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    Red Bull

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    Kishore Devisetty
    Red Bull is an international energy drink launched in 1997 that has captured over 70% of the cult drink market share. It is known for its non-traditional marketing strategies like "buzz marketing" which involves distributing free samples and sponsoring extreme sporting events. Red Bull spends 35% of its revenue on advertising and has faced some controversies over trace amounts of cocaine and caffeine content. However, it has maintained its leadership position through rigorous management processes and well-targeted promotional campaigns.

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    Red Bull

    Uploaded by

    Kishore Devisetty
    293 views17 pages
    Red Bull is an international energy drink launched in 1997 that has captured over 70% of the cult drink market share. It is known for its non-traditional marketing strategies like "buzz marketing" which involves distributing free samples and sponsoring extreme sporting events. Red Bull spends 35% of its revenue on advertising and has faced some controversies over trace amounts of cocaine and caffeine content. However, it has maintained its leadership position through rigorous management processes and well-targeted promotional campaigns.

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    RED BULL

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    Red Bull is an international energy drink launched in 1997 that has captured over 70% of the cult drink market share. It is known for its non-traditional marketing strategies like "buzz marketing" which involves distributing free samples and sponsoring extreme sporting events. Red Bull spends 35% of its revenue on advertising and has faced some controversies over trace amounts of cocaine and caffeine content. However, it has maintained its leadership position through rigorous management processes and well-targeted promotional campaigns.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPSX, PDF, TXT or read online from Scribd
    Download as ppsx, pdf, or txt
    293 views17 pages

    Red Bull

    Uploaded by

    Kishore Devisetty
    Red Bull is an international energy drink launched in 1997 that has captured over 70% of the cult drink market share. It is known for its non-traditional marketing strategies like "buzz marketing" which involves distributing free samples and sponsoring extreme sporting events. Red Bull spends 35% of its revenue on advertising and has faced some controversies over trace amounts of cocaine and caffeine content. However, it has maintained its leadership position through rigorous management processes and well-targeted promotional campaigns.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPSX, PDF, TXT or read online from Scribd
    Download as ppsx, pdf, or txt
    of 17
    At a glance
    Powered by AI
    Some key takeaways are that Red Bull is an international energy drink launched in 1997 that quickly became the market leader. It does not have a strong taste but uses innovative marketing tactics like sponsoring extreme sports events.

    Red Bull originated in Thailand in the 1970s under the name 'Krating Daeng'. The recipe was recreated by Dietrich Mateschitz in 1987 for the Austrian market. It was then launched globally in 1994 and sugar-free versions were introduced in 2003.

    Dietrich Mateschitz from Australia founded Red Bull. He spent three years developing the drink's image and marketing strategy, which included generating brilliant sales and marketing ideas and having a talent for execution and selling.

    RED BULLS

    P r e s e n t e d

    About Red Bulls


    It is an International Cult Drink. A kinky Concoction, The New Sex Drink. It is the leading energy drink in more than 100 countries. It clearly display its ingredients on the can. Red Bull doesnt do well in taste. It was launched in 1997, and during those days there no such Cult Drinks.

    Origination of Red Bulls


    Originated in Thailand in the 1970s it was first called Krating Daeng. The recipe was recreated by Dietrich Mateschitz in 1987 to better suite Austrian tastes. Red Bull was launched in Germany in 1994 after meeting with huge success it was launched globally in 1997. In 2003, sugar-free Red Bull was introduced into market.

    About the Founder


    The founded of Red Bulls , Dietrich Mateschitz from Australia spent three years developing the drinks image and marketing strategy. Mateschitz generated brilliant sales and marketing ideas. He was much capable of executing the plans and has natural talent of selling.

    Red Bulls Market Share


    It has more than 100 competitors in the market few of them are Coca-Cola, Anheuser-Busch. It had captured more than 70% of the cult drink market. By 2001 the market was around $200millions, By 2004 Red Bulls sold approximately $1.6 billion worldwide.

    Red Bulls IMC


    They did not follow traditional advertising strategy. Relied on Buzz Marketing . Circulating Sample packets to college campuses, to parties. Originating numerous publicity stunts.

    Red Bulls IMC


    Driving Minis with a big Red Bull can strapped to the top. Award for world best stuntmen and women.

    Red Bulls IMC


    The effective IMC program . It spends 35% of its revenue on Advertising. During launch of Red Bulls at Europe , they have moved around the office buildings, gyms, construction sites bars, even conducted parties . At Present there are sponsoring the Red Bull Musical Academy,

    Red Bulls IMC


    Mainstream media are also used. Red Bull gives wings Sponsoring a number of more traditional events like formula 1 racing cars.

    What seems to make Red Bull Successful ?


    It followed non traditional approach Creating Buzz Obtaining four to five accounts in particular market , rather than attempting to wide spread distribution.

    SWOT Analysis
    STRENGTHS: Rigorous management process.

    Market leadership- Within the energy drinks market Red Bull is theindustry leader throughout the world. Marketing Efforts- a lot of promotions andwell targeted campaigns and sponsorship e.g. formula 1 helps to expand Redbull brand and increase consumer brand awareness.

    SWOT Analysis
    WEAKNESSES: Above-average prices. Lack of innovation-Reliant on small product base- The company only markets one branded product Lack of patent on RBs recipe means anyone can copy it. Red bull loses out on women ,teen agers and seniors as these groups wont pay for a drink that doesnt include the ingredients they needs nor branded for theirlife style.

    SWOT Analysis
    OPPORTUNITIES: Launched as first energy drink. THREATS: Cocaine controversy. Caffeine controversy

    Cocaine controversy
    In April and June 2009, batches of "Red Bull Cola" drinks imported from Austria were found to contain between 0.1 - 0.3 micrograms of cocaine per liter. Testing of Red Bull Energy Drink and its variations has shown that a person with a low tolerance for cocaine would [theoretically] have to consume two million cans of the drink in a single sitting before becoming critically ill from the cocaine. However, this finding is legally irrelevant since distribution of cocaine is illegal in any quantity in Taiwan. At this point, no further action has been taken on the matter in Taiwan.

    Caffeine controversy
    The caffeine content of a single can of Red Bull contains 80mg/250ml of caffeine. This is about the same as one cup of normal coffee, or slightly less depending on the brewing method. As is the case with other caffeinated beverages, Red Bull drinkers may experience adverse effects as a result of overuse.

    Events conducted by Red Bull

    Red Bull Rampage Red Bull Crashed Ice Red Bull XFighters Red Bull Air Race World Championship

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