red bull product analysis
TRANSCRIPT
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Alexandra ShibinaMoscow
2011
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Plan• Overview
• Background
• Products
• Ingredients
• Advertising
• Diagrams
• Red Bull cartoons
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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 world
3 billion cans sold each year
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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
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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
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Ingredients
Caffeine
Taurine
Glucuronolactone
B-group vitamins
Sucrose & Glucose
Alpine Spring Water
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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
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• 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)
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Diagrams
Based on dollar sales ($ billion) 2010
0
0,5
1
1,5
2
2,5
Red Bull Mosnter Rockstar NOS Doubleshot AMP Full
Throttle
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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
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Red Bull cartoons
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Thank you for your attention