1. Group # 3
Sachira Choudhary B015
Nitin Jain B029
Ritika Johri B032
Nirmit Mehta B042
Pawan Pandey B049
Anshu Kumar Sinha B064

2. Red Bull Red Bull GmbH, Austria
INTRODUCTION
Dietrich Mateschitz
Thailand
Red Bull Red Bull GmbH, Austria
1987
Krating Daeng
TC Pharmaceutical Co.

3. Overview Largest Energy Drink Company in terms of
market share & volume
Products available in 162 countries
Approx. 5.5 billion cans sold in 2013
World renown for their advertising campaigns
Tagline: ‘Red Bull Gives You Wings’
Red Bull offers 4 Products
Reb Bull
Red Bull Sugar-Free
Reb Bull Cola
Red Bull Shots

4. Market analysis Rs 700 crore Indian market 5% of soft drinks market
Global CAGR 14%
Indian market CAGR 25%
Coke buys 17% for
1.15 bn$ in monster

5. Segmentation Age Income Occupation Gender Region Area City Lifestyle
Demographic
Region
Area
City
Geographic
Lifestyle
Personality
Psychographic
Behavioral
Occasions
Benefits
Loyalty Status
Attitude towards product

6. Consumption Collection
Targeting
Consumption Collection
Demographics
Psychographics
Usage Behavior
Youth
Aged: 14-35
Image Conscious
Spending Power
Sporting Events
Sports Fan
Influenced
Youth Trends
Eat Out

7. Positioning Red Bull customers are always looking for new thrill
Advertising Slogan- Red Bull gives you wings.
Red bull maintains the brand personality of being pioneer in extreme sports

8. Extreme Sporting Events
Red Bull Stratos
Red Bull Flugtag
X –Games
World wide product = Need for global attention
Positioned the brand as an independent stimulating beverage
Exposed to over 8 million people
The actual jump created something interesting & contrasting

9. Marketing mix Product Price Place Promotion
Utility Drink- Medicinal Taste & Functional Energy
Improves Physical Endurance & Mental Alertness
Price
Premium Pricing
10 % above competitor price
Place
Grocery & conventional stores
Night clubs & Casinos
Promotion
Team Ownerships, Sponsorships, Endorsements
Events, Locations

10. Consumer buying behavior
All roles except Influencer
conducted by same person
First 4 major lifestyle groups
Aspirers
Succeeders
Transitionals
Reformers
Criteria for Purchase
Technical
Economic
Social
Cultural
Buying Decision Process

11. Personal factors

12. Competitive analysis
Red Bull – Leader in Global and Indian Market with 43% and 75% market share respectively
Increasingly challenged by the likes of Tzinga, Cloud 9, KamaSutra, Restless and Burn.
Expected entry of numerous new players

13. Competitive analysis

14. Swot analysis Opportunities Strengths Product Category Limitations
Weaknesses
Opportunities
Threats
Product Category Limitations
Controversial due to ingredients used
Only 2 manufacturing facilities worldwide
Category Leader
Broad Geographic Presence
Buzz Marketing Strategy
Strong alliance with major distributors
Lesser price Competitors
High Marketing Costs
Strict Regulations against energy drinks
Premium pricing may not work in Emerging Markets
Emerging Markets
New Production facilities
New product categories

15. Survey results Only 57% respondents had tasted Red Bull, till now.
83% of respondents bought Red Bull from a Retail Outlet and only 9% from Bars/Lounges.
54% of respondents were impulsive buyers. They bought Red Bull just to quench their thirst. 25% of respondents agreed that it revitalized their mind and body.

16. Strategic challenges Not easy at the top Health Regulators
Will Premium pricing work in Emerging Markets?
Breaking with tradition

17. Recommendations
Focus on horizontal and unrelated diversification to expand their product portfolio and reduce their risk
Expand their target market to increase the market size, hence adopt a forward diversification form
Relinquishing to some degree its highly centralised production model will help it to better compete in the emerging markets

18. Thank You!