Red Bull Product
Product:
A Product is anything that will satisfy the customer need in exchange for money Red Bull is producing and marketing energy drinks under the brand name of Red Bull (Marketline: Red Bull GmbH, 2014) Its products are considered as Fast-moving Consumer Goods relying on habitual and impulsive buying behavior.
It all started at 1987 when Red Bull introduced its energy drink based on an energy drink found in Thailand. The Core proposition of Red Bull is giving a functional burst of energy to the consumer. Having a unique, slim and attractive recyclable aluminum can and a powerful brand image associated with power and adventure as an embodied proposition.
In order to ensure premium quality products and consolidated management, Red Bull combines packaging and filling at on facility in Austria (Passport, 2013).
Red Bull was in the introduction phase of a product life cycle as it was first launched in the Austrian market in 1987. Then Red Bull started phasing in growth phase through expanding throughout Europe, North and South America (Marketline: Red Bull GmbH, 2014) to reach 166 countries in 2013 (Forbes.com, 2015). Red Bull has reached maturity phase in some markets where the energy market has reached saturation or low cost competitors has entered. The strong net sales growth in other markets such as South Africa, Japan, Saudi Arabia and USA is referred to ongoing brand investment (Passport, 2013).
Red Bull is revitalizing its brand in competitive markets through extending its energy drinks product line length by introducing Red Bull Sugar Free and Red Bull Zero for diabetic and diet watching consumers. As well as launching Red Bull Edition with three flavors and Red Bull Cola (Marketline: A trailblazer in marketing strategy, 2014)
Globally Red Bull is in maturity phase with an increase in revenue in 2013 by 2.2% over 2012 (Marketline: Red Bull GmbH, 2014).
A Product is anything that will satisfy the customer need in exchange for money Red Bull is producing and marketing energy drinks under the brand name of Red Bull (Marketline: Red Bull GmbH, 2014) Its products are considered as Fast-moving Consumer Goods relying on habitual and impulsive buying behavior.
It all started at 1987 when Red Bull introduced its energy drink based on an energy drink found in Thailand. The Core proposition of Red Bull is giving a functional burst of energy to the consumer. Having a unique, slim and attractive recyclable aluminum can and a powerful brand image associated with power and adventure as an embodied proposition.
In order to ensure premium quality products and consolidated management, Red Bull combines packaging and filling at on facility in Austria (Passport, 2013).
Red Bull was in the introduction phase of a product life cycle as it was first launched in the Austrian market in 1987. Then Red Bull started phasing in growth phase through expanding throughout Europe, North and South America (Marketline: Red Bull GmbH, 2014) to reach 166 countries in 2013 (Forbes.com, 2015). Red Bull has reached maturity phase in some markets where the energy market has reached saturation or low cost competitors has entered. The strong net sales growth in other markets such as South Africa, Japan, Saudi Arabia and USA is referred to ongoing brand investment (Passport, 2013).
Red Bull is revitalizing its brand in competitive markets through extending its energy drinks product line length by introducing Red Bull Sugar Free and Red Bull Zero for diabetic and diet watching consumers. As well as launching Red Bull Edition with three flavors and Red Bull Cola (Marketline: A trailblazer in marketing strategy, 2014)
Globally Red Bull is in maturity phase with an increase in revenue in 2013 by 2.2% over 2012 (Marketline: Red Bull GmbH, 2014).