Red Bull

Red Bull http://www.scribd.
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Red Bull http://www.scribd.com/doc/17095337/Red-Bull
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Contents- Page(s)
0.0 Abstract 2
1.0 Introduction 3
2.0 History 3-4
3.0 Does Red Bull® Revitalise the Body and Mind? 4-5
3.1 What are the ingredients in Red Bull®? 5
3.2 Red Bull®’s adverse health effects 6
3.3 Has Red Bull® profited from controversy? 6-7
4.0 Red Bull® a non-descript market? 7
5.0 How is Red Bull Marketed? 8
5.1 Sponsorship 8
5.2 Advertising 9
5.3 Brand Image 9
5.4 Some of Red Bull’s extreme sports athletes and events in pictures 10
6.0 Revolutionary Marketing 11-12
7.0 Maintaining market share 13
8.0 Competition and Intellectual property 14
9.0 Discussion 14
9.1 Diversification of product range 15-16
9.2 Drinks for the “Health Conscious” consumer 16-17
9.3 New Marketing Ideas 17
9.4 Expanding the business model 17
9.5 Business Ideas and Partnerships 18
10.0 Swot Analysis 1987 VS 2009 18-19
11.0 Conclusion 20
12.0 References 21-24
13.0 Appendix 25
Definitions: Well being; a person’s physical mental and environmental health

Neutraceuticals; foods which have medicinal effects on human health
Page | 1
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When we first started, we said there is no existing market for Red Bull ...
but Red Bull will create it. And this is what finally came true.
Dietrich Mateschitz (Dolan 2005 p.1)
Red Bull®’s 1987 launch established an “energy drinks” market.

In 2009 they continue to dominate the globally.
How did they achieve? How do they plan to maintain their stronghold?
0.0 Abstract
In 1987, revolutionary marketing and advertising techniques coupled with fortunate circumstances
enabled Red Bull to create the “energy drink” market.
In today’s diverse and ever-expanding market of 228 competitors, Red Bull is likely to lose overall
global market share.
Ever optimistic, Red Bull continues with extreme sports sponsorship, creating events, nurturing the
Red Bull® “lifestyle”, a strategic business plan including expanding into emerging markets and
developing products and plans to include multi-million dollar resorts and theme parks.
Red Bull® has every reason to be confident of its future.
Page | 2
(You Tube [ca. 2004])
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Red Bull
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Red Bull http://www.scribd.

1 ／38 6/4/2011 9:48

2 ／38 6/4/2011 9:48

3 ／38 6/4/2011 9:48

2.0 History 3-4

3.1 What are the ingredients in Red Bull®? 5

3.2 Red Bull®’s adverse health effects 6

3.3 Has Red Bull® profited from controversy? 6-7

4.0 Red Bull® a non-descript market? 7

5.0 How is Red Bull Marketed? 8

5.3 Brand Image 9

6.0 Revolutionary Marketing 11-12

7.0 Maintaining market share 13

8.0 Competition and Intellectual property 14

9.1 Diversification of product range 15-16

9.2 Drinks for the “Health Conscious” consumer 16-17

9.3 New Marketing Ideas 17

9.4 Expanding the business model 17

9.5 Business Ideas and Partnerships 18

10.0 Swot Analysis 1987 VS 2009 18-19

12.0 References 21-24

Definitions: Well being; a person’s physical mental and environmental health

4 ／38 6/4/2011 9:48

Red Bull®’s 1987 launch established an “energy drinks” market.

Red Bull® has every reason to be confident of its future.

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