Red Bull case study Red Bull overview The beverage-industry company Red Bull entered the market for the first time in Austria on 1 April 1987. Red Bull introduced its new product‚ and arguably a new product category‚ Red Bull Energy Drink (Red Bull‚ n.d. c). The inspiration for the founder‚ Dietrich Mateschitz‚ were functional drinks from the Far East (Red Bull‚ n.d. a). Without any doubt‚ the idea of a carbonated ultra-premium energy drink was successful because after almost 25 years on the market
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History Dietrich Mateschitz‚ an Austrian entrepreneur‚ founded Red Bull in 1987 and today it is the world’s most popular energy drink brand. The beverage was inspired by Mateschitz’s trip to Thailand where he discovered a local drink by the name Krating Daeng‚ and he decided to team with the Thai brand and distribute his version of the beverage in Europe‚ believing that it would sell and become a successful brand. Mateschitz‚ an innovative marketing specialist‚ believes in the idea of always
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BUSINESS 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……………………………………..….6-7 V. RESEARCH OBJECTIVES…………………………………………8 VI. RESEARCH QUESTIONS……………………………………………………………8 VII. RESEARCH METHODOLOGY…………………………………………………9-12 VIII. ETHICAL CONSIDERATION………………………………...…13
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day. Red Bull is an energy drink designed through a unique combination of high quality ingredients to vitalize the body and mind. It was founded by Dietrich Mateschitz‚ and has to this day sold approximately 4 billion cans in more than 160 countries worldwide. Red Bull sticks to its well-known phrase of “it gives you wings” and they continue to spread its wings around the world (Red Bull‚ 2012). McDonald (2011) gives a bit of background about the owner and the development stages of Red Bull‚ Dietrich
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highly addictive drug. The demand for the product is increasing all across the United States. Hsu shows the negative influences of caffeine on the everyday life of Americans‚ especially that of a teenagers. Hsu explains that since the introduction of Red Bull to the American market in 1997 the market has since skyrocketed. Hsu takes up a position alongside Dr. Griffiths and other authors of the John Hopkins study “that energy drink manufacturers should clearly indicate the amount of caffeine on labels
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QUESTIONS FOR DISCUSSION 1.List all the ways that Red Bull’s promotional efforts are unique from those of the mainstream? Red Bull Off-roaders Red Bull employed attractive army of marketers tossed out free cans of Red Bull froma fleet of shiny logo-bearing off-roaders with giant cans of Red Bull attached to thetrunk. Their mission is to find people who need energy and give them a free can of Red Bull Word of mouth In this case‚ Red Bull used pull marketing. This approach involves getting consumersexcited
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Red Bull vs. Monster Red Bull is one of the biggest soft drink successes over the past the years. Red Bull improves emotional status and vigilance‚ increases performance‚ reaction speed and concentration. Customers drink Red Bull for such benefits as these. In times of long school hours‚ stressful work‚ and very tiring days‚ customers look to a product that vitalizes body and mind. Red Bull even supplies a sugar free version for the average health-concerned user. The target audience
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bar at the Mandarin Hotel in Hong Kong. In 1984‚ Mateschitz founded Red Bull. He fine-tuned the product‚ developed a unique marketing concept and in 1987‚ started selling Red Bull Energy Drink on the Austrian market. This was not only the launch of a completely new product‚ in fact it was the birth of a totally new product category. Meanwhile Red Bull is present in over 164 countries. Since 1987‚ around 30 billion cans of Red Bull have been consumed‚ more than 4.6 billion in 2011. The responsibility
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December 15 2013 Red Bull Energy Drink Red Bull Energy Drink is a functional beverage. Red Bull is an energy drink sold by Austrian company Red Bull GmbH‚ created in 1987. In terms of market share‚ Red Bull is the most popular energy drink in the world‚ with 5.2 billion cans sold in 2012. Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy drink named Krating Daeng which was first invented and sold in Thailand. He took this idea‚ modified the ingredients to
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Release 19 Future Problems for Red Bull 20 Company Overview I. Mission Statement and Slogan A. Mission Statement No official mission statement could be obtained‚ since Red Bull is not a publically traded company. B. Slogan “Red Bull gives you wiiings.” / “Red Bull verleiht Flüüügel.” This slogan was popularized via TV commercials in German-speaking countries in the 1990s; the slogan was later translated into English as Red Bull became more internationalized.
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