Marketing Plan of Red Bull
PRESENTED BY GROUP MAster Minds
Executive Summary
Red Bull counts to the category of soft drinks. It is a non alcoholic stimulation drink with a totally unique formulation and effect. It gives stimulation and revitalises the body after exertion and enhances mental and physical performance. Red Bull is to be used and not drunk.
Red bull consists of two natural substances and important metabolic transmitters- the amino acid taurin and the glucuronolacton – with stimulating caffeine, vitamins and the energy provided by carbon hydrates.
So when and how was Red Bull Ltd. launched?
In the early 1970s, Dietrich Mateschitz, today’s managing partner of Red Bull Ltd. got to know a so called energy drink in Asia, which Asian managers drank before meetings in order to be able to stay awake and concentrated. He brought this effective product to Austria , developed a marketing strategy and named the drink `Red Bull ´. In 1987 the product was introduced in Austria . After that it has been established in 20 countries- in Europe, Asia and the USA . Red Bull has been established world-wide successfully and has reached a market leader position.
This report shall work out, how this relatively new product has been established so fast, and how Red Bull manages to stay in the position of the market leader. Analysing the target market, the marketing strategy and the positioning, this report as well shall have a look into potential future opportunities for the company.
1. Market Segmentation
1.1 Introduction
Red Bull is a non-alcoholic energy drink and therefore falls under the category of soft drinks. Soft drinks can be divided into sub-segments and one of these segments is energy and sports drinks. These can be divided again into three different categories:
Glucose energy drinks
Sport drinks
High energy stimulation drinks
Since 1996 the market of soft drinks has grown by 5% and by 1997 it reached a total amount of £6.896bn, which is an
Executive Summary
Red Bull counts to the category of soft drinks. It is a non alcoholic stimulation drink with a totally unique formulation and effect. It gives stimulation and revitalises the body after exertion and enhances mental and physical performance. Red Bull is to be used and not drunk.
Red bull consists of two natural substances and important metabolic transmitters- the amino acid taurin and the glucuronolacton – with stimulating caffeine, vitamins and the energy provided by carbon hydrates.
So when and how was Red Bull Ltd. launched?
In the early 1970s, Dietrich Mateschitz, today’s managing partner of Red Bull Ltd. got to know a so called energy drink in Asia, which Asian managers drank before meetings in order to be able to stay awake and concentrated. He brought this effective product to Austria , developed a marketing strategy and named the drink `Red Bull ´. In 1987 the product was introduced in Austria . After that it has been established in 20 countries- in Europe, Asia and the USA . Red Bull has been established world-wide successfully and has reached a market leader position.
This report shall work out, how this relatively new product has been established so fast, and how Red Bull manages to stay in the position of the market leader. Analysing the target market, the marketing strategy and the positioning, this report as well shall have a look into potential future opportunities for the company.
1. Market Segmentation
1.1 Introduction
Red Bull is a non-alcoholic energy drink and therefore falls under the category of soft drinks. Soft drinks can be divided into sub-segments and one of these segments is energy and sports drinks. These can be divided again into three different categories:
Glucose energy drinks
Sport drinks
High energy stimulation drinks
Since 1996 the market of soft drinks has grown by 5% and by 1997 it reached a total amount of £6.896bn, which is an