3. Type: Energy drink
Dietrich Mateschitz an Austrian
entrepreneur developed the Red Bull
Energy Drink brand
Manufacturer: Red Bull GmbH
Country of origin: Austria
Introduced in 1987
Colour: Amber
Variants: Original Sugar free
Related products: Red Bull Cola
4. From the makers of one of the original
energy drinks comes Red Bull Cola, a new
cola with a twist.
It's the first major brand extension for the
company and they're setting it apart from
other similar soft drinks and from Red
Bull itself by taking pride in being "strong
and natural."
5.
6. Red Bull targets young people and
athletes, two market segments that are
attractive but hard to conquer.
That also the one’s who fall within the
age line of 16 to 24 yrs.
And also as it is a premium and costly
drink so it targets people with high
income.
7. Red Bull contains Taurine,
glucuronolactone, caffeine, B-vitamins,
sucrose, and glucose.
Cocaine was also listed unofficially as an
ingredient in Red Bull Cola in an incident in
Germany, where after a small amount of
cocaine was discovered in Red Bull cola
sold in there, the country reacted by issuing
a full Red Bull Recall in several states.
8. Red Bull operates in more than 100
countries, and as it was the one who
brought the concept of energy drinks,
it leads the table in the market followed
by this 3 competitors.
The Coca Cola company
The Gatorade company
And PepsiCo, Inco…
9. In association with Renault Co. which
manufactures car engines for sports cars,
Red Bull is also into Formula 1 racing.
Red Bull has a higher stake in comparison
to Renault.
10.
11. Red Bull brand equity is the strong,
favourable and unique brand associations in
the memory of customers.
Two sources of brand equity for Red Bull:
1.) Brand Awareness; and 2.) Brand Image.
Red Bull has well defined tactics for both
sources.
12. 1.) Recognition; and 2.) Recall.
The buy decisions are made at the point of
purchase, then brand name, logo,
packaging and the other elements of brand
recognition are important factors.
If the buy decision is made before arriving
at the point of purchase, then brand recall is
centrally important.
