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Timeline

Red Bull Today

Red Bull in the Middle East

2019

Red Bull in America

2000

International expansion

1997

Globalization

Process

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'

Title

Dietrich Mateschitz

Title

In 1987, Austrian businessman Dietrich Mateschitz co-founded Red Bull GmbH in Austria together with Chaleo Yoovidhya

Title

In 1992, Red Bull expanded to the international market: Hungary and Slovenia

Title

In 1997, Red Bull entered the United states via California, establishing in four Western States:

California, Oregon, Texas, and Colorado

Title

In 2000, Red Bull's market expanded to the Middle East for the first time

Title

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.

Title

Manufacturing

Manufacturing

sites

Fuschl Am See, Austria

Headquarters

Other factories

Red Bull GmbH has two manufacturing sites, both located in Central Europe:

  • Fuschl am See, Austria
  • Rheineck, Switzerland

The company uses 'Wall-to-wall production'

By Red Bull GmbH

Most big subsidiaries only wholesale and distribute Red Bull across the world:

  • Red Bull Australia Pty.
  • Red Bull Canada Ltd.
  • Red Bull FZE (Dubai)
  • Red Bull India Pvt. Ltd.
  • Red Bull New Zealand Ltd.
  • Red Bull Sweden AB

Red Bull North America is the only subsidiary that also produces the Red Bull energy drink

By Subsidiaries

Manufacturing locations

World distribution maps

Office locations

Salary Comparison

Wages

Comparison

Food Products vs.

Consumer Items

Food products vs. Consumer items

Life expectancy Literacy Economic system

Austria

Switzerland

United States

Demographic charts

Largest Markets Today

Markets

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

Fastest Growing Markets

The top growing markets for Red Bull are:

  • India (+30%)
  • Brazil (+22%)
  • Europe (+22%)

The percentages are the amount of growth compared to the previous year

Dependence on Foreign Markets

Dependence on Foreign Markets

Red Bull definitely depends on its foreign markets

  • Sold in 171 different countries
  • Biggest markets are the foreign ones

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.

Marketing

Marketing Strategies

Appealing to a younger generation

Social Media

Hiring students to serve as brand managers

Parties

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

Sports

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

Packaging

Common mistake

Ethics

Customers

Health &

Deaths

Possible risks/negative health impacts of Red Bull:

  • Increase of blood pressure and heart rate
  • Increase of the risk of type 2 diabetes
  • Negative impact on kidney health
  • Damage of the teeth
  • Caffeine overdose and possible toxicity

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.

Lawsuit

https://www.glassdoor.com.mx/Evaluaciones/Red-Bull-Evaluaciones-E12190.htm?countryRedirect=true

https://www.ambitionbox.com/reviews/red-bull-reviews

Employees

Overall positive reviews

https://www.indeed.com/cmp/Red-Bull/reviews?ftopic=paybenefits&start=40

https://www.careerbliss.com/red-bull/reviews/

Environment

Red Bull's measures to reduce its climate emissions:

  • Wall-to-wall production
  • Reduced weight of cans
  • 100% recyclable cans
  • Renewable energy
  • ECO Coolers

Very promising, but not yet proven to be as green as the want to seem

Aires del Campo

Mexican

Product

Our

Recommendation

Bibliography

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.

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