Red Bull
INTRODUCTION AND CONTENTS PAGE
• This presentation is about the Red Bull company in the United Kingdom.
• We will be looking at the background of the company, customers and consumers, as well as the competition and the market analysis of Red Bull.
ABOUT RED BULL
• In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East. His idea to market these functional drinks outside Asia evolved whilst he sat at a bar at the Mandarin Hotel in Hong Kong.
• In 1984, Mateschitz founded Red Bull and started selling Red Bull Energy Drink on the Austrian market in 1987.
• This was not only the launch of a completely new product, in fact it was the birth of a totally new product category.
• Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.6 billion in 2011.
STATISTICS USED
• The statistics used in the following presentation are taken from Mintel, Euromonitor and Keynote. • Though we feel that Red Bull should be placed in the Energy Drinks market only, these reports place Red Bull along with Sports and Energy Drinks and Soft Drinks as well.
• We have included the above as there may be some discrepancies in the figures shown.
• In addition to that, we are looking at Red Bull in the UK market.
WHY RED BULL
• We chose red bull, majority in the group is generationally known as the millennium or we consume it as a drink or a mixer. As well as it is young, fresh and fashionable.
• Thirsty, taste preferences as well having a boost in energy.
MARKET SIZE AND FORECAST – SPORTS AND ENERGY DRINKS
• Market size and forecast for UK value sales of sports and energy drinks, 2007-17 taken from Mintel.
• The market value of the Sports and Energy Drinks sector has grown from £800 million in 2007 to £1,200 in 2012. The forecast for the market shows that even in the worst case scenario, the market will grow by around £500 million in the next 5 years.
• This presentation is about the Red Bull company in the United Kingdom.
• We will be looking at the background of the company, customers and consumers, as well as the competition and the market analysis of Red Bull.
ABOUT RED BULL
• In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East. His idea to market these functional drinks outside Asia evolved whilst he sat at a bar at the Mandarin Hotel in Hong Kong.
• In 1984, Mateschitz founded Red Bull and started selling Red Bull Energy Drink on the Austrian market in 1987.
• This was not only the launch of a completely new product, in fact it was the birth of a totally new product category.
• Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.6 billion in 2011.
STATISTICS USED
• The statistics used in the following presentation are taken from Mintel, Euromonitor and Keynote. • Though we feel that Red Bull should be placed in the Energy Drinks market only, these reports place Red Bull along with Sports and Energy Drinks and Soft Drinks as well.
• We have included the above as there may be some discrepancies in the figures shown.
• In addition to that, we are looking at Red Bull in the UK market.
WHY RED BULL
• We chose red bull, majority in the group is generationally known as the millennium or we consume it as a drink or a mixer. As well as it is young, fresh and fashionable.
• Thirsty, taste preferences as well having a boost in energy.
MARKET SIZE AND FORECAST – SPORTS AND ENERGY DRINKS
• Market size and forecast for UK value sales of sports and energy drinks, 2007-17 taken from Mintel.
• The market value of the Sports and Energy Drinks sector has grown from £800 million in 2007 to £1,200 in 2012. The forecast for the market shows that even in the worst case scenario, the market will grow by around £500 million in the next 5 years.