Red bull
Table of Contents
Back ground .................................................................................................... Page 2
SWOT Analysis ………………………………………………………………………Page 2
Strengths ……………………………………………………………………………..Page 2
Weaknesses …………………………………………………………………………. Page 2
Opportunities ………………………………………………………………………….Page 2
Threats …………………………………………………………………………………. Page 2
Competitors Analysis ……………………………………………………………… Page 3
Target Market …………………………………………………………………………Page 3
References …………………………………………………………………………… Page 4
Background
Motivated by mainstream drinks from the Far East, Dietrich Mateschitz created Red Bull in the mid 1980 's. He produced the recipe of Red Bull Energy Drink and established the distinctive marketing idea of Red Bull. Red Bull Energy Drink was sold for the first time on 1st April 1987, in its home market Austria. This was not only the introduction of an entirely fresh and different product, in fact it was the birth of a completely new product type. Today Red Bull exists in more than 166 countries and about 40 billion cans of Red Bull have been consumed so far. By the end of 2013, Red Bull has employed 9,694 people in 166 countries with the company turnover exceeding the five billion euro mark for the first time.
SWOT Analysis
Strengths
• Market Leadership – within the energy drinks market Red Bull is the energy drink pioneer all over the world.
• Marketing Efforts – Well designed promotions, targeted campaigns and sponsorships for example: Formula 1, Red Bull revolution of sound and Red Bull music academy.
Weakness
• High prices.
• No new innovation in all these years to compete with new comers.
Opportunities
• Extension of product line to help retain market share.
• Consumer recognition through more sporting events.
• New ventures like main stream sports sponsorships to target all demographics and partnership with social media sites.
Threats
• Competition from other
Back ground .................................................................................................... Page 2
SWOT Analysis ………………………………………………………………………Page 2
Strengths ……………………………………………………………………………..Page 2
Weaknesses …………………………………………………………………………. Page 2
Opportunities ………………………………………………………………………….Page 2
Threats …………………………………………………………………………………. Page 2
Competitors Analysis ……………………………………………………………… Page 3
Target Market …………………………………………………………………………Page 3
References …………………………………………………………………………… Page 4
Background
Motivated by mainstream drinks from the Far East, Dietrich Mateschitz created Red Bull in the mid 1980 's. He produced the recipe of Red Bull Energy Drink and established the distinctive marketing idea of Red Bull. Red Bull Energy Drink was sold for the first time on 1st April 1987, in its home market Austria. This was not only the introduction of an entirely fresh and different product, in fact it was the birth of a completely new product type. Today Red Bull exists in more than 166 countries and about 40 billion cans of Red Bull have been consumed so far. By the end of 2013, Red Bull has employed 9,694 people in 166 countries with the company turnover exceeding the five billion euro mark for the first time.
SWOT Analysis
Strengths
• Market Leadership – within the energy drinks market Red Bull is the energy drink pioneer all over the world.
• Marketing Efforts – Well designed promotions, targeted campaigns and sponsorships for example: Formula 1, Red Bull revolution of sound and Red Bull music academy.
Weakness
• High prices.
• No new innovation in all these years to compete with new comers.
Opportunities
• Extension of product line to help retain market share.
• Consumer recognition through more sporting events.
• New ventures like main stream sports sponsorships to target all demographics and partnership with social media sites.
Threats
• Competition from other
References: Armstrong, G. Adam, S. Denize, S. and Kotler, P. Principles of Marketing, 5th edition., Pearson, Australia Red Bull. Company and Product Overview. 2014 Available: http://energydrink.redbull.com (accessed 25 March 2014).