8/3/2019 Other Products Study

1/10

Source: www.evanstonbikeclub.org

8/3/2019 Other Products Study

2/10

Originated in Thailand in the1970s it was first called

Krating Daeng.

The recipe was recreated byDietrich Mateschitz in 1987 to

better suite Austrian tastes.Red Bull was launched inGermany in 1994 after meetingwith huge success it waslaunched globally in 1997.

In 2003 the sugar-free RedBull was introduced into themarket.

Red Bull was released inCanada in 2004.

Source: www.elephanttrade.com

8/3/2019 Other Products Study

3/10

Regular Can (left)

Water, sucrose, glucose,sodium citrates, carbon dioxide,taurine, glucuronolactone,caffeine, inositol, niacin,

pantothenic acid, vitamin B6,vitamin B12, caramel andriboflavin.

Sugar-Free Can (right)

Sucrose and glucose are

replaced with acidity regulatorsodium citrates and sweeteners(acesulfame potassium andaspartame).

Source: www.energyfiend.com

8/3/2019 Other Products Study

4/10

Red Bull has recently faced much controversy in regards to the healthconcerns associated with it.Due to the high levels of taurine and caffeine it has been banned incountries such as; Denmark, Norway, France, Uruguay and Iceland.

It has been proven that caffeine can be deadly when consumed inmassive doses, but the amount estimated to prove fatal is 10 grams,which would require 125 cans of the drink.A study conducted in 2007 by American researchers found thatalthough consumption of Red Bull could increase both blood pressureand heart rates it was only dangerous for those people with heart

disease.Most claims about the dangers of Red Bull and other energy drinkshave been proven to be nothing more than urban myths.

8/3/2019 Other Products Study

5/10

Market Share of Red Bull inthe U.S. compared to othersimilar products including;Monster, SoBe EnergyRush, Full Throttle andRockstar.

Red Bull controlledapproximately 60% of theU.S. market in 2006 with 3billion cans sold worldwide.

Red Bull has managed to

maintain their strong marketshare through advertisingand heavy eventsponsorship.

8/3/2019 Other Products Study

6/10

Red Bull sponsors many extreme events

such as; cliff diving, BMX, skiing andskateboarding.

Instead of traditional advertising, Red Bullrelied on a strategy of word-of-mouth orbuzz marketing. Red Bull focused on

getting the word out through variousstealth marketing techniques, playing onassociations with energy, danger and youthculture, carefully cultivating its mystique.Through its sponsorship of youth cultureand extreme sports events, Red Bull

developed a cult following amongmarketing-wary Generation Y-ers, (18 to 29yr olds) who perceived it as an anti-brand.While it purported to be a sports drink, itwas mostly sold in clubs and bars as analcohol mixer.

(Above) Red Bulls cartoon

character (Below) Brand

marketing teams drive

these cars.

8/3/2019 Other Products Study

7/10

Red Bull sponsors many great athletessuch as Travis Pastrana (shown belowright), a freestyle dirt biker whoremained undefeated at two Red BullX-Fighter events.

They have their own NASCAR team(shown below)- driver Brian Vickersand two F1 cars (shown above right)-drivers David Coulthard and MarkWebber.

Sources: www.f1-fanatics.com,

http://www.forty8.de/index.php?mainId=6&storyId=36,

http://www.atthetrackracing.com/detail.aspx?ID=14067

8/3/2019 Other Products Study

8/10

8/3/2019 Other Products Study

9/10

Red Bull is created for periods of increasedmental and physical exertion. The logo of two crimson bulls in opposing

charge at a yellow sun, was chosen tosymbolize kinetic virility and pugnacity.

While taurine is naturally produced from bullbile, the taurine found in Red Bull is producedsynthetically to insure the highest quality.

Red Bull is safe for vegetarians, vegans and isdairy and wheat free.

Current motto: Red Bull Gives You Wings.

Red Bull is currently sold in more than 130countries.

Red Bull contains about as much caffeine(80mg) as one cup of black coffee.

Source:

http://www.redbull.ca/images/historysection/pdf/3/

RB_Case_Study_London_Business_School0904.pdf

(Above) Red Bull

founder, Dietrich

Mateschitz.

8/3/2019 Other Products Study

10/10

www.evanstonbikeclub.orgwww.elephanttrade.com

www.energyfiend.com

www.f1-fanatics.com,

http://www.forty8.de/index.php?mainId=6&storyId=36

http://www.atthetrackracing.com/detail.aspx?ID=14067

http://www.redbull.ca/images/historysection/pdf/3/RB_Case_Study_London_Bus

iness_School0904.pdfarturorigami.blogspot.com

Source: arturorigami.blogspot.com

http://www.evanstonbikeclub.org/http://www.energyfiend.com/http://www.forty8.de/index.php?mainId=6&storyId=36http://www.atthetrackracing.com/detail.aspx?ID=14067http://www.redbull.ca/images/historysection/pdf/3/RB_Case_Study_London_Business_School0904.pdfhttp://www.redbull.ca/images/historysection/pdf/3/RB_Case_Study_London_Business_School0904.pdfhttp://www.redbull.ca/images/historysection/pdf/3/RB_Case_Study_London_Business_School0904.pdfhttp://www.redbull.ca/images/historysection/pdf/3/RB_Case_Study_London_Business_School0904.pdfhttp://www.atthetrackracing.com/detail.aspx?ID=14067http://www.forty8.de/index.php?mainId=6&storyId=36http://www.energyfiend.com/http://www.evanstonbikeclub.org/