Red bull product analysis

Alexandra ShibinaMoscow

2011

Plan• Overview

• Background

• Products

• Ingredients

• Advertising

• Diagrams

• Red Bull cartoons

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

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

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

Ingredients

Caffeine

Taurine

Glucuronolactone

B-group vitamins

Sucrose & Glucose

Alpine Spring Water

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

• 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)

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

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

Red Bull cartoons

Thank you for your attention