1. RED BULL

2. Arrangement
History
Company Owner
Brand worth
Selling Number
Marketing

3. History
In 1982 Dieter Mateschitz discovered on a business trip in the east of Asia the Energy Drinks, which were at that time very popular there. He acquired the license for the brand Krating Daeng (engl. Red Bull), from the Japanese Company Taisho Pharmaceuticals.
In 1984 Dieter Mateschitz formed the company Red Bull GmbH

4. Company Owner
Mateschitz has through the Distribution & Marketing 49% of the Energy Drink Producer. Other 49% are owned by the Hong Kong T.C. Agrotrading Company Limited. This company is in the Hand of Yoovidhya Chaleo. The remaining 2% are in the holding of Yoovidhya Chaleo’ son, the Bangkok businessman Chalerm Yoovidhya.
Consequently the Family Yoovidhya has the majority of the Red Bull GmbH. This is the official version. Among experts it’s much disputed, that Mateschitz is only minority owner.

5. Brand worth
The trademark Red Bull had the current value of 7,96 billion Euros in July That was a raise from 21,6% against the year before. The Revenue in 2002 was about 626 Million Euros, 2004 it was 1,668 Billion Euros. The benefits after taxes mannered in the year 2002 were about 87 Million Euros.

6. Selling Number In the first 9 months of the
year 2005 the energy drinks
outmatched the diet Coke and
the diet Pepsi the first time
in the sales at the
Convenience Stores in the
USA.

7. Marketing Expenses for marketing: 600 million € (2005)
Marketing campaign
Free Red Bull for students’ parties
Increasing sales and popularity
MET (Mobile Energy Team)
Students „bring energy to where it's needed“ (sport events, companies, ...)

8. Images of MET cars

9. Marketing (2) Motor sports: DTM Moto GP World Rally Championship
Formula One
Red Bull Racing
Scuderia Toro Rosso
NASCAR
Champ Car World Series

10. Marketing (3) Extreme sports sponsoring Extreme sport events
Over 480 sponsored sportsmen
Extreme sport events
Red Bull Air Race Series
World Stunt Awards
Red Bull Dolomitenmann
Red Bull X-Alps

11. Marketing (4) Sport teams Soccer Ice hockey Basketball
Red Bull Salzburg (former SV Austria Salzburg)
New York Red Bulls (former MetroStars)
Ice hockey
EC Red Bull Salzburg
Basketball
Red Bull Barako (Philippines)

12. Marketing (5) Art-related Red Bull Music Academy
Workshops for singers, dancers, ...
Free flight and accomodation
Red Bull Art Of The Can Contest
Sculptures, photos, etc.
Exhibited in Atlanta, Dallas and Minneapolis

13. Sources