Red Bull
What is their field of operation?
Red Bull operate within the energy drinks sector of the soft drinks market. The product is an example of a 'functional ' drink. Functional foods respond to consumer interest in well-being and performance. The major multinational soft drinks companies are investing in the area of functional drinks, developing their own brands and buying up existing ones. This is seen as being important, given that their traditional soft drinks markets are at the maturity stage in many countries. For these multinationals, new functional drinks offer opportunities for renewed business growth. (Can talk about Cash cow and stars)
What are their main products?
The company was set up to market just one product, Red Bull Energy Drink. Since 2003, though, the company has also produced a low sugar version of the drink. As a single product firm, Red Bull have to ensure that sales of the drink are maintained, through effective marketing or product extension strategies.
What are their main brands?
The Red Bull brand is associated with a designer image, energy-giving properties and glamorous lifestyles. These brand qualities have been developed through company sponsorship of sporting activities such as: motorsports, wintersports, base jumping, mountain biking; and cultural events such as the Red Bull Music Academy.
When did the company start?
Dietrich Mateschitz founded the company Red Bull GmbH in 1984. GmbH is the German equivalent of a limited liability company. It stands for 'Gesellshaft mit beschrankter Haftung '. The company 's origins, though, lie in the owner 's time spent in Asia. He came across products known as 'tonic drinks ' and saw the chance to market functional drinks outside Asia.
One of these tonics, which came from Thailand and was used by workers to stay awake during their shifts, was called Krating Daeng or 'Red Bull '. Mateschitz approached the manufacturers of the drink and bought the foreign licensing rights in exchange
Red Bull operate within the energy drinks sector of the soft drinks market. The product is an example of a 'functional ' drink. Functional foods respond to consumer interest in well-being and performance. The major multinational soft drinks companies are investing in the area of functional drinks, developing their own brands and buying up existing ones. This is seen as being important, given that their traditional soft drinks markets are at the maturity stage in many countries. For these multinationals, new functional drinks offer opportunities for renewed business growth. (Can talk about Cash cow and stars)
What are their main products?
The company was set up to market just one product, Red Bull Energy Drink. Since 2003, though, the company has also produced a low sugar version of the drink. As a single product firm, Red Bull have to ensure that sales of the drink are maintained, through effective marketing or product extension strategies.
What are their main brands?
The Red Bull brand is associated with a designer image, energy-giving properties and glamorous lifestyles. These brand qualities have been developed through company sponsorship of sporting activities such as: motorsports, wintersports, base jumping, mountain biking; and cultural events such as the Red Bull Music Academy.
When did the company start?
Dietrich Mateschitz founded the company Red Bull GmbH in 1984. GmbH is the German equivalent of a limited liability company. It stands for 'Gesellshaft mit beschrankter Haftung '. The company 's origins, though, lie in the owner 's time spent in Asia. He came across products known as 'tonic drinks ' and saw the chance to market functional drinks outside Asia.
One of these tonics, which came from Thailand and was used by workers to stay awake during their shifts, was called Krating Daeng or 'Red Bull '. Mateschitz approached the manufacturers of the drink and bought the foreign licensing rights in exchange