It Gives You Wings!

Introduction
Red Bull carters to food industry business Sector(mainly focused on beverages). Today Red Bull is the most popular energy drink in the world. The production is mainly done by the company Rauch Ltd. in Austria and Switzerland. Entered in the US market 1997.

The Organization.
Size of the organization : ~5100 employees Annual turnover : 2.31 bn. Can sold in 2012 is 5.2 bn. Cans. The drink is prohibited in certain countries due to its caffeine content. Red Bulls Facebook presence is massive: they have almost 24 million likes. Currently 8.3 fl oz Can = retail price is $1.99 :: double the price of a can of coke and at locations such as bars and pubs it goes up to 8$

 Red Bull symbolize Power and Energy. The colors

Red = Strength and Power Yellow = Energy Blue = Confidence White = Perfection

All four of these pulsating colors combine to form an Energetic and Powerful image for Red Bull.

More distinctive push in new channels

Vending machines
Athletic wear stores Campus recreation facilities Yoga studios Bicycle shops Tactics such as the city chase and other partnerships Red bull will be able to leverage new channels to further brand awareness across new demographics.

The message is that the brand can help current users transition in life, as you become less party centric you can feel comfortable knowing Red Bull is not just for that party era of their life but as they become healthier more active individuals RB also is right there along with them.

Red Bull History

Inspired by pre-existing energy drink Krating Daeng (Sold in Thailand) Austrian Entrepreneur Dietrich Mateschitz in patnership with Chaleo Yoovidhya ( who owned Krating Daendg) launched RED BULL.

First Advertisement
Red Bull: So awesome that polka dots will literally fly off your tie!

Red Bull and Sports

1988,Formula 1 Grand Prix champion

First Red Bull flying sport athlete.

SWOT Analysis

MARKETING MIX

PRODUCT

Limited product range Health benefits Packaging

PRODUCT

Premium price Higher customer value

PLACE
Wide global distribution Large availability through supermarkets, clubs etc Positioned for quick attention

PROMOTION
Free Sampling Media Ads Sponsoring

STP
STP stands for segmentation, targeting and

positioning. Knowing who your target audience is what they watch and what do they like. The focus was on Millennials or as we call them GEN Y( born in 1979-1994). In the fast moving world its important not to get exhausted.

Contd.
Red bulls target group is not determined by the demographic, but by the state of mind. Generally targeted group who are sports enthusiast, extreme gamers and hip hop crowd.

Redbulls Market Competition

Redbulls Market Competition

Energy drink have become very famous since last decade. Red Bull is all about energy, with a promise of increasing performance, concentration, reaction speed, vigilance, and even wellbeing. Contains the Amino Acid-Taurine, B-complex vitamins, caffeine, and carbohydrates. Energy drink sales are up 6.7% over last year in the USA alone.

 Reported fiscal 2012 sales of over $3 billion with profits over $400 million. With a dollar market share of 43% in the US, it leads competitors like Monster, Rockstar, Full Throttle, Burn, Amp, etc.

 Monster serves up a variety of "alternative" sodas, juices, and teas, and is the #2 energy drink behind Red Bull and has spawned the Java Monster coffee drink. Redbull reacted by adding Cranberry, Lime- and Blueberryflavoured Red Bull, to be sold in red, silver and blue cans. This line is called Red Bull Editions

 Pricewise Red Bull is in position in which it can command a premium price because there simply nothing to compare it with. It is a unique functional drink, promising and delivering benefits that no other drink can offer. In the UK the average price of a Red Bull can is 1.05 which is clearly above its competitors average price of 1.03. The price expresses superiority of Red Bull and further on it proves that there is no substitute

What does Redbull do to maintain its Number One position?

Expand total market demand Protect current market share: Increase market share By Aggressive marketing By attracting the consumers who havent tried the products yet

BRAND POSITIONING

 VALUE PROPOSITION

Red bull vitalizes body and mind It Gives you Wings

Emotional Branding!

When Marketing reaches new heights!

Wings For Life is a research foundation thats working on making spinal cord injury curable.