Nowadays, who doesn't know Red Bull? This firm is famous thanks to the unique taste of its drinks, its blue and silver cans and also the ingredients chosen for the drinks. This energy drink is composed of taurine which has bile of bulls; the current issue is that everybody doesn't really know the long-term effects of Red Bull. But this prohibition is one of the strategic elements of the firm.
This strange drink was found during a trip to Thailand. A lot of people like taxi men and lorry drivers consumed the Krating Daeng (a Thai energy drink) to stay up all night. Dietrich Mateschitz, the creator of Red Bull, decided to bring-back the concept of the Thai Chaleo Yoovidhya to Austria. So, in 1987, there was the first marketing of Red Bull with the famous slogan "Red Bull gives you wings". In 1997, the firm became an international firm. We can see the brand in almost all of Europe, in America, in Australia and the most important target market is Asia. Furthermore, certain countries have banned the marketing of Red Bull's products such as France and Switzerland. Research has proved that the consumption of this drink is harmful for health. Also the firm advises pregnant women, kids and people who are ill, against drinking cans of Red Bull. The image of the brand had been shaken after the death of a man who had consumed a huge quantity of the drink. As well, in 2008, after many legal proceedings, Red Bull succeeded in obtaining marketing rights in France. Initially, the firm sold a specific drink with less caffeine and without taurine, but four months later, the normal Red Bull energy drink was on sale in French shops. Nowadays, the firm distributes its products in a large number of shops like malls, grocery shops, alcohol shops, etc. In 2001, Red Bull made a turnover of 3.268 billion Euros and it rises each year. Moreover, there are over 6900 employees who work for Red Bull around the world. The power of the firm is spreading over the entire world with a huge number of marketing strategies implemented by the firm.
[...] As we know, Red Bull had been banned in France for a long time, but some Red Bull products were being sold without the permission of the government in Shopi for example, there was a sort of black market for the forbidden energy drink. The goal of this entire buzz was to create a temptation to try it. Just with blogs and chat rooms, Red Bull has created a strong image of the firm. As we have seen previously, Red Bull gives the image of extreme sports which has an important place for the brand because it represents the strength and the power. [...]
[...] The brand has, of course, followed a strategic plan to be famous more quickly but it has succeeded to draw a distinction between Red Bull and other drinks. The strategy was of creating a different packaging for its product: firstly, the size of the can. The brand spreads the message that it is not the size that is most important but the efficiency. Secondly, the packaging: the blue and silver can of Red Bull has become really famous. Relating to the persuasion of the brand, Red Bull does not use traditional marketing. [...]
[...] Sources of innovation: As we have seen before, the drink Red Bull is not an innovation of Dietrich Mateschitz. He had just brought the concept to his own country and internationalized it. We know that 90% of the new products are not new to the world. Dietrich Mateschitz had identified a real opportunity with this energy drink. He had identified a type of lifestyle: young workers have difficult work hours. Since the internationalization of Red Bull, the drink is being consumed by more and more new customers. [...]
[...] External factors and conclusion about the company: The important points of the brand: firstly, Red Bull does not use traditional marketing, contrary. Red Bull uses loyalty and is always close its customers. The strong image of the brand conveys well to people who like thrills. Teenagers are the major part of Red Bull's customers; they have an attraction for this drink. With the company's brilliant success, a lot of energy drinks have been created: Monster Energy, Energy Dark Dog, Diet Red Energy and Semtex. [...]
[...] We have seen briefly that Red Bull is the owner of some teams in the world; furthermore it participates in winter sports, aquatic sports and air sports. Red Bull is the only brand which works in all of these extreme sports and thanks to the financial help of the company, some sports have been found and Red Bull continues to discover sports each year. Red Bull is also the sponsor of famous international sportsmen like Sebastien Loeb, Luc Alphand and German Sebastien Vettel. [...]
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