Red BullInspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980's. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. 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.

Founder’s profile

-Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink named Krating Daeng-which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of westerners, and, in partnership with Chaleo Yoovidhya, founded Red Bull GmbH in Chakkapong. -In Thai, daeng means red, and krating is the reddish-brown muscle-bound bovine called a "gaur", an animal slightly larger than the bison. Red Bull is sold in a tall and slim blue-silver can, while Krating Daeng is in a gold shorter can.The two are different products, produced separately.

About redbull• Redbull is world facmous for its energy drink with company slogan that is "Red

Bull gives you wings“ occassionaly – “no redbull no wings

• Ingridients- Red Bull contains caffeine, taurine, glucuronolactone (as of 2014, Glucuronolactone is no longer on the Red Bull ingredients list), B vitamins (B3, B5, B6, B12), sucrose, and glucose.[19] To produce Red Bull Sugarfree, sugars sucrose and glucose have been replaced by the sweeteners acesulfame K and aspartame/sucralose.[20]The original Red Bull from Austria (carbonated) has been imported to China since 2014. In addition, the local energy drink brand is also called Red Bull. Red Bulls sold in China have two versions: a regular-strength version in a short, wide, gold-and-red can similar to the Thai drink; and an "extra-strength" version in a taller, thinner, blue-and-silver can more like the western version. Neither Chinese version is carbonated.

Effects of redbull--Claims about the drink's effects and performance have been challenged on various occasions, with the UK's Advertising Standards Authority imposing advertising restrictions in 2001 in response to complaints recorded as early as 1997.- Energy drinks have the effects caffeine and sugar provide, but there is little or no evidence that the wide variety of other ingredients have any effect. Most of the effects of energy drinks on cognitive performance, such as increased attention and reaction speed, are primarily due to the presence of caffeine.- Advertising for energy drinks usually features increased muscle strength and

endurance, but there is little evidence to support this in the scientific literature. Energy drinks can mask the influence of alcohol, and a person may misinterpret their actual level of intoxication. Since caffeine and alcohol are both diuretics, combined use increases the risk of dehydration, and the mixture of a stimulant (caffeine) and depressant (alcohol) sends contradictory messages to the nervous system and can lead to increased heart rate

effect

• Excessive or repeated consumption of energy drinks can lead to cardiac and psychiatric conditions

How public met redbull (marketing)

• Red Bull's slogan was "it gives you wings" until they were hit with a $13 million class action lawsuit in late 2014.It was later changed to "No Red Bull, no wings• Red Bull's international marketing campaign targets young men

mostly with extreme sports. These range from mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, rowing, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, to breakdancing. Red Bull uses music and videogames, and has enlisted celebrities, such as Eminem

• hosts events like art shows and the "Red Bull Flugtag• Red Bull owns association football teams, with clubs in Austria,

Germany, the United States and Brazil featuring the Red Bull trademark in their names. By associating the drink's image with these activities, the company seeks to promote a "cool" public image and raise brand power. The energy drink has created a market for over 150 related types of merchandise • In the PlayStation 3's social gaming platform, PlayStation Home, Red

Bull developed its own in-game island, specifically advertising its energy drink and the Red Bull Air Race event

• Red Bull produced two new spaces, the Red Bull Illume space, and the Red Bull Beach space featuring the Red Bull Flugtag, both released on the same day. In January 2012, Red Bull released its first personal space called the "Red Bull House of Skate" featuring an indoor skate park.

swot

• strength- Category leader – Red Bull has established a strong, consistent brand image globally. Red Bull is synonymous with energy drinks in many countries.Marketing strategy – The promotional activities engaged by Red Bull throught extreme sports sponsorships have helped the brand to build a strong identity and to increase consumer awareness/loyalty.Broad geographic presence – Red Bull has a broad geographic presence, which should ensure positive long-term growth even if certain markets reach maturity.

weakness

• Category limitations – In overall soft drinks, Red Bull has a limited product portfolio compared to the rising number of competitors bringing many other flavour variants and categories• .Pricing – Red Bull products are above the energy drinks average

price. Consumers tend to think twice at the time of purchase.• Copy problematic – Red Bull’s recipe is subject to copy be cause of a

lack of patent.• Controversial – The relatively high caffeine and taurine content of Red

Bull makes the brand highly vulnerable to regulatory controls.

opportunity

• Emerging markets – Emerging markets represent newer geographies for Red Bull’s expansion. Accelerating the marketing and sponsorships in these markets is a wise move.• New production – Red Bull’s new production facilities in emerging

countries are likely to make its retail price more competitive. The brand should also consider building production sites in Asia.• Product line extension – Offering new flavours and formats should

help Red Bull to keep/improve its market shares.

Threat

• Competition – Monster represents the biggest threat as it contains natural ingredients, which seems more desirable than Red Bull for some consumers. Competition is becoming more and more dangerous in term of marketing actions (copying Red Bull).High marketing costs – Maturity in developed markets makes promotion harder than in the past, inducing higher marketing costs.Negative publicity – Media worldwide report Red Bull as harmful for health. Parents also state that some components can be dangerous if consumed by their teenagers (who are the product’s target audience).

Product that redbull deal in other then energydrink• Helmates• Skateboard• Decals and vinyals• Hoodies and teeshirtetc

The end

A presentation created and presented by-parthik and uddhat

All the data presented above is collected from google and Wikipedia.com • Thank you