Concept de marketing Red Bull

A Pre-intruduction :

-Five choises :

_rolls royce

-cadillac

-red bull

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-Intruduction and reason of the choice

-History of red bull

-overview

-Creation

-early years

-devlopement

-nowadays

-Product range /portfolio

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-Market and advertising

-Advertising

-promotions

-market strategy

-S.W.O.T Analysis

-Current Financial performance

-competitor analysis

-external influence affecting the company

-conclusion/evaluation

-Appendices

-Bibliography

INTRUDUCTION

Red bull energy drink is first in the this market in 26 years they bring the brand at the top of the energy drink market, with more than 35 billion of cans consumed to this day. The multinational products are available in 166 countries and the growth is continuing motoring by they massive marketing, this point had made my interest in this company i have been seduce by the marketing event of red bull wich take place all around the world and sponsorise many extreme sport such as formula 1, parachuting,Freestyle figure…

Company History

1/overview :

Red Bull GmbH produces and markets energy and sugar free drinks. The company’s products are used by athletes, students, and professionals, as well as during long drives. It markets its products in Austria, western Europe, the United States, Brazil, Japan, India, South Korea, and internationally. The company was founded in 1984 and is based in Fuschl am See, Austria.

2/creation :

Inspired by products called "tonic drinks" from the Far East, Dietrich Mateschitz founded Red Bull in 1980. Dietrich Mateschitz was born in 1946 in the region of Styria (region of Austria) he studied world trade and commerce as a student in vienna, after he get his degree he worked for Unilever and then Blendax a German toothpaste manufactory. In 1982 Mateschitz visited Thailand and reports sample of energy drink; Mateschitz use to consume Krating Daeng beverage (which is Thai for red bull) after he took away is jet lag , he later claimed to consume up to 8 cans a day.

Krating Daeng was a popular drink consumed mostly by driver and worker, the T.C. Pharmaceutical Co., founded in Thailand in 1962 by Chaleo Yoovidhya and produced since the early 1970s.

Mateschitz founded Red Bull GmbH in Austria in 1984 as a 49 percent partner with Chaleo Yoovidhya and his son. The company began marketing its namesake drink in Austria in 1987; a million cans were sold in the year.

Mateschitz Drops Formula Red Bull Energy Drink and develops the original marketing concept of Red Bull. Marketing of Red Bull Energy Drink begins April 1, 1987 in his native Austria. This event marked not only the launch of a completely new product, but also the birth of a whole new product category. Today, Red Bull is present in more than 166 countries and far more than 35 billion cans of Red Bull were consumed.

3/Early years/devlopment :

In 1984 beverage producer Red Bull GmbH is founded in Austria, 3 years later the company product’s begin sales in Austria.

1992: Red Bull GmbH expands to its first foreign markets by introducing their products into neighboring countries Hungary and Slovenia. Red bull enter the German and the U.K market in March 1994, in 3 months the energy drink was occupied 25% of the sport drink market in Germany.

In 1997 the beverage enter the U.S. market via California.

Red bull sugar free is introduced in 2003, more than a hundred other brands had tried to copy Red Bull's formula in Europe according to Bangkok post.

Diversification:

Red bull Gmbh has a wide diversification product and services but all their team, product, event and drink are always focusing in the same categorie: extreme sport.

On 15 November 2004, the Austrian company Red Bull bought Jaguar from Ford Racing stable for $ 100 million. Red Bull Racing is a British and Austrian Formula 1 team, founded in 2005 following the acquisition by Red Bull stable Jaguar Racing. The team has won four Constructors' Championship titles, in2010, 2011, 2012, and 2013, becoming the first Austrian licensed team to win the title. Red bull racing club also produced the quadriple world champion Sebastian Vettel who won the cup in 2010,2011,2013 and 2013.in November 2012 Red bull racing club change for Infinity Red bull racing from the 2013 season award.

Red Bull X-fighters

Red Bull x-fighters are freestyle motocross competition who invited every years the best motorbike rider of the world, the competition have some particularity such as the area of

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