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Judge a marketing strategy for a product or service with a clear understanding of the principles of marketing - History of Red Bull.

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E2 - Judge a marketing strategy for a product or service with a clear understanding of the principles of marketing History of Red Bull In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed wide popularity in Asia, and got - while sitting in the bar at the Mandarin Hotel in Hong Kong - the idea of marketing those functional drinks outside Asia. In 1984, Mateschitz founded the company Red Bull GmbH. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987. Red Bull got off the ground in no time flat, giving people wiiiings right from the start. In 1992, Red Bull touched down in its first foreign market, in Hungary. Today, Red Bull is energizing over 60 countries around the globe. Red Bull is much more than a soft drink - it is an energy drink. It was made for moments of increased physical and mental stress and improves endurance, alertness, concentration and reaction speed. In short: it vitalizes body and mind. The effectiveness of Red Bull has been proven by a large number of scientific studies and is appreciated by many of the world's top athletes and drivers, opinion-leaders and hard-working people with active lifestyles. ...read more.


They also want to bring a sort of individuality to the drink 'a wacky sense' to life and this is evident through the television ads. Product Ingredients: All ingredients of Red Bull(r) Energy Drink are listed on the can. One can of Red Bull(r) Energy Drink (250 ml) contains the following ingredients: carbonated water sugar (sucrose, glucose) 27 g taurine 1000 mg glucuronolactone 600 mg caffeine 80 mg vitamins niacin 20 mg vitamin B6 5 mg pantothenic acid 5 mg vitamin B12 0.005 mg Further, it contains inositol, citric acid/sodium citrate as acidifier, colours (caramel, riboflavin) and flavours. Caffeine is contained in many foodstuffs such as coffee, tea or chocolate. One can of Red Bull(r) Energy Drink contains 80 mg of caffeine. This is approximately equivalent to a cup of filter coffee. Coke contains about 35 mg of caffeine per 12 ounce (about 350ml) can. Diet Coke has a higher caffeine content of about 47 mg per 12 ounce can. One can of Red Bull(r) Energy Drink contain 1000 mg taurine. Taurine is a conditionally essential amino acid. Taurine is naturally occurring in our body, mainly in muscle, brain, heart and blood. ...read more.


Their television adverts are very recognisable with their cartoon characters using Red Bull to 'give them wiiings'. Red Bull also sponsor extreme sports athletes such as Ali Cairns who is Vert Skateboarder and Sandro Dias a street skateboarder, Red Bull also sponsor extreme sports events such extreme snowboarding event 'Red Bull Xtreme' held in Switzerland. Below are pictures of the Red Bull vert ramp, and a Red Bull car. Place Red Bull(r) Energy Drink is exclusively produced in Austria and exported world-wide because of the shape of the can it is very easy to transport to the various countries. In the UK Red Bull is available in many corner shops, supermarkets such as Sainsbury's and some pubs and clubs. SWOT analysis of Red Bull Strengths Red Bull have become a dominant market leader for functional energy drinks. They have a good promotional compaign after noticing the extreme sports market as a niche market. They have branded they product well. Weaknesses The drink has been linked with deaths after other drinks were mixed with Red Bull. In 2001 59% of pubs and clubs did not stock Red Bull. Opportunities New and rapid growing markets for energy drinks Niche markets still to be developed such as women. Threats There are now many energy drinks on the market. Red Bull domination of the market. ...read more.

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