Essay on How Red Bull Maintain Their Stronghold - 8091 Words

Contents0.0 Abstract 1.0 Introduction 2.0 History 3.0 Does Red Bull ® Revitalise the Body and Mind? 3.1 What are the ingredients in Red Bull ®? 3.2 Red Bull ®Ã¢â‚¬â„¢s adverse health effects 3.3 Has Red Bull ® profited from controversy? Page(s) 2 3 3-4 4-5 5 6 6-7 7 8 8 9 9 10 11-12 13 14 14 15-16 16-17 17 17 18 18-19 20 21-24 25 4.0 Red Bull ® a non-descript market? 5.0 How is Red Bull Marketed? 5.1 Sponsorship 5.2 Advertising 5.3 Brand Image 5.4 Some of Red Bull’s extreme sports athletes and events in pictures 6.0 Revolutionary Marketing 7.0 Maintaining market share 8.0 Competition and Intellectual property 9.0 Discussion 9.1 Diversification of product range 9.2 Drinks for the â€Å"Health Conscious† consumer 9.3 New Marketing Ideas 9.4†¦show more content†¦(Kratin Daeng [ca. 2008]) Dietrich Mateschitz (Gschwandtner 2004). Page | 3 The iconic eye-catching logo and slogan â€Å"red bull gives you wings† were then designed (Gschwandtner 2004). By 1990, despite high sales figures, and a lot of promotion, Red Bull ®Ã¢â‚¬â„¢s finances were in the black. To this point, funding had been 90% equity from the two partners and 10% bank loans (Gschwandtner 2004; Dolan 2005). Ambitious Mateschitz now believed Austria too small a market for Red Bull ®. In 1993, Red Bull ® moved into such countries as Hungary and Germany, planning to pre-market the little 250ml can by word of mouth across Europe (Gschwandtner 2004). Red Bull ®Ã¢â‚¬â„¢s Kraihamer commented, â€Å"We do not market the product to the consumer, we let the consumer discover the product first† (Keller 2004, p.119). This â€Å"Buzz† marketing proved highly successful, and inexpensive. Red Bull ®Ã¢â‚¬â„¢s controversial ingredients made it a â€Å"cool† fashion icon. Its mixability with vodka, coupled with extreme sports sponsors hip, helped the drink tap into the young â€Å"hip† market (Cooney 2007; Gschwandtner 2004). By 1997, Red Bull ® had conquered most of Europe including the UK. It then moved onto the USA, working state by state with a similar â€Å"buzz† technique (Hein 2001). Today Red Bull ® is now Austria’s most successful brand, worth more than â‚ ¬10.9 billion, with diamond producer, Swartzkopf being worth half as much (Muller 2009). 3.0 Does Red Bull ® â€Å"Revitalise the Body and Mind†? Red Bull ® is billed as aShow MoreRelatedDr. Pepper Snapple Group Inc.2047 Words   |  9 Pagesprofitable and a wise investment for the future? Moreover, how can the new energy drink compete with other huge brands? There are several difficulties and elements to evaluate before entering the energy beverage market, such as the market itself, competitors, consumer behaviour and marketing. Analysis The Market The energy beverage market is one of the fastest growing and most innovative segments of the current beverage market. Red Bull, Monster Energy, Rockstar and hundreds of similar positionedRead MoreRastafarian79520 Words   |  319 Pagesdevelopment of Rasta that deï ¬ es the notion that it is a movement of the insane and the misguided. Given the way in which Rastafarianism has arrived in the world, it is useful when someone is able to help us understand its origins and propose how we can then comprehend how it functions in the world today. Again and again, I encounter students who are interested in reggae music and the music of Bob Marley, but they remain deeply puzzled by Rastafarianism because of its seemingly peculiar tenets of faithRead MoreMarketing Mistakes and Successes175322 Words   |  702 Pagesunsuccessful practices are not unique. Information Boxes and Issue Boxes are included in each chapter to highlight relevant concepts and issues, or related information, and we are even testing Profile Boxes. Learning insights help students see how certain practices—both errors and successes—cross company lines and are prone to be either traps for the unwary or success modes. Discussion Questions and Hands-On Exercises encourage and stimulate student involvement. A recent pedagogical featureRead MoreCase Study148348 Words   |  594 Pagesthat you can download or listen to online †¢ Video cases that show real managers talking about their own organisations †¢ Revision flashcards to help you prepare for your exams †¢ A multi-lingual online glossary to help explain key concepts †¢ Guidance on how to analyse a case study †¢ Links to relevant sites on the web so you can explore more about the organisations featured in the case studies †¢ Classic cases – over 30 case studies from previous editions of the book †¢ The Strategy Experience simulation