ 3.50 AU

Red Bull has been able to create and sustain a competitive advantage in the sports drink industry by setting a goal and expanding from it. Red Bull was launched in hopes of capitalizing on extreme sports such as snowboarding and

The strong marketing strategy, which is the “buzz-marketing” strategy, which we have, is one of its main strengths because Red Bull is becoming a wide known brand all over the world.

There are few brands that can offer more lessons in how to approach the next generation of marketing than Red Bull. Focusing their strategy on earned media, cultural integration and value creation, Red Bull’s approach is pioneering, and a template that many brands would love to follow.

The brand came to India in 2003. Although the brand has been keeping a low profile compared to the Cola majors , Red Bull has created a category of

International business contains all business transactions private and governmental, sales, investments, logistics, and transportation that happen between two or more regions, nations and countries beyond their political limits. Generally, private companies undertake such transactions for profit governments undertake them for profit and for political reasons. It refers to all those business activities which involve cross border transactions of goods, services, resources between two or more nations. Transaction of economic resources includes capital, skills, and people. for international production of physical goods and services such as finance, banking, insurance, and construction.

Red Bull is a privately owned company, producing and distributing the Red Bull energy drink to more than 165 countries worldwide. The company was founded by Dietrich Mateschitz in Austria in 1984 and launched Red Bull onto the Austrian market in 1987. Since then more than 35 billion cans of Red Bull have been consumed. Red Bull employs over 8,900 people throughout the world, its corporate headquarters are located in Fuschi am See, Austria. (N/A, 2012).

The term ‘Glocal’ means to market globally, yet tailor the ‘message’ to appeal to local tastes. Red Bull does not follow a Glocal Marketing