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Red Bull
The document outlines the history and development of Red Bull, founded in 1984 by Dietrich Mateschitz and Chaleo Yoovidhya, and its marketing strategies targeting urban males aged 16-29. It details the competitive landscape of the energy drink market, highlighting fluctuations in market share and the introduction of new products and pricing strategies to respond to consumer demands. Furthermore, it discusses future directions for Red Bull, including product innovation and expansion into new markets.
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Red Bull
- 1. Power Team Zeinab Arij SanazShojaei Mehran Nassiri
- 2. History of RedBull Krating Daeng By TC Pharmaceutical Co., Thailand Chaleo Yoovidhya CEO of TC Pharmaceuticals Co. 1923-2012 Dietrich Mateschitz CEO of Red Bull GmbH 1944
- 3. Red Bull GmbH RedBull GmbH Red Bull Red Bull GmbH, Austria 51% - Chaleo Yoovidhya 49% 51% 49% Dietrich Mateschitz
- 4. Ingredients Ingredient Benefit Sugar(sucrose) Energizes your body Taurine Increasesendurance Glucoronolactone Aids in detoxifying waste in your body Caffeine Improves reaction time & alertness B Vitamins Aids in reducing tiredness & fatigue Red Bull (Energy Drink) is designed to combat mental and physical fatigue.
- 5. Timeline of RedBull 1982 Dietrich Mateschitz Discovers Krating Daeng 1984 Red Bull GmbH founded in Austria 1987 Red Bull Sales begins in Austria 1992 First Foreign Market - Hungary 1994 Enters Germany and UK
- 6. Timeline of RedBull 1997 Enters USA 2000 First Competitor 2001 Enters Southern Hemisphere 2013 Red Bull in 165 Countries
- 7. Target Market Urban Male Age: 16-29 Interestedin Extreme sports -Less interested in popular brands - Exhibit less loyalty - Take opinion from friends and opinion leaders instead of mass media
- 9. Market Share 2008 USEnergy Drinks Market Share 4% 3% 9% Monster (Hansen Natural Co. 31% Red Bull Rockstar 12% Pepsi- Mountain Dew AMP 41% Coke-Full Throttle Other
- 10. Sales Energy Drink Sales 11% 38% 18% 33% NorthAmerica Asia Pacific Europe Rest of the World
- 11. Market Share Energy DrinkMarket in the USA 14 12 10 8 6 4 2 0 2001 2005 2007 2010 2013 Red Bull’s market share has been reduced despite its increased profit every year due to rapid growth of the energy drink market
- 12.
- 13. Market Penetration Minimum Risk MinorChanges in the Product, such as taste Responds to Consumers’ desire for variety Increasing consumption by advertising
- 14. Product Development Higher Risk ANew Product is Introduced Market remains the same Used when the current business environment is a full competitive market
- 15. Market Development New Market •China/India New Demographic • Men/Women/Elderly
- 16. Diversification Highest Risk New Market + New Product
- 17.
- 18. Product Product Variation • Inthe presence of other sports and energy drink there is massive competition and it will be difficult for Red Bull to have gain market segments. Therefore Red Bull will introduce different flavors in drink. Product Innovation • Red Bull will use innovation such as new and attractive packaging.
- 19. Price Red Bullhas always followed high pricing policy but for this market segment marketing policy of Red Bull will focus on average pricing policy according which new size of drinks will be introduced with lower prices.
- 20. Place Direct Sales • Productwill be sold at different supermarkets and shops Indirect Sales • Through this marketing strategy Red Bull will be sold at unique selling point such as educational institution, university colleges and sports places such as sports club
- 21. Promotion 1) 2) 3) 4) Above-the-line Advertising Opinion LeaderMarketing Event Marketing Sampling
- 22. Future Natural Energy Men and Women Products Mood & Brain