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Subject Area - MarketingRed Bull
Section 1: Introduction1.1 Company IntroductionIn 1982, Dietrich Mateschitz became aware of products called “tonic drinks”, which enjoyed wide popularity in Asia. In1984 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 andmental 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 muscletissue. According the company, this ingredient is essential to the beverage as it is a key substance that the body uses attimes 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 ne-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 rst foreignmarket, Hungary. Red Bull is exclusively produced in Austria and exported worldwide. The drink is available in over 100countries 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 urbanprofessionals. 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 tools and techniques used to produce a strategic marketing plan and show clearly how these have beenapplied.3. To investigate whether Red Bull used option generation and evaluation in developing the strategic marketing plan.