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Power Team
Zeinab Arij
Sanaz Shojaei
Mehran Nassiri
History of Red Bull
Krating Daeng
By TC Pharmaceutical Co., Thailand

Chaleo Yoovidhya
CEO of TC Pharmaceuticals Co.
1923-2012

Dietrich Mateschitz
CEO of Red Bull GmbH
1944
Red Bull GmbH

Red Bull GmbH
Red Bull
Red Bull GmbH, Austria
51% - Chaleo
Yoovidhya
49%
51%

49% Dietrich
Mateschitz
Ingredients
Ingredient

Benefit

Sugar(sucrose)

Energizes your body

Taurine

Increases endurance

Glucoronolactone

Aids in detoxifying waste in your body

Caffeine

Improves reaction time & alertness

B Vitamins

Aids in reducing tiredness & fatigue

Red Bull (Energy Drink) is designed to
combat mental and physical fatigue.
Timeline of Red Bull

1982 Dietrich Mateschitz Discovers Krating Daeng
1984 Red Bull GmbH founded in Austria
1987 Red Bull Sales begins in Austria
1992 First Foreign Market - Hungary
1994 Enters Germany and UK
Timeline of Red Bull

1997 Enters USA
2000 First Competitor
2001 Enters Southern Hemisphere

2013 Red Bull in 165 Countries
Target Market

Urban
Male
Age: 16-29

Interested in
Extreme sports

-Less interested in popular brands
- Exhibit less loyalty
- Take opinion from friends and
opinion leaders instead of mass
media
Red Bull
Market Share
2008 US Energy Drinks Market Share
4% 3%
9%

Monster (Hansen Natural Co.

31%

Red Bull
Rockstar

12%

Pepsi- Mountain Dew AMP

41%

Coke-Full Throttle
Other
Sales
Energy Drink Sales
11%
38%

18%

33%

North America
Asia Pacific
Europe
Rest of the World
Market Share
Energy Drink Market in the USA
14
12
10

8
6
4
2
0
2001

2005

2007

2010

2013

Red Bull’s market
share has been
reduced despite its
increased
profit
every year due to
rapid growth of the
energy drink market
Market-Product Development
Ansoff Matrix
Current
Products

New
Product

Current
Market

Market
Penetration

Product
Development

New
Market

Market
Development

Diversification
Market Penetration





Minimum Risk
Minor Changes in the Product, such as taste
Responds to Consumers’ desire for variety
Increasing consumption by advertising
Product Development





Higher Risk
A New Product is Introduced
Market remains the same
Used when the current business environment is a full competitive market
Market Development
New Market
• China/India

New Demographic
• Men/Women/Elderly
Diversification
 Highest Risk
 New Market + New Product
Marketing Mix

Price

Product

Marketing
Mix

Place

Promotion
Product
Product Variation
• In the presence of other sports
and energy drink there is massive
competition and it will be difficult
for Red Bull to have gain market
segments. Therefore Red Bull will
introduce different flavors in drink.

Product Innovation
• Red Bull will use innovation such
as new and attractive packaging.
Price
 Red Bull has always followed
high pricing policy but for this
market segment marketing
policy of Red Bull will focus on
average pricing policy
according which new size of
drinks will be introduced with
lower prices.
Place
Direct Sales
• Product will be sold at different
supermarkets and shops

Indirect Sales
• Through this marketing strategy
Red Bull will be sold at unique
selling point such as educational
institution, university colleges and
sports places such as sports club
Promotion
1)
2)
3)
4)

Above-the-line Advertising
Opinion Leader Marketing
Event Marketing
Sampling
Future
 Natural Energy
 Men and Women Products
 Mood & Brain
Red Bull

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