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Red Bull Presentation

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on 12 November 2016

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Transcript of Red Bull Presentation

photo credit Nasa / Goddard Space Flight Center / Reto Stöckli
Red Bull
headquarter in Fuschl am See, Austria

8966 employees in 165 countries (end of 2012)

5.226 billion cans were sold in 2012 worldwide

growth of annual turnover in 2012 against 2011:

(4.930 billion €)
Founder, History and Facts
Products and Competitors
Life cycle of a can
Taste sample
1982 Dietrich Mateschitz discovered a "tonic drink" which was very popular in Asia and called "Krating Daeng".
At the bar of Mandarin Hotel (Hongkong) he had the idea to market it outside of Asia, because it helped to get over the "Jetlag"

1984 his idea became true and Mateschitz founded Red Bull with Chaleo Yoovidhya, the founder of "Krating Daeng"

1984 - 1987 he improved the recipe and developed a unique marketing strategy

1987 Launch of Red Bull Energy Drink in Austria and invented a new product category
Dietrich Mateschitz
Born 20.05.1944 in Sankt Marein, Austria
1972 achieved degree as Master of Business Administration at University of Vienna
Product manager for "Jacobs Kaffee"
worked in marketing at "Unilever"
moved to "Blendax"
today #162 on forbes list March 2013 with 7.1 billion $ net worth
"Vitalizes body and mind"
Improves performance
Increases concentration and endurance
Stimulates the metabolism
Life cycle of a can
Energy is never lost, it is only redistributed"
Julius Robert von Mayer (1814–1878)
Red Bull is very aware of its environmental responsibility and is constantly striving for improvement
Recycling a can takes 95% less energy than producing a new one
Red Bull cans are light in weight and 100% recycable
Manufacturing process uses up to 80% of it's energy from renewable resources
Red Bull developed an environmentally friendly Red Bull ECO-Cooler which use up to 45% less energy than conventional refrigerators
In- class taste sample
"You believe you can fly"
Presentation 3. Semester
"A not vintage product should be advertised in an unusual way!" (Dietrich Mateschitz)

Red Bull uses simple statements and cartoons in their advertising: red bull gives you wiiings/ Vitalizes body and mind are direct advertising slogans on the apparent stimulating properties
targets Yuppies ("young urban professional")
promotional cars: MET (Mobile Energy Team)
Marketing in different kind of sports
Red Bull is famous for its sponsporing and public relation
extrem sport: cliff diving, BMX, skiing, flying, downhill and freeride mountain biking and skateboarding
motorsports: DTM, Dakar Rally, Moto GP
events: flight day, Red Bull BC One(Breakdance), Art of Can(art works of Red Bull cans), Red Bull Air Race. Red Bull owns sport teams like:
Formula 1: Red Bull Racing 3 times Constructors` and Drivers' Championships
Football: FC Red Bull Salzburg, New York Red Bulls, Red Bull Brasil and RB Leipzig
Icehockey: EC Red Bull Salzburg
Red Bull Stratos: Felix Baumgartner space diving from 39km
in 2003
Launched in 2011
Launched in 2009
Launched in 2008
Launched in 1987
Overall view of Red Bull´s biggest competitors
The original energy drink
called "Krating Daeng"
The original energy drink
called "Krating Daeng"
from Asia
www.prezi.com ( for images)
Full transcript