2. STARTED FROM US IN 1996WITH A PROMISE”VITALIZES
BODY AND MIND”
BEVERAGE CATEGORY WAS BORN
MAINTAINED ITS LEADERSHIP INTHE CATEGORY
3. When thinking about the energy drink
market, it is important to consider who is the
most receptive to the purposed effect on the
beverages.
People are exhausted of their work.
Majority of the drinks are developed for the
young generation, comprising of male
teenagers.
4. The drinks are advertised heavily, with one of
the most aggressive, innovative way.
Sponsored activities like
Windsurfing
Snowboarding
Skateboarding
Formula 1 racing
5. Red Bull car drives around and hands out free
sample to the public
6. A batches of red bull imported from Austria
0.1 – 0.3 micrograms of cocaine per liter.
7. High blood pressure
Stress and cardiovascular
Headache
Insomnia
Nervousness
8. It is an extremely minute amount
Will not harm unless taken in extremely large
quantities.
9. Cocaine is illegal inTaiwan, and punishable by
death.
The drink has been banned inTaiwan and 11
states in Germany.
10. Despite all this negative publicity, energy
drinks continue to gain popularity.
Red Bull is the market leader both nationally
and internationally.
14. Sting by Pepsi recently took to
aggressive marketing with an
interesting BTL activity
A group of young male and female
ambassadors dressed in captain and
stewardess uniform were seeing driving
around in hummers and motorbikes and
handing out free sample of the drinks.
15. General sampling in Malls.
On the beach
Traffic signals
Concerts, plays and other events.
16. At Rs 60 they were finding it hard to get a
foothold in a price sensitive market
dominated by red bull.
Revised its position and re-launched the drink
in Rs 20 soft drink bottles, making it available
to the masses.
17. Energy drinks, despite all adverse health
effects appears to be selling well.
Many studies have shown that the adverse
effects of these drinks are more than the
benefit the consumer think they get.
Diabetes and heart disease are on the rise, all
over the world.
18. Energy Drinks are both Popular but
Questioned
They are questioned because people wonder
about their ingredients and health effects