Red Bull Cool Factor - 7088 Words

HOW RED BULL CREATED THE â€Å"COOL† FACTOR QUESTION 1: Origin: Red Bull energy drink has had wings since it took off 25 years ago. The iconic Red bull drink as we know it today in the western world was originally found in Thailand in 1987 by an Austrian entrepreneur who was inspired when he realized that it could cure his jet lag. The original drink called Krateng Daeng was first invented and only available in Thailand. The Austrian entrepreneur, Dietrich Mateschitz then in partnership with Chaleo Yoovidhva modified the energy drink to suit the taste of the western world and the iconic carbonated Red Bull energy drink was found and first started in Austria. In 1992, the product expanded to international markets, at first†¦show more content†¦Red Bull Product Range Red Bull cans original on the left and sugar free on the right available in a 250ml can sold at R14.99 in South Africa also available in a 355ml R19.99 can and now in a 473ml R24,99 can. Pack sizes of 4 units per pack. Red Bull limited edition RED, SILVER and BLUE available in 250ml can RSP at R14.99 in South Africa Red Bull energy shot RSP at R12.99 in South Africa Red Bull cans as we know it in the western world. The original Thai Red Bull bottle. Original Thai Red Bull bottle that inspired Austrian entrepreneur â€Å"Dietrich Mateschitz† to westernize the drink! Perceived Market Share: According to market share Red bull is the most successful and popular energy drink in the world, international they dominate the market with year on year growth and is responsible for an estimated 70% of sales in the energy drink market year to date. Remarkably between 2009 until 2012 they have dominated with an estimated market share of 42% in the energy drink market. A total of 5.226 billion cans of Red bull were sold worldwide in 2012 representing an increase of 12.8% against 2011. Red Bull is well known by consumers to ‘vitalize body and mind’ and is generally purchased by most for this purpose. QUESTION 2 Product Offering Red bull is a premium brand that consumers are willing to pay the higher price for because it satisfies their needs and wants, and it also delivers on its promise to ‘Vitalize Body andShow MoreRelatedRed Bull Cool Factor7077 Words   |  29 PagesHOW RED BULL CREATED THE â€Å"COOL† FACTOR QUESTION 1: Origin: Red Bull energy drink has had wings since it took off 25 years ago. The iconic Red bull drink as we know it today in the western world was originally found in Thailand in 1987 by an Austrian entrepreneur who was inspired when he realized that it could cure his jet lag. The original drink called Krateng Daeng was first invented and only available in Thailand. The Austrian entrepreneur, Dietrich Mateschitz then in partnership with ChaleoRead MoreRedbull Branding Strategy1207 Words   |  5 PagesChristian Schuhart, several criteria used for different market segmentation include: demographical, socio-economical, psychographic and observable behavior segmentation. Demographic segmentation is market segmentation based on various demographic factors such as age, gender, marital status, social class, etc. It helps the firm to divide the market into several segments or groups, each having a common variable and target each of these groups to enhance its performance; In Psychographic segmentationRead MoreRed Bull993 Words   |  4 PagesRed bull is the worlds oldest and most successful energy drink brands. In 1966, Red Bull was born in Thailand as a kind of vitamin energy drink, and then Austrian entrepreneur  Dietrich Mateschitz  was inspired by this pre-existing energy drink and took this idea, modified the ingredients to suit the tastes of westerners. Now it has more than 40 years of history so far with excellent quality and good reputation, Red Bull drinks are sold in more than 140 countries and regions around the world, rankRead MoreRed Bull As Ideal Drink For Any Sport Activity1256 Words   |  6 Pages Red Bull is the most famous invigorating drink in the world.The Austrian company has been selling it for already twenty years. Firstly, it conquered Europe, then America, well after reborn drink returned to its homeland-Taiwan and all the rest of Asia. Today Red Bull has annual sales of around 4 billion cans in 160 countries and employs more than 7,700 people. Because of it energy building ingredients and revitalizing qualities Red Bull focusses their brand around the theme â€Å"Red Bull gives you wings†Read MoreRed Bull Case Study3127 Words   |  13 PagesRed Bull Report – Sales Forecasting 2010 Tiago LK, Jovan A., Tamas F. 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Analyse the Red Bull brand using any frameworks you judge appropriate. 3. Comment upon Red Bull’s pricing approach 4. Evaluate Red Bull’s distribution channel strategy 5. Would you describe Red Bull as a national, a European or a global brand – give reasons? 6, What marketing strategy would you recommend that Red Bull should adopt over the next 5 years? Who are the principal target segments for Red Bull and how