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Interpret Market Trends And Development

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Interpret Market Trends And Development
Interpret market trends and developments

BSBMK507A

Introduction:
Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the most popular energy drink in the world, with 5.2 billion cans sold in 2012.
Austrian entrepreneur Dietrich Mateschitz was inspired by a pre-existing energy drink named Krating Daeng, which was first invented and sold in Thailand. He took this idea, modified the ingredients to suit the tastes of westerners, and, in partnership with Chaleo Yoovidhya, founded Red
Bull GmbH in Austria.
The Red Bull company slogan is "Red Bull gives you wings" and the product is marketed through advertisings, events, sports team ownership, celebrity endorsements, and music, through its record label Red Bull Records.
Statistic Analysis:
Red Bull Products
- The Blue Edition
- The Red Edition
- The Silver Edition
- Total Zero
- Original
- Original (Sleek can)
Production and sales
Production - The production and global distribution needs energy and thus causes an environmental impact. Red Bull is very aware of its environmental responsibility and is constantly striving for improvement. The Red Bull cans light in weight and 100% recyclable. Red Bull has made a conscious decision to use aluminum cans. Today Red Bull cans weigh 60% less than a decade ago, which saves precious raw material. Once they are collected they are fully recyclable over and over again without any loss in quality. Moreover, apart from using 80% of energy from renewable sources, Red Bull implemented what's called 'Wall-to-Wall' production at the production site.
This means Red Bull cans are manufactured and filled on the same site which helping to save many miles of transport.

Miss Kantawee Meekaew STD03361

1

Interpret market trends and developments

BSBMK507A

Sales -

Rank

2013

2012

2011 2010

2008 sales 2007 sales

sales

sales

sales sales

(%share) (%share)

2006 sales (%share)

1

Red Bull

3,433

2,950

2,300
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