Red Bull GmbH Case Analysis
Red Bull GmbH is an Austrian company, which is well-known for its Red Bull energy drink. The company is also known for its sponsorship of a range of sporting events and teams. In 2016, a total of 6.062 billion cans of Red Bull were sold worldwide in over 171 countries. About 11,800 employees generated $7.4 billion in revenue. The headquarters of Red Bull GmbH are located in Fuschl am See, Austria.
Austrian entrepreneur Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya founded Red Bull GmbH in 1984. While working for German manufacturer Blendax in 1982, Mateschitz traveled to Thailand and met Chaleo, owner of TC Pharmaceutical. He found that the energy drink Krating Daeng, developed by Chaleo’s company during the 1970s, helped to ease his jet lag. After seeing market potential in the drink, he partnered with Chaleo in bringing it to Europe. Under their agreement, the partners invested $500,000 each into founding Red Bull GmbH. In return, they would each receive a 49% stake in the company, with the remaining 2% stake going to Chaleo’s son Chalerm. They also agreed that Mateschitz would run the company.
Between 1984 and 1987, Red Bull GmbH modified the formula for Krating Daeng to better match European tastes by carbonating the beverage and making it less sweet. In 1987, the company introduced their adapted energy drink into Austria under the name Red Bull. It found huge success there by marketing to young professionals. The brand expanded throughout Europe during the early 1990s, exploding into the United States market during 1997, grabbing 75% of the market within a year. The wealth of Red Bull’s founders grew with the company’s success, and by March 2012, both Chaleo and Mateschitz had estimated net worths of over $5.3 billion each. Expanding its distribution to over 171 countries, the company sold 5.2 billion cans of Red Bull in 2012, making it the world’s most-consumed energy drink.
| Industry | Conglomerate including drinks |
|---|---|
| Founded | 1984; 34 years ago |
| Founder | Dietrich Mateschitz Chaleo Yoovidhya |
| Related Food and Drink Companies: | Starbucks, McDonalds , Coca Cola, PepsiCo, Krispy Kreme, Wrigley, Heineken, Boost Juice, Absolut Vodka, Hardee, Tim Hortons, Hard Rock Cafe, KFC, Gold Star Chili, Mac Cosmetics, Dominos, Frito Lay, Red Lobster |
Red Bull Case Study Examples
Red bull
The properties claimed by Red Bull -Improved physical endurance -Stimulates metabolism and helps eliminates waste substances. Improves overall ailing of well being -Improves reaction speed and concentration -Increases mental alertness. (c)Product and packaging concept -Flavor:Sweet and carbonated like a cola. -Package:Came In a single package,a slender silver-and blue mall can. – Positioning-“Reevaluates body and mind” […]
Red Bull Improved physical endurance
The properties claimed by Red Bull -Improved physical endurance -Stimulates metabolism and helps eliminates waste substances. Improves overall lining of well being -Improves reaction speed and concentration -Increases mental alertness. (c)Product and packaging concept -Flavor:Sweet and carbonated like a cola. -Package:Came In a single package,a slender silver-and blue mall can. – Positioning-“Reevaluates body and mind” […]
Case Study Red Bull
They focused on getting Red Bull products into trendy shops, clubs and bars. Free Red Bull products are available at “sports competitions, in limos before award shows and at exclusive after-parties. Among Red Bull’s most popular “anti-marketing” campaigns are the events that they sponsor. Red Bull has united its brand clearly and consistently with extreme […]
Red Bull’s overall marketing strategy
How will you characterize Red Bull‘s overall marketing strategy (global, global or local)? Globalization is the deviation of businesses, philosophies, or technologies to propagate throughout the world, as well as the process of making this happen (Searchers, 2014). Globalization is the Idea that In a global market, when It Is customized for the local or […]
Red Bull’s promotion campaign
It has distinct packaging, 8. 3-ounce silver-and-blue cans with two bulls about to head-butt each other. Red Bull‘s cans are “sexy’ with their size Implying that they pack an extra energy and performance. Red Bull also has different variants Like Red Bull sugar free which was introduced in the U. S. We Will Write a […]
Marketing Test: Red Bull Company
Rather than employing traditional marketing techniques, Red Bull has adopted “anti-branding” and “anti-marketing” strategies. They have used no print, billboards. Banner ads. Or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red Bull products into trendy shops, clubs, […]
