...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,...
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...Question 2. (by Shenhua Huang) Theory section Market segmentation strategy involves dividing the market into different groups and how a market is segmented is based on certain variables. A Company must identify the parts of the market it can serve best in order to reach their specific target market as well as to achieve the maximum profitability. According to Prof. Dr. Christian Schuhart, several criteria used for different market segmentation include: demographical, socio-economical, psychographic and observable behavior segmentation. Demographic segmentation is market segmentation based on various demographic factors such as age, gender, marital status, social class, etc. It helps the firm to divide the market into several segments or groups, each having a common variable and target each of these groups to enhance its performance; In Psychographic segmentation category, the attitudes and lifestyle of the consumers are considered; Socio-economical segmentation is done on the basis of profession, education, income etc; Behavioral segmentation is based on the customer’s price behavior, brand loyalty and shopping locations towards the purchase of intended products. Market segmentation is the basis for marketing strategy development. A company needs to design the right strategies to develop the relationships between its products to right consumers. Case section In terms of Red bull, the demographic and psychographic segmentation strategies are applied in their product...
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...Executive summary Red Bull GmbH is a popular energy drink that has sold up 5.387 billion cans as of 2015. Red Bull GmbH has the title of highest selling energy in the world in terms of market share. The iconic slogan “Red Bull GmbH gives you wings” is Red Bull GmbHs calling card, and all advertising is essentially connected through that slogan or graphic. A Forbes business article titled “the wind behind Red Bull GmbH’s wing” defines and explains Red Bull GmbH’s brand growth as “...A reflection of Red Bull GmbH’s freewheeling corporate culture that has enabled the company to build an enviable product performance... years fine-tuning its marketing and communications strategy.” This explanation in the article is true, to which modern global corporations aim to apply frameworks or models to help them succeed and better themselves from the competition. The background summary is a brief explanation and overall introduction of Red Bull GmbH. The Theoretical analysis identifies and describes the sources of Red Bull GmbH’s brand equity. The theoretical analysis II integrates and analyses’ the Red Bull GmbH’s marketing program in terms of how it contributes to the brand’s equity. It identifies any alternatives, or issues that might arise through the contribution of various factors. The theoretical analysis III, allows for the evaluation of Red Bull GmbH’s move into herbal teas, fast-food and magazines. It also, requires the critical evaluation of whether it makes sense for the company...
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...Name ) (Faculty Guide Name) (Director ABS) FACULTY CERTIFICATE Forwarded here with a term paper report on “general marketing strategy of red bull” submitted by Harsh Kumar Lalwani Enrollment No.A7004613066, student of B.Com (H) III Semester (2013-2016). This project work is partial fulfilment of the requirement for the degree of B.Com (H) from Amity University Lucknow Campus, Uttar Pradesh. Dr. Sunita Balani Amity University, ABS Lucknow Campus ACKNOWLEDGEMENT I wish to express my sincere gratitude to Prof.V.P.SAHI, Director ABS, Amity University Uttar Pradesh, Lucknow for providing me an opportunity to do my project on“Marketing Stratey of red Bull”. I sincerely thank my faculty guide Dr.. Sunit Balani(ABS), Amity University Uttar Pradesh, Lucknow for the guidance and encouragement in carrying out this term paper. Last but not least I wish to avail myself of this opportunity, express a sense of gratitude and love to my friends and me beloved parents for their manual support, strength, help and for everything. Harsh Kumar Lalwani Table of Content 1. Chapter 1 Introduction * About Red Bull * Company Profile * SWOT Analysis * Strength * Weakness * Opportunity * Threats * Current Situation * Products * Market Share * Financial Postion * Current Strategy * Publicity Stunts * Social media *...
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...RED BULL GMBH IN SOFT DRINKS (WORLD) April 2013 SCOPE OF THE REPORT Scope This global profile focuses on the industry trends in soft drinks. Disclaimer All values expressed in this report are retail/off-trade in US dollar terms using a fixed exchange rate (2012). 2012 figures are based on part-year estimates. Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors. Figures in tables and analyses are calculated from unrounded data and may not sum. Analyses found in the briefings may not totally reflect the companies’ opinions, reader discretion is advised. All forecast data are expressed in constant terms; inflationary effects are discounted. Conversely, all historical data are expressed in current terms; inflationary effects are taken into account. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Carbonates 169.5 billion litres Fruit/Vegetable Juice 62.0 billion litres Concentrates 43.7 billion litres © Euromonitor International Bottled Water 192 billion litres Sports and Bottled and Energy Drinks Sports Energy Water 15 billion litres Drinks 205.1 billion 16.2 billion litres Concentrates litres 43 billion litres RTD Tea 30.1 billion litres RTD Coffee 4.5 billion litres SOFT DRINKS: RED BULL GMBH While Red Bull remains...
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...old Price Forecast 2013 Predictions and Estimates from Multiple Analysts The Gold price forecast for the year 2013 has been covered by multiple analysts. Here is their consensus: While the price of Gold has a gamut of forecast ranges for 2013, most experts remain bullish on the yellow metal for the year, though some have scaled back their estimates slightly over the past few months. A compilation of their predictions are listed below. Bank of America Merrill Lynch In a December 2012 report, Bank of America Merrill Lynch stated that Gold would average $2,000 in 2013, with the metal climbing to $2,400 in 2014. “Large-scale policy easing by the U.S. Federal Reserve and European Central Bank positions Gold as a useful hedge against global macro and inflation risks taking the commodity to $2000/ oz levels”, said the bank. The bank added that, “We have a sixmonth [Gold price] target of $2000 an ounce, but see scope as well for prices to rise to $2400 an ounce by the end of 2014. These targets reflect our view that the Fed will maintain mortgage purchases until the end of 2014 and will move to buy Treasuries following the end of Operation Twist in December 2012.” BNP Paribas BNP Paribas expects Gold to average $1,865 an ounce for the year. “Market sentiment towards Gold has been much more uncertain in 2012 than was the case in previous years. Yet, we expect Gold to achieve a new record high in 2013 due to further monetary easing, less tail risk related to a breakup of the euro...
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...Price Forecast 2013 Predictions and Estimates from Multiple Analysts The Gold price forecast for the year 2013 has been covered by multiple analysts. Here is their consensus: While the price of Gold has a gamut of forecast ranges for 2013, most experts remain bullish on the yellow metal for the year, though some have scaled back their estimates slightly over the past few months. A compilation of their predictions are listed below. Bank of America Merrill Lynch In a December 2012 report, Bank of America Merrill Lynch stated that Gold would average $2,000 in 2013, with the metal climbing to $2,400 in 2014. “Large-scale policy easing by the U.S. Federal Reserve and European Central Bank positions Gold as a useful hedge against global macro and inflation risks taking the commodity to $2000/ oz levels”, said the bank. The bank added that, “We have a sixmonth [Gold price] target of $2000 an ounce, but see scope as well for prices to rise to $2400 an ounce by the end of 2014. These targets reflect our view that the Fed will maintain mortgage purchases until the end of 2014 and will move to buy Treasuries following the end of Operation Twist in December 2012.” BNP Paribas BNP Paribas expects Gold to average $1,865 an ounce for the year. “Market sentiment towards Gold has been much more uncertain in 2012 than was the case in previous years. Yet, we expect Gold to achieve a new record high in 2013 due to further monetary easing, less tail risk related to a breakup of the euro...
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...Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-colored 8.3-ounce can. The drink has been an enormous hit with the company’s target youth segment around the globe. For the year 2001, Red Bull boasted sales of $51 million in the United States alone and captured 70% of the energy-drink market worldwide. From Stanford University in California to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising. However, today, due to certain health issues and the growth in competitors in the market, several doubts and issues have come across for Red Bull such as Whether Red Bull is able to maintain its lead and its point of differences or the brand may simply lost its edge and become “slate”, Whether the concern of health and bloggers might have a huge negative impact on Red Bull, Whether Red Bull’s target audience move on as it ages is an issue due to its limited product line, and so on. The matter of maintain a company lead in the market is always present as same as for its point of differences in products. In the case of Red Bull, according to recent records of energy drinks product companies in 2015, Red Bull owned 60% to 70% market shares which means globally Red Bull is one of top brands, establishing over 167 countries with approximately 5 million cans selling per year in...
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...Indian Institute Of Management Lucknow August 2013 A MICROECONOMIC STUDY ON GOLD Submitted to Professor Sanjay K Singh By Section E, Group J Aman Doharey (PGP30244) Mahesh Raja R (ABM11045) Prerna Pal (PGP30265) Rohit Mandappalli (PGP29341) Shradhha MeryllinePanna (PGP30280) Swagata Das Chowdhury (PGP30419) Tanuj Kumar Lodhi (PGP30420) Table of Contents Introduction Background Protection Requirement Elasticity Of Gold Gold Consumption Scenario in India Need and Objective Of Study Research Methodology Tools and Techniques Hypotheses Data Analysis 1. US Dollar 2. Crude Oil 3. Silver 4. Inflation 5. Sensex Values Findings and Conclusions INTRODUCTION This report emphasizes on studying, interpreting and illustrating the various economic factors affecting the consumption and price of the precious metal Gold. We examine the impact of factors that maybe reason for such distortion and also see how the change in gold price impacts other commodities in the open market. Background Used as a sovereign since ages, gold has always been a sought after commodity. The price variation has almost always been upwards and has had a steep rise in this trend. A few pointers about Gold can be inferred as below. Production Gold is majorly obtained through mining, other sources may include recycling, trading etc. Through these sources gold enters the market. Requirement Gold is an essential commodity in any country’s economic...
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...Executive summary This report provides analyses of the fast growing energy drink market and the top two companies of this sector, they are: Red Bull GmbH and Hansen Natural. The two companies sell Red Bull and Monster Energy drinks respectively. We will explore both company’s background information and their strategic marketing of differentiating from traditional soft drink industry and within the energy drink market itself. We found that the macro and micro environment of the industry and company is influenced by the changing household structure, the health focus of the customer, power of distributors, competitors and regulations. Furthermore, we find that core market segments of the two companies are different. Red Bull focus on a premium position and their target markets are students, workers, athletes and clubbing crowds. Monster on other hand use their focused marketing and product variation to appeal to the extreme sports fan, teenagers and people who dislikes the taste of the common energy drinks. We determined Red Bull is employing the concentrated targeting strategy with a single product, and Monster is using differentiated targeting strategy with their range of drink variations. The positioning strategies of the two companies further highlighted their difference. Red Bull place importance on image differentiation, and drive through their premium product and pricing position through global leadership position. Monster is equally focused on product differentiation with...
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...Everyone has a Weakness How Yuengling Started Out Yuengling is popularly known as brewing company. It was owned by Richard Yuengling, Jr and was started by his family. Most people have heard of this brand of beer. It is most widely known in PA where its headquarters is. It is actually the oldest brewing company in the United States starting back in 1829. This beer company sells an average of 2.5 million barrels of beer annually. According to Bloomberg.com, Yuengling passed Boston Beer Co. as the largest U.S. owned beer maker by volume sold. The company itself is valued around $1.8 billion. Now this craft beer company started off slow. The first year of production yielded only 600 barrels. Once the owners’ son stepped up and took ownership of the business, he slowly made it into what it is known as today, America’s best-selling craft beer brand. Yuengling wasn’t always sunshine and rainbows throughout its course. It was actually on the brink of extinction when prohibition took place. If Richard would have not opened a creamery during that time, we might have never known what this beer tasted like. By selling legal near-beer, the company stayed afloat. During WWII, when grain was being rationed, other big brands used less grain in their beers but Yuengling held their ground. This is when people started to like lighter beers which made Yuengling’s sales plummet. Yuengling stated, “We were out of business and too dumb to know it.” Richard and his father had some disagreements...
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...Target Segmentation 1.1 Introduction Red Bull is a non-alcoholic energy drink and therefore falls under the category of soft drinks. Soft drinks can be divided into sub-segments and one of these segments is energy and sports drinks. These can be divided again into three different categories: • Glucose energy drinks • Sport drinks • High energy stimulation drinks • Since 1996 the market of soft drinks has grown by 5% and by 1997 it reached a total amount of £6.896bn, which is an equivalent of 10bn liters. Moreover we can say that the segment of energy and sports drinks represents 2.6% or £177m of the overall soft drink market. Since 1992 an increase of 64% in volume sales can be found within this very young market of energy and sports drinks. • The main differences of the three above mentioned sub-segments of soft drinks are as followed 1.2 Glucose Energy Drinks These drinks provide physical energy through glucose or a mixture of sugars. Originated from the Lucozade brand. These drinks do not contain any other substantial ingredients such as Lucozade Energy, Lucozade NRJ or Red Card. In 1927 they were originally positioned as a convalescence drink. 1.3 Sports drinks Also known as isotonic drinks, replaces body fluids after sport activities or exercises. Sport drinks help to re-energize and re-hydrate the body and can be taken before, during or after exercises. That’s because you should drink it in great amounts and fairly quickly, they are usually...
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...Tanya Dhingra 2014300 Ankit Rawat 2014339 1. GLOBAL BEVERAGE MARKET SCENARIO The global beverage market has been forecast to increase at a compound annual growth rate (CAGR) of 4.6% over the next five years, to reach a market value of $1,347 billion by 2017. The global beverage industry's rising product demand, not much affected by the currents of global recession, bears testimony to its unyielding growth throughout. Until recently, the beverages market was divided simply between alcoholic and non-alcoholic beverages. As consumers' tastes grew more sophisticated and demand surged for a variety of beverage options catering to lifestyle changes and health concerns, the beverages industry has responded with a dizzying array of options to choose from. Products manufactured by the beverage industry include: bottled water, juice, sparkling and still drinks, syrups, nectars, ready-to-drink and regular teas and coffees, dairy drinks, energy drinks, sports drinks, fruit powders, and alcoholic drinks such as beer, wine, cider and spirits. The industry experienced a CAGR of 2.3% for the period spanning 2007-2016. Industry consumption volumes increased with a CAGR of 2.4% between 2006 and 2010, to reach a total of 717,040.5 million litres in 2011. The soft drinks industry will continue to straddle two different worlds: the mature developed markets where growth has stagnated and developing markets where previously high growth rate has slowed, but still offer the greatest...
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...During the 1950s, the Korean War, the Algerian War, the Cold War and other political tensions such as the Cuban Revolution, as well as widespread political and economic changes in Africa during the initial stages of European Decolonization, did not stop the Dow's bullish climb higher. Additionally, the U.S. would also make its way through two grinding recessions; one in 1953 and another in 1958. A 200% increase in the average from a level of 206 to 616 ensued over the course of that decade. The Dow fell 22.61% on Black Monday (1987) from about the 2,500 level to around 1,750. Two days later, it rose 10.15% above the 2,000 level for a mild recovery attempt. The Dow's bullish behavior began to stall during the 1960s as the U.S. became entangled with foreign political issues. U.S. military excursions included the Bay of Pigs Invasion involving Cuba, the Vietnam War, the Portuguese Colonial War, theColombian civil war which the U.S. assisted with short-lived counter-guerrilla campaigns, as well as domestic issues such as theCivil Rights Movement and several influential political assassinations. For the decade though, and despite a mild recession between 1960 and 1961, the average still managed a respectable 30% gain from the 616 level to 800. The 1970s marked a time of economic uncertainty and troubled relations between the U.S. and certain Middle-Eastern countries. To begin with, the decade started off with the ongoing Recession of 1969–70. Following that, the 1970s Energy Crisisensued...
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...FROM THE AUTHOR OF STANSBERRY'S INVESTMENT ADVISORY PORTER STANSBERRY THE SURVIVAL BLUEPRINT Published by Stansberry Research Edited by Steven Longenecker and Fawn Gwynallen Copyright 2014 by Stansberry Research. All rights reserved. No part of this book may be reproduced, scanned, or distributed in any printed or electronic form without permission. About Stansberry Research Founded in 1999 and based out of Baltimore, Maryland, Stansberry Research is the largest independent source of financial insight in the world. It delivers unbiased investment advice to self-directed investors seeking an edge in a wide variety of sectors and market conditions. Stansberry Research has nearly two dozen analysts and researchers – including former hedge-fund managers and buy-side financial experts. They produce a steady stream of timely research on value investing, income generation, resources, biotech, financials, short-selling, macroeconomic analysis, options trading, and more. The company’s unrelenting and uncompromised insight has made it one of the most respected and sought-after research organizations in the financial sector. It has nearly one million readers and more than 500,000 paid subscribers in over 100 countries. About the Author Porter Stansberry founded Stansberry Research in 1999 with the firm’s flagship newsletter, Stansberry’s Investment Advisory. He is also the host of Stansberry Radio, a weekly podcast that is one of the most popular online...
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