Spread Our Wings Over The World'

Red Bull GmbH are dedicated to upholding Red Bull standards, while maintaining the leadership position in the energy drinks category when delivering superior customer service in a highly efficent and profitable manner. We create a culture where empolyees share best practices, dedicated to coaching and developing our organization as an employer of choice.Our mission is to be the premier marketer and supplier of Red Bull in Asia,Europe, and other parts of the globe. We will acheive this mission by building long-term relationships with the people who can make it become a reality.

Red Bull doesn’t taint its brand with overt direct marketing employed by its rivals. It’s not common sense, but then Red Bull is all about uncommon sense. Red Bull would rather build its consumer base through grass roots organic strategies  rather than short caffeinated campaign spikes.
Red Bull focuses on creation rather than campaigns. The days when you could get away with simply sponsoring a music event are long gone, but 95% of marketing agencies are still doing it. Everything Red Bull does is about leaving a legacy; Marketing is no longer something you do to youth, but something you do with them.

Red Bull takes clarity to heart. There are no doubts that Red Bull is specifically aimed at the young, energetic and adventurous.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 needs. Whether these are obtaining physical edges, mental edges or just consumption for pleasure.Clarity in their message enables them to develop a defined market beachhead(small groups of tightly defined consumers a brand can use as a springboard to a wider market). So many brands  have broad mass-market appeal that means everything to everybody as opposed to someting for somebody.

Red Bull aspires to be the social platform – the very thread that connects young people in their daily universe.Like Jones Soda, Red Bull understands that it’s the youth that own the brand and the brand realizes that young consumers don’t care about the brand when wake up in the morning!

At $2 for an 8.3-ounce can, Red Bull's retail price is at least double what you'd pay for a 12-ounce can of Coke. But it does pack some energy. Red Bull, with 80 milligrams of caffeine, has more than double the dose found in the larger Coke serving, and it has 110 calories per serving versus Coke's 140.

 

Red Bull Projections for 2012

Growth and Projections of the Energy Drink Market(Red Bull)

The energy drink market does not seem to stop its rapid growth. Energy drinks have made themselves a staple in certain sectors and has begun to branch successfully into several other niche sectors.

Now it seems there is a specific type for everyone. Although the growth of the energy drink market has slowed since the original explosion a few years back, it has yet to stop. It seems the market has been established and these drinks are here to stay. Despite the continual surfacing of numerous reports indicating the dangers of the high levels of caffeine in these drinks, it seems the energy drink companies feel the health dangers and concerns are worth the risk considering the massive profit.

After its birth in the US in 1997, this market grew to about 400 million per fiscal year by the year 2001. By 2005, it had reached about $4 billion and now that it's growing at an annual rate of approximately 12%, it is projected to surpass the $9 billion mark by 2012.
It is estimated that the current United States market share for Red Bull is approximately 40%, with Monster behind at about 23%, Rockstar at around 8% and Full Throttle in at about 4%. The general demographic for this market as a whole is under 35 years of age and predominantly male. Diet energy drinks as well as the natural and healthy alternatives are skyrocketing in sales as they're pulling the health and fitness market as well as the female and slightly older demographic.

Trends in the Energy Drink Market
The explosion of energy shots proves that this niche market boom is not ready to die down just yet. In 2008, sales of this specific sector of the market came in at approximately $560 million and continues to grow. These tiny 2 or 3 ounce drinks are selling for up to $3 per shot with 5-Hour Energy leading the pack in sales and popularity, and Red Bull Not far behind.
On the exact opposite end of the spectrum, we've seen a growth since 2002 of these drinks being packaged in larger cans. Many countries (including the U.S. and Canada) have limited the amount of caffeine per serving in these drinks. In response to this, we've seen many companies (including Monster and Rockstar) sidestepping this by simply packing two servings into one can.
2007 saw the emergence of energy powders and tablets marketed as the more convenient and portable form of energy for athletes and people on the go.

 

Integrated markting

Integrated markting

Definition:  Integrated Marketing Communications is the careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.

In order to keep sales up and consumer intrest in the product and the company itself;Red Bull uses differnet promotional mixes to convey the company's many messages for instance; Product Placement is a well used method by Red Bull. The company assiocates and places it's logo in demogracphics such as mountainclimbers, Bikers, snowboarders, team sports, or any physical activity which helps convey the company's ideal image which is being active and drinking thier product while doing so.

Contact point #1- Consumers themselves- To keep consumers happy not only with the product but also the company itself Red Bull launched a innovative contest.

"Advertising: anyone can do it". At least Red Bull believes this, which is why they’re inviting the Joe Nobodys of the world to pitch ideas for their “Best Ad Contest,” an online effort where people can submit their scripts and vote for their favorites.

 

Contact point #2- non-consumers ...(yet anyway)-Red Bull uses every means of marketing to reach their target groups and potential ones as well. Their marketing is mainly based on the “3 pillars of Red Bull; Sampling, Advertising, Sponsoring”. This means that next to normal advertisements, they drive around in Red Bull –modified cars handing out cans of red bull and sponsor big extreme sports events and competitions. In this way Red Bull is not just promoting their energy drink but is also selling a lifestyle, seemingly people are willing to be a part of this Red Bull extreme sports lifestyle.

Contact point #3-Televsion-Red Bull knows what it's getting into. Over the years, it has produced TV programs (No Limits on ESPN), films (That's It, That's All), magazines, a website, and a steady diet of Web videos featuring snowboarders, rally cars, surfers, cliff divers, and concerts to sell its active lifestyle through mass media.

 

Contact point #4-Internet(Facebook) If anyone where to post a comment with the words "active,energy, drink,red, bull ext. a Red Bull app would appear and allow facebookers to like the app and acquire all Red Bull info, be qualified for premiums, and recieve Ads for the product as pop-ups or videos.

Integrated markting

Definition:  Integrated Marketing Communications is the careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer.

In order to keep sales up and consumer intrest in the product and the company itself;Red Bull uses differnet promotional mixes to convey the company's many messages for instance; Product Placement is a well used method by Red Bull. The company assiocates and places it's logo in demogracphics such as mountainclimbers, Bikers, snowboarders, team sports, or any physical activity which helps convey the company's ideal image which is being active and drinking thier product while doing so.

Contact point #1- Consumers themselves- To keep consumers happy not only with the product but also the company itself Red Bull launched a innovative contest.

"Advertising: anyone can do it". At least Red Bull believes this, which is why they’re inviting the Joe Nobodys of the world to pitch ideas for their “Best Ad Contest,” an online effort where people can submit their scripts and vote for their favorites.

 

Contact point #2- non-consumers ...(yet anyway)-Red Bull uses every means of marketing to reach their target groups and potential ones as well. Their marketing is mainly based on the “3 pillars of Red Bull; Sampling, Advertising, Sponsoring”. This means that next to normal advertisements, they drive around in Red Bull –modified cars handing out cans of red bull and sponsor big extreme sports events and competitions. In this way Red Bull is not just promoting their energy drink but is also selling a lifestyle, seemingly people are willing to be a part of this Red Bull extreme sports lifestyle.

Contact point #3-Televsion-Red Bull knows what it's getting into. Over the years, it has produced TV programs (No Limits on ESPN), films (That's It, That's All), magazines, a website, and a steady diet of Web videos featuring snowboarders, rally cars, surfers, cliff divers, and concerts to sell its active lifestyle through mass media.

 

Contact point #4-Internet(Facebook) If anyone where to post a comment with the words "active,energy, drink,red, bull ext. a Red Bull app would appear and allow facebookers to like the app and acquire all Red Bull info, be qualified for premiums, and recieve Ads for the product as pop-ups or videos.

AD PROMOTION

 Like Red Bull, Like to Party? Well These Girls do!

If you order a 10-pack-of-12 Set of Red Bull

We will send our team"Red Bull Girls"

personally to your home and spend the day with you and your buddy's to party all night long!

 The "Red Bull Girls" mission is to make sure our customers know why our product is top-of-the-line and show our Appreciation for our customers! Don't believe us well check out our latest " Red Bull girls Ad"

Red Bull Girls Boost the Sales of Red Bull Energy Drink

Red Bull Girls have the potential to give guys more than wings. Red Bull energy drink would not be where they are if they did not have the red bull wiiings team spreading love and energy to every consumer they come in contact with.These attractive girls are more than just a pretty face, they understand what it takes to deliver a great product and message to their consumers.

Red Bull Girl Benefits
You not only get to bless consumers with Red Bull Energy Drinks, you get to put smiles on their faces and go to cool parties.
You are the party when you arrive to special events or get flagged down by a person that is in dying need of energy or wants to see a sexy girl with wiiings..
You are the Victoria Secret Angels of Energy Drinks.

 This video is just a typical night if you were to host a red Bull Party!

THE DRINK THAT POWERS THE MIGHTIEST OF DRINKERS!

 What spinach did for Popeye, Red Bull can do for the active guy!

Red Bull increases performance!

Red Bull increases concentration and reaction speed!

Red Bull improves vigilance!

Red Bull improves the emotional status!

Red Bull stimulates the metabolism!

Red Bull vitalizes the entire body and mind!

Don't belive us well we have the genius to back Red Bull up;Men's Fitness sent a can of Red Bull to an independent laboratory for analysis.

Can a mere eight ounces of Red Bull--or of anything legal--really get your motor running the way the ads boast? Perhaps. Scientists at the Institute of Sports Medicine at the University of Paderborn in Germany looked at the effects of Red Bull on 13 athletes who performed exhaustive bouts of endurance exercise. The results? The drink strengthened heart contractions and increased stroke volume, which is the amount of blood, oxygen and nutrients the heart can pump to the working muscles, a major determinant of how long you can keep on going and going and going.

Describe and analyze your company/product retailing activity

At $2 for an 8.3-ounce can, Red Bull's retail price is at least double what you'd pay for a 12-ounce can of Coke. But it does pack some energy. Red Bull, with 80 milligrams of caffeine, has more than double the dose found in the larger Coke serving, and it has 110 calories per serving versus Coke's 140.

Consumers downed 1.9 billion cans of Mateschitz's(owner of compnay) potion last year, generating just about $2 billion in revenue. Mateschitz's 49% share of the business is worth $2 billion.

-The compnay began a market expedition in South Korea recently to increase revenue.

 Red Bullknows how to attract attention!
Its 162nd national launch certainly did it with style ― getting a base jumper to parachute from the top of the N Seoul Tower, Aug. 16. The event scored the last segment of the evening news the same day.

Its performance has exceeded expectations, too. In just over one-and-a-half months since its mid-August launch, Red Bull cans have sold more quickly than all of its competitors combined, flying straight to the top of the segment and taking over more than half of the market share, ahead of Korean competitors that had reached the market earlier but failed to leverage their position.

The local demand for the blue-and-silver cans was so high last month that finding them became a challenge. The country’s largest convenience store franchise, Family Mart, was reported to be running out of inventory.

The company was apparently not happy with the performance, as it continued its promotional onslaught last week by inviting a top drift driver Rhys Millen to show off his skills at the Korea International Circuit in Yeongam, South Jeolla Province.

The Red Bull spokeswoman declined to release initial sales figures, citing corporate policy. Family Mart, the country’s No. 1 convenience store franchise with a partnership with the Austrian company, was able to reveal that average daily sales have gone up 30 percent from August to September, from around 4,500 to around 6,500.

-I myself conducted retail experiment with Red Bull

I went to several stores in my neigborhood who sold the product and  created a  survey on;

How much more is Red Bull selling compared to its other energy drink rivals?

-The chain-supermarket "Food Emporium" replied that Red Bull was selling 2/5 times more than drinks such as Gatorade and Pepsi. 

- A series of 7/11's stores reported that Red Bull was it's leading energy drinking product in sales with a dominant disparity of 75% while products like Monster, and Amp'd, ext. took the remaining 25%.