1. Alexandra Shibina
Moscow
2011

2. Plan
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Overview
Background
Products
Ingredients
Advertising
Diagrams
Red Bull cartoons

3. Overview
Red Bull Energy Drink:
• Increases performance
• Increases concentration and
reaction speed
• Improves vigilance
• Stimulates metabolism
• Makes you feel more energetic
• Gives wings
The most popular energy drink in the
world
3 billion cans sold each year

4. Background
• 1987 - created by Dietrich Mateschitz
• 1982 - discovered Krating Daeng, thai energy
drink
• 1984-1987 - worked with TCBG Pharmaceutical
to adapt Krating Daeng for the European market
• 1987 - product in a carbonated format
• 1989 – product in Hungary and Slovenia
• 1997 - entered the United States market
• 2000 - the Middle East

5. Products
Red Bull Energy Drink
a functional beverage vitalizes body
and mind
Red Bull Sugarfree
a beverage without sugar, with
only 3 calories per 100 ml
Red Bull Energy Shot
fits easily in a pocket, handbag,
jacket or glove box
Red Bull Cola
not an energy drink. It is a very special
cola, the only cola that contains both
coca leaf extract and kola nut

6. Ingredients
Caffeine
Taurine
Glucuronolactone
B-group vitamins
Sucrose & Glucose
Alpine Spring
Water

7. Advertising
• distributed free cases of
the drink to college
students
• sleek marketing targeted
at young urban
professionals through
various sports and
entertainment based
advertising campaigns
• “Red Bull Gives You
Wings“
• "No Red Bull, No Wings"
• aggressive international
marketing campaign

8. • sponsored activities
from extreme sports to
art shows
• hosts events like the
"Red Bull Flugtag"
• sponsors football
teams in Austria,
Germany, the United
States and Brazil
• has developed the
MET (Mobile Energy
Team)

9. Diagrams
Based on dollar sales ($ billion) 201 0
2,5
2
1,5
1
0,5
0
Red Bull
Mosnter
Rockstar
NOS
Doubleshot
AMP
Full
Throttle

10. Diagrams
Share of Energy Drink Market (% dollar sales) 2008
1,4
Red Bull
1,5
8
4
2
Mosnter
1
Rockstar
40
AMP
Full Throttle
Doubleshot
12,3
NOS
No Fear
23
Private Label

11. Red Bull cartoons

12. Thank you for your
attention