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RED BULL

RED BULL. KATELYN GALLO . The RED BULL STORY…. While traveling in Thailand, Austrian entrepreneur, Dietrich Mateschitz , was intrigued by the benefits of popular energy tonic , Krating Daeng

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RED BULL

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  1. RED BULL KATELYN GALLO

  2. The RED BULL STORY… • While traveling in Thailand, Austrian entrepreneur, Dietrich Mateschitz, was intrigued by the benefits of popular energy tonic, KratingDaeng • He wanted to create something suited for western taste, so he partnered with the creator of KratingDaeng, Thai billionaire, ChaleoYoovidhya • In 1984, the two business partnered and created Red Bull GmbH • The name Red Bull comes from KratingDaeng which means Reddish Brown Water Buffalo “

  3. Mateschitz and Yoovidhya both invested $500,000 each taking ownership of 49% of the company with the remaining 2% given to Chaleo’s son, Chalerm • It was agreed that Mateschitz would run the company • From 1984 to 1987, the two worked on developing the taste and the marketing strategy for Red Bull to enter the European market • In 1987, Red Bull Energy Drink was launched in Austria • Red Bull was introduced to the U.S. in 1997

  4. The Brand • According to Red Bull, there are two things that make up the Red Bull brand: the product & how it is communicated to the consumers • The Product: • Benefits received from quality ingredients • “Premium” Positioning • Price Point • Exclusive Brand Image • Logo • Communication of the product to consumers: • The brand, “The World of Red Bull” • Red Bull Events • Sampling in the field

  5. The Product • Ingredients: • Taurine (1000mg): • An amino acid naturally found in the human body as well as red meat, fish and poultry • Helps to regulate stress levels, body temperature and increases performance of the heart • Glucuronolactone (600mg): • A Carbohydrate found in the body • Aids in the detoxification process • Caffeine(80mg): • Positive effects on mental and physical performance • B-Complex Vitamins: • Known for helping the body produce energy and maintaining the body’s normal physical functions • Glucose & Sucrose: • Simple Sugars make it easier for the body to breakdown

  6. Red Bull Vitalizes the Body & Mind • Benefits: • Improves performance, especially during times of increased stress • Increases concentration and improves reaction speed • Increases Endurance • Stimulates the metabolism …Red Bull Gives You Wiiings!!!!

  7. The World Of Red Bull • Sponsored Teams: • New York Red Bulls (Soccer) • Team Red Bull (Stock Car Racing) • EC Red Bull Salzburg (Hockey) • Infiniti Red Bull Racing (Formula One Racing) • Endorsements • Reggie Bush (Football) • Sebastian Toutaut (Snowboarding) • Ryan Sheckler (Skateboarding) • Sally Fitzgibbons (Surfing) • Lindsey Vonn (Skiing) • Paul Steiner (Skydiving) • Gabor Kezi (Paragliding) • TobaisWicke (BMX) • Red Bull Events • Red Bull Thr3e Style • Red Bull Air Race • Red Bull Crashed Ice • Red Bull Flugtag • Red Bull X-Fighters • Red Bull Chariot Race • Red Bull Stratos

  8. The World of Red Bull

  9. Other Forms Promotion • Wiiings Team • What is the Wiiings Team? • Field Marketing Team • What do they do? • Offer target consumers a cold can of Red Bull in times of needed energy • What is the purpose? • To engage with the consumer to create positive and personal experiences with the product • Other Forms of Promotion • Cartoon Commercials • Student Brand Manager

  10. http://launchpad.redbullusa.com/ • http://finance.yahoo.com/news/energy-drinks-shots-u-market-163000627.html • http://www.businessweek.com/ap/2012-10-08/red-bull-venturing-into-fruity-flavors • http://origin-www.bloomberg.com/news/2013-03-21/energy-drinks-boost-blood-pressure-as-heartbeat-altered.html • http://guayaki.com/images/uploads/pages/File/ENERGY%20DRINKS%20UI.pdf • http://www.reportlinker.com/p01095494/Energy-Drinks-and-Shots-U-S-Market-Trends.html • http://www.marketwatch.com/story/global-energy-drinks-report-2012-2012-12-13

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