3. • Red Bull can be called pioneer in energy drink
worldwide.
• Red Bull is the most popular energy drink in the
world, with 3 billion cans sold each year.
• The brand came into existence in 1984.
• The brand came to India in 2003.
4. • Red Bull has an accessed market share of 42%
in global energy drink market.
• Red Bull is a sports drink.
6. Strength
• Market leadership within the energy drink
segment.
• Marketing efforts – Lots and lots of promotion
and well targeted campaigns and sponsorships
e.g. Red Bull Racing F1, Nascar
racing, Motocross and Red Bull Salzburg
(Football).
• Strong, fresh and fashionable brand identity.
7. Weakness
• Above average prices.
• Reliant on small product base – Red Bull
energy drink( along with a sugar free variety).
• Inexperience – Only 8 years in India
8. Opportunities
• Extension of product line – Help to retain the
market share.
• Hardcore advertisement and promotion.
• Consumer recognition through sponsorship of
sports event.
9. Threats
• Health concerns – Tougher rules from govt on
high caffeine content.
• Consumer may start to drink other alternative
as better health make.
• Organic energy drinks in market might steal
the RB share.
13. Target market analysis
• Core target segment includes age of 15 – 60.
• RB energy drink with higher sugar level is
popular among children and women
• Strong flavors are generally preferred by men.
• Studies say 65% of market consists males.
14. Customer analysis
• Young people are especially open to determined
exhaustion and insufficient energy.
• As a result majority of energy drinks are
developed and advertised to the younger
generation.
• Appeals to very specialized groups such as
gamers, extreme sports enthusiasts and hip-hop
crowd
15. Target customers
• Insufficient sleep
• Need energy ( in general )
• Studying of major project
• Driving car ( for a long period of time )
• Mixed with alcohol while partying
• Treat hangover
16. Market segmentation stratergies
• Red Bull avoids usual method of
marketing, relying more on buzz marketing or
‘word of mouth’.
• Red Bull advertise directly to generation-Y(
people born after 1981).
17. Distribution Stratergies
• Intensive distribution aims to provide
saturation market by using all availabe outlet
such as :-
• Gyms
• Coffee houses ( Barista, Café coffee day, costa)
• Pizza Outlets
• Colleges
• Super market
18. Advertisement Source
• Social media - social metworking sites such as
facebook, my space, Hi5 etc.
• TV Media – NDTV, Tensports, Sony
tv, MTV, Star World, TLC etc.
• Magazines – Femina, Top Gear, Play Boy
,Vouge etc.
22. Red Bull in India!! F1
Red Bull Renault car
Showing its speed in
India Gate road, Delhi.
Promoting F1 and
Red Bull image
23. Consumer Promotion
• Red Bull sponsors the motorsports or fun
sports, but always where Red Bull is needed.
• Red Bull has its own sports team such as Red Bull
Renault in F1, RB Nascar in nascar, Red Bull
Salzburg in football ( Austria ) , Red Bull
Motocross.
• This leads to attract more and more customer
and creates positive impact on people.
