Nobody downloaded yet

Red Bull - Essay Example

Comments (0) Cite this document
Summary
Red Bull Gmbh is headquartered in Fuschl, Austria, a lakeside village outside of Salzburg. The company was formed by a Fuschl resident and entrepreneur named Dietrich Mateschitz. Traveling in Asia in the 1980s, Mateschitz came across a syrupy tonic favored by ricksha drivers, and discovered that its key ingredient was an amino acid called taurine, which occurs naturally in human and animal bile…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER91.4% of users find it useful
Red Bull
Read TextPreview

Extract of sample
"Red Bull"

Download file to see previous pages Red Bull founded after an Asian locally-brewed tonic in Thailand now markets its eponymous functional energy drink in more than 100 countries. (Wikipedia)
Red Bull is a non-alcoholic drink contains the amino acid taurine, B-complex vitamins, caffeine and carbohydrates. Red Bull claims that the body needs more taurine, an amino acid than is produced normally during the physical exertion of the human body. The drink has grown quickly worldwide capturing about 80 percent of the world's energy drink market. Although the company is of Austrian origin, the recipe for the drink Red Bull is said to come from Thailand. (Red Bull Company Profile- Yahoo Finance)
The berry-flavored beverage is spiked with additives like taurine and glucuronolactone. And at $2 for an 8.3-ounce can, Red Bull's retail price is at least double what you'd pay for a 12-ounce can of Coke. But it does pack some energy. Red Bull, with 80 milligrams of caffeine, has more than double the dose found in the larger Coke serving, and it has 110 calories per serving versus Coke's 140.The consumption of Red Bull was 1.9 billion cans of in the year 2004, generating just about $2 billion in revenue. In some countries Red Bull commands an 80% market share. In the U.S., where Red Bull enjoys a 47% share of the energy drink market, sales are growing annually at a 40% clip. In the year 2004 it sold 700 million cans in the U.S.; and in 2005 it hoped to sell 1 billion. (Kerry A. Dolan 2005)
Customers:
Red Bull is popular with college student and nightclubbers, whom the company aggressively targets. But its most public tactic has been to wrap the drink in the sweaty mantle of extreme sports. To that end, Red Bull sponsors its own stunts and competitions in relatively obscure disciplines like street luge, waterfall kayaking, and freeskiing. (Rob Walker 2002)
Marketing:
Since introducing Red Bull in 1987, Red Bull has invested heavily in building the brand. In 2004 the company spent $600 million, or 30% of revenue, on marketing. (Coca-Cola spends 9%.) But unlike rivals who pay millions of dollars for superstars like Britney Spears, Red Bull relies on cheaper talent: hip youngsters, students and a legion of fringe athletes. Red Bull sponsors some 500 athletes around the world, the type who will surf in Nova Scotia in January or jump out of a plane to "fly" across the English Channel. Every year the company stages dozens of extreme sporting events, like the climbing of iced-down silos in Iowa or kite sailing in Hawaii, as well as cultural events like break-dancing contests and rock music jam sessions. Then there is Hangar-7, an eye-popping structure of glass and steel that the company Red Bull erected next to the airport in Salzburg, Austria. The building serves as a chic eatery for club crawlers and provides shelter for the Flying Bulls, a fleet of 15 show planes that appear at air shows around the world. Red Bull has purchased a Formula One racing team, an extravagance that will absorb $100 million a year to keep on the track while generating only $70 million in revenue.
All these activities are geared to achieve the objective of expanding Red Bull's presence amid a deluge of new energy drinks being introduced by upstarts and beverage behemoths like Pepsi and Coke. (Kerry A. Dolan ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Red Bull Essay Example | Topics and Well Written Essays - 1000 words”, n.d.)
Red Bull Essay Example | Topics and Well Written Essays - 1000 words. Retrieved from https://studentshare.org/business/1529720-red-bull
(Red Bull Essay Example | Topics and Well Written Essays - 1000 Words)
Red Bull Essay Example | Topics and Well Written Essays - 1000 Words. https://studentshare.org/business/1529720-red-bull.
“Red Bull Essay Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.org/business/1529720-red-bull.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Energizing Red Bull
...?ENERGIZING RED BULL Introduction The “Red Bull – The Anti-Brand Brand” case showcases the strategic and global growth of energy drink, Red Bull. Discovered in Asia by Dietrich Mateschitz as a drink to boost factory productivity in 1982, the drink became a household name by 2003 with sales in more than 100 markets and a market share of 70%. Being a pioneer in energy drinks segment, Red Bull is an innovative product that tactically filled a gap in the market that only had coffee or natural juices as alternative options for energy. Red Bull, a compund mixture of taurine,...
11 Pages(2750 words)Essay
Investigation of red bull
...and then declining to 73.76 and 92.73 mmHg, respectively, at 120 minutes. These findings are depicted in the graph (Figure 1) below. Figure 1: Variation of MAP and Pulse Pressure with time: A comparison of Glucose vs. Control A similar trend, i.e. an initial increase in the heart rate and MAP followed by a decline, was observed in the after the consumption of the energy drink, i.e. Red Bull, but with certain differences. Although, as observed in the case of glucose drink, the heart rate and MAP increased after the consumption of Red Bull too, but the observed increase was much greater than that observed in the case of the glucose drink (i.e. Heart Rate: 81.71 post...
6 Pages(1500 words)Research Paper
Red Bull
...?Introduction Red Bull has been globally acknowledged as a well recognized energy drink brand. Its origin is traced in 1982 when is founder, DietrichMateschitz, reflected on introducing a tonic drink that gained initial popularity in the Far East ( (Red Bull, N.D.). In 1987, Mateschitz “developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market” (Red Bull, N.D., par. 2). The official website of Red Bull boasts of its historical accomplishment that reveals that “since 1987, around 30 billion cans of Red...
1 Pages(250 words)Case Study
Red bull
...?Marketing Analysis Red Bull Table of Contents Table of Contents 2 Introduction: Red Bull 4 Situation Analysis 4 Market Analysis of Energy Drinks 4 55C of Red Bull 5 PEST Analysis 7 Political Factors 7 SWOT Analysis 8 Strategic Options &Solutions 9 Innovation & Pricing Strategy 9 Blue Ocean Strategy 9 Brand Equity 10 Keller's Brand Equity Model 10 Distribution Strategy 11 The RATER Model 11 Marketing &production Strategy 12 The ERCC Model 12 Evaluation of Strategic Models & Solutions 13 Evaluation of Innovation &Pricing Strategy (Blue Ocean Strategy) 13 Evaluation of Brand Equity (Keller's Brand Equity Model) 13 Evaluation of Distribution...
16 Pages(4000 words)Assignment
Red Bull: Market Analysis
...? Red Bull: Market Analysis Table of Contents Table of Contents 2 Introduction 3 Summary of the Task 3 Red Bull: A Brief Overview 3 Strategic marketing Plan 4 Marketing Audit 4 SMART Marketing Objectives 6 Strategies 7 Segmentation Targeting and Positioning 8 Control and Evaluation 9 Ethical Issues 9 Reference List 10 Appendix 13 Introduction The world has now entered into an era of conclusive change, unprecedented breadth, scope and pace. Whether in the context of business, economic, political or social environment, every navigational landmark which used to act as a pathway or guide have been obliterated (oasisadvantage, 2013). Furthermore, with increasing expenses,...
7 Pages(1750 words)Essay
RED BULL
...?RED BULL: A Case Study in Brand Equity Background Red Bull energy drink is present in more than 120 countries globally; it has built its brand image as a “functional energy” beverage, which is neither a recreational drink on the one hand, nor a medicinal drink on the other. Red Bull is the first of its kind in the global market, and carved out for itself a new category that did not exist before. This distinction and the elements that built it are the sources of brand equity. Brand equity is defined as the added value that is endowed on economic goods as a result of branding (Bick, 2009; Farhana, 2012; M’zungu, et al., 2010; Znaidi &...
5 Pages(1250 words)Assignment
Advertising Red Bull
...?Advertising Red Bull Background Information There has been intense criticism in the socialmedia, television and print media about the previous advertisements of the Red Bull energy drink. The most recent was in South Africa which caused controversy among many believers. Most of the catholic leaders have been in the Frontline to influence their followers not to take Red Bull even during fasting seasons since it tries to suggest that the drink is capable of giving someone the power to walk over water. The Christians, they believe that only Jesus had such powers to walk over water, but if this drink was capable to make someone do what Jesus...
4 Pages(1000 words)Essay
Red Bull
...RED BULL The unusual or unique nature of Red Bull’s flavor and packaging may be a competitive advantage, but it is not sustainable. Therefore, tofocus on sustainable advantages, Red Bull needs to focus on price and promotion: it still has outsider status compared to more giant competitors such as Coca-Cola or Snapple. The core competence of the company appears to be grass-roots marketing, judging by the case. Coming from this initial perspective of core competency, one can also assess the strategy of possessing first mover advantage. First mover advantage is also about centralizing competitiveness and becoming more diverse as a growth...
5 Pages(1250 words)Essay
Red Bull Marketing Questions
...Red Bull Marketing Questions Analysis of productive sales performance reveals that a sales team success is a significant facet in its tenure, in the customer groups. Red Bull’s sales force will hold duty to the different customer groups on the basis of sales potential and geography. Defining the territory of Red Bull’s sales force will balance its sales potential and work load. In Australia, the sales team will align the territories according to the potentiality of sales. This will be identified through the peoples ability to buy Red Bull products in the different regions across Australia. High income...
4 Pages(1000 words)Essay
Red bull strategy
...Red Bull Strategy Strategic Forecasting Progression Threats and opportunities Weaknesses and strengths Strategy formulationStrategy formulation Creation of scenarios is a process involving multiple dimensions. A basic stride of creating a scenario involves identification of long period strategic decisions. After the identification of the strategic decisions, the organization identifies the aspects that would create significant differences in the identified decisions. The subsequent step is the identification of the uncertain unavoidable micro and macro forces and their significance to the long-term goals. The final step is combination of probable outcomes of the most influential...
2 Pages(500 words)Coursework
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic Red Bull for FREE!
logo footer
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us