Red Bull Case Study

The rise in revenue was rapid starting from the year of operations. The key period of business was from April to September were revenues were equal to 65% of total revenue as the product was seasonal. The basis of forecasting for the year 1981 & 1982 is the expectations of sales by Mr. Turner & Mr. Rose. It is given that total sales were $ 15.80 million in first half of year 1981 and the total sales in 1981 to reach $ 30 million. Profit after tax was expected to be $ 1 million for 1st half and we assumed for the next half, profit will be in proportion to first half & expected to be amounting to $ 0.90 million. For year 1982, the sales expectation by Mr. Rose was around more than $ 71 million &

* If we surmise that the company’s specialist’s predictions of 4% on market growth along with renewing current and or adding more customer contracts then the profits should be as follows:

According to the case, prior to the implementation of the Trinidadian’s government excise taxes, Greaves Brewery was showing signs of growth (Erskine, Leenders & Piper, 2004). To show growth trends, a Time Series graph was run from 1999 to 2004. However, the purpose of the case is to determine the quantity of bottles that Greaves needs to purchase based on a sales forecast for 2004.

Red Bull has quickly spread its wings around the world, they started the first foreign markets in Singapore in 1989 and Hungary in 1992. Germany and UK was granted Red Bull in 1994 and 1995, followed by the US in 1997. Meanwhile up to 4 billion cans of Red Bull were sold in more than 160 countries across the globe.

1. In the last five years the growth in sales for the company has been around 10% per annum, except for the 1997, the growth was 18.78%. In the case, nothing is mentioned that company has made any drastic changes in its strategy to grow faster. In such a scenario, projected a consistent growth of 20% per annum for the next 5 years is too optimistic.

According to the case, prior to the implementation of the Trinidadian’s government excise taxes, Greaves Brewery was showing signs of growth (Erskine, Leenders & Piper, 2004). To show growth trends, a Time Series graph was run from 1999 to 2004. However, the purpose of the case is to determine the quantity of bottles that Greaves needs to purchase based on a sales forecast for 2004.

The Red Bull theater is interesting because it tends to peak people’s interests because of scandal surrounding the theater and it’s broader community of Clerkenwell, not solely because of scandal regarding the content of the plays performed there. Don’t get me wrong, I love a good underdog story. Clerkenwell: economically disadvantaged, crime ridden (don’t forget those riots), and opportunity deprived; facing judgement from the evil and privileged elites of London. Kind of hard to imagine anything other than an old english woman wearing pearls turning up her nose at blue collar workers passing her on the street. In a lot of ways, that’s kind of how the Red Bull was regarded.

However, the company expects that its sales will grow 25 percent annually for the next five years. As illustrated in Table 1 the demand after 5 years will be approx.

1. How would you characterise the energy beverage category, competitors, consumers, channels, and DPSG’s category participation in late 2007?

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).

2) Given that BT Yellow Pages accounted for 85% of the U.K. classified directories advertising revenues, we assume it would keep the market growth rate of 5.5%, above 2001 yoy data 4.9% in 2001 but below the 1996-1999 industry data

Red Bull has built an image as a trendy energy drink, catering to young adults and young professionals between the age groups of (16-29) years. It also targets young club-goers and private parties in order to spread its picture as a stylish drink. It also believes that it is not just selling a beverage, but instead it is selling a ‘way of life’. Red Bull also uses a catchy slogan as ‘Red Bull gives you wings’. These non –traditional marketing strategies of Red Bull are not unique to any market.

Pepsi-Cola is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1903, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Pepsi Raw, Pepsi Retro in Mexico, Pepsi One, and Pepsi Ice Cucumber in Japan .Pepsi cola is situated is an Industry that is dominator by two Competitors Coca

While working on this report, we tried to figure out the best way to go about completing a consumer analysis for Redbull. Initially, we were confused as to what to tackle first: the marketing strategy or the consumer profile? We figured that both the marketing and the communication strategy of Redbull in Pakistan were based on— or rather for— a very specific type of consumer. So our first task (in order to understand this consumer type, as well as the dynamics of Redbull’s marketing strategy) was to review the nature of the product, and establish a consumer profile for it.

1. What segmentation base has Red Bull adopted to target customers? How should Red Bull further segment the market in the future?