Redbull

Fda Business Year 1
MK186 – Marketing



22nd August 2011

Table of Contents

Introduction                                                             Pg 3

The Reason for Choosing Red Bull         Pg 3

Marketing Audit         Pg 4
  * Product portfolio                                         Pg 4
  * Sales Forecasting                                         Pg 4
  * The Macro environment                           Pg 5-6
  * Competitors                                                 Pg 6-8    
  * Swot Analysis                                               Pg 8

Segmentation                                                           Pg 9-10

Viral Marketing                                                         Pg 10-11

Marketing Mix                                                           Pg 11-12  

Conclusion                                                                 Pg 12-13
   

Introduction
Red Bull is the leader of the energy drink market.   Red Bull is an Austrian produced energy drink.   It competes in a very narrow niche of the carbonated soft drink market.   The discovery of Red Bull was made during a business trip to Hong Kong in the 1980’s by an Austrian entrepreneur, Dietrich Mateschitz.   Its main focus was Europe, as this part of the world was yet to be established within the energy drinks market.   Though, the unusual high quantities of caffeine in the ingredients, was going to prove a difficult task to do.
Red Bull is a non – alcoholic energy drink.   This product falls under the category of soft drinks which can be divided into sub-segments of which one of these is energy and sports drinks.   Since 1996 the market of soft drinks has grown by 5% and by 1997 it reached it a total amount of £6.89bn, which is an equivalent of 10bn litres.  

Red Bull is the leader of the energy drink market. This company performs an annual turnover of more than 3 billion Euros. As we will see in this report,... [continues]

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