Hussien Khaled 112603 Khaled Morshed 110986 Magued El Garraya 110299 Abdullah Mahmoud 112979
Sep 07, 2014
Hussien Khaled 112603
Khaled Morshed 110986
Magued El Garraya 110299
Abdullah Mahmoud 112979
Red Bull is an energy drink sold by the Austrian Red Bull GmbH, created
in 1987 by the Austrian entrepreneur Dietrich Mateschitz. Red Bull is the
most popular energy drink in the world, with 3 billion cans sold each
year. An already existing energy drink called Krating Daeng, which he
discovered in Thailand, inspired Mateschitz. He took this idea, and to
suit the tastes of Westerners, modified the ingredients, and
founded Austrian Red Bull GmbH in partnership with Chaleo Yoovidhya.
Their slogan is "Red Bull gives you wings" and the product is marketed
through advertising, tournament sponsorship (Red Bull Air Race, Red
Bull Crashed Ice), sports team ownerships (Red Bull Racing, Scuderia
Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg, Red Bull New
York, RB Leipzig, Red Bull Brasil), celebrity endorsements, and with
its record label, Red Bull Records, music. Red Bull has also been the
target of criticism concerning the possible health risks associated with
the drink.
Product and Services:
Red Bull Energy Drink is a functional beverage. Thanks to a unique
combination of high quality ingredients Red Bull Energy Drink vitalizes
body and mind. Numerous scientific studies on the product and the
individual ingredients prove that Red Bull Energy Drink:
Increases performance.
Increases concentration and reaction speed.
Maintains attention.
Stimulates metabolism.
Makes you feel energetic and thus improve your overall well-
being.
Red Bull Sugarfree is Red Bull without sugar, with only 3 calories per 100
ml. As Red Bull Energy Drink, Red Bull Sugarfree is a functional beverage
that vitalizes body and mind. It has been developed for people who want
to have a clear and focused mind, perform physically, are dynamic and
performance-oriented whilst also balancing this with a healthier and
active lifestyle.
Red Bull Energy Shot is concentrated Red Bull Energy Drink without
carbonation and no need to chill. At only 60 ml and 27 calories it
contains the same functional ingredients as Red Bull Energy Drink. It has
been developed for all those occasions when you want to perform
physically and mentally, but there is no time to stop. It fits easily in a
pocket, handbag, jacket or glove box and with no need to chill you can
use it anytime, anywhere – in the office, at the gym on the road or on
the tube, you name it.
Red Bull Cola is a member of the Red Bull family, but it is not an
energy drink. It is a very special cola. With ingredients from 100%
natural sources, it is the only cola that contains both coca leaf
extract and kola nut. Why did Red Bull make a cola? - Why not? And
because Red Bull believes that cola should be made from all natural
ingredients only. The result is Red Bull Cola: strong & natural. With a
special formula that gives it its taste that’s not too sweet, for those who
prefer a natural cola.
Red Bull’s massive investments in sponsorships to events and sports are
the reasons for the sales of more than 4.6 billion cans in 2011. Now Red
Bull is mostly known for its name on cars, planes, bikes, and anything
that’s of that type. It serves to such sports because it attracts the
attention of young adults. It also gives off the image of the energy in the
product, as though the successful sportsmen have to drink Red Bull
before they start.
Levels of Red Bull:
I. Core benefit – gives a person the energy he/she needs to
exert extra power and concentration, through drinking a
delicious energy drink.
II. Actual product - Red Bull has a logo of two bulls with the sun
behind them, the metal can is split into quarters each
opposing silver and blue. It uses high quality ingredients to
form a goldish colour liquid that gives you power and
energy.
III. Augmented product – the product can be delivered with its
own fridge that has its logo on and is refilled on a daily
bases. The company sets the prices in convenience stores
and supermarkets but not in restaurants and cafes.
Mission of red bull:
Red bull is a well known energy drink that cares a lot for
people’s demand and does the best to satisfy the people. The
mission of red bull is to maintain its position between other
energy drinks and to deliver superior customer service highly
efficient and in a profitable manner. Also red bull creates a culture
where employees share their best practices to develop the
organization as an employer of choice.
Goals of red bull:
The goals of red bull are too many, as for example one main
important goal is to increase the revenue growth and that is from
the most important goal in any profitable organization. Also
another goal is to increase the interest in red bull among males
and females for old people, older than 40 years. Third is to let red
bull instead of coffee, which means that if anyone feels that he is
tired the first thing he will be thinking of is to have red bull to be
energetic and that is from the goals of red bull.
Threats and opportunities of red bull:
One of the threats red bull could face is lower costs of
competitors’ products which could affect red bull and by that
people will think about other energy drinks than red bull because
costs are important for people as people care about the prices of
everything before buying. Another threat is the health concerns,
many people think that red bull and any other energy drinks are
dangerous and have serious side effects, so that red bull should
know everything about its products know exactly what the side
effects of the red bull are and what the maximum amount to drink
per day is. The opportunities of red bull are; appearance of new
markets, so that it’s an advantage to present red bull’s products in
these markets. Also new products are considered as opportunities
for red bull. Also growing the popularity of action sports because
red bull is the sponsor of any action sports and all the athletes
drink red bull.
Red bull control:
Red bull is used in many things by people; people drink red
bull to be more energetic and to be fresh. Others drink red bull
because they like its taste and they drink it instead of sodas, and
others use red bull as a mixer with alcohols as it is a great mixer
with alcohol.
SWOT analyses for red bull:
Strengths:
It works very well gives a great energy boost that last long, it can
be used on daily bases while you are going to work out.
Weakness:
Very expensive not everyone can't afford it.
Opportunity:
Lot of campaigns that help them expands their market share.
Threats:
Health concerns: people get scared because of the caffeine in it.
PESTLE analysis:
Political:
Political if we are talking about red bull in Egypt then red bull will
be effected by the revolution due to the un stability in Egypt but if
we are talking about red bull Germany then it is not effected
politically.
Economical:
Economical if we are talking about red bull Egypt then red bull will
be effected due to the failure of the economy in Egypt because a
lot of people don’t have work or money due to the revelation and
economy of Egypt is in a recession but if we are talking about red
bull chine then it is not affected because they don’t have a
recession.
Social:
Social red bull is affected socially because people say it is harmful
if u drink too many because it has a lot of caffeine.
Technological:
Technological if we are talking about red bull Egypt then red bull
technology is high here in Egypt to attract customers they use cars
and motor cycles to market their product
Legal:
Legal red bull is not affected legal.
Egypt if we are talking then because it's not an alcoholic drink or
anything.
Environmental:
Environmental red bull is a energy drink that is served cold so in
Egypt it is mostly sold in summer higher than winter but if we are
talking about Moscow that it won't be affected because it is
always cold.
The seven Ps:
Product:
The product is red bull the energy drink
Price:
The price of one red bull is 15 LE and some places sell it with 20 LE
Promotion:
The promotion of red bull is buy 3 get 1 free.
Place:
The places that red bull is sold are: mini markets, hyper markets
and gas stations.
Packing:
The packing of red bull they decreased the weight of metal of the
can in order to be easily packed, and they have a 6 package of red
bulls and a 12 package of red bulls
Positioning:
The positioning of red bull is now one of the best energy drinks in
the world but here in Egypt it stands the number one energy
drink.
People:
People here if we are talking about Egypt the people who buy a
red bull are high middle class and high class only because it is
expensive .
Competition:
Competition in red bull they have a lot of compotators like power
hoarse but here in Egypt red bull has compotators but they are
number one in the marketing due to the campaigns they do and
promotions they do also so if we are talking her in Egypt there is
no competition but in America there are a lot of compotators like
Gatorade and power hoarse.
-Overview summery.
Red Bull is an energy drink sold by Austrian Red Bull GmbH; it is created
in 1987 by an Austrian businessperson called Dietrich Mateschitz, and
his Thai partner Chaleo Yoovidhya..Chaleo Yoovidhya was the inventor
of an earlier energy drink that had been popular in Thailand. Red bull is
the most popular energy drink in the world these days, with 4.5 billion
cans sold each year.
-Budgets.
The sale of Red Bull has only increased from the time Mateschitz
presented it back in 1987. In 2008 Red Bull’s net sales was $4.28 billion,
which was up 7.9% from the preceding year. A contributor to these sales
is the fact that Red Bull started to distribute more to the Middle East, Far
East and South America (DPA). In “some countries, Red Bull commands
80% of the market share. In the U.S. where Red Bull enjoys a 47% share
of the energy drink market; sales are growing annually at a 40% clip”
(Dolan, Kerry).
Part of their 50 million dollar budget is meant to focus on North Dakota,
South
Dakota, Tennessee and Ohio to make them feel more as if they are part
of the Red Bull community by tying them into major events that Red Bull
sponsors. The bulk of our 50 million dollar budget will be going towards
sponsoring the Winter and Summer X Games as well as purchasing give‐
a‐ways.
-Action programs.
Red Bull is recognized internationally not only because of the energy
drink but because of the way of life the product represents. Red Bull
does not use the traditional media, instead they depend on sponsoring
great sporting events and they give free samples of Red Bull at the
events. “Red Bull relies heavily on bars and night clubs for its sampling
events, alternative sports have also proven to be a successful product‐
trial arena.”
-Objectives and issues
Red bull’s marketing objective is to launch events to interest youth on
college campuses and at sporting events. These events will feature some
of their sponsored athletes making guest appearances and free samples
of red bull and red bull products.
Red Bull is not an unproved drink product, that’s why anyone is capable
of picking up a can, read the components and starts their own business.
This is the reason of the highly competitive market of energy drinks.
Another issue is that Red Bull, and all energy drinks and supplements,
has acknowledged negative press from a medical standpoint. High levels
of caffeine and sugar can generate negative effects on heart rate and
blood pressure along with dehydration.
Red bull has segmented its market into middle-aged men and women.
Those people with high income can be regular users of the product. On
the other hand, people who are low on income would buy the product
occasionally and have harder decisions to make regarding what to buy
(substitutes); this includes quality, price, and so on. The company has
targeted those customers but most of them are occasional users,
therefore it needed a strong differentiation strategy to compete with
other products. Red bull has positioned its brand as the top quality you
can find making it worth its price. It is believed to work better than other
energy drinks, although that might not be entirely true.
Red bull’s logo of two bulls facing each other shows physical strength
and the ability to face competition. The sun, in the back, shows mental
health and the blue and silver colours of the can mean night and day.
Putting all this together, Red bull says it gives you mental and physical
strength and the ability to face competitions and that you can drink it
anytime, night or day. Also advertisements and sponsorship of extreme
sports shows red bull being connected to high energy, mentally and
physically. After all, they say it gives you wings.