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ANJUMAN-I-ISLAM ALLANA INSTITUTE OF
MANAGEMENT & STUDIES
MMS – I (YEAR) – BSUBJECT : PERSPECTIVE MANAGEMENTPROF : LESLIE REBELLO
CREDITS
SALMAN
ARAFAT
SHADABANUSHREE
SHARIQUE
Juice Base Drinks Soft Drinks Sp Alcoholic Beverages Coffee Tea Dairy Products Orts & Energy Drinks
BEVERAGES
DEVELOPMENTAL FACTORS IN BEVERAGE SECTOR
Economic growth
Population growth
Competition for Raw materials
Power of retailers
Globalization / Regionalization
Research & Development
Technological Developments
Food safety and regulation
Consumer Demands and trend
KEY RISKS IN BEVERAGE SECTOR
1. Scarcity of Water
2. International Issues
3. Pollution through Bottles
FUNCTIONAL BEVERAGES Non alcoholic Ready to Drink This includes herbs, vitamins, minerals, amino acids or additional
raw fruit or vegetable ingredients
INDUSTRY PLAYERS IN FUNCTIONAL SECTOR
Traditional Non-alcoholic Beverage companies Including PepsiCo Inc., Fuze Beverage and Coca-cola Co.
Another type consists Of major food companies such as Nestlé, Altria Group, Kraft Foods Inc., General Mills Inc., Campbell Soup Co.
Smaller Scaled Private Companies, like the NOVA Group, Austria and Traditional Medicinal And POM Wonderful.
Growers' Cooperatives such As Ocean Spray and Sun Sweet Growers
REDBULL PROFILE
Founded: 1987
Founder: Dietrich Mateschietz
Headquarter: Fuschl am See, Austria
Facts Red Bull has taken almost the half of the US market for energy
drinks and up to 70% of the market globally, in more than 100 countries.
ORIGIN The original drink Red Bull was developed in 1962 by Chaleo
Voovidhya, a Thais businessman and sold under the name Kraeting Daeng. The recipe was based on Lipovitan, an early energy drink that had been introduced to Thailand from Japan Kraeting Daeng spread across Asia in the 1970s and 1980s The Thai product was transformed into the global brand by Dietrich Mateschitz, an Austrian entrepreneur
REDBULL ENERGY DRINK INGREDIENTS
• B-GROUP VITAMINS• SUCROSE & GLUCOSE• ALPINE SPRING WATER
TAURINE
CAFFEINEGLUCURONOLACTONE
PRODUCT PORTFOLIO
RED BULL ENERGY DRINKRED BULL SUGAR FREE RED BULL COLA
RED BULL’S MARKETING STRATEGY
• WORLD WIDE EXPANSION
• COMPANY FIGURES
A total of 4,204 billion cans of Red Bull were sold worldwide in 2010, representing an increase of 7.6% against 2009. Owing to currency and price factors, however, company turnover increased by 15.8% from EUR 3.268 billion to EUR 3.785 billion.
Red Bull Marketing Background
1. Company and Product
2. Pricing
3. Sales and Market Share Analysis
4. Competitive Analysis
5. Product Awareness and Attributes
6. Demand Analysis
7. Problems and Opportunities
SWOT Analysis
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
BCG MATRIX-RED BULL
PRODUCT LIFE CYCLE
Redbull Is At Maturity Stage Of Product Life Cycle.
REDBULL EVENTS
• Red Bull Road Rage• Crashed Ice• Red Bull X-Fighters• Red Bull Air Race• Red Bull Flugtag• Red Bull Paper wings
PROMOTION & ADVERTISING
• SPORT SPONSORSHIP• SPORT OWNERSHIP• ASSOCIATION FOOTBALL• ICE HOCKEY• PROMOTIONAL CARS• CHARITABLE PATRONAGE• PROMOTIONAL AIRCRAFT
MARKET SHARES
CONTROVERSY
Caffeine Content
Heart Attack
Chechnya: Red Bull Energy Drink Is "Comparable To Beer," And Therefore Un- ISLAMIC
CONCLUSION