...Introduction to Marketing (MKT333) Case Study #4 Red Bull GmbH is a privately-owned company based in Austria. Red Bull energy drink is based on the Thai energy drink, Krating Daeng (Thai for Red Bull), first produced in Thailand by the T.C. Pharmaceutical Company. The formula became popular as a tonic for blue-collar workers in Thailand. Red Bull Beverage Company Inc. became a subsidiary of the T.C. Pharmaceutical Company in Thailand in 1984 and Red Bull GmbH began marketing Red Bull in Austria in 1987. One millions cans were sold in Austria during the first year of production. The original formula was adjusted for “western” tastes adding sugar and carbonation. Its unique selling proposition was increased stamina and mental concentration relevant to its initial target market of long-distance truck drivers. Red Bull was introduced to the U.S. in 1997 focusing on four western states: California, Oregon, Texas, and Colorado. While the target appeal was initially to athletes, it soon became clear that Red Bull had a special appeal to young, white-collar workers looking for endurance for after-hours “clubbing.” The club scene developed Red Bull as a very popular mixer with vodka. Red Bull has expanded their product line from the original one can, one size, one label, one sticky-sweet liquid energy drink to Red Bull Sugarfree, Total Zero, Energy Shot, and most recently, Red Bull Editions. Red Bull Editions is their line of fruit flavored drinks which include cranberry, lime...
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...Why is Red Bull one of the most successful energy drinks in the world? Your essay must explain how and why Red Bull has selected their target market, positioned their product and created a brand that supports their positioning. By: Tegan Effting March 2010 Introduction Red bull is an energy drink; a functional beverage that claims to “give you wings!” It certainly worked for Dieter Mateschitz and Chaelo Yoovidhya, the creators of Red Bull, who have soared into the shared position number 208 on the Forbes list of richest billionaires of 2010 with individual net worths of $4.1 billion self created between the launch date in 1987 and today. So what is it that has made Red Bull one of the most successful energy drinks in the world? Designed to improve stamina, the ingredients of Red Bull boost performance by increasing alertness, concentration and reaction speed, making it the perfect supplement for periods of heightened physical pressure and mental stress. (Simpson J & B Dore, 2008). The drink is a variant of Yoovidhya’s Krating Daeng, a tonic discovered by Mateschitz who was awed by its powerful effect on reducing his jetlag post travel to the Far East. Mateschitz had experienced nothing as effective in the Western market and saw huge potential for a more palatable version amongst the Westerners, who needed more than one of the few existing sports energy drinks to help relieve them of the symptoms of a busy lifestyle. In 2006 it was recorded that more than three...
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...THE GAMBIA COLLEGE SCHOOL OF PUBLIC HEALTH COURSE: EHS 311: INTEGRATED PEST MANAGEMENT TOPIC: LADY BEETLE Presented by: Omar ceesay GC # 214426 Submitted to: LECTURER: Mr. Fabakary minteh DATE: 9TH MARCH 2015 Lady beetles, also known as “ladybugs” or “ladybird beetles”, are familiar insects. They belong to phylum arthropod and family of Coccinellidae. Some 70 species are native to Colorado and about 10 to 12 additional species have established during the past century. Adult Lady Beetles are round and small (1-10 mm) long. This paper gives a comprehensive overview of the morphology and the economic importance of the lady beetle. The morphology look into the size, shape and the colour of the above insect, while the life cycle look into the various stages of the development from the egg to the adult. Under the economic important, it look into its impact on human, on agriculture and its medical impact as well. It went further to look at the types of lady beetle and its habitat as well as some of the preventive measures in controlling and managing them. Key words: lady beetle, pest, Coccinellidae ...
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...Excellence - Red Bull M560 Marketing Excellence – Red Bull November 5, 2013 1. What are Red Bull’s greatest strengths and risks as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? Although Red Bull is a fairly young brand, it is currently the worldwide market leader in energy drinks. Originally conceived in 1982, the drink was founded in Austria in 1987 and then went international in 1992 with its introduction into Hungary (“Red Bull SWOT Analysis”). Today, Red Bull sells more than 4 billion cans of energy drinks each year in more than 160 countries (Kotler & Keller, 2012). Red Bull’s success over the past ~20 years can be attributed to the company’s ability to highlight its strengths and minimize its weakness. Understanding these strengths and weaknesses are important for Red Bull to maintain its current position as the market leader. In addition to being the current market leader, Red Bull’s strengths include its marketing strategy and its alliances with distributors. Red Bull’s marketing strategy is vastly different from other companies in the beverage industry. Rather than employing traditional marketing techniques, Red Bull has adopted “anti-branding” and “anti-marketing” strategies. They have used no print, billboards, banner ads, or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red Bull products...
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...The Consumer Electronics Expo happened in Las Vegas, Nevada this year. This event is a chance for companies to show off their latest or future technologies. They let visitors see the technologies in action and maybe even get to try them out themselves. The companies hope to have impactful technologies that will make consumers’ lives easier. One of the technologies shown this year was the HiMirror. The HiMirror is a mirror that attaches to the wall and gives daily suggestions on how to take care of your skin. It first scans your face and shows you your problem areas. These problem areas can be wrinkles, visible pores, dark spots and red spots. It will then recommend products to add to your skin care routine to help with the problems. These...
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...Red Bull The reason that Red bull has been successful with their brand is because they had a great marketing strategy. Also with Red Bull they have used no print, billboards, banner ads, or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red Bull products into trendy shops, clubs, and bars (Kotler & Keller, 2012). Also with Red Bull they also went to bars to sell their product because they knew the people were open to try new drinks in a bar. When it comes down to the strength of Red Bull they have a lot of them. Some of them are that they can be found everywhere like bars and restaurants. Also they made the drink for everyone and different types of people. Red Bull users are party goers, students and so on. Red Bull had the idea to connect with the younger consumers and it has made the company very successful than some of their competitors. Red Bull is one of the most powerful global brands in the U.S. and probably nationwide. During the past 15 years, the drink Red Bull has been copied by more than100 competitors but such companies as Coco Cola and Anheuser- Busch have been unable to take market share away from Red Bull. As the company Red Bull grew they added three more additional products and they are Red Bull Sugar free, Red Bull Energy Shots and Red Bull Cola. So with Red Bull coming out with all of these different types that are basically competing with other...
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... IMPROVING EXPORT PERFORMANCE Why export? Why has export increased? What are the enablers? What are our major exports? What are the common pitfalls of marketing? Management Focus: Export Strategy at 3M Understand why 3M initially enters markets on a small scale. How does the firm’s strategy fit with the philosophy that exporting is not an end in itself, but merely a step on the road toward establishment of foreign production? Explain the three principles that make 3M so successful. Why was it important for 3M to hire local personnel? Management Focus: Red Spot Paint and Varnish In an era of “time is money,” how can the trusting relationships that are so often critical to the success of a foreign venture be achieved? How important was the establishment of trust between Red Spot Paint & Varnish and its local distributors and customers to the success of the company? EXPORT AND IMPORT FINANCING Lack of Trust Why? What are the following? Know the definitions. Letter of Credit Draft Bill of Lading In a Typical International Trade Transaction what can go wrong? EXPORT ASSISTANCE What are the roles of Export-Import Bank Export Credit Insurance Chamber of commerce COUNTER TRADE The Incidence of Countertrade, Why does it take place? Types of Countertrade Can you name and define them? The Pros and Cons of Countertrade...
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...quality has become a major factor in people deciding factors. Gone are the days of old when companies could produce a product of sub-par quality and be profitable because the competitors were out of the market place. With quality being such a huge deciding factor these days with customers, it would be financially ruining if managers produce a product lacking in quality. Just try to fathom if car companies like BMW would be around if they produced poor products. Imagine showing up to a BMW dealership to purchase a "Melbourne Red Metallic" car only to find every red car was a different shade from the other. To prevent these catastrophic business practices, companies have created a control process to compare their new products to a set standard. It's this continued quality that keeps the customer and creates a successful business. Throughout this report, we will explain how companies can ensure their success by controlling the quality of their products. Before we get into the models and examples of quality control, we fist must have a basic background understanding of the concept. Quality is defined as "the degree to which a product or service meets the specifications set for it (Render, 2012, p. 614)." People will buy the product of higher quality because they believe that the product that will last longer, is built stronger, and has the best craftsmanship. These are all things companies fight tooth and nail for. Because product quality can mean the difference in the company's...
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...bottler’s responsibility is to set up local and retail trade promotions. Among this is selling and servicing retail outlets, placements and maintenance of advertisements, and the restocking of retailer’s shelves and vending machines. Competition in the soft drink industry is mostly relevant among the top three companies; Coca-cola, Pepsi-Cola, and Dr. Pepper/Seven Up. Each of these companies offers a product similar to Squirt, but each has their own variation. Coca-Cola’s Fresca is also a grapefruit flavored carbonated rink, but it has sugar and is caffeine free. Coco-cola also offers Mello Yellow and Surge. Pepsi-Cola has the largest carbonated citrus drink called Mountain Dew. The Organization Squirt Brand carbonated drink is a caffeine-free, low sodium soft drink that is a blend of grapefruit juices mixed with carbonation. It is the best selling carbonated grapefruit drink in the United States. Squirt is marketed under Dr. Pepper/Seven Up Inc, which is owned by the London based company Cadbury Schweppes, the world’s third largest soft-drink company. Dr. Pepper/Seven up Inc is the largest non-cola soft drink enterprise in North America and the third largest soft drink company in the United States. They produce such products as Hawaiian Punch, Canada...
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...living in, where the process that makes a product known by the consumers is very important. Depending on how the company presents the product to the public, the product can be perceived in a positive manner (which may include from the purchase of his to loyalty to it) or in a negative way (rejection ). Previous studies show that brands that are "imprinted" in consumers’ life are trying to create their own identity by calling on emotional and sentimental side, outlining, and thus people like a certain personality. The belief that a strong brand is based on whole creative process - aiming near as possible to the consumer by building their own personalities is the idea of beginning this work. It aims tracking how a successful brand creates its personality through the public, and the perception of consumers about this. The analysis will focus on the Bergenbier brand and will be following firstly, the brand features prints and promotion through TV spots, and secondly how consumers perceive the brand. Last phase of the study is consumer profiling Bergenbier brand. Research methods used were document analysis and sociological inquiry (main methods) and telephone survey and focus group (secondary methods). Research questions The role descriptive study aimed at identifying brand characteristics Bregenbier as they appear promoted by certain media tools, namely TV spots and prints. Regarding the role of exploratory work aims perception of brand identification Bregenbier Ploiesti young...
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...Kline Beecham. However, Red Bull included other ingredients to achieve a different flavor. (Figure 1: Red Bull Founder- Dietrich Mateschitz) So it was that in 1984, Mateschitz founded the Red Bull GmbH company. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. Red Bull rapidly gained in popularity, giving people wings right from the start. In 1992, Red Bull touched down in its first foreign market, in Hungary. Today, Red Bull is energizing over 100 countries around the globe, such that many superstores have copied the idea with their own brand products, which invariably are inferior in one aspect or another.Red Bull, who is originally from Austria where it is still produced, distributed their energy drink in over twenty countries. Countries like USA, New Zealand, South Africa, Eastern and Western Europe. Today, the slinky 8-3-OZ can has completed its invasion into nearly every cold box in the United States. (Ohio, Tennessee and the Dakotas are among the few states without it.) In less than three years, Red Bull singlehandedly established and then lifted the booming energy drink category from a base of $12 million in (wholesale) dollar sales to $42 million in 1998 and $75 million in 1999, per Beverage Marketing Corp. Others soon followed, building energy drinks to a $130 million business. Now Coke (KMX) and Anheuser-Busch (180) are jumping in. Last year, Red Bull's market share stood...
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...Recommendations and Implementation: Red Bull With a company that has 70 to 90 percent of the market share in over 100 countries worldwide, the most important recommendations boil down to sustainability (Gschwandtner). Red Bull has done most things right in the business world – they have minimized costs by using viral marketing, maximized image to gain huge market shares, and most importantly have stuck to core competencies. Emmy Cortes, the Corporate Communications Manager for Red Bull North America was quoted as saying, “we are one of the few companies in the world that can stay focused on one product, so we do what we do best” (Rodgers). However, the fact that Red Bull is doing so well does not eliminate room for growth and definitely does not guarantee them infinite brand security in today’s changing world. There are a few recommendations and ways of implementing them that should be addressed. The first suggestion would be that Red Bull should invest more money into research and development, working towards developing more health based products as a result of scientific debate and legal regulations surrounding their brand. Red Bull is currently banned in five countries, limiting their market (Rodgers). Red Bull argues that the ‘danger factor’ of their product is what makes it so appealing to its consumers; however, there is a larger demographic that can be targeted should they introduce more health conscious versions of the drink. We believe that Red Bull should look to increase...
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...Mauborgne, 2004). It includes unknown market and is untainted by competitions. In blue oceans, demand is created rather than fought over. Thus, there is an ample opportunity for growth that is rapid and profitable too. On the other hand "Red Ocean" is regarded as the existing market space with numerous risks and limited opportunities with limited profit margin, whereby companies strive to sustain their position (Gruwer, 2014). The companies operate in saturated market conditions with numerous small and big players and try hard to exploit the demand of customers. Blue Ocean Strategy Blue ocean strategy is the new way of thinking, a new strategic mind – set, a bold and new path to winning the future. It is grounded in analysis and energizes everyone. Blue ocean strategy focuses on creating new markets rather than competing with existing ones so as to stand apart and keep the cost lower. The organizations adopting blue ocean strategy can create new market space, create new demands, focus on innovation and avoid competing in existing segment. Thus, this strategy pursues differentiation and low cost, by creating uncontested market space. It minimizes the risk and maximizes the opportunities and is considered as win – win outcome for both company and customers....
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...http://www.ft.com/cms/s/0/8733b030-de30-11e0-9fb7-00144feabdc0.html#ixzz1nQtJndIR During 2010, the privately held company saw sales in Brazil grow by 32 per cent, while Turkish and Japanese consumers increased their intake by more than 80 per cent. Overall, the group posted sales last year of €3.78bn ($5.17bn), compared with €3.26bn a year earlier. In spite of its size, however, the group is still steeped in the sort of folklore and philosophical quackery that most large multinationals eschew in favour of efficiency of production. In one example of the group’s unusual approach to mass production, the caps on its bottled mineral water can be sealed only on nights when the moon is full in the sky. This is the kind of behaviour that could infuriate shareholders of a publicly listed company. Mr Mateschitz is unambiguous about the likelihood of Red Bull appearing on the stock market in the future, however. “Never. Thanks to our financial philosophy, we are not and never have been in need of additional capital, nor does anybody want to cash in. If we were to go public, the company would lose all of its benefits and in turn we would be left with numerous disadvantages,” he says. http://www.ft.com/cms/s/0/8733b030-de30-11e0-9fb7-00144feabdc0.html#axzz1nQrxHXt1 Some observers say that Red Bull's branding is revolutionary, calling it an 'anti-brand' strategy. The company faced additional problems in Pakistan where there were already many established drinks available. The firm avoided...
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...Tips for Adventures trip of Salmon fishing in Ketchikan Ketchikan is a very popular port on Alaskan Cruise and also known as the “Salmon Capital of the world”. Ketchikan Alaska fishing is very different and amazing in comparison to all other fishing spots and places of Alaska. If you are a beginner or an experienced fisher-man or fisher-woman you’ll surely love the adrenaline rush of the Ketchikan port. The best thing is that to catch salmon, halibut or even trout here, you do not need to go far away from the shore. Another specialty of Ketchikan is that all five types of salmon are found i.e. Chinook, Red, Pink, Coho and Chum. But catching Salmon is quite challenging. For this, you need to find and avail the services of a good charter boat captain that will lead you to a fishing spots having lots of Salmon ready for being fished. If you are searching fishing spot of halibut fish, than you should know that these fishes stay in deep and shallow parts of water generally one hundred feet down....
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