Company analysis: The case of Red Bull

Résumé du document

Nowadays, who doesn't know Red Bull? This firm is famous thanks to the unique taste of its drinks, its blue and silver cans and also the ingredients chosen for the drinks. This energy drink is composed of taurine which has bile of bulls; the current issue is that everybody doesn't really know the long-term effects of Red Bull. But this prohibition is one of the strategic elements of the firm.

This strange drink was found during a trip to Thailand. A lot of people like taxi men and lorry drivers consumed the Krating Daeng (a Thai energy drink) to stay up all night. Dietrich Mateschitz, the creator of Red Bull, decided to bring-back the concept of the Thai Chaleo Yoovidhya to Austria. So, in 1987, there was the first marketing of Red Bull with the famous slogan "Red Bull gives you wings". In 1997, the firm became an international firm. We can see the brand in almost all of Europe, in America, in Australia and the most important target market is Asia. Furthermore, certain countries have banned the marketing of Red Bull's products such as France and Switzerland. Research has proved that the consumption of this drink is harmful for health. Also the firm advises pregnant women, kids and people who are ill, against drinking cans of Red Bull. The image of the brand had been shaken after the death of a man who had consumed a huge quantity of the drink. As well, in 2008, after many legal proceedings, Red Bull succeeded in obtaining marketing rights in France. Initially, the firm sold a specific drink with less caffeine and without taurine, but four months later, the normal Red Bull energy drink was on sale in French shops. Nowadays, the firm distributes its products in a large number of shops like malls, grocery shops, alcohol shops, etc. In 2001, Red Bull made a turnover of 3.268 billion Euros and it rises each year. Moreover, there are over 6900 employees who work for Red Bull around the world. The power of the firm is spreading over the entire world with a huge number of marketing strategies implemented by the firm.

Extraits

[...] As we can see in the official site of the brand, Red Bull has created a lot of events which have a link with the sport. For example, the brand was in the Winter X Games 14, the Downwind Dash, the Hahnenkamm Race 2010, the Freeride World Tour, the Red Bull BC One, the Abu Dhabi F1 Grand Prix . So, Red Bull is implanted all over the world and has found the good strategy to become incontrovertible. But the company does not stay in sport world; also the brand wants to be present for the first presentation of new movies which are in several languages like Superman. [...]

[...] With this brilliant success, a lot of energy drinks had been created: Monster Energy, Energy Dark Dog, Diet Red Energy or Semtex But Red Bull stays the first energy drink of the market. Now, the next goal of Red Bull is to be at the same level of Coca-Cola or Pepsi. The brand has innovated in creating the Red Bull Cola, Red Bull shot or Red Bull Sugar Free, but Dietrich Mateschitz does not want to diversify more its product range. [...]

[...] The fourthly product launched by Red Bull is Red Bull Energy Shot and Red Bull Sugar Free which are shots of Red Bull energy Drink it is not fizzes but there is the same content of ingredients of the basic Red Bull. To conclude about the product range of the brand, we can say that there are five different types of products, all the same, with a similar taste. It could be one of the future issues for the brand. Moreover, the packaging has not changed since the beginning of Red Bull, silver and blue can, any bottle of Red Bull exists. But we have studied in class, that many successful innovations are new marketing concepts rather than new products. [...]

[...] The strategy was created a different packaging for its product: firstly, the size of the can, it will become the size of can for all the energy drink. The brand distributes the message that it is not the size the most important but the efficiency. Secondly, the packaging, the blue and silver can of Red Bull is become really famous. Relating to the persuasion of the brand, Red Bull does not use the traditional marketing. Red Bull does not utilize billboards, posters on taxis . The only goal of the television advertisements of the brand is to distract its customers. [...]

[...] Company analysis: The case of Red Bull I. Introduction: Nowadays, who don't know Red Bull? This firm is famous thanks to the unique taste of its drinks, its blue and silver cans but also the ingredients chosen for it. This energy drink is composed of taurine which is finding in the bile of bulls; the current issue is that anybody doesn't really know the long-term effect of Red Bull. But this prohibition is one of the strategic elements of the firm. [...]