RED BULL

K AT E LY N G

AL LO

THE RED BULL STORY… While traveling in Thailand, Austrian entrepreneur, Dietrich Mateschitz, was intrigued by the

benefits of popular energy tonic, Krating Daeng He wanted to create something suited for western taste, so he partnered with the creator of Krating

Daeng, Thai billionaire, Chaleo Yoovidhya In 1984, the two business partnered and created Red Bull GmbH The name Red Bull comes from Krating Daeng which means Reddish Brown Water Buffalo

“

Mateschitz and Yoovidhya both invested $500,000 each taking ownership of 49% of the company with the remaining 2% given to Chaleo’s son, Chalerm

It was agreed that Mateschitz would run the company

From 1984 to 1987, the two worked on developing the taste and the marketing strategy for Red Bull to enter the European market

In 1987, Red Bull Energy Drink was launched in Austria

Red Bull was introduced to the U.S. in 1997

THE BRAND

According to Red Bull, there are two things that make up the Red Bull brand: the product & how it is communicated to the consumers

The Product: Benefits received from quality ingredients “Premium” Positioning

Price PointExclusive Brand ImageLogo

Communication of the product to consumers: The brand, “The World of Red Bull”Red Bull Events Sampling in the field

THE PRODUCT Ingredients: Taurine (1000mg):

An amino acid naturally found in the human body as well as red meat, fish and poultry

Helps to regulate stress levels, body temperature and increases performance of the heart

Glucuronolactone (600mg): A Carbohydrate found in the bodyAids in the detoxification process

Caffeine(80mg):Positive effects on mental and physical performance

B-Complex Vitamins: Known for helping the body produce energy and maintaining the body’s

normal physical functions Glucose & Sucrose:

Simple Sugars make it easier for the body to breakdown

RED BULL VITALIZES THE BODY & MIND Benefits:

Improves performance, especially during times of increased stress

Increases concentration and improves reaction speed

Increases Endurance

Stimulates the metabolism

…Red Bull Gives You Wiiings!!!!

0

50

100

150

200

250

300

Energy Drink Caffeine Levels per 8 oz. Serving

Caf

fein

e (m

g)

THE WORLD OF RED BULL

Sponsored Teams:New York Red Bulls (Soccer)Team Red Bull (Stock Car

Racing)EC Red Bull Salzburg (Hockey)Infiniti Red Bull Racing

(Formula One Racing)

EndorsementsReggie Bush (Football)Sebastian Toutaut (Snowboarding)Ryan Sheckler (Skateboarding)Sally Fitzgibbons (Surfing)Lindsey Vonn (Skiing)

Paul Steiner (Skydiving)Gabor Kezi (Paragliding) Tobais Wicke (BMX)

Red Bull EventsRed Bull Thr3e StyleRed Bull Air RaceRed Bull Crashed IceRed Bull FlugtagRed Bull X-Fighters Red Bull Chariot RaceRed Bull Stratos

THE WORLD OF RED BULL

OTHER FORMS PROMOTION

Wiiings Team What is the Wiiings

Team?Field Marketing Team

What do they do?Offer target consumers a

cold can of Red Bull in times of needed energy

What is the purpose? To engage with the

consumer to create positive

and personal experiences with the product

Other Forms of Promotion

Cartoon CommercialsStudent Brand Manager

http://launchpad.redbullusa.com/

http://finance.yahoo.com/news/energy-drinks-shots-u-market-163000627.html

http://www.businessweek.com/ap/2012-10-08/red-bull-venturing-into-fruity-flavors

http://origin-www.bloomberg.com/news/2013-03-21/energy-drinks-boost-blood-pressure-as-heartbeat-altered.html

http://guayaki.com/images/uploads/pages/File/ENERGY%20DRINKS%20UI.pdf

http://www.reportlinker.com/p01095494/Energy-Drinks-and-Shots-U-S-Market-Trends.html

http://www.marketwatch.com/story/global-energy-drinks-report-2012-2012-12-13