The energy drink companies are the 3rd largest beverage companies in India. Energy drinks is consumed by Athletes worldwide before and during competitions to help boost performance, the primary target for the majority of energy drink companies is male teenagers and young people, mostly in the 20s age bracket.
Red bull is an energy drink used by consumers to provide an extra boost in energy, promote wakefulness, maintain alertness, and provide cognitive and mood enhancement. Although seem like a new fad, red bull energy drink has been available to the general public for some time. Red Bull (currently one of the most popular energy drinks) was introduced in Austria in 1987 and to the United States in 1997.
Red bull is developed specially for periods of increased mental and physical exertion in humans. People mostly consume red bull energy drinks to promote wakefulness, to increase energy. Red bull increases performance, concentration and reaction speed in order to improve the vigilance and emotional status of its user. It additionally stimulates cell metabolism. Red bull’s effects are appreciated throughout the world by top athletes, busy professionals, active students and drivers on long journey. Red bull, as a product, is meant for action-oriented consumers—‘experiencers’ to be precise…young individuals who are impulsive, enthusiastic and rebellious. Experiencers combine an abstract disdain for conformity with an outsider awe of others wealth, prestige and power. Their energy finds outlets in exercise, sports, outdoor recreation and social activities. Red bull is mostly consumed by 16-29 year old young urban males.
According to a research it was found that Red Bull energy drink is facing some problems, the main one of which is the negative media that it has been receiving. However both primary and secondary research shown that negative publicity does not affect buyer behaviour to a great extent.
Secondary research clearly states that Red Bull contains