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RED BULL. KATELYN GALLO . The RED BULL STORY…. While traveling in Thailand, Austrian entrepreneur, Dietrich Mateschitz , was intrigued by the benefits of popular energy tonic , Krating Daeng

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red bull



the red bull story
  • While traveling in Thailand, Austrian entrepreneur, Dietrich Mateschitz, was intrigued by the benefits of popular energy tonic, KratingDaeng
  • He wanted to create something suited for western taste, so he partnered with the creator of KratingDaeng, Thai billionaire, ChaleoYoovidhya
  • In 1984, the two business partnered and created Red Bull GmbH
  • The name Red Bull comes from KratingDaeng which means Reddish Brown Water Buffalo “

Mateschitz and Yoovidhya both invested $500,000 each taking ownership of 49% of the company with the remaining 2% given to Chaleo’s son, Chalerm

  • It was agreed that Mateschitz would run the company
  • From 1984 to 1987, the two worked on developing the taste and the marketing strategy for Red Bull to enter the European market
  • In 1987, Red Bull Energy Drink was launched in Austria
  • Red Bull was introduced to the U.S. in 1997
the brand
The Brand
  • According to Red Bull, there are two things that make up the Red Bull brand: the product & how it is communicated to the consumers
    • The Product:
      • Benefits received from quality ingredients
      • “Premium” Positioning
          • Price Point
          • Exclusive Brand Image
          • Logo
    • Communication of the product to consumers:
      • The brand, “The World of Red Bull”
      • Red Bull Events
      • Sampling in the field
the product
The Product
  • Ingredients:
  • Taurine (1000mg):
      • An amino acid naturally found in the human body as well as red meat, fish and poultry
      • Helps to regulate stress levels, body temperature and increases performance of the heart
  • Glucuronolactone (600mg):
      • A Carbohydrate found in the body
      • Aids in the detoxification process
  • Caffeine(80mg):
      • Positive effects on mental and physical performance
  • B-Complex Vitamins:
      • Known for helping the body produce energy and maintaining the body’s normal physical functions
  • Glucose & Sucrose:
      • Simple Sugars make it easier for the body to breakdown
red bull vitalizes the body mind
Red Bull Vitalizes the Body & Mind
  • Benefits:
      • Improves performance, especially during times of increased stress
      • Increases concentration and improves reaction speed
      • Increases Endurance
      • Stimulates the metabolism

…Red Bull Gives You Wiiings!!!!

the world of red bull
The World Of Red Bull
      • Sponsored Teams:
        • New York Red Bulls (Soccer)
        • Team Red Bull (Stock Car Racing)
        • EC Red Bull Salzburg (Hockey)
        • Infiniti Red Bull Racing (Formula One Racing)
    • Endorsements
      • Reggie Bush (Football)
      • Sebastian Toutaut (Snowboarding)
      • Ryan Sheckler (Skateboarding)
      • Sally Fitzgibbons (Surfing)
      • Lindsey Vonn (Skiing)
      • Paul Steiner (Skydiving)
      • Gabor Kezi (Paragliding)
      • TobaisWicke (BMX)
  • Red Bull Events
        • Red Bull Thr3e Style
        • Red Bull Air Race
        • Red Bull Crashed Ice
        • Red Bull Flugtag
        • Red Bull X-Fighters
        • Red Bull Chariot Race
        • Red Bull Stratos
other forms promotion
Other Forms Promotion
  • Wiiings Team
  • What is the Wiiings Team?
      • Field Marketing Team
    • What do they do?
      • Offer target consumers a cold can of Red Bull in times of needed energy
    • What is the purpose?
      • To engage with the consumer to create positive and personal experiences with the product
  • Other Forms of Promotion
      • Cartoon Commercials
      • Student Brand Manager