2. History of Red Bull
1982 – Dietrich Mateschitz, while visiting Asia, started drinking “tonic drinks”, which were very popular in East Asia
1984 – Mateschitz founded Red Bull in Austria, fine-tuning the already existing Krating Dang recipe for a European market
1987 – Mateschitz started selling Red Bull Energy Drink

3. History of Red Bull
To date, over 30 billion cans of Red Bull have been consumed worldwide, in over 160 countries
Red Bull first expanded to foreign markets in 1989 to Singapore, 1992 to Hungary, 1994 to Germany, 1995 in the UK, and finally 1997 to the USA, starting in California

4. Growth of Red Bull Globally
1987: Available in 1 country
1992: Available in 3 countries
1995: Available in 15 countries
1998: Available in 45 countries
2001: Available in 73 countries
2004: Available in 124 countries
2009: Available in 160 countries

5. What is It?
The key ingredients of Red Bull are taurine (1000 mg), glucuronolactone (600 mg), and caffeine (80 mg) in a 250-mL can. The product also contains sweeteners, such as sucrose and glucose.
All ingredients are synthetically produced by pharmaceutical companies to ensure the highest quality. The composition and ingredients are uniform throughout the world, except for slight variations in vitamin content due to national regulations

6. Market Background
Energy drink fighting arena is very aggressive especially for on ground activities in order to own TOM awareness as well as sales over time
Consumer target is wide from young adult to much older age, 54. However, key players tend to build equity among younger groups then retain loyalty over time to sustain consumer base
M150 is leading the category with more than 50% share. Krating Dang (REDBULL) is the runner up and it’s not easy to overthrown M150
M150 has invested behind the brand via ATL that aims to the younger groups (15-25 years old males). BTL is segmented in order to attract across all age groups
Brand message are mainly about moral support shadowed with energy boosting mood and tone

7. Product feature Sold in a small brown bottle.
The blue label with the bulls
running across.
Brand name:
KRATING = BULL
DANG = RED
the drink is sold in small brown bottles that are like old-fashioned medicine bottles. It still has the distinctive blue label with the bulls running across it,
Price tag 10 baht (33 cents)

8. With brand & strong distribution of M150 is able to dominate market with 55% share, followed by Krating Dang (RED BULL) and Carabao Dang respectively.

9. Brand Positioning
Urban
Young
15+
Old 50+
Traditional

10. Target Consumer Demographic Psychographic Male 18-40 yrs. Blue collar
Urban lifestyle
Income baht
($170-$300 per month)
Psychographic
Optimistic
Determine
Fight for a better thing
Work hard to support their children education

11. Target behaviors Hang out place Music Goods Food Hyper market
Modern trade
Music
Country, Blue, Local song
Food
Road side restaurants
Street stalls
Take away foods
Goods
Buy just what they need
Seek out promotion
Electronic appliances
2nd hand
Fake item

12. Target insight Focus on both themselves and other.
Devote themselves to earn as much as they can for family.
Must work hard to build a better life.
The city means to reach their dream.

13. Integrated Marketing Communication

14. Brand Personality Teens Extreme Aggressive Adventure Active lifestyle
Krating Dang (RED BULL) IMC quite to concern with Modern Image, especially in music marketing it focusing in 15 – 25 years olds only. However KTD keep adult age with Thai boxing.
Teens
Extreme
Aggressive
Adventure
Active lifestyle

15. TVC Radio Internet Print advertise Billboard Music Event Sport Event
CSR
Promotion

18. TVC Radio Internet Print advertise Billboard Music Event Sport Event
CSR
Promotion

20. TVC Radio Internet Print advertise Billboard Music Event Sport Event
CSR
Promotion

22. TVC Radio Internet Print advertise Billboard Music Event Sport Event
CSR
Promotion

24. TVC Radio Internet Print advertise Billboard Music Event Sport Event
CSR
Promotion

25. Target Market in US
18 – 34 Males with an “on-the-go” or “extreme sports” lifestyle
34% of describe themselves as regular consumers of Energy Drinks
Around 50% of US College Students in 2009 consumed at least 1 Energy Drink a month for either an Energy Boost, to compensate for lack of sleep, or for boozing (Red Bull Vodka, Jaeger & Rockstar)

26. Competitors in the US
Coca Cola – Full Throttle & Rockstar (Distribution Deal)
PepsiCo – Mountain Dew Amp & SoBe No Fear
Hansen Natural – Monster
Niche Energy Drinks (Low Calorie, Sugar Free, formulated for Women)

27. The Cost Red Bull (8.3oz) @ Jackson’s : $2.29
Monster Jackson’s: $2.39
Rockstar Jackson’s: $2.19
Red Bull is 593% more expensive in the US, compared to Thailand
Red Bull is 84.7% more expensive, per oz, compared to Monster, 101.6% for Rockstar

28. Red Bull Market Share

29. It gives you wiiings…
Red Bull’s aggressive and unique marketing strategy really helped it dominate the US market when it first came out
Cheap, Cheesy, Cartoon commercials we all remember
Massive sponsorship and expansion into the extreme sports market, which was also going through a huge boom when Red Bull was introduced to the US (Milk & Cookies)
Moved to a new ad campaign

30. Sponsorship & POS Bar’s and Nightclub’s have Red Bull coolers
Red Bull Flugtag, Air Race, Cliff Diving, X-Fighters (motocross), Crashed Ice, Rampage, Paperwings
Red Bull Records
Sponsored Professional Sports (Red Bull New York MLS, Red Bull Salzburg Austria, RB Leipzig Germany)
Two Formula 1 teams (Team Red Bull & Scuderia Toro Rosso). In 2010 Red Bull won the Constructor & Driver championship in Formula 1

31. Going Green Over 4 billion aluminum can’s were sold last year
Red Bull tracks the can’s entire carbon footprint lifecycle
Reduced can weight, increased recycling rates
Increased can transportation by rail & sea, reducing/replacing road transportation wherever possible
Using ecologically efficient refrigerators & cooling agents (All coolers they purchase are ECO coolers whenever possible)

32. Questions?

33. Sources http://www.redbullusa.com