Utilisateurs

However, consumers are paying close attention to the quantity of calories provided by energy drinks. Consumers read more labels and linger more on the amount of sugar, caffeine, taurine, guarana or any other ingredient they eat for a single dose of energy. It is increasingly common to see product lines appear low-sugar, or highlighting the amount of taurine, for example.

Consumers

Red Bull provides a convenient size and easy to carry, due to the small packaging and the fact of not having to drink a large amount of liquid. The men's market is more active than women in development.

The target still mainly young men aged 20 to 30 years, pressed and active, needing quick energy.

Women represent a small market for energy drinks. However, it is expanding. Indeed, the producers of energy drinks develop this market segment:

• Reducing the size of the cans.

• Incorporating natural ingredients, Biological, no sugar, or health, to make them more attractive drink for women

• Developing products with no added sugar or low-sugar.

Competition

Direct competition

• Monster: The American brand launched on the French market, has already found its place in the market by launching the Monster Ripper, mix fruit juice and caffeine. Marketed in France by Coca Cola, the brand is also based street marketing and events.

• Burn: Burn Energy Drink is the brand created by Coca Cola. With original packaging, it is intended in part to consumers who are in the party and wants to be slightly in both sugar and caffeine. A can of Burn equivalent to an espresso.

Indirect competition

This is all sodas and drinks in general. In addition, you can add indirect competitors all energy products (energy chewing gum, powder ...). And more, fruits with vitamin (orange, kiwi ...) supposed to give vitality.

SWOT analysis

After explaining the external analysis surrounding the Red bull company, an analysis of the internal organizational characteristics is needed so as to have a clear view of the capabilities of the company and its position in the industry. So let’s take a look at the strengths, weaknesses, opportunities and threats facing the company.

➢ Strengths

The strength of Red Bull is its excellent brand reputation and image. The company is known for its originality Energy Drinks Market. By dominating 70% of market share, Red Bull consolidates its leadership and ensures the first place in its market. In addition, Red Bull is consumed everywhere, unlike others like Powerade for example, associated with sport.Besides, Red Bull essential to the energy drink radius, so it's subject has a very strong distribution Moreover, the Red Bull competitors do not face it, they rather compete among themselves. So Red Bull is available in many sponsorship in the field of sports "extreme", which allows it to form an image of

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