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Redbull ™ As A Firm And Its Energy Drink

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RedBull
For this project, I’ve decided to use RedBull™ as a firm and its energy drink, as the product to further explore. RedBull™ energy drink is a product that I use in my daily life (well, once or twice a week, I’ll explain later), but it is also a company that I am obsessed with from a business model and marketing standpoint.
Background
Founded in the early 1980’s, by Dietrich Mateshchitz. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product; in fact it was the birth of a totally new product category. Today Red Bull is available in more than 167 countries and around 50 billion cans of Red Bull have been consumed so far (REDBULL Website, 2014). RedBull™ makes carbonated energy drinks with the claim that it will provide the consumer with a boost of energy to “vitalize the mind and body” RedBull’s tagline is “It gives you Wiiings”. This is a product that in the year 2014 sold over 5.6 Billion cans worldwide, giving people extra energy to get through their day, or to provide individuals with that extra dose of thinking power needed for an exam, or triathlon etc. RedBull™ energy drink ingredients consist of Caffeine, Taurine, B Vitamins, Sucrose & Glucose and water, but there are also other flavors now in the pipeline of products. RedBull™ was the answer to those searching for more of a pick-me-up that coffee or cola would provide.

RedBull™ product line

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