BRAND BOOK

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

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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.  Red Bull believes in owning teams and events rather than being one of several sponsors. increasing from EUR 4.694 people.BRAND PROFILE & PERFORMANCE  Today Red Bull is available in more than 166 countries  As of the end of 2013.  Company turnover exceeded the five billion euro mark for the first time.930 billion to EUR 5. .  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 0.04 g .PRODUCT INFORMATION Red Bull Energy Drink is a functional beverage.

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

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

Category limitations – Limited product portfolio Marketing strategy – Through extreme sports sponsorships the brand to build a strong identity and to increase consumer awareness/loyalty. 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. OPPORTUNITIES THREATS Emerging markets – Emerging markets represent newer geographies for Red Bull’s expansion. Consumers tend to think twice at the time of purchase. 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.SWOT ANALYSIS STRENGHTS WEAKNESSES Category leader – Red Bull is synonymous with energy drinks in many countries. Competition – Monster represents the biggest threat as it contains natural ingredients.

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

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

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

RED BULL’S VEHICLES .

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

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