Hussien Khaled 112603 Khaled Morshed 110986 Magued El Garraya 110299 Abdullah Mahmoud 112979

Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created in 1987 by the Austrian entrepreneur Dietrich Mateschitz. Red Bull is the most popular energy drink in the world, with 3 billion cans sold each year. An already existing energy drink called Krating Daeng, which he discovered in Thailand, inspired Mateschitz. He took this idea, and to suit the tastes of Westerners, modified the ingredients, and founded Austrian Red Bull GmbH in partnership with Chaleo Yoovidhya. Their slogan is "Red Bull gives you wings" and the product is marketed through advertising, tournament sponsorship (Red Bull Air Race, Red Bull Crashed Ice), sports team ownerships (Red Bull Racing, Scuderia Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg, Red Bull New York, RB Leipzig, Red Bull Brasil), celebrity endorsements, and with its record label, Red Bull Records, music. Red Bull has also been the target of criticism concerning the possible health risks associated with the drink. Product and Services: Red Bull Energy Drink is a functional beverage. Thanks to a unique combination of high quality ingredients Red Bull Energy Drink vitalizes body and mind. Numerous scientific studies on the product and the individual ingredients prove that Red Bull Energy Drink: Increases performance. Increases concentration and reaction speed. Maintains attention. Stimulates metabolism.

 Makes you feel energetic and thus improve your overall wellbeing. Red Bull Sugarfree is Red Bull without sugar, with only 3 calories per 100 ml. As Red Bull Energy Drink, Red Bull Sugarfree is a functional beverage that vitalizes body and mind. It has been developed for people who want to have a clear and focused mind, perform physically, are dynamic and performance-oriented whilst also balancing this with a healthier and active lifestyle.

Red Bull Energy Shot is concentrated Red Bull Energy Drink without carbonation and no need to chill. At only 60 ml and 27 calories it contains the same functional ingredients as Red Bull Energy Drink. It has been developed for all those occasions when you want to perform physically and mentally, but there is no time to stop. It fits easily in a pocket, handbag, jacket or glove box and with no need to chill you can use it anytime, anywhere in the office, at the gym on the road or on the tube, you name it.

Red Bull Cola is a member of the Red Bull family, but it is not an energy drink. It is a very special cola. With ingredients from 100% natural sources, it is the only cola that contains both coca leaf

extract and kola nut. Why did Red Bull make a cola? - Why not? And because Red Bull believes that cola should be made from all natural ingredients only. The result is Red Bull Cola: strong & natural. With a special formula that gives it its taste thats not too sweet, for those who prefer a natural cola.

Red Bulls massive investments in sponsorships to events and sports are the reasons for the sales of more than 4.6 billion cans in 2011. Now Red Bull is mostly known for its name on cars, planes, bikes, and anything thats of that type. It serves to such sports because it attracts the attention of young adults. It also gives off the image of the energy in the product, as though the successful sportsmen have to drink Red Bull before they start.

Levels of Red Bull: I. Core benefit gives a person the energy he/she needs to exert extra power and concentration, through drinking a delicious energy drink. II. Actual product - Red Bull has a logo of two bulls with the sun behind them, the metal can is split into quarters each opposing silver and blue. It uses high quality ingredients to form a goldish colour liquid that gives you power and energy. III. Augmented product the product can be delivered with its own fridge that has its logo on and is refilled on a daily

bases. The company sets the prices in convenience stores and supermarkets but not in restaurants and cafes.

Mission of red bull: Red bull is a well known energy drink that cares a lot for peoples demand and does the best to satisfy the people. The mission of red bull is to maintain its position between other energy drinks and to deliver superior customer service highly efficient and in a profitable manner. Also red bull creates a culture where employees share their best practices to develop the organization as an employer of choice. Goals of red bull: The goals of red bull are too many, as for example one main important goal is to increase the revenue growth and that is from the most important goal in any profitable organization. Also another goal is to increase the interest in red bull among males and females for old people, older than 40 years. Third is to let red bull instead of coffee, which means that if anyone feels that he is tired the first thing he will be thinking of is to have red bull to be energetic and that is from the goals of red bull. Threats and opportunities of red bull: One of the threats red bull could face is lower costs of competitors products which could affect red bull and by that

people will think about other energy drinks than red bull because costs are important for people as people care about the prices of everything before buying. Another threat is the health concerns, many people think that red bull and any other energy drinks are dangerous and have serious side effects, so that red bull should know everything about its products know exactly what the side effects of the red bull are and what the maximum amount to drink per day is. The opportunities of red bull are; appearance of new markets, so that its an advantage to present red bulls products in these markets. Also new products are considered as opportunities for red bull. Also growing the popularity of action sports because red bull is the sponsor of any action sports and all the athletes drink red bull. Red bull control: Red bull is used in many things by people; people drink red bull to be more energetic and to be fresh. Others drink red bull because they like its taste and they drink it instead of sodas, and others use red bull as a mixer with alcohols as it is a great mixer with alcohol.

SWOT analyses for red bull: Strengths: It works very well gives a great energy boost that last long, it can be used on daily bases while you are going to work out.

Weakness: Very expensive not everyone can't afford it.

Opportunity: Lot of campaigns that help them expands their market share.

Threats: Health concerns: people get scared because of the caffeine in it.

PESTLE analysis: Political: Political if we are talking about red bull in Egypt then red bull will be effected by the revolution due to the un stability in Egypt but if we are talking about red bull Germany then it is not effected politically. Economical:

 Economical if we are talking about red bull Egypt then red bull will be effected due to the failure of the economy in Egypt because a lot of people dont have work or money due to the revelation and economy of Egypt is in a recession but if we are talking about red bull chine then it is not affected because they dont have a recession. Social: Social red bull is affected socially because people say it is harmful if u drink too many because it has a lot of caffeine. Technological: Technological if we are talking about red bull Egypt then red bull technology is high here in Egypt to attract customers they use cars and motor cycles to market their product Legal: Legal red bull is not affected legal. Egypt if we are talking then because it's not an alcoholic drink or anything. Environmental: Environmental red bull is a energy drink that is served cold so in Egypt it is mostly sold in summer higher than winter but if we are talking about Moscow that it won't be affected because it is always cold.

The seven Ps: Product: The product is red bull the energy drink

Price: The price of one red bull is 15 LE and some places sell it with 20 LE

Promotion:

 The promotion of red bull is buy 3 get 1 free.

Place: The places that red bull is sold are: mini markets, hyper markets and gas stations.

Packing: The packing of red bull they decreased the weight of metal of the can in order to be easily packed, and they have a 6 package of red bulls and a 12 package of red bulls

Positioning: The positioning of red bull is now one of the best energy drinks in the world but here in Egypt it stands the number one energy drink.

People: People here if we are talking about Egypt the people who buy a red bull are high middle class and high class only because it is expensive .

Competition: Competition in red bull they have a lot of compotators like power hoarse but here in Egypt red bull has compotators but they are number one in the marketing due to the campaigns they do and promotions they do also so if we are talking her in Egypt there is no competition but in America there are a lot of compotators like Gatorade and power hoarse.

-Overview summery.

Red Bull is an energy drink sold by Austrian Red Bull GmbH; it is created in 1987 by an Austrian businessperson called Dietrich Mateschitz, and

his Thai partner Chaleo Yoovidhya..Chaleo Yoovidhya was the inventor of an earlier energy drink that had been popular in Thailand. Red bull is the most popular energy drink in the world these days, with 4.5 billion cans sold each year. -Budgets. The sale of Red Bull has only increased from the time Mateschitz presented it back in 1987. In 2008 Red Bulls net sales was $4.28 billion, which was up 7.9% from the preceding year. A contributor to these sales is the fact that Red Bull started to distribute more to the Middle East, Far East and South America (DPA). In some countries, Red Bull commands 80% of the market share. In the U.S. where Red Bull enjoys a 47% share of the energy drink market; sales are growing annually at a 40% clip (Dolan, Kerry).

Part of their 50 million dollar budget is meant to focus on North Dakota, South Dakota, Tennessee and Ohio to make them feel more as if they are part of the Red Bull community by tying them into major events that Red Bull sponsors. The bulk of our 50 million dollar budget will be going towards sponsoring the Winter and Summer X Games as well as purchasing giveaways.

-Action programs. Red Bull is recognized internationally not only because of the energy drink but because of the way of life the product represents. Red Bull does not use the traditional media, instead they depend on sponsoring

great sporting events and they give free samples of Red Bull at the events. Red Bull relies heavily on bars and night clubs for its sampling events, alternative sports have also proven to be a successful producttrial arena.

-Objectives and issues Red bulls marketing objective is to launch events to interest youth on college campuses and at sporting events. These events will feature some of their sponsored athletes making guest appearances and free samples of red bull and red bull products. Red Bull is not an unproved drink product, thats why anyone is capable of picking up a can, read the components and starts their own business. This is the reason of the highly competitive market of energy drinks. Another issue is that Red Bull, and all energy drinks and supplements, has acknowledged negative press from a medical standpoint. High levels of caffeine and sugar can generate negative effects on heart rate and blood pressure along with dehydration.

Red bull has segmented its market into middle-aged men and women. Those people with high income can be regular users of the product. On the other hand, people who are low on income would buy the product occasionally and have harder decisions to make regarding what to buy (substitutes); this includes quality, price, and so on. The company has targeted those customers but most of them are occasional users, therefore it needed a strong differentiation strategy to compete with

other products. Red bull has positioned its brand as the top quality you can find making it worth its price. It is believed to work better than other energy drinks, although that might not be entirely true.

Red bulls logo of two bulls facing each other shows physical strength and the ability to face competition. The sun, in the back, shows mental health and the blue and silver colours of the can mean night and day. Putting all this together, Red bull says it gives you mental and physical strength and the ability to face competitions and that you can drink it anytime, night or day. Also advertisements and sponsorship of extreme sports shows red bull being connected to high energy, mentally and physically. After all, they say it gives you wings.