Redbull ™ As A Firm And Its Energy Drink - 1828 Words

RedBull For this project, I’ve decided to use RedBullâ„ ¢ as a firm and its energy drink, as the product to further explore. RedBullâ„ ¢ energy drink is a product that I use in my daily life (well, once or twice a week, I’ll explain later), but it is also a company that I am obsessed with from a business model and marketing standpoint. Background Founded in the early 1980’s, by Dietrich Mateshchitz. 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 (REDBULL Website, 2014). RedBullâ„ ¢ makes carbonated energy drinks with the claim that it will provide the consumer with a boost of energy to â€Å"vitalize the mind and body† RedBull’s tagline is â€Å"It gives you Wiiings†. This is a product that in the year 2014 sold over 5.6 Billion cans worldwide, giving people extra energy to get through their day, or to provide individuals with that extra dose of thinking power needed for an exam, or triathlon etc. RedBullâ„ ¢ energy drink ingredients consist of Caffeine, Taurine, B Vitamins, Sucrose Glucose and water , but there are also other flavors now in the pipeline of products. RedBullâ„ ¢ was the answer to those searching for more of a pick-me-up that coffee or cola would provide. RedBullâ„ ¢ product lineShow MoreRelatedRed Bull Case Study3127 Words   |  13 PagesBBCi_Principles of Sales 4/20/2010 RED BULL REPORT Red Bull operates within the energy drink sector of the soft drink market and has been the leading market share holder in this area for the past several years. It was founded by Dietrich Mateschitz, an Austrian who studied world trade and commerce in Vienna. In 1982, Mateschitz came back to Austria from a visit to Thailand with some samples of an energy drink called Krating Daeng (which is Thai for â€Å"Red Bull†). Two years later he founded theRead MoreInternational Marketing4703 Words   |  19 PagesCategorized as an energy drink, Red Bull was initially designed to â€Å"treat jet lag and boost energy for truck drivers† (Hollensen, 2012). In todays era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jà ¤gerbomb. This aligns with the companys focus on the younger generations of partygoers and post-secondary students.    Red Bull’s marketing strategy is one of the key factors in their success, they created Mobile Energy Team that consistsRead MoreLucozade Case Study4397 Words   |  18 Pagesstrategy. Lucozade is a brand of a serious of energy and sports drinks. 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On May 7, 2008, DPS became a stand-alone, publicly-traded company on the New York Stock Exchange as the result of a spin-off by Cadbury, plc which held the Cadbury Schweppes Americas Beverages business group of entitiesRead MoreKjafh2187 Words   |  9 PagesBUSINESS RESEARCH METHODOLOGIES RESEARCH ON SMART MARKETING STRATEGY OF RED BULL AND HOW THE COMPANY MAINTAIN ITS LEADING POSITION IN ENERGY DRINK INDUSTRY TABLE OF CONTENTS I. ABSTRACT 4 II. INTRODUCTION 4 III. BACKGROUND OF RED BULL 5 IV. LITERATURE REVIEW†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..†¦.6-7 V. RESEARCH OBJECTIVES†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 VI. RESEARCH QUESTIONS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8 VII. RESEARCH METHODOLOGY†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦9-12 VIII. ETHICAL CONSIDERATION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...†¦13 Read MoreRed Bull Marketing Research5380 Words   |  22 PagesBull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close competitors in Monster Energy Drink and Rock star Energy Drink. Although RedRead MoreRed Bull Maketing Plan1931 Words   |  8 Pagesis an energy drink found by Dietrich Mateschitz in Austria in 1984 and began to sell there in 1987 with special marketing strategy, which opened up a new product category in the world in the meantime. Red Bull now contains four types includin g the original Red Bull energy drink and the other one of sugar-free, the Red Bull energy shot and Red Bull Cola. With increasing demands of Red Bull, it soon expanded to more regions leading to more than 162 nowadays. In Hong Kong, Red Bull energy drink has been