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... Topic 1: Introduction to Marketing Red Bull 1. The Product/ Competitors/Industry
1.1 Product Red Bull is a sweet, caffeinated drink aimed to give consumers the ...
... 2 years following Red Bull’s introduction to the ... The answer is simple, and that is
marketing strategies and ... day of its production in 1987, Red Bull created a ...
... and Findings _____9 • Marketing Recommendations ... _____20
Introduction: The ... on is Red Bull energy ...
... Sports drinks represent £39m or 22% 2. The Target Market 2.1 Introduction Red Bull,
who is ... In 1998 the budget Red Bull spend on marketing in the UK ...
... Research Proposal Introduction Working Title(s): Is ... advertising budget could not
compete with Red Bull. ... Corporation, a network marketing organization founded ...
Submitted by kellidawson on April 20, 2008
Category: Business
Words: 1836 | Pages: 8
Views: 299
Popularity Rank: 30,027
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Topic 1: Introduction to Marketing
Red Bull
1. The Product/ Competitors/Industry
1.1 Product
Red Bull is a sweet, caffeinated drink aimed to give consumers the high energy kick. Available only in rather expensive 250ml cans, 350ml bottles, with 4 packs and only two ‘flavours’ (original or sugar-free). It contains caffeine, taurine, glucuronolactone, and B vitamins. Founded in 1984 by Austrian businessman Dietrich Mateschitz, Red Bull has become the worlds leading energy drink, a staple in many young, and active people’s lives.
1.2 Competitors
Big global companies such as Coca Cola and Pepsi have introduced their own energy drink versions to their product base. Mother (by Coca Cola), Amp (Pepsi), V, Battery, 180, RedEye and Bennu being just some in the ever-growing energy drink market.
Competition also presents itself in original sports drinks, such as Gatorade (Pepsi) and Powerade (Coca Cola). Furthermore, premixed alcoholic drinks like the Smirnoff range form part of the competition.
1.3 Industry
Red Bull has becoming hugely successful and operates within the global soft drink marketplace. Within the soft drink industry its niche is the ‘energy drink’ market, of which Mateschitz was largely responsible for creating. Red Bull currently is the leading energy drink across the entire globe. It holds 70% of the market worldwide (Gschwandtner, 2004). Once the drink was passed by health ministries, Red Bull entered the Austrian market, soon thereafter then moved into Germany, United Kingdom and the USA by 1997.
2. Needs, Wants and Demands satisfied by Red Bull
2.1 Needs
There are three basic human needs that Red Bull satisfies, physical, social and individual needs. ‘Human needs are states of felt deprivation… marketers do not invent these needs; they are a basic part of human makeup…People in industrial...
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