...Company profile of Red Bull.......................................................................... 1 2.1 2.2 2.3 3.1 3.2 3.3 Company introduction..................................................................... 1 Market overview ............................................................................. 2 Financial overview .......................................................................... 2 Market-based view: market positioning .......................................... 3 Resource-based view: business system analysis .......................... 4 Current business strategy and competitive advantages ................. 5 3 Strategy analysis of Red Bull energy drink business .................................... 3 4 Recommendation proposal for Red Bull ....................................................... 6 5 Conclusion..................................................................................................... 8 Appendices ......................................................................................................... 9 Bibliography ........................................................................................................ V II List of figures Figure 1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Market shares on the global energy market for 2011 ........................ 2 Financial performance of Red Bull from 2011 to 2013 ...................... 2 Market positioning on the German energy drink market .................
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...OF RED BULL AND HOW THE COMPANY MAINTAIN ITS LEADING POSITION IN ENERGY DRINK INDUSTRY TABLE OF CONTENTS I. ABSTRACT 4 II. INTRODUCTION 4 III. BACKGROUND OF RED BULL 5 IV. LITERATURE REVIEW……………………………………..….6-7 V. RESEARCH OBJECTIVES…………………………………………8 VI. RESEARCH QUESTIONS……………………………………………………………8 VII. RESEARCH METHODOLOGY…………………………………………………9-12 VIII. ETHICAL CONSIDERATION………………………………...…13 IX. LIMITATIONS……………………………………………………….13 X. CONCLUSION 13 XI. REFERENCE 14-15 I. ABSTRACT The marketing and advertising techniques revolution in the late of 1980s enabled Red Bull to create successfully an “energy drink” market. Today, when the market becomes more and more diverse as well as expanding with over 220 competitors, Red Bull may face to loss in overall global market share. However, Red Bull has reasons to feel optimistic with its strategic business and marketing plans. II. INTRODUCTION The global Functional Drinks market was reported to be worth $26.9 billion in the year of 2008. It is fairly new and continues developing; the market is forecasted to increase by over 64% to reach the value of $44.3 billion, said Datamonitor PLC (2008), cover different categories such as Energy, Nutrition etc. Being regarded as the largest brand in energy drink sector, Red Bull® was holding 29% global market share in 2008 (Datamonitor PLC, 2008) and has been successful in creating energy drink and established the brand as the market pioneer...
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...Red Bull's Innovative Marketing: Transforming a Humdrum Product into a Happening Brand Abstract: The Red Bull energy drink was launched in Austria in 1987, by Dietrich Mateschitz. He claimed to have experienced the invigorating properties of a popular Thai energy drink, Krating Daeng, on a trip to Thailand. Realizing that a similar product could have good potential in Western markets, Mateschitz obtained the license to manufacture a carbonated version of Krating Daeng from its Thai owners. Obtaining permission to sell Red Bull in Europe was not easy, as it contained several ingredients whose effects on the human body were untested However, permissions were eventually obtained, and Red Bull became exceptionally successful in all the markets in which it was launched. It was generally acknowledged that Red Bull's success was the product of the company's innovative marketing efforts. This case study discusses the marketing strategy adopted by Red Bull GmbH, including the company's effective employment of buzz marketing in new markets, and its sponsorship of sporting activities, especially extreme alternative sports, to enhance its image. The case also talks about Red Bull's target markets, and its pricing and differentiation strategies. It includes a section on the various controversies surrounding Red Bull, and the effects of these on its brand image. The competitive situation in the energy drinks market and Red Bull's position vis-à-vis competitors, is also discussed. The case...
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...Rajarjun Reddy Gummi Project Proposal Prepared for: International Marketing ENERGY DRINK ENERGY DRINK Prepared by: Rajarjun Reddy Gummi DATE \@ "d MMMM y" 10 June 2015 Student ID: S00900869 EXECUTIVE SUMMARY Objective To launch the newly introduced energy drink into the massive market of United Kingdom. Goals To capture maximum market share in the energy drink category in the least given time and earn customer loyalty with a repetitive positive brand re-call value. Solution Launch the product nation wide with a huge marketing strategy but at the same time keeping the values of budget and establishing a brand re-call value. Project Outline The following document has been prepared for the International Marketing course. It focuses on introducing a new product into the market of the United Kingdom. The product is the GRAVITY energy drink. This drink directly competes with RedBull and Lucozade. In the very beginning, I have mentioned both the vision and the mission statement. The product will be introduced into the market soon and the marketing strategies have been prepared for it to penetrate into this massively established market with established players. The document isGRAVITY ENERGY DRINK GRAVITY ENERGY DRINK divided into various parts as it explains about the product and the market respective to the present scenario. It focuses on the marketing mix, the strengths and the weakness, the entry mode, the distribution channel, marketing strategy, product positioning...
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...| Product Analysis: Monster Energy Drink | Bill ClymerWednesday August 14, 2013Written by: Maira Khalid | PART A Situation Analysis Monster Beverage Corporation The Hansen Beverage company (recently changing their name to Monster Beverage Corporation on January 5th of 2012), was a family owned and operated company in the 1930’s, selling freshly squeezed juices to local film studios. In the 1970’s, one of the Hansen brothers decided to transition their beverage business into marketing ‘natural sodas’. This was the upturn of the company that led them to where they are today. Today, Monster Beverage Corp. has transformed into the largest energy drink company in Canada with sales of more than $ 2.1 billion in 2012. Monster beverages have always been, and still claim to be free of preservatives, caffeine, sodium, artificial flavours and colours. Although many people believe that all energy drinks contain high levels of caffeine and are not healthy, the company’s mission statement which has not changed since Jan 5th, 2012 when the company changed its name, states otherwise. The Mission Statement The mission of Monster Beverage Corp. is to satisfy consumers' needs for superior quality and great tasting, healthy, natural and functional beverages. Our beverages will be positioned as an upscale brand and will often be marketed at a premium to competitive mainstream products. This mission statement provides Monster Beverage Corp. with the information needed for...
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...History revision America 1890-1945 Time line Key: Bold and Underlined show events, policies or people of influence to US history from 1890-1945 RED: Political GREEN: Economic BLUE: Social BLACK: International affairs 1890- The accession of the Idaho and Wyoming brings the number of states in the Union to 44. The US Census notes that there is no longer a moving frontier in the American West. The Sherman Antitrust Act passed by Congress. 1896- William McKinley’s election victory marks the beginning of a lengthy period of Republican political dominance. 1898- Victory in the Spanish-American war marks the rise of ‘American Imperialism’ and establishes control over Cuba and the Philippines 1901- Theodore Roosevelt becomes president after the assassination of McKinley. The Platt Amendment is passed by Congress 1904- Thedore Roosevelt proclaims the Roosevelt Corollary to the Monroe Doctrine after etsablishing US influence over Panama. 1905- President Roosevelt acts as mediator in the Treaty of New Hampshire ending the Russo-Japanese War. 1912- New Mexico and Arizona achieve statehood, bringing the number of states in the Union to 48. The Republican Party splits; Theodore Roosevelt runs for president on behalf of the ‘Bull Moose’ Progressive Party, ensuring the defeat of President Taft. Woodrow Wilson wins the Presidency for the Democrats 1914- War begins in Europe. The USA proclaims neutrality. President Wilson send US forces to occupy the port of Vera Cruz in Mexico...
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...October 2012 Current Affairs Study Material INTERNATIONAL Imran Khan on anti-drone ‘peace march’ to tribal belt Imran Khan on 6th October 2012 set off on a motorcade “peace march” to the terrorists-riddled South Waziristan to protest US drone strikes in the tribal belt. Venezuelan President Hugo Chavez Re-Elected for fourth term Venezuelan President Hugo Chavez has been re-elected for the third term. Mr Chavez defeated opposition leader Henrique Capriles. Mr Chavez garnered 54.42 per cent of the vote while his rival bagged 44 per cent votes. Pakistani youth support Malala Yousufzai Pakistani teenaged rights campaigner, Malala Yousafzai, who was on 14th October 2012 shot by the Taliban for publicly opposing them against the girl education.She got the support from all over the world. Ali Zidan elected Libya PM Libya’s 200-member General National Congress has elected a former congressman and human rights lawyer Ali Zidan as the country’s new Prime Minister on 14th October 2012. Austrian skydiver breaks sound barrier Austrian national Felix Baumgartner, who jumped from a height of 39 km, became the first skydiver to record the highest ever freefall and also the first human to go faster than the speed of sound. Five New Non-Permanent Member Countries Elected to UN Security Council UN General Assembly elected five new non-permanent members to the Security Council. The New Members are South Korea, Luxembourg, Argentina, Australia and Rwanda. Iran bans export of 50 basic foods to preserve...
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...Unit IV: Continuing Sectionalism, Civil War, And Reconstruction. 1853 To 1877 1. Kansas-Nebraska Act, 1854 – A Bill introduced by Steven Douglas to organize the Nebraska territory. He hoped to build a transcontinental railroad making Chicago the terminus, but they could not do this until the Indians were cleared away and the land was in control. Nebraska would presumably become a free state due to the Missouri Compromise but to please the South Douglas argued that the territories should be left open to popular sovereignty. Douglas pushed for the bill and won, therefore the Missouri Compromise was repealed and the North was in an uproar. 2. Birth of the Republican Party- Made up of former Free Soilers, Conscience Whigs, and “Anti-Nebraska” Democrats. Presented themselves as the party of freedom though they were not abolitionist, but they believed that slavery be kept out of the territories. The Republican Party appealed too many to voters who not only disagreed with slavery but also wanted to keep slavery out of their states. 3. Stephan A. Douglas- Known as the “Little Giant,” he was the most prominent spokesman of the Young American movement. He held a series of state offices before being elected for the United States Senate at the age of 29. Douglas wanted to get on with the development of the nation; to build railroads, acquire new territory, and expand trade. This made him suggest and push for the Kansas-Nebraska Act. 4. Popular Sovereignty- Also known as...
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...Jerry didn't waste any time. He took the bull by the horns and gave them our list of concerns right away. Then he asked for a list of their concerns and put both lists on the white board, so he could be sure we were all on the same page. He told the group that we were going to have to think out of the box and suggest creative solutions. We talked for over an hour. Jerry likes to shoot from the hip, which makes some people uncomfortable because he's very direct. Because we have such different corporate cultures, I didn’t think the two groups would ever see eye to eye on the goals. However, during the second hour, Jerry said he was willing to bend over backwards and work very hard to address their concerns. I think that impressed them. He talked about the advantages of the deal, and then he really laid it on the line and left the next move up to them. At one point, I thought the other company might back out and leave the table, but Jerry kept the discussion going. There was a lot of give and take; they finally met us halfway, and we cut the deal over dinner that night. I was surprised that our relationship as competitors didn’t get in the way. Jerry was able to convince them to look at those old conflicts as water under the bridge. He got them to focus on the future, and the result was clearly a win-win situation for both companies. 1. Take the bull by the horns: directly confront a problem or challenge. He decided to take the bull by the horns and talk to the president about...
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... Table of Contents 1. Introduction 2. Strategies in General 1. Market Strategy 2. Product and Service Strategy 3. Organization Strategy 4. People Strategy 5. Finance Strategy 3. Ansoff Matrix – Applied Strategies to four different senarios 1. General Information 2. Product Penetration 3. Product Development 4. Market Development 5. Diversification 4. Conclusion 1. Introduction Strategies are often being used to adapt to different scenarios in the market and push the company in the better situation to handle the new and often inexperienced environment. They are specifying the organization’s mission, vision and objectives, developing policies and plans, often in terms of projects and programs, which are designed to achieve these objectives. The wide rage of strategies, in every field/part in an organization, allows companies to find the right strategy for implementation in different kinds of scenarios. 2. Strategies in General 1. Market Strategy Market strategy is an essential part of the strategic management, in order for companies to succeed in the comparative market that exists today. This strategy takes in account the company’s relationship to existing and potential customers, its knowledge of changing needs, and the consciousness and reaction of opportunities they have in the market. It is necessary to determine the unique strengths of the company, and use this information...
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...DABUR INDIA LIMITED | MARKETING RESEARCH FOR ASSESSING PERFORMANCE OF DABUR PRODUCTS | PROMOTING INSTITUTIONAL SALES FOR DABUR PRODUCTS | | DILEEP SINGH SHEKHAWAT | 6/24/2010 | SUBMITTED BY:DILEEP SINGH SHEKHAWAT | DABUR INDIA LIMITED “ONE OF INDIA’S MOST ADMIRED COMPANY” TABLE OF CONTENT | TOPICS DESCRIPTION | PAGE NO… | Acknowledgement………………………………………………………..Business portfolio of Dabur…………………………………………….Introduction to Dabur…………………………………………………...About market research………………………………………………….Steps of market research………………………………………………..Data analysis and findings for corn flour…………………....................Data analysis and findings for lemoneeze…………………...................Data analysis and findings for capsico………………………................Data analysis and findings for coconut milk…………………………..Data analysis and findings for honey…………………………...............Data analysis and findings for tomato puree………………………….Data analysis and findings for tomato paste…………………………..Data analysis and findings for snack dressing…………………………Data analysis and findings for tomato ketchup……………………….Data analysis and findings for pineapple slice…………………………Data analysis and findings for fruit cocktail…………………………..Data analysis and findings for mango pulp…………………………….Data analysis and findings for keora water………………....................Conclusion and recommendations…………………………………….About institutions sales ………………………………………………..Bibliography………………………………………………………… | 789-16171819-2223-2526-2728-3031-3334-3738-3940-4243-4647-4950-5354-5556-575859-6061...
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...Marketing plan for Innocent Drink Organization 1. Abstract The 30% downturn that the UK experienced has affected the smoothies market in the region leading to a decline of the market share. It is therefore crucial for Innocent drinks to presents a good evaluative report of the smoothies market of the U.K which recommended a better way of planning for the market. The marketing strategy will also help in seeing how that company can expand its market to other regions of the world. The targeted region is Australia. Which is my proposal for the company to witness a growth of its market share and sales? The paper will present a strategic marketing plan for Innocent Drink Organization. This entails how the organization can use its resources to adapt to the changes taking place in the marketing environment. Innocent Drink Company just like any other organization has to develop strategies which will enable it gain competitive advantages over its rivals. The marketing strategies have to be implemented and cultivated to enable the consumers to be attracted and to consider the innocent products as their best choice. To attain the strategic marketing of the Innocent company, this paper will provide a detailed plan concerning the operations and practices of the company, the already existing strategies of marketing such as on sales strategy, pricing, distribution, promotional, product branding and creation strategies. The strategies management and marketing will further reflect...
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...MKT 533 Branding Strategy Cases Dr. Diane Badame Fall 2015 The price of this reader reflects a 20% discount on production costs, due to the early submittal of material by the instructor. Dear Student: Reproduction of copyrighted material, without prior permission of the copyright owner, particularly in an educational setting, is an issue of concern for the academic community. Unfortunately, the impropriety of much unauthorized copying is all too often overlooked by users in an educational setting. Although copying all or part of a work without obtaining permission may appear to be an easy and convenient solution to an immediate problem, such unauthorized copying can frequently violate the rights of the author or publisher of the copyrighted work, and be directly contrary to the academic mission to teach respect for ideas and the intellectual property that expresses those ideas. With that in mind, the University Bookstore has sought permission and paid royalties for all materials enclosed. The price of your reader reflects those necessary costs. This material comes from "Questions and Answers on Copyright for the Campus Community," Copyright 1993 by National Association of College Stores, Inc. and the Association of American Publishers. MKT 533 – Branding Strategy Dr. Badame, Fall 2015 UNIVERSITY OF SOUTHERN CALIFORNIA MARSHALL GRADUATE SCHOOL OF BUSINESS MKT 533 – BRANDING STRATEGY 1.5 CREDIT COURSE FALL 2015 ___________________...
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...“The work of each of these artists represents a particular depth of understanding and sensitivity about the history of our nation.” Dakar: Places in Our Live [1] “Thanks to art, instead of seeing one world, our own, we see it multiplied and, as many original, artists as there are, so many worlds are at our disposal.” Andre Marlaux[2] Introduction Art is a tenuous relationship as history would attest but it is one that could not be belittled or undermined. It produced various schools of thought among the ancient Greeks and continues to provide profound forum of debate among contemporary scholars. As President Ferdinand Marcos have stated, “For the artist has always been a dynamic factor in social and cultural development and art is always an essential vehicle of truth and of relationship”.[3] In the realm of human experience, the artist has to confront the truth in its various critical situations consequently depending on, his interpretation of urgent realities; he becomes either the advocate of change or an adversary of it. But he can never be uncommitted nor be irresponsible. In the present time where plans and options for governments shift in the global expediency, the artist must always guard against obstacles to national growth and progress. "Art and Globalization makes an important contribution to the diverse critical practices and aesthetic performances that define the global era.[4]” These remarks were written for the book entitled Arts and...
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...Stock Investing FOR DUMmIES 2ND by Paul Mladjenovic ‰ EDITION Stock Investing FOR DUMmIES 2ND ‰ EDITION Stock Investing FOR DUMmIES 2ND by Paul Mladjenovic ‰ EDITION Stock Investing For Dummies® 2nd Edition , Published by Wiley Publishing, Inc. 111 River St. Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2006 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, 317-572-3447, fax 317-572-4355, or online at http://www.wiley.com/go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the...
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