Redbull

Red Bull
Section 1: Introduction
1.1 Company Introduction
In 1982, Dietrich Mateschitz became aware of products called “tonic drinks”, which enjoyed wide popularity in Asia. In 1984 he founded the company Red Bull GmbH.
More than a billion cans of Red Bull are consumed each year. Red Bull was made for moments of increased physical and mental stress and improves endurance, alertness, concentration and reaction speed. It is very high in sugar (27 grams), and also contains glucuronolactone, B-complex vitamins and caffeine (one can of Red Bull contains 80mg of caffeine, as much as a cup of coffee).
However, its primary ingredient is taurine, an amino acid that is found naturally in the body, particularly in muscle tissue. According the company, this ingredient is essential to the beverage as it is a key substance that the body uses at times of stress or physical exertion, and this must be replenished.
A sugar-free version has been available since the beginning of 2003. It is popular as a mixer, notably with vodka.
Dietrich Mateschitz 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. In 1992, it was sold in its first foreign market, Hungary. Red Bull is exclusively produced in Austria and exported worldwide. The drink is available in over 100 countries and almost 1,000 million of the slim 250ml cans were sold in 2000, 260 million of them in the UK.
Supported by sleek advertising and, with its high priced small blue and silver can, Red Bull was targeted at young urban professionals. The advertising slogan of Red Bull in the United States and the United Kingdom is ‘Red Bull gives you wings’ and focuses on the stimulant properties of the drink.
1.2 Report Summary
The objectives of this report for Red Bull are:
1. To show how Red Bull develops its marketing strategy and identify the principles and processes involved.
2. To describe the