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BRAND BOOK

 In 1987. 2014) .  This was not only the launch of a completely new product.HOW IT ALL BEGAN  Inspired by functional drinks from the Far Mateschitz founded Red Bull in the mid 1980's. Dietrich  He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. in fact it was the birth of a totally new product category. East. (Red bull’s Website. on April 1. Red Bull Energy Drink was sold for the very first time in its home market Austria.

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.BRAND PROFILE & PERFORMANCE  Type of product: Energy drink  Country of origin: Thailand  Introduced: 1987  Number of cans sold: 40 BIL  43% leading US dollar market  A total of 5.387 billion cans of Red Bull were sold worldwide in 2013.

040 billion. . Red Bull employed 9. increasing from EUR 4.BRAND PROFILE & PERFORMANCE  Today Red Bull is available in more than 166 countries  As of the end of 2013.694 people.  Red Bull believes in owning teams and events rather than being one of several sponsors.930 billion to EUR 5.  Company turnover exceeded the five billion euro mark for the first time.  Red Bull’s brand building is largely based on associating its brand with a range of people and events.

containing the following ingredients: • Caffeine • Taurine • B-group vitamins • Sucrose & Glucose • Alpine Spring Water Nutrition information/ per 100 ml • • • • • • • • Energy 192 kJ (45 kcal) Protein 0 g Carbohydrates 11 g of which Sugars 11 g Fat0 g of which Saturates 0 g Fibre 0 g Sodium 0.PRODUCT INFORMATION Red Bull Energy Drink is a functional beverage.04 g .

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PRODUCT INFORMATION: EDITIONS Red Bull energy drink editions • • • • • • Sugar free Zero calories Cranberry Lime Blueberry Red bull Cola .

Red Bull Energy Drinks travel to their destination predominantly by train and ship. More than 5. Saving miles on transport. Which means cans are manufactured and filled on the same site. Today Red Bull cans weight 60% less than a decade ago. Producing less CO2 emissions.313 tons of CO2. Red Bull implemented what’s called ‘Wall to wall’ production. .RED BULL’S CSR INVOLVEMENT Red bull has made a conscious decision to use aluminum cans. Developed their environmentally friendly Red Bull ECO-Coolers which use up to 45% less energy than conventional refrigerators.

OPPORTUNITIES THREATS Emerging markets – Emerging markets represent newer geographies for Red Bull’s expansion.SWOT ANALYSIS STRENGHTS WEAKNESSES Category leader – Red Bull is synonymous with energy drinks in many countries. Negative publicity – Media worldwide report Red Bull as harmful for health. Controversial – The relatively high caffeine and taurine content of Red Bull makes the brand highly vulnerable to regulatory controls. Consumers tend to think twice at the time of purchase. Competition – Monster represents the biggest threat as it contains natural ingredients. Category limitations – Limited product portfolio Marketing strategy – Through extreme sports sponsorships the brand to build a strong identity and to increase consumer awareness/loyalty. . Broad geographic presence Pricing – Red Bull products are above the energy drinks average price. Product line extension – Offering new flavours and formats should help Red Bull to keep/improve its market shares.

With a networking community of more than 35 million followers across all social channels. From technical integration on digital properties to content strategy for social channels. onsite integration at events. (Red Bull Media House. and research into user sharing patterns. an integrated approach makes Red Bull one of the most comprehensive and flexible media companies in the world today. .DIGITAL COMMUNICATION TOOLS & SOCIAL MEDIA Red Bull Media House fully integrates social media marketing into every project. everything focuses on the consumer.

live recordings. music. . lifestyle and culture alongside curated. cutting-edge music mixes. and advertisers and branding partners alike are seeking to become part of this burgeoning segment. photos.APPS Red Bull’s portfolio already features a variety of mobile apps. Their mobile products feature stories. and The downloads of the app number in the millions and cover all major platforms. clips. gaming. wallpapers. and shows in action sports.

surfing. to breakdancing. Formula 1 racing. motocross. skateboarding. kayaking. wakeboarding.RED BULL BRANDS AND SPONSORSHIPS Red Bull's international marketing campaign targets young men mostly with extreme sports. cliff-diving. . BMX. rally. snowboarding. freestyle motocross. skating. These range from mountain biking. windsurfing.

RED BULL’S VEHICLES .

redbullmediahouse.redbull.drink • http://energydrink-us.com/red-bull-energy.redbullmediahouse.com/red-bull-energy.redbull.com/products-brands/online/socialmedia.redbull.redbull.REFERENCES • http://energydrink-uk.com/products/mobile/ apps.com/company-profile • http://energydrink-us.com/can-lifecycle .html • http://energydrink-us.drink • http://www.html • http://www.

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