In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East. The idea to market these functional drinks outside Asia came to him while sitting at a bar at the Mandarin Hotel in Hong Kong. In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and in 1987, started selling Red Bull Energy Drink on the Austrian market. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Meanwhile Red Bull is present in over 164 countries. Since 1987, around 30 billion cans of Red Bull have been consumed, more than 4.6 billion in 2011. The responsibility for the success of the world's No. 1 energy drink is shared by the company's 8,294 employees around the world (compared to 7,758 in 2010). The Red Bull headquarters are based in Fuschl am See, not far from Salzburg, Austria. Executive Summary
Red Bull can be called as a pioneer in the energy drink category worldwide. In India too, Red Bull was the brand that created the energy drink category. The brand came into existence in 1984.
The brand came to India in 2003. Although the brand has been keeping a low profile compared to the Cola majors, Red Bull has created a category of energy drinks in the Indian market. According to Economic Times (30.05.08) the energy drink market in India is estimated to be around 100 crores. The market now has two main players, Red Bull and Power Horse. Red Bull has an assessed market share of 29% of the global market of energy drinks. In the U. S., Red Bull enjoys a 47% share of the energy drink market, and now has a 50% share of the German energy drink market. SWOT Analysis
Market leadership-Within the energy drinks market, Red Bull is the industry leader throughout the world. Marketing Efforts-A lot of promotions and well targeted campaigns and sponsorship helps to expand Red Bull...