Presentation on theme: "RED BULL KATELYN GALLO. THE RED BULL STORY… While traveling in Thailand, Austrian entrepreneur, Dietrich Mateschitz, was intrigued by the benefits of."— Presentation transcript:
THE RED BULL STORY… While traveling in Thailand, Austrian entrepreneur, Dietrich Mateschitz, was intrigued by the benefits of popular energy tonic, Krating Daeng He wanted to create something suited for western taste, so he partnered with the creator of Krating Daeng, Thai billionaire, Chaleo Yoovidhya In 1984, the two business partnered and created Red Bull GmbH The name Red Bull comes from Krating Daeng which means Reddish Brown Water Buffalo “
Mateschitz and Yoovidhya both invested $500,000 each taking ownership of 49% of the company with the remaining 2% given to Chaleo’s son, Chalerm It was agreed that Mateschitz would run the company From 1984 to 1987, the two worked on developing the taste and the marketing strategy for Red Bull to enter the European market In 1987, Red Bull Energy Drink was launched in Austria Red Bull was introduced to the U.S. in 1997
THE BRAND According to Red Bull, there are two things that make up the Red Bull brand: the product & how it is communicated to the consumers The Product: Benefits received from quality ingredients “Premium” Positioning Price Point Exclusive Brand Image Logo Communication of the product to consumers: The brand, “The World of Red Bull” Red Bull Events Sampling in the field
THE PRODUCT Ingredients: Taurine (1000mg): An amino acid naturally found in the human body as well as red meat, fish and poultry Helps to regulate stress levels, body temperature and increases performance of the heart Glucuronolactone (600mg): A Carbohydrate found in the body Aids in the detoxification process Caffeine(80mg): Positive effects on mental and physical performance B-Complex Vitamins: Known for helping the body produce energy and maintaining the body’s normal physical functions Glucose & Sucrose: Simple Sugars make it easier for the body to breakdown
RED BULL VITALIZES THE BODY & MIND Benefits: Improves performance, especially during times of increased stress Increases concentration and improves reaction speed Increases Endurance Stimulates the metabolism …Red Bull Gives You Wiiings!!!!
THE WORLD OF RED BULL Sponsored Teams: New York Red Bulls (Soccer) Team Red Bull (Stock Car Racing) EC Red Bull Salzburg (Hockey) Infiniti Red Bull Racing (Formula One Racing) Endorsements Reggie Bush (Football) Sebastian Toutaut (Snowboarding) Ryan Sheckler (Skateboarding) Sally Fitzgibbons (Surfing) Lindsey Vonn (Skiing) Paul Steiner (Skydiving) Gabor Kezi (Paragliding) Tobais Wicke (BMX) Red Bull Events Red Bull Thr3e Style Red Bull Air Race Red Bull Crashed Ice Red Bull Flugtag Red Bull X-Fighters Red Bull Chariot Race Red Bull Stratos Red Bull Stratos
OTHER FORMS PROMOTION Wiiings Team What is the Wiiings Team? Field Marketing Team What do they do? Offer target consumers a cold can of Red Bull in times of needed energy What is the purpose? To engage with the consumer to create positive and personal experiences with the product Other Forms of Promotion Cartoon Commercials Student Brand Manager