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...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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...Red Bull Red Bull sells many different products including the famous Red Bull Original, Sugar-Free and Total Zero; they also sell and promote Red Bull Team Racing and New York Red Bulls. The Famous Energy Drink firm originated from Thailand and are now in stores worldwide. The drink contains the ingredients Caffeine, Taurine, B-Group Vitamins, Sugar and Water; which combined together creates the crisp taste every consumer loves. Price Red Bull set the drink at a price that is reasonable but high and not too high to be considered as extortion. Red Bull is high priced but this indicates that there is quality in their energy drinks compared to other companies such emerge and boost which are cheaper and don’t match the taste of Red Bull therefore by setting the price of the product at a high value, shows that a lot of effort has been put in to produce the original, crisp taste that red bull gives in every can. Promotion Red Bull looks to promote themselves in many different ways, from cartoon Ads through to the spectacular F1 Red Bull Racing Team; Red Bull looks to show their dominance in maintaining the throne of being a top energy drink firm. Through their advertisements Red Bull are able to capture a wider range of audiences, through the use of cartoon adverts and their iconic slogans such as ’red bull gives you wings’ attract attentions not just by adults but by teenagers too, this is an effective way of being recognized as a company, through the use of the certain style...
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...People have been drawn to pit bulls for hundreds of years. In fact, historical figures such as President Woodrow Wilson, President Theodore Roosevelt, Helen Keller, Fred Astaire, Humphrey Bogart, and Thomas Edison have all owned this type of dog. The three types of dogs considered to be a “pit bull” are the American Pit Bull Terrier, the American Staffordshire Terrier, and the Staffordshire Bull Terrier. These breeds have developed from bull-dogs over centuries in England. They were originally used for “bull-baiting”, and require much exercise because of their pasts. Pit bulls have worked as many things and are now used as therapy dogs. Despite their history and personalities, many people have differing views. In the beginning they were America’s...
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...sitting in the bar at the Mandarin Hotel in Hong Kong he got the idea of marketing those particular functional drinks outside Asia. This was not a new idea, but a variation on the Lucozade theme, another popular energy drink marketed by Smith 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...
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...The International UNO Summer School 2012 Red Bull: Case Analysis Daniel Mader Andreas Mair Jennie Walker Ellie Walker Macon Blount Marketing Principles Jeffrey R. Foreman, PhD MKT 3501.1 Table of Contents Company Overview 3 Corporate, Business, and Marketing Strategy 5 Market Orientation 6 Marketing Macro Environment 7 Consumer Behavior and Psychology 8 Porter’s Five Forces 12 Pricing Strategies 14 Integrated Marketing Communications 17 Social Media Press Release 19 Future Problems for Red Bull 20 Company Overview I. Mission Statement and Slogan A. Mission Statement * No official mission statement could be obtained, since Red Bull is not a publically traded company. B. Slogan * “Red Bull gives you wiiings.” / “Red Bull verleiht Flüüügel.” * This slogan was popularized via TV commercials in German-speaking countries in the 1990s; the slogan was later translated into English as Red Bull became more internationalized. * Controversy arose over the rights to use the English slogan in the early 2000s when a patent attorney from Sarajevo claimed that he had patented the slogan for his own purposes back in 1997 in Romania. The slogan is still in use today by Red Bull. II. Core Competencies * Needless to say, the brand has developed an image for power, speed, and recklessness, and dominates the energy drink market all across the globe. * As can be seen in Pricing...
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...As a reader of this essay, many people will read the title I have presented and come up with a general picture in their heads of what I will be talking about. Knowing the background of this essay, being an abstract concept to define, people may be confused as to what’s so abstract about a dog? Well here is why all of those thinkers are wrong. The word pit bull is thrown around so often, that it is not even questioned about what the word truly means. In fact, a pit bull is not a breed of dog, but it is a “...class of dogs that includes several breeds: American pit bull terrier, American Staffordshire terrier, Staffordshire bull terrier and any other purebred or mixed breed dog that is a combination of these dogs” (Pit Bull FAQ). There are many laws banning pit bulls; they are categorized by their physical traits and then based on that, get taken away from their families. Although there are many problems with this, one major problem is that non pitbulls get caught up by this checklist and get...
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...RED BULL – MARKETING CASE STUDY INTRODUCTION Red Bull Gmbh was founded in 1984 by Dietrich Mateschitz after having been amazingly impressed by Far East functional drinks properties. Strongly convinced of the incredible market opportunity for such a drink category, he developed the formula of Red Bull Energy Drink and in 1987 the first Red Bull can was sold for the first time. This was not only the launch of a completely new product, but it was the birth of a totally new product category. The launch of Red Bull has been the most successful beverage launch of the last decade and drinking Red Bull has become a sort of fashion phenomenon. Today Red Bull is available in more than 165 countries and more than 35 billion cans of Red Bull have been consumed so far. Today Red Bull is the world’s leading energy drinks producer and it has approximately 70% of the market share in the worldwide energy drink market. Red Bull is privately held and therefore does not report its financial results but reliable data ensure that the company is an increasing and continuously growing profitable business nowadays with an average increase in sales of 10-12 % each year. Its motto is "Red Bull Gives You Wings". 1) RED BULL’S MARKETING STRATEGY SEGMENTATION Red Bull has a distinctive approach to marketing. It uses a progressive marketing strategy. This type of strategy aims to constantly evolve and develop the brand. First Red Bull has segmented the market according to age (demographic variable), personality...
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...comparison between Monster and Red Bull energy drinks. This is very controversial because many people not only love these drinks but think they’re health to be consuming on a daily basis. I work in the fitness industry and although many people in this industry think these drinks are okay to drink, it’s mostly people not in this industry consuming these drinks, they don’t know better. Red Bull is one of the biggest soft drink successes over the past the years. Red Bull improves emotional status and vigilance, increases performance, reaction speed and concentration. Customers drink Red Bull for such benefits as these. In times of long school hours, stressful work, and very tiring days, customers look to a product that vitalizes body and mind. Red Bull even supplies a sugar free version for the average health-concerned user. The target audience. Red Bull targets an active audience, especially those between the ages of 17 and 23, male and female. Characteristically, 17- to 23-year-olds is either thinking about college, in college, or just recently graduated from college. It is currently in a consumer's life that dramatic schedule changes are happening. Red Bull is a perfect solution for 17- to 23-year-olds who live fast-paced, hectic lifestyles while hardly making it through long days and nights of classes and studying.The Red Bull consumers can be divided into three segments: athletes, clubbers and workers. Each of these using the Red Bull energy drinks to meet their personal...
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...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 into trendy shops, clubs...
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...Harsh Kumar Lalwani Dr..Sunita Balani P rof.V.P.Sahi (Student 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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...The Truth to American Pit Bull Terriers American Pit Bull Terriers are naturally loving and caring dogs known for their neutrality and bravery, but suffer from a negative reputation due to an ill informed public. These breed of dogs are usually misinterpreted. Pit Bulls are not as cruel and ferocious as media has made them look. Pit Bulls deserve a chance at life, instead of being deemed as monsters of society. Pit Bulls originated from the United Kingdom in the 1800’s. They were created by breeding an American Bulldog and a Terrier (“Breed History”). Pit Bulls were first known as “Bulldogs”. Next, they were soon renamed the “Staffordshire Terrier”. But according to “Breed History: What’s in the Name?”, their name was changed to “American...
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...Red Bull History and Ingredients…. Buyer Behaviour - MKT2600D Surenthiran Theannilawu - THSUD11 Contents Introduction 2 History of Red Bull 2 Ingredients 5 1. Taurine 5 2. Glucuronolactone 5 3. Caffeine 5 Buyer Behaviour Theory - Classical Conditioning 6 1. Definition 6 References 8 Introduction This report is a summary of the presentation that has been given out by me on the topic of Red Bull history and Ingredients. Red Bull “Gives You Wings…..” perhaps one of the most known slogans these days. Red bull headquarters is based in Fuschl am See, near Salzburg Austria.Approximately 4.6 billion cans of Red Bull are consumed each year where the product is available around the globe in 164 countries. I have analyzed how a drink which was sold to truck drivers and laborers in Thai become a globally well-known no.1 energy drink. And thereafter I have discussed about the ingredients of Red Bull its benefits and drawbacks. In spite of a lot critics faced by Red Bull, it currently holds the no.1 position in energy drink selling more than 4.6 billion cans around 164 countries according to Red Bull Official Web site. Perhaps, Red Bull is next best well known drink after Coke. This report basically outlines the history of Red Bull, the ingredients, and followed by a buyer behavior theory which I have applied to get more clarity and insight on this topic. History of Red Bull The product was actually founded way back in 1960s by a Thailand business...
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...American Pit Bull Terrier from multiple states in America, and even some European countries. In this essay I will prove the unnecessity of BSL. This essay will go more in depth on what BSL is all about, it will educate the readers about the American Pit Bull Terrier breed and the pit bull family as a whole, and it will provide possible alternatives. Breed Specific Legislation made its first notable appearance in 1984. “In 1984, a New Mexico town completely banned pit bulls and allowed county officers to confiscate and euthanize the dogs” (animallaw, 2007). BSL was made to try to regulate specific breeds of dogs. Usually, BSL targets breeds that are thought of as dangerous breeds. Proponents of BSL claim that BSL is a great way to reduce the threatening pit bull breed (animallaw, 2007). People who support BSL usually have imagined pit bulls as vicious dogs bred just to fight. BSL is slowly being seen as ineffective laws because leaders of communities are being educated more about pit bulls. Pit bulls are not necessarily a breed of dog. Pit bulls are a category of dogs more than a breed. Pit bull usually groups 3 breeds of dog, “the American Pit Bull Terrier (APBT), American Staffordshire Terrier (AMSTAFF), and the Staffordshire Bull Terrier (STAFFIE)” (.understand-a-bull., 2007). Pit bulls have been given a bad reputation because of all the media and press that pit bulls have been in. for example the Michael Vick dog fighting scandal. The truth behind all of this media is...
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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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