Red bull Essay

Motivated by mainstream drinks from the Far East, Dietrich Mateschitz created Red diddly-squat in the mid 1980s. He produced the recipe of Red doodly-squat Energy beverage and established the distinctive grocery storeing idea of Red Bull. Red Bull Energy Drink was sold for the first time on foremost April 1987, in its home merchandise Austria. This was not only the introduction of an wholly fresh and different product, in fact it was the birth of a alone new product type. Today Red Bull exists in to a greater extent than 166 countries and about 40 billion cans of Red Bull have been consumed so far. By the end of 2013, Red Bull has employed 9,694 mass in 166 countries with the company turnoer exceeding the five billion euro mark for the first time. SWOT AnalysisStrengthsMarket Leadership within the heartiness drinks market Red Bull is the brawniness drink pioneer all over the world. Marketing Efforts Well designed promotions, targeted campaigns and sponsorships for exam ple Formula 1, Red Bull revolution of sound and Red Bull unison academy. Weakness risque prices.No new innovation in all these years to grapple with new comers. OpportunitiesExtension of product line to help retain market share.Consumer recognition through more sporting events.New ventures like main stream sports sponsorships to target alldemographics and partnership with social media sites. ThreatsCompetition from new(prenominal) wellness focused organic drinks which boost energy. Change of rules from government health departments (especially first world countries) on high caffeine products. Low acceptation in the market due to cheaper options available. Health and fitness awareness in customers.Another big threat to energy drink industry in general including Red Bull is the growing industry of specialty drinking chocolate in Australia. Competitor AnalysisIn many surveys it is said that people use energy drinks for various reasons, but main reason being energized instantly. I n Australia the main competitive threat to Red Bull is from energy drink brands such as Monster, Mother, Rockstar and v. Other market competition includes sports drinks and sluttish drinks. Coca-Colas sales in energy and sports drinks led in Australia in 2012. The company runs two products, Mother and Powerade. Powerade was the top brand in sports drinks in 2012, accounting for 50% of off-trade volume, while Mother was the third leading contention in energy drinks, accounting for 22% of off-trade volume. Target Market pith target market segments for Red Bull consists of the core age conference of 15 40. Young people feel more need of energy drinks due to work pressure, extended energy levels, multiple jobs and work and personalised life balance. Consumers are inclined towards Red Bull because the shear number and position of the brand, and the brands association with some well-known athletes, extreme sports such as motorsports, bike, surfing, skateboarding and more. Red Bulls association with exclusive music scene all over the globe provides young people with another(prenominal) reason to be a part of the brand.ReferencesArmstrong, G. Adam, S. Denize, S. and Kotler, P. Principles of Marketing, 5th edition., Pearson, Australia Red Bull. society and Product Overview. 2014Available http//energydrink.redbull.com (accessed 25 March 2014).