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Red Bull Today
Red Bull in the Middle East
2019
Red Bull in America
2000
International expansion
1997
Red Bull GmbH is founded
1992
1987
Krating Daeng
1976
Chaleo Yoovidhya
In 1976, a man from Thailand brought a new energy drink to market, which he called 'Krating Daeng'
Dietrich Mateschitz
In 1987, Austrian businessman Dietrich Mateschitz co-founded Red Bull GmbH in Austria together with Chaleo Yoovidhya
In 1992, Red Bull expanded to the international market: Hungary and Slovenia
In 1997, Red Bull entered the United states via California, establishing in four Western States:
California, Oregon, Texas, and Colorado
In 2000, Red Bull's market expanded to the Middle East for the first time
Today, 32 years after the creation of Red Bull GmdH, the energy drink is available in 171 countries. Over 5 billion cans of Red Bull have been consumed so far.
Red Bull GmbH has two manufacturing sites, both located in Central Europe:
The company uses 'Wall-to-wall production'
Most big subsidiaries only wholesale and distribute Red Bull across the world:
Red Bull North America is the only subsidiary that also produces the Red Bull energy drink
Manufacturing locations
Office locations
Food Products vs.
Consumer Items
Life expectancy Literacy Economic system
Austria
Switzerland
United States
Largest Markets Today
Red Bull’s sales are mainly
dominated by the US market.
US #1 position is volume terms
Some surveys and researches have shown that from energy drink sales of 2018 only in the US, for a total more than 10 billion US$ sales, Red Bull North America Inc made around 42.91% of the market share in the United States
Red Bull is being sold in 171 countries across the world
Fastest Growing Markets
The top growing markets for Red Bull are:
The percentages are the amount of growth compared to the previous year
Red Bull definitely depends on its foreign markets
Event and sports sponsorship have been key elements for Red Bull’s marketing strategy for many years.
Red Bull’s eponymous brand has achieved remarkable global success and 30-40% of its sales are reinvested back in marketing and promotional activity.
Red Bull’s strategy that mainly target people under 30,
is often used as a way of initially raising consumer awareness when entering new markets.
Appealing to a younger generation
Social Media
Hiring students to serve as brand managers
Letting students throw parties and distributing free Red Bull for promotion
New cocktails with Red Bull as ingredient
Focus on extreme sports
Hosting many sports events
Buying and sponsoring sports teams
Five soccer clubs
Red Bull Racing - Two Formula 1 teams
In 2012, Red Bull took its marketing literally to a new level with the Stratos campaign, which featured Felix Baumgartner in a record- breaking 128,000 feet jump from the earth’s stratosphere, making him the first man to break the speed of sound while in free-fall.
The event was streamed live online with viewers able to log in to post comments via
Twitter and Facebook.
Different editions/flavors
Common mistake
Possible risks/negative health impacts of Red Bull:
There have even already been some deaths,
due to too much Red Bull consumption
In 2013, Red Bull was sued in the US for using a misleading slogan, as Red bull actually does not give people wings. The company settled for $13 million dollars.
https://www.glassdoor.com.mx/Evaluaciones/Red-Bull-Evaluaciones-E12190.htm?countryRedirect=true
https://www.ambitionbox.com/reviews/red-bull-reviews
https://www.indeed.com/cmp/Red-Bull/reviews?ftopic=paybenefits&start=40
https://www.careerbliss.com/red-bull/reviews/
Arslan, M. (2012). Red bull: Dominating The Energy Drink Industry. Retrieved from
https://www.academia.edu/11335540/Redbull_Dominating_The_Energy_Drink_Industry
Business Casual. (2016). Red Bull: The Real Story Behind the Can. Retrieved from
https://www.youtube.com/watch?v=Ri0XXjmiviM
Companies History. (2019). Red Bull. Retrieved from https://www.companieshistory.com/red-bull/
Company Profiles. (2019). Retrieved from https://www.bloomberg.com/
Foster, J. (2018). Death by Red Bull. Retrieved from https://www.caffeineinformer.com/death-by-red-bull
Jaiswar, R. (2013). Red Bull. Retrieved from https://www.academia.edu/6338021/Red_Bull
Krausz, T. (2018). The Red Bull story: how world’s top energy drink began in Thailand, but it took an Austrian to make it a
global phenomenon. Retrieved from https://www.scmp.com/lifestyle/food-drink/article/2156996/red-bull-story-how-worlds-top-energy-drink-began-thailand-it
McGrane, K. (2019). What are the Side Effects of Drinking Red Bull? Retrieved from
https://www.healthline.com/nutrition/red-bull-side-effects
O’Reilly, L. (2014). Red Bull Will Pay $10 To Customers Disappointed The Drink Didn’t Actually Give Them ‘Wings’. Retrieved
from https://www.businessinsider.com/red-bull-settles-false-advertising-lawsuit-for-13-million-2014-10
Owen, J. (2012). Thai billionaire who invented Red Bull energy drink dies in angkok, aged 89. Retrieved from
https://www.independent.co.uk/news/people/news/thai-billionaire-who-invented-red-bull-energy-drink-dies-in-bangkok- aged-89-7576279.html
Rankabrand. (2016). How Sustainable is Red Bull? Retrieved from https://rankabrand.org/soda/Red+Bull
Rathi, R. (2013). Production and Operations management. Retrieved from
https://www.slideshare.net/rishabhrathi5/pom-assingment-on-redbull
Red Bull Company Profile. (2019). Retrieved from https://craft.co/red-bull
Red Bull Official Website. (2019). Retrieved from https://www.redbull.com/us-en/energydrink
World Bank Open Data. (2019). Retrieved from https://data.worldbank.org/
Yeates, Z. (2010). No Bull: Science, Manufacture, and Marketing of Red Bull and Other Energy Drinks. Retrieved from
https://cpb-us-e1.wpmucdn.com/blogs.rice.edu/dist/e/505/files/2011/04/No-Bull-Science-Manufacture-and-Marketing-of-Red-Bull-and-Other-Energy-Drinks-5.pdf
Top Selling Energy Drink Brands. (2019, February 7). Retrieved from https://www.caffeineinformer.com/the-15-top-energy-drink-brands.
Red Bull on the Forbes World's Most Valuable Brands List. (n.d.). Retrieved from https://www.forbes.com/companies/red-bull/?list=powerful-brands#57aad8e661ce.