Redbull Sales

Satisfactory Essays
SALES
Current Situation
Products
Red Bull has expended their product line from the original Red Bull Energy Drink to Red Bull Sugarfree,Total Zero,Energy Shot,and most recently,Red Bull Editions.Red Bull Editions is their line of fruit flavoured drinks which include cranberry,lime and blueberry.Red Bull products continue to gain popularity with an increase in product sales of 12.8% in 2012,resulting in 5.226 billion cans sold worldwide (Red Bull,2013).And if we overwiev Red Bull sales statics;number of cans sold in 2011 is 4.631 billion,percent increase of cans sold from 2010 is 11.4% and cans consumed since 1987(2013) is 35 billion. .The key ingredients in Red Bull are caffeine,B-group vitamins,sucrose,glucose,taurine,and Alpine spring water.With ingredients like taurine and caffeine and the poliferation of energy drink consumption,Red Bull and the entire energy drink industry have come under scrutiny due to helath concerns.As a result ,new regulations on the sale of energy drinks are on ongoing concern for companies like Red Bull.Red Bull’s product line has also widened to include merchandise that is adorned with the company name such as hoodies,hats and shirts,due to their involvement in sponsoring athletes and events.

Market Share
By creating a product that had never seen before,Red Bull has made their name synonymous with the word energy drink.With Red Bull products sold in 165 countries,the company holds an estimated global market share of 43% as of 2012.The statistic becomes even more impressive when you consider that their closest competitor,Monster Energy Drink,only holds an estimated 16% market share.
This market share and brand recognition has allowed Red Bull to hold their ground and fend off larger beverage companies like Coca-Cola and PepsiCo.Even with such a dominant position in the energy drink market,Red Bull continues to grow.Figure 1 indicates the significant position Red Bull has over all other top competitors in the energy drink

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