Red Bull is an Austrian-produced energy drink that competes in a very narrow niche of the carbonated soft drink market. Research about History, Product, Market, Sales, Challenge, ... Researcher: Mehran Nassiri, Zeinab Arij, Sanaz Shojaei

1. Power Team
Zeinab Arij
Sanaz Shojaei
Mehran Nassiri

2. History of Red Bull
Krating Daeng
By TC Pharmaceutical Co., Thailand
Chaleo Yoovidhya
CEO of TC Pharmaceuticals Co.
1923-2012
Dietrich Mateschitz
CEO of Red Bull GmbH
1944

3. Red Bull GmbH
Red Bull GmbH
Red Bull
Red Bull GmbH, Austria
51% - Chaleo
Yoovidhya
49%
51%
49% Dietrich
Mateschitz

4. Ingredients
Ingredient
Benefit
Sugar(sucrose)
Energizes your body
Taurine
Increases endurance
Glucoronolactone
Aids in detoxifying waste in your body
Caffeine
Improves reaction time & alertness
B Vitamins
Aids in reducing tiredness & fatigue
Red Bull (Energy Drink) is designed to
combat mental and physical fatigue.

5. Timeline of Red Bull
1982 Dietrich Mateschitz Discovers Krating Daeng
1984 Red Bull GmbH founded in Austria
1987 Red Bull Sales begins in Austria
1992 First Foreign Market - Hungary
1994 Enters Germany and UK

6. Timeline of Red Bull
1997 Enters USA
2000 First Competitor
2001 Enters Southern Hemisphere
2013 Red Bull in 165 Countries

7. Target Market
Urban
Male
Age: 16-29
Interested in
Extreme sports
-Less interested in popular brands
- Exhibit less loyalty
- Take opinion from friends and
opinion leaders instead of mass
media

9. Market Share
2008 US Energy Drinks Market Share
4% 3%
9%
Monster (Hansen Natural Co.
31%
Red Bull
Rockstar
12%
Pepsi- Mountain Dew AMP
41%
Coke-Full Throttle
Other

10. Sales
Energy Drink Sales
11%
38%
18%
33%
North America
Asia Pacific
Europe
Rest of the World

11. Market Share
Energy Drink Market in the USA
14
12
10
8
6
4
2
0
2001
2005
2007
2010
2013
Red Bull’s market
share has been
reduced despite its
increased
profit
every year due to
rapid growth of the
energy drink market

12. Market-Product Development
Ansoff Matrix
Current
Products
New
Product
Current
Market
Market
Penetration
Product
Development
New
Market
Market
Development
Diversification

13. Market Penetration




Minimum Risk
Minor Changes in the Product, such as taste
Responds to Consumers’ desire for variety
Increasing consumption by advertising

14. Product Development




Higher Risk
A New Product is Introduced
Market remains the same
Used when the current business environment is a full competitive market

15. Market Development
New Market
• China/India
New Demographic
• Men/Women/Elderly

16. Diversification
 Highest Risk
 New Market + New Product

17. Marketing Mix
Price
Product
Marketing
Mix
Place
Promotion

18. Product
Product Variation
• In the presence of other sports
and energy drink there is massive
competition and it will be difficult
for Red Bull to have gain market
segments. Therefore Red Bull will
introduce different flavors in drink.
Product Innovation
• Red Bull will use innovation such
as new and attractive packaging.

19. Price
 Red Bull has always followed
high pricing policy but for this
market segment marketing
policy of Red Bull will focus on
average pricing policy
according which new size of
drinks will be introduced with
lower prices.

20. Place
Direct Sales
• Product will be sold at different
supermarkets and shops
Indirect Sales
• Through this marketing strategy
Red Bull will be sold at unique
selling point such as educational
institution, university colleges and
sports places such as sports club

21. Promotion
1)
2)
3)
4)
Above-the-line Advertising
Opinion Leader Marketing
Event Marketing
Sampling

22. Future
 Natural Energy
 Men and Women Products
 Mood & Brain