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Red Bull Presentation
Transcript of Red Bull Presentation
Red Bull started in Austria, 1987.
Dietrich Mateschitz inspired by Thai energy drink "Krating Daeng" owned by Chaleo Yoovidhya
35 billion cans sold so far, 5.2 billion last year only!
Owning Sports Teams
Holding Sports Events
Endorsing Cultural Events
Red Bull Media House
Opinion Leader Program
Culture Opinion Leaders
Student Brand Manager
Red Bull VS. Competitors
Targeted Customers: Age 17-35
Mass Media, Billboards, Brochures, Newspapers
$500,000 in 1997, penetrated U.S. market
Red Bull Performance
Sold 5.2 Billion cans in 2012 across 165 countries. Increased of sales by 12.8% against 2011.
UAE: 50 Million, Middle East: 164 Million, MEAP: 505 Million
Company Turnover 15.9% from EUR 4.25 Billion to EUR 4.93 Billion, best result in the company's history.
Health & Environmental Issues
Red Bull alert customers about health concerns
Unlike cigarettes, Red Bull cares
Transformed risk into promotion
Identify benefits "When To Drink"
New York's Red Bull
Red Bull Salzburg
Red Bull Brasil
Red Bull Leipzig
Red Bull Ghana
Formula 1 & Nascar
Red Bull Racing Formula One
Red Bull Racing Team
Red Bull U.S. Grand Prix
Red Bull Wake Open
Red Bull Rampage
Red Bull Sharpshooter
Red Bull Crashed Ice
Red Bull Air Race
Red Bull Flying Bach
Red Bull Culture Clash
Red Bull BC One
Red Bull Canvas Cooler
Red Bull Soapbox
Red Bull Flug Tag
Red Bull Wings Academy
Red Bull Cliff Diving
Red Bull Gon Moshtarak
Red Bull TV
Red Bull Records
Red Bull Music Academy
The Red Bulletin
Event: Higher importance, higher cost
Paying compound interest, reaping all rewards and costing only maintenance
Early investment becomes equity
Achieving High Brand Equity
First traditional marketing, then creativity and using alternative marketing.
Ambitious: Country of Red Bull.
Response Hierarchy Model