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Introduced in 1987, Red Bull is in its 27th year of one of the most successful voyage. The initial product, known as “Krating Daeng” being sold in Thailand was the inspiration for Dietrich Mateschitz (believing that such a drink would be…) and he transformed this idea into a huge success in his home country, Austria. Today the company is #69 world’s most valuable brand on the Forbes.com. (Forbes, 2013) Headquartered in Fuschl am See, Austria the company has sold 40 billion cans so far, employing 9,694 employees and present in over 166 countries around the world. (Red Bull, 2014) The company has registered 3.1% increase in the cans sold in 2013. (Red Bull, 2014)
The Red Bull’s slogan is “Red Bull gives you wings” and it is positioned as “Vitalizes Body and Mind”, “Wings when you need them” which is for a range of occasions:
On the road, on the journey or business trip or on vacation
During lectures and study sessions
At work, for professionals required to work at greater speed and concentration
While doing sports, for sports enthusiasts and athletes
While playing video games
The Red Bull energy drink contains caffeine, Taurine, B-group vitamins, Sucrose & Glucose,and Alpine Spring Water. (Red Bull, 2014)
With only some of the bumps (the U.K. team started from the wrong end...), the company has largely written a very successful growth story through its non-conventional and creative marketing activities. The emergence of the new category for which Red Bull is responsible...
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