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http://www.youtube.com/watch?v=BheP5chbY3g

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1./Company & product1./Company & product

2./ Market of the energy drinks 2./ Market of the energy drinks

3./ Communication strategy3./ Communication strategy

4./ The Red Bull’s controversy4./ The Red Bull’s controversy

PLAN

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Product presentationProduct presentation

1./ Company & Product

• Logo: Two charging bulls• Colors: Red, blue,

white/silver, yellow• Slogan: “Red Bull gives you

wiiiings”

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• The product name, Red Bull, implies dominance and aggression. Many people are drawn to this idea and believe that the energy drink can satisfy their lack of these attributes in their lives.

• Red: energy, strength, and power• Yellow: energy• Blue: confidence• White: perfection• All four of these vibrant colors combine to form an

energetic and powerful image for Red Bull

Product presentation : Product presentation : symbolismsymbolism

1./ Company & Product

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Product presentationProduct presentation

Functional beverage with a unique combination of Functional beverage with a unique combination of

ingredients (Taurine, Caffeine, B-Group vitamins, ingredients (Taurine, Caffeine, B-Group vitamins,

Sucrose, Glucose) made by a recognized pharmaceutical Sucrose, Glucose) made by a recognized pharmaceutical Firm Firm

    

Red BullRed Bull Energy Drink Energy Drink

- increases performance- increases performance

- increases concentration and reaction speed- increases concentration and reaction speed

- improves vigilance- improves vigilance

- improves the emotional status- improves the emotional status

- stimulates metabolism- stimulates metabolism

1./ Company & Product

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Company historyCompany history

• 19821982 Dietrich Mateschitz had the idea to create his Dietrich Mateschitz had the idea to create his own own “energy drink” (inspired from the Asiatic “energy drink” (inspired from the Asiatic Krating Krating Daeng, bought the licencing law. Daeng, bought the licencing law. Chaleo Yoovidhya)Chaleo Yoovidhya)

• 19841984 Red Bull GmbH was foundedRed Bull GmbH was founded• 19871987 Red Bull Energy Drink was launched on the Red Bull Energy Drink was launched on the

Austrian marketAustrian market• 19921992 Red Bull entered for the first time a foreign Red Bull entered for the first time a foreign

market, in Hungarymarket, in Hungary• TodayToday Red Bull is present in over 146 countries around Red Bull is present in over 146 countries around

the globe the globe

1./ Company & Product

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Key figures 2006Key figures 2006

“Every second 60 cans Red Bull are drunk all over the

world”

1./ Company & Product

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Target group:

• Appeals to very specialized market segments

• Overworked executives/businessmen

• People “on the go”

• Truck drivers

• Sportsmen & athletes

• “Hip”, younger generation- 65% of US teenagers (7.6 million teens) say they drink energy drinks - Number of teenage consumers has increased by 3 million over the past 3 years• Clubbers

1./ Company & Product

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Market of the energy Market of the energy drinks:drinks:

• Sales-Growth worldwide:Sales-Growth worldwide:

• On the energy drink market: 50% On the energy drink market: 50%

of growth eof growth e ach year since 5 yearsach year since 5 years

2./ Market of the energy drinks

20072007 $ 17 billion$ 17 billion

20102010 $ 39.2 $ 39.2 billionbillion

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Main competitors Main competitors

in Francein France

• Coca Cola: BurnCoca Cola: Burn• Pepsi: Pure rush / Pepsi X Pepsi: Pure rush / Pepsi X • Danone: V buy over from a hollandisch CyDanone: V buy over from a hollandisch Cy• Karlsbrau: Dark DogKarlsbrau: Dark Dog

2./ Market of the energy drinks

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4. Target group3./ Communication strategy

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4. Target group3./ Communication strategy

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Event marketing

Aim: To support credibility of the product and the brand

SPORTS: - Red Bull Flugtag

- Air Race World Series

CULTURE: - Art of Can

- Red Bull Music Academy

3./ Communication strategy

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Event marketing

“Red Bull Air Race”

http://fr.youtube.com/watch?v=gFPhqzsQW9U

3./ Communication strategy

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Thank you for your attention!