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Red Bull Case Study

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Red Bull is the most popular energy drinks in the world, with 5.2 billion cans sold in 2012. Dietrich Mateschitz, Austrian entrepreneur, was interested in the energy drinks in Thailand name Kra-Thing-Dang, he took the idea with designed the taste and ingredient for the western with the partnership Chaleo Yoovidhya, the founder of Kra-Ting-Dang in Thailand, and

Dietrich founded Red Bull GmbH in Austria. Red Bull was selling to international markets in

1992 and entered the United States via California in 1997. Now, Red Bull sells their product to

165 countries around the world and has 8,966 employees, in 2012 the company growth 15%

And both of the owner of Red Bull was in the listed of 250th richest people in the world.

In the world red bull has made the new product category for beverage and be the number

one of energy drinks in the world red bull containing taurine, glucuronolactone, caffeine, an

important vitamins and carbohydrates are claimed to help with physical endurance, improved

reaction, speed and concentration and a feeling of active breezy. The advertising slogan of the

Red Bull for the international markets is "The Drink That Gives You Wings" and focuses on the

stimulant properties of the drink. The largest consumers of red bull were athletes, students, and

night clubbers in need of a late night life. Moreover, the brand is mark to opinion leaders

and hard-working people with active lifestyles or extreme lifestyles ,red bull support to sport and

activity event example Formula 1, Xtreme competition and the music academy. The company

also made the advertise in a Playstation game for direct to the group of young people.

Otherwise, Red Bull has completely advertised in the section of marketing. The company

shown slogan and put the products in global market competitor to the number one of category but for the costumer' choices Red Bull have only two ways for choose is with sugar or without sugar. In the world competition of beverage red bull is the only one brand that have only two product line but can be the top of group in their segment. The problem is "In the next 10years red bull will still be number one of energy drinks or not if the company won't change anything of product line and not to make something new" This is very interesting because Red Bull be the sponsors of exciting sport and extreme but the company did not do anything exciting with their products more than 10 years. It not important, if you have very strong wall



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