1.
INTRODUCTION
• Red Bull is an energy drink
sold by Austrian company
Red Bull GmbH, created in
1987. Austrian entrepreneur
Dietrich Mateschitz was
inspired by an existing
energy drink named Krating
Daeng. He took this idea,
modified the ingredients to
suit the tastes of Westerners
and founded Red Bull.

2.
• Today, Red Bull sells 4 billion cans of
energy drinks each year in over 160
countries.
• Its tagline “red bull gives you wings”
is meant to amuse its young audience and
connect in a nontraditional and non pushy
manner.
• The energy drink has created a market for
over 150 related types of merchandise.

3.
INGREDIENTS
Red bull contains:
• Caffeine
• Taurine
• B vitamins (b3,b5,b6,b12)
• Sucrose
• Glucose
• Alpine spring water

4.
NUTRITION FACTS
• Red bull
Amount per :100gms
Calories : 45
Total fats :0.1gms
Cholesterol :0mg
Sodium :38mg
Potassium :3mg
Carbohydrate :11gm
Protein :0.3gm
Caffeine :30mg

5.
• Energy drinks have been associated with
health risks, such as masking the effects of
intoxication when consumed with alcohol and
excessive or repeated consumption can lead to
cardiac and psychiatric conditions.
• However, the European Food Safety Authority
(EFSA) concluded that an adequate
consumption of Red Bull is safe and that the
amount of caffeine in standard Red Bull cans is
unlikely to interact adversely with other typical
constituents of energy drinks or with alcohol..

6.
Variants in redbull
TOTAL ZERO ORANGE EDITION
TOTAL ZERO CHERRY EDITION
RED BULL YELOW EDITION
RED BULL RED EDITION
RED BULL SILVER EDITION
RED BULL BLUE EDITION

7.
TOTAL ZERO ORANGE EDITION
•
The Orange Edition is formulated
with Red Bull’s Total Zero formula.
• It is tropical orange flavored and
described as orange mango.
• Same energy formula as Red Bull
Total Zero
• Sweetened with sucralose and Ace-
K
• 12 floz can
• 114mg of caffeine
• Taste: Orange Edition has a lightly
sweet strong orange/mango flavor
and is pretty easy to drink.

8.
TOTAL ZERO CHERRY EDITION
• The Cherry Edition is also
formulated with Red Bull’s Total
Zero formula.
• It is Cherry flavored and described
similar to a black cherry soda.
• Same energy formula as Red Bull
Total Zero
• Sweetened with Sucralose and
Ace-K
• 12 floz can
• 114mg of caffeine
• Taste: Cherry Edition has a slightly
sweet tasting cherry flavor that
finishes a little on the sour side.
Cherry also has a slight aftertaste
from the artificial sweeteners used.

9.
RED BULL YELLOW EDITION
• Red Bull Yellow (previously called
Summer) Edition was only available in
the summertime, but look for it all year
long soon.
• Yellow (Summer) edition is tropical
flavored
• Same energy formula as original Red
Bull
• 8.4 floz -or- 12 floz can
• 80mg -or- 114mg of caffeine
• Taste: The Yellow has a nice tropical
flavor and it reminds of Orange but
Yellow is heavy on the mango and
light on the citrus. This one is
sweetened with sugar and sucralose,
which cuts down on the aftertaste as
well as the calories.

10.
RED BULL RED EDITION
• This version is cranberry
flavored.
• Same Energy Formula as
original.
• Sweetened with sugar.
• Price: Rs.99.
• 8.4 floz can.
• 80mg of caffeine
• Taste: Red has a light cranberry
flavor, yet artificial at that. It is
definitely better than Original
Red Bull. The can says
“artificially flavored” yet in the
ingredients it only lists “natural
flavors”.

11.
RED BULL SILVER EDITION
• This version is lime flavored.
• Same Energy Formula.
• Sweetened with sugar.
• Same price as the original.
• 8.4 floz can.
• 80mg of caffeine
• Taste: Silver is the citrus
flavored version and this
comes through nicely. It
reminds of Sprite, which is a
lemon/lime flavored soda.

12.
RED BULL BLUE EDITION
• This version is blueberry
flavored.
• Same Energy Formula.
• Sweetened with sugar.
• Same price as the
original.
• 8.4 floz can.
• 80mg of caffeine
• Taste: Blue is blueberry
flavored where artificial
flavours are used to give
a tinge of blueberry.

13.
MARKETING STRATEGIES
• Red Bull’s integrated marketing mix has been
very successful.
• It has become energy drink market leader by
skillfully connecting with the global youth.
• Since its beginning, Red Bull has used
traditional advertising .
• It has been known to target college students
directly by providing them with free cases of red
bull.

14.
• Red bull aligns itself with a wide variety of
extreme sports, athletes, teams , events
and artists.

15.
From motor sports to mountain biking , snowboarding to surfing ,
dancing to extreme sailing , there is no limit to red bull event or
sponsorship.

16.
• In the PlayStation 3's social gaming platform,
PlayStation Home, Red Bull developed its own
in-game island.
• In January 2012, Red Bull released its first
personal space called the "Red Bull House
of Skate" featuring an indoor skate park.
• In the video game Worms 3D, Red Bull allows
worms to move more quickly than normal.
• On the Apple App store Red Bull also has a few
games which are: Bike Unchained, Red
Bull Kart Fighter 3, Red Bull Air Race
The Game, Red Bull Racers.

17.
DISCLAIMER
• Created By Shiviya Khanna , BBK DAV
College , Amritsar Punjab , During a
marketing internship by Prof. Sameer
Mathur IIM Lucknow .