Alexandra ShibinaMoscow

2011

Plan• Overview• Background• Products• Ingredients• Advertising• Diagrams• Red Bull cartoons

OverviewRed Bull Energy Drink:• Increases performance• Increases concentration and

reaction speed• Improves vigilance• Stimulates metabolism• Makes you feel more energetic• Gives wings The most popular energy drink in the

world3 billion cans sold each year

Background

• 1987 - created by Dietrich Mateschitz• 1982 - discovered Krating Daeng, thai energy

drink• 1984-1987 - worked with TCBG Pharmaceutical

to adapt Krating Daeng for the European market• 1987 - product in a carbonated format • 1989 – product in Hungary and Slovenia• 1997 - entered the United States market• 2000 - the Middle East

ProductsRed Bull Energy Drinka functional beverage vitalizes body and mind

Red Bull Sugarfreea beverage without sugar, with only 3 calories per 100 ml

Red Bull Energy Shot fits easily in a pocket, handbag, jacket or glove box

Red Bull Cola not an energy drink. It is a very special cola, the only cola that contains both coca leaf extract and kola nut

IngredientsCaffeine

Taurine

Glucuronolactone

B-group vitamins

Sucrose & GlucoseAlpine Spring Water

Advertising• distributed free cases of

the drink to college students

• sleek marketing targeted at young urban professionals through various sports and entertainment based advertising campaigns

• “Red Bull Gives You Wings“

• "No Red Bull, No Wings" • aggressive international

marketing campaign

• sponsored activities from extreme sports to art shows

• hosts events like the "Red Bull Flugtag"

• sponsors football teams in Austria, Germany, the United States and Brazil

• has developed the MET (Mobile Energy Team)

DiagramsBased on dollar sales ($ billion) 2010

0

0,5

1

1,5

2

2,5

Red Bull Mosnter Rockstar NOS Doubleshot AMP FullThrottle

Diagrams

Share of Energy Drink Market (% dollar sales) 2008

40

23

12,3

84 2

1,5

1,4

1

Red Bull

Mosnter

Rockstar

AMP

Full Throttle

Doubleshot

NOS

No Fear

Private Label

Red Bull cartoons

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