Red Bull Cool Factor
HOW RED BULL CREATED THE “COOL” FACTOR
QUESTION 1:
Origin:
Red Bull energy drink has had wings since it took off 25 years ago.
The iconic Red bull drink as we know it today in the western world was originally found in Thailand in 1987 by an Austrian entrepreneur who was inspired when he realized that it could cure his jet lag.
The original drink called Krateng Daeng was first invented and only available in Thailand. The Austrian entrepreneur, Dietrich Mateschitz then in partnership with Chaleo Yoovidhva modified the energy drink to suit the taste of the western world and the iconic carbonated Red Bull energy drink was found and first started in Austria. In 1992, the product expanded to international markets, at first Hungary and Slovenia then the United states in 1997 and into Middle East by 2000.
Growth:
In 2011 they sold 4,6 billion cans and what makes it the top energy drink is that a company that started off in 1987 with only 1million dollars had a net worth of four billion dollars in 2008. From 1987 untill 2008 they had grown from 1 million dollars to a net worth of 4 Billion dollars in 2008. Today Red Bull has annual sales of approx. 4 billion cans in more than 160 countries.
Red Bulls growth strategy has always been about the way they market their product, and who they are directing their advertisements to.
Red bull is not only an energy drink but the most popular energy drink in the world and a very successful publishing empire. The company slogan is "Red Bull gives you wings" and the product is marketed through sports team ownership, celebrity endorsements, and advertising events and music, through its record label “Red Bull Records”
Sustainability Strategy:
The marketing strategy of Red Bull can be considered as one of the most successful over the years. Red Bull has been famous for building a beverage brand without relying on mass-media. The central component in all marketing activities of Red Bull was “Word- of mouth”.
QUESTION 1:
Origin:
Red Bull energy drink has had wings since it took off 25 years ago.
The iconic Red bull drink as we know it today in the western world was originally found in Thailand in 1987 by an Austrian entrepreneur who was inspired when he realized that it could cure his jet lag.
The original drink called Krateng Daeng was first invented and only available in Thailand. The Austrian entrepreneur, Dietrich Mateschitz then in partnership with Chaleo Yoovidhva modified the energy drink to suit the taste of the western world and the iconic carbonated Red Bull energy drink was found and first started in Austria. In 1992, the product expanded to international markets, at first Hungary and Slovenia then the United states in 1997 and into Middle East by 2000.
Growth:
In 2011 they sold 4,6 billion cans and what makes it the top energy drink is that a company that started off in 1987 with only 1million dollars had a net worth of four billion dollars in 2008. From 1987 untill 2008 they had grown from 1 million dollars to a net worth of 4 Billion dollars in 2008. Today Red Bull has annual sales of approx. 4 billion cans in more than 160 countries.
Red Bulls growth strategy has always been about the way they market their product, and who they are directing their advertisements to.
Red bull is not only an energy drink but the most popular energy drink in the world and a very successful publishing empire. The company slogan is "Red Bull gives you wings" and the product is marketed through sports team ownership, celebrity endorsements, and advertising events and music, through its record label “Red Bull Records”
Sustainability Strategy:
The marketing strategy of Red Bull can be considered as one of the most successful over the years. Red Bull has been famous for building a beverage brand without relying on mass-media. The central component in all marketing activities of Red Bull was “Word- of mouth”.