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Brand Development - Case Study Example

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The name Red Bull was derived from an Austrian carbonated soft drink and has become a recognisable brand in the market. From its humble beginnings, the product has become an important product in the industry of beverages. The product has been sold in 120 countries and it was estimated that approximately 2 billion cans were sold…
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Brand Development
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Brand Development

Download file to see previous pages... Using the concept of the Thai workers along with some modifications in the taste have led to the evolution of one of the most successful energy drinks introduced in the market. Actually, the name was also patterned after a popular Thai drink. Since its release, the product has gained considerable rate of success. From the classic flavour, Red Bull today is produced In different versions catering the needs of various market segments.
The product that served as the blueprint of Red Bull was prominently consumed in rural areas. Red Bull, however, attempted to penetrate urban markets and industrialised locations. The target of Red Bull innovators was to inform the working world of the energy drink's existence. Eventually, Red Bull has become a popular choice among individuals who require sustained energy during the course of their work.
The main of components of Red Bull includes taurine, glucuronolactone, caffeine, and b-group vitamins. Taurine is a conditionally essential amino acid occurring naturally in human bodies. Basically, there are certain situations wherein taurine becomes as effective component. Glucuronolactone, however, exists in a form of a carbohydrate and serves as a vital facilitator of bodily waste elimination. Moreover, caffeine is an established ingredient that improves concentration and alertness. Finally, the b-group vitamins primarily function to develop the metabolism.
Red bull has established a bandwagon because of performance. Indeed, there are several benefits that Red bull consumption provides. Basically, Red bull improves the performance of individuals in their work. Drinking Red bull also wakens the senses of drinkers improving their concentration. It has been observed that drinking Red bull improves vigilance and reaction to instantaneous events. Most important, Red bull is a helpful drink that simulates metabolism and facilitates the movements inside the body. These the fundamental reasons why Red bull has gained the most compared with other energy drinks.
To prove its worth, Red bull has been used by several well-known athletes and personalities. The blend of quality ingredients and natural benefits combine to create one of the most dynamic beverages in the market. Aside from the top tier individuals, middle and low profile drinkers have recognised the effectiveness of Red bull energy drink. Definitely, drinking Red bull goes beyond replenishment as it is valued for its consistent performance.
Industry Analysis
The energy drink industry is relatively small compared with the scope covered by beverages. The industry, however, is gradually making a presence with the emergence of intelligent strategies and marketing initiatives. It is evident that the market catered by energy companies is young and shows trace of maturity. Another important attribute observed in the market is that some groups are portrayed as health conscious individuals. The market of Red bull and other energy drink manufacturers are teenagers and consumers in the stage of early adulthood and are considered as young professionals.
Essentially, manufacturers of energy drinks consider their market as tight, but recent trends have indicated an expanding potentials and prospects. At present, there are no giant companies controlling majority of the market shares. Therefore, the competition is stiff ...Download file to see next pagesRead More
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