1. กระทิงแดง Marketing Product Strategy Group A9 01-03-2004

2. From Thailand to the world Group A9 CEO: Deitreich Mateschitz Discovered in 1984 in Thailand Market targets: Blue collar, Truck driver Ownership: 51% Thai & 49% Austrian From Krating Daeng… …to Red Bull

3. The number 1 in Energy Drinks… 70% of the energy drinks market In 2002, $1 Billion annual sales 1.2 Billion cans sold 8.7% sales growth Group A9

4. Targeted at Young Dynamic People… Group A9 Sports enthusiasts Party – “In”-People Generation Y (14 – 29 year old) Trend-setters/followers

5. Red Bull Gives you Wings… Group A9 Stimulates metabolism and helps eliminating waste substances Improves physical endurance Improves reaction speed and concentration Improves reaction speed and concentration Increases mental alertness Improves overall feeling of well being Improves overall feeling of well being

6. Its all in the can… Unique can: slim, sleek & small (sexual appeal and energy) No options in packaging Looks European Ingredients: - Synthetic - Non-alcoholic - Taurine, caffeine, sugar, amino acids and vitamins - Vegetarian friendly Group A9

7. It delivers as promised… Group A9 Stimulates body and mind Most effective energy drink on the market (“functional drink”) Not for hydration (not a thirst quencher) Just like a caffeine- containing coffee

8. Distribution follows the target market… Securing unusual distribution channels. - Dedicated distributors - Company owned warehouses - On-premise & off-premise accounts The mission: to find out where the target demo (men and women age 16-29) hangs out and what interests them. Group A9

9. Innovative use of grassroots marketing… No print, prime time advertising, web based campaigns, billboards Extreme Sports Student brand managers Mobile Energizers Single Product Focus Group A9

10. The drink your parents are scared of… Group A9 Bull semen/urine Taurine Legal speed/cocaine Founder is an elusive character Rarely deny the rumours Fatalities Verge of being banned “Discovery” of Red Bull

11. Red Bull Created a Brand-new Market… Group A9 Interact Isolate High Low High Innovation orientation Customer orientation Shape Follow