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Red Bull
- 1. Red Bull By Stephanie Sledge For Mark Hearn CBA 350 02 Business Communications MWF 11:15 Fall 2013
- 2. Red Bull: Overview • • • • • • What is Red Bull? Caffeine Content History of Red Bull Red Bull Advertisement Red Bull Sponsored Events Controversies: Red Bull Dietrich Mateschitz Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 2
- 3. What is Red Bull? • High performance energy drink • Available globally • Produced by privatelyowned, Austrian company • Over 35 billion cans sold since 1987 Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 Red Bull Energy 3 Drink
- 4. Red Bull: Caffeine Content 80 Caffeine in Milligrams 80 55 60 41 40 20 71 80 34 15 0 Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 4
- 5. History of Red Bull • Dietrich Mateschitz on business in Thailand purchased Krathing Daeng • Krathing Daeng was sold as cure for jet-lag – Produced by Chaleo Yoovidhya Krathing Daeng Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 5
- 6. History of Red Bull • Mateschitz approached Yoovidhya with idea of Red Bull • Both took 49% stake in company – Leaving 2% for Yoovidhya’s son Chaleo Yoovidhya Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 6
- 7. Red Bull Advertisement • Word-of-mouth Marketing – Via sponsorships • Content Marketing – Red Bull feels their content should stand alone Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 7
- 8. Percent Growth Red Bull Advertisement: Effectiveness 2012 60% 50% 40% 30% 20% 10% 0% 51% 52% 38% 14% 17% 21% Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 8
- 9. Red Bull Sponsored Events • Athletes endorsed over variety of sports and events. • Red Bull Stratos Jump • Red Bull Flug Tag Annual Event Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 Ian Walsh 9
- 10. Red Bull Stratos Jump • Felix Baumgartner • Set Four World Records – Highest Manned Balloon Flight – Longest Free Fall – Free Fall from Highest Altitude – Supersonic Speed in Free Fall Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 10
- 11. Red Bull Stratos Jump Jump 120,000 ft Stratosphere Parachute 5,000 ft Hot Air Balloon Landing Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 11
- 12. Red Bull Flug Tag • Annual Event – Held in multiple cities and countries • Team Competition • Create ManPowered Flight Machine Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 12
- 13. Flug Tag Rules • Home-made flight machine – Off 30ft platform • Must be 400lbs • Judged on creativity, distance, a nd showmanship. Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 13
- 14. Controversies: Red Bull • Health risks – High caffeine content can cause health issues – Taurine • Deaths of endorsed athletes – Some critics claim Red Bull is at fault for supporting extreme sports/stunts. Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 14
- 15. Red Bull: Summary • • • • • What is Red Bull? Caffeine Content History of Red Bull Red Bull Advertisement Red Bull Sponsored Events • Controversies: Red Bull Stephanie Sledge CBA 350-02 Bus Com MWF 11:15 Fall 2013 15
Notas del editor
- Dietrich Mateschitz was on business in Thailand in the early 1980s when he drank a beverage sold as a cure for jet-lag. That drink later became what we know today as Red Bull Energy Drink.Hi my name is Stephanie Sledge, I’m here to talk to you about Red Bull- one of the most well known energy drinks available.
- In the way overview, we’ll speak about:What Red Bull is, the caffeine content (which is what gives Red Bull it’s boost), History of Red Bull Pictured here is Dietrich Mateschitz- the man credited with the creation of the Red Bull formula. We’ll touch base on how they advertise, some of Red Bulls sponsored events, and finally some of the controversies surrounding the company and the beverage.
- High performance energy drink that is advertised to vitalize the mind and body.It is available globally and produced by a privately owned, Austrian-based company.Over 35 billion cans sold since 1987 with roughly 5.2billion cans sold in 2012 alone
- An 8oz Red Bull as shown here has the same amount of caffeine as a cup of instant/brewed coffee. With Jolt falling close behind at 71mg.
- Mateschitz was on business with the German company he was employed by in the early 1980s when he purchased Krathing Daeng.If you’ve brushed up on your Thai recently, you’ll know that Krathing Daeng literally means “Red Bull”.It, as I said earlier, was sold as a cure for jet-lag and was produced by Chaleo Yoovidhya who owned a Thai pharmaceutical company.
- Mateschitz approached Yoovidhya with the idea of changing and carbonating Krathing Daeng’s formula to make it into something more.Yoovidhya agreed.Pictured here is Chaleo Yoovidhya.Yoovidhya passed away March 17, 2012 at age 89.At any rate, both Mateschitz and Yoovidhya took 49% ownership of the company and agreed to leave 2% for Yoovidhya’s son.
- Word of Mouth Marketing mainly through sponsorship activities.Red Bull uses Content Marketing through things such as music, art, and magazines like the Red Bulletin pictured here.The company feels that the content they produce should stand alone completely aside from their products.
- South Africa had the largest increase in sales at 52% for 2012 with Japan close behind at 51%
- Athletes endoresed over a variety of sports and events such as: skateboarding, snowboarding, formula 1 racing, BMX, extreme stunts, etcSurfer Ian Walsh pictured here is just one of Red Bull’s many sponsored athletes.One of the most well known Red Bull sponsored events was the 2012 Red Bull Stratos Jump by Felix Baumgartner.As well as Flug Tag.
- Felix Baumgartner amazed the world when he attempted the world’s highest Free Fall.The event became the one of the largest live streams to ever take place on Youtube.In completing this free fall, Baumgartner achieved 4 world records.
- Felix’s jump started with a Hot Air Balloon trip to the very edge of spaceOnce Felix reached the Stratosphere, he prepared to jump.Then, Felix made his jump from 120,000ft During this free fall, Felix broke the sound barrier.At 5,000ft Felix deployed his parachute.He landed safely 10 minutes after deploying his shoot.
- German for “Flight Day”, Flug Tag is an annual event held in various cities in several countries.In 2013 Flug Tag was held in:Chicago, ILWashington, DCMiami, FLDallas, TXLong Beach, CAIt is a team competition in which teams attempt to create a man-powered flight machine.
- The teams are required to home-make the flight machines, so no pre-made gliders or anything of the sort. The flight machine must be launched from a 30 foot platform out across water.The craft must weight at least 400lbsJudged on creativity, distance flwon, and showmanship.Prizes (talk about if time permits)- 1st Place: Your team will win an outing to skydive with expert free flyers, the Red Bull Air Force.- 2nd Place: enjoy a Red Bull-titled sporting event from the comfort of the VIP area- 3rd Place: Get your culture on at a Red Bull-titled music, dance or art event.
- With Red Bull, however, there are several controversial topics that come in to play.Red Bull can cause health risks. Due to the high caffeine content, over-consumption of these energy drinks can potentially cause cardiovascular problems.Also, as a part of sponsoring athletes and extreme sports, several red bull sponsored athletes have died.
- So, in summary. We’ve spoken about what Red Bull is, the caffeine content, a history of Red Bull company, how they advertise, some of their sponsored events, and lastly controversies involving Red Bull. All of these have led to Red Bull being both an icon and the forefront of the energy drink market.At this time I’ll take any questions you may have:Thank you