Red Bull

• The Red Bull energy drink is a functional product developed especially for periods of increased mental and physical exertion.

The consumption of various energy drinks has been increased tremendously over the past few years, with a number of brands coming up (Marketingmagazine.co.uk, 2012).

Socio-culturally, trends that emerge can drastically affect consumer patterns. The health concerns of the public are a factor, with people having doubts about the health aspects of energy drinks. The ageing population phenomenon is something that DPSG needs to be aware of also, as the more populous, older generations move out of the target demographic for energy drink manufacturers. There is however a consumer trend emerging with combining energy drinks with alcohol which the energy drink companies can take advantage of.

Originally developed in 1962; in Thailand the energy drink had been marketed towards the working class (Independent- Jonathan Owen). Yet Dietrich Mateschitz a previous marketing executive in Austria found this drink when he was in Thailand, he then altered some ingredients to adhere to a more pleasing taste. This lead to Red Bull being one of the most popular energy drinks in the world, making it not only a brand but also a lifestyle. Red Bulls logo is originally blue and sliver with two gaurs charging to each other with the sun as the background, with the slogans being “The world of Red Bull” and “Red Bull gives you wings”. These marketing slogans highlight the product being beyond just a drink, but being a major supporter to the entertainment industry, extreme and regular sport, marketing and providing the product in a more eccentric way, bringing the psychological draw to consumers and popularity to the drink. As a product Red Bull is carbonated, flavoured berry energy drink, which increases endurance, speed and an over all more boosted self. With a variety of Red Bulls produced such as, sugar free, zero calorie and limited edition, providing the consumers with a range of products. Through out the years Red Bull has been distributed and embraced through out the world, the first sale was April 1st in Austria (RedBull.com). “We are selling in 106 countries worldwide” (Dietrich Mateschitz), for this mass production, there is a clear strategy that Red Bull focus on which is

Energy drinks didn’t become very popular until the 90s. On the year of 1997, Red Bull was launched and afterward the popularity of energy drinks raised among with other numerous brands. The consumption of energy drinks every year has surpass from “5.8 billion liters” in 2013 in about 160 countries. The predicted total United States retail market profit was about “12.5 billion USD in 2012” and the market raised 56% from 2006 to 2012.

Red bull Inspired by functional beverages 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. Currently, Red Bull is available in more than 167 countries and around 50 billion cans of Red Bull have been consumed so far. In terms of further expansion, Red Bull is targeting the core market of the USA and growth markets in the Far East, while also focusing on the continued world-wide roll-out of the Red Bull Editions. Furthermore, their mission is to be the premier marketer and supplier of Red Bull in Asia, Europe, and other parts all around the world. Red Bull will achieve the mission by building long-term relationships with the people who can make it become more reality. The company is noted for its high quality beverages and their vision is to uphold the product standards, while maintaining the leadership position in the energy drinks industry and delivering superior customer service in a high profitable and efficient manner.

Strengths: The energy drink industry is a growing market with a large consumer base with the ability to profit tremendously with a loyal customer base. Energy drinks have a marketing strategy that stresses the increase in human performance. The examination incorporates brands that are marked as either refreshments or dietary supplements which is easy to market to those who are physically active whether its exercising or engaging in sports. According to Mintel reports, the total retail sales of energy drinks increased 3.9% in 2013 followed by a 5% increase in 2014. Top energy drink companies will more than likely release new marketed products and increase prices to push the category trajectory upward as 2019 comes closer.

Red Bull is an Austrian energy drink, according to the company’s website the product was launched in 1984 more precisely on April 1st and it was headquartered in Austria by Mr. Dietrich Mateschitz. According to the case study the idea came to his mind after he went to Thailand and he heard that energy drinks were on a high demand especially from drivers. Then he went to see the owner of Krating Daeng which was the top brand and he made a deal with the owner so start an energy drink company together. Red Bull now is available in more than 166 countries; with an experience of 31 years now Red Bull has sold a number of 5.3 billion cans, which is a really important number. Also Red Bull reached 9694 employees. As a special thing about Red Bull is that their cans are 100% recyclable.

Furthermore, Red Bull made themselves popular with a great amount of sports events along with different young professionals and students from all over the world who need a high energy level.

Red Bull is the one type of energy drinks which is known all over the world. It means the customer can find the product almost everywhere. The company is mostly addressing to the young people with its product. Nowadays, it can also be used together with alcohol and especially mixed with vodka.

Red bull is the world's oldest and most successful energy drink brands. In 1966, Red Bull was born in Thailand as a kind of vitamin energy drink, and then Austrian entrepreneur Dietrich Mateschitz was inspired by this pre-existing energy drink and took this idea, modified the ingredients to suit the tastes of westerners. Now it has more than 40 years of history so far with excellent quality and good reputation, Red Bull drinks are sold in more than 140 countries and regions around the world, rank the leading position in the global functional drinks industry (www.redbull.com).

This essay will investigate the Austrian Energy Drink Company “RedBull” by analyzing the energy drink market and determining where “RedBull” is positioned. I will further investigate and answer the question: “Should Red Bull continue with its marketing strategy in the United States to maintain its market share in the rapidly growing energy drink market?”

Red Bull GmbH is a small company, who manufactures “Functional Drinks” or “Energy Drinks” on a

Red Bull’s success is a result of a great marketing strategy including product placement and creating brand loyalty. Success is also a result of avoiding marketing myopia. Red Bull accomplished this by claiming to satisfy more than just your thirst. Dietrich Mateschitz took the energy drink concept of Krating Daeng in Thailand and broadened it usage by also marketing Red Bull as a sports drink, functional drink, and nutritious drink. Their success was also stemmed from their marketing approach to reach their consumers directly by “word of mouth” concept. After early success, Red Bull has repositioned itself in the market after they failed disastrously in the United Kingdom in 1996. Red Bull moved its marketing

Red bull is a premium brand that consumers are willing to pay the higher price for because it satisfies their needs and wants, and it also delivers on its promise to ‘Vitalize Body and