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
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Marketing Research Introduction: For over 26 years, Red Bull has manufactured and sold energy drinks. With over 40 billion cans consumed and sold in over 166 countries, Red Bull is currently the number one energy drink brand consumed worldwide, but as new energy drink companies emerge and the market saturates, it is important to retain a competitive edge. A report conducted by Nielsen on users of energy drinks states that a new heavy user category has been discovered; young mothers (Nielsen, 2013)
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INTRODUCTION In 1987, the Austrian, Dietrich Mateschitz, in partnership with Thai businessman, Chaleeo Yoovidya, invented an energy drink called Krating Daeng also known as Red Bull. In terms of market shares, Red Bull is the most popular energy drink in the world with 4.5 billion cans sold each year. And it holds 70% share of the world market for energy drinks or functional beverages a category it was largely responsible for building. Marketing is aimed to hip young people with active lifestyle
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markets are overflown due to the rather selective targeting of red bull. More importantly, the targeting of colleges, while emphasizing the fact that Red Bull mainly targets athletes and people in need of energy, cause some dissociation considering the very high association of red bull and alcoholic drinks in student environments. This, combined with the many health concerns regarding the mixing of caffeine and red bull, causes major criticism of the brand. Q.2. Red bull could have dealt with such
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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
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Bull and their energy drink Red Bull Energy Drink, in a manner in which the market/industry, environment, competitors, customers, and the brand were all analysed by using secondary research. A SWOT analysis was also conducted. Through this research and analysing, it was found that Red Bull is the dominating leader in the energy drink market and sells the most units of its product worldwide. However the company does have close competitors in Monster Energy Drink and Rock star Energy Drink. Although Red
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Corresponding to such objectives, this specific paper intends to perform an exclusive market research for assessing the market opportunities for the Red Bull with respect to its product line of chilled coffee drinks. In present scenario the Red Bull holds a strong market position in the energy
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Problems and Opportunities It is important to understand the primary problem being addressed throughout this case study: Whether or not a profitable market opportunity exists for a new energy beverage brand to be produced, marketed and distributed by the Dr. Pepper Snapple Group. In order to effectively answer the above question, there are a number of secondary questions that need to be answered to get the full picture. They are as follows: Who would the target market be? What would be the full
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you name for Red Bull? XS Energy, Monster, Rockstar, NOS, 5 Hour Energy, and Burn Energy are direct competitors for Red Bull. These brands focus on developing and selling energy drinks, and have their market shares in the market. Coca-Cola, Minute Maid, Pepsi, Mountain Dew, Fanta, and Starbucks are indirect competitors. These brands provide beverages except mental and physical stimulation drinks. People buy drinks from all the beverage brands if they did not need energy shot. 2. Describe Red
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REDBULL 1.0 INTRODUCTION To start off, Red Bull is a very famous and well-known brand for energy drink in the worldwide market. It is a brand that produces only one-product which is the energy drink that has quality price in the market. Red Bull started its production in Austria and spread in other market area such as the USA. Moreover, this paper will be written about the study of the Red Bull energy in terms of its product, competitor and its market. In order to recognize the competitive marketing
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