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Alibaba

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Submitted By snailflower
Words 1641
Pages 7
Table of Contents
Page 1: Title Page, Table of contents

Page 2: Introduction

Page 3: 4 P’s Marketing Mix: Product Page 4: 4 P’s Marketing Mix: Price

Page 5: 4 P’s Marketing Mix: Place

Page 6: 4 P’s Marketing Mix: Promotion

Page 7: Works Cited

Introduction

Red Bull is one of the biggest energy drink successes, created in 1987 by Austrian company Red Bull GmbH. The slim blue silver can has developed a following among those who claim that it helps them with virtually everything to work better and play better. Red Bull is sold in over 165 countries globally. In terms of market share, Red Bull is the most popular energy drink in the world, with 5.2 billion cans sold in 2012. Over the years, the drink has been copied by more than 100 rivals, but such companies as Anheuser-Busch and Coca-Cola have been unable to take market share away from Red Bull.
In 1982, Dietrich Mateschitz, the founder of Red Bull became aware of products called “tonic drinks” which enjoyed extensive popularity in Thailand. He took this idea, modified the ingredients to suit the tastes of westerners, and, in partnership with Chaleo Yoovidhya, founded Red Bull GmbH in Austria. Energy drinks containing taurine, glucuronolactone, caffeine and important vitamins and carbohydrates are claimed to help with physical endurance, improved reaction, speed and concentration and a feeling of well being. In the present days more than a billion cans of Red Bull are consumed each year around the world. The company slogan is "Red Bull gives you wings", and the product is marketed through advertising, extreme sports events (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 Brazil), celebrity endorsements, and music, through its record label Red Bull

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