Introduction
- Created in 1987 by the Austrian entrepreneur Dietrich Mateschitz
- Key Ingredients: taurine, glucuronolactone, caffeine, B vitamins, sucrose, and glucose.
- Caffeine content of a single can of Red Bull 80 mg/250 ml of caffeine
The 4 Ps
Product
- An Energy drink
- Variants: Red Bull Simply Cola, Red Bull Energy Shot, Red Bull Sugarfree
Price
- Rs. 75/- for a 250ml can (Red Bull Energy Drink)
Place
- Supermarkets/ Department Stores
- Liquor Shops
Promotion
- Slogan: “it gives you wings”
- Has an aggressive marketing strategy
- Has associated itself with extreme sports like mountain biking, Formula 1 racing etc.
- Has also associated with other sports like football
- Celebrity Endorsements eg: Eminem
- Hosts / sponsors youth-centric events.
- Free distribution of samples in colleges, clubs, and other place frequented by the youth.
- Also TV ads, POP ads
- New Media Promotion: Facebook, Twitter, etc
Target Consumer (Core Market)
- Youth (16-25 yrs)
- Male
Positioning
- An Energy drink
- A Non-alcoholic Beverage
- For the adventurous people
Forms of Consumption
- As a beverage
- As a mixer with other alcoholic beverages
- With drugs like Cocaine etc.
Health Effects
Too much consumption may lead to:
- Insomnia
- Heart and blood coagulation problems
- As a mixer with alcohol/ drugs is harmful because one acts as depressant and the other as a stimulant
- Red Bull was banned in several countries like France, Denmark, and Norway but later the bans were lifted
Competitors in India
- Cloud 9
- SoBe (Pepsico)
- Burn (Coca Cola)
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