ASSIGNMENT NO.

1
REPORT
Group A: Asad Ullah(013), Ahmad Moiz Khan(004), Aymen Zahid(015), Noman
Khan(074), Matee Ur Rehman(042)
Class: 4B(CS)
 REDBULL

Introduction:
Red Bull is an Austrian energy drink brand owned by Dietrich Mateschitz and Chalerm
Yoovidhya. It is the most popular energy drink brand in 2019, with a 38% market share. Since its
introduction in 1987, more over 100 billion cans of Red Bull have been sold globally, including
9.8 billion in 2021.
Red Bull has its roots in Krating Daeng, a similar beverage that was first sold in Thailand in 1976
by pharmacist Chaleo Yoovidhya. Dietrich Mateschitz stated that a can of Krating Daeng he
bought while conducting business in Thailand helped him overcome jet lag. In an effort to
collaborate with Yoovidhya, Mateschitz developed a product that would appeal to Westerners'
preferences by adding carbonation. They established Red Bull GmbH in Fuschl am See, Salzburg,
Austria, in 1984.
In order to market their new product, Mateschitz used the name Krating Daeng. Krating is a
huge type of wild bovine that is indigenous to the Indian subcontinent. Daeng in Thai means
red. The business distributed its first Red Bull can in Europe in 1987. Red Bull started operating
in the United States in 1996, and since then, it has had consistent growth. While continuing to
advertise their beverages individually in the Thai and Western markets, Red Bull and Kraeting
Daeng both utilise the same red bull on yellow sun logo.
Red Bull's sole significant danger from a rival is Pepsi's Sting. Even though Red Bull established
the energy drink product category in Pakistan and has a sizable market share, Sting still
dominates the industry.

The four marketing pillars

of RedBull
Product Strategy:
Red Bull energy drinks include caffeine, taurine, B vitamins, sucrose, and glucose, which are
mostly needed by nighttime partygoers, athletes, and individuals who work long hours. Due
to the stark differences between Red Bull users in Pakistan and those outside of the country,
extreme sports and clubbing are not totally relevant to them.
Red Bull offers a variety of flavours that are particularly well-liked. Tropical, Blueberry,
Watermelon, Peach-Nectarine, Coconut Berry, and Pomegranate are some of the flavours
available. They developed a sugar-free version of Red Bull called Red Bull SugarFree, which
includes aspartame and acesulfame K instead of sucrose and glucose, in response to a common
tendency among the younger demographic.
The drink comes in a tall, blue-silver can with two red bulls on the front, as opposed to Krating
Daeng, which comes in a shorter, gold can.

Price:
Place:
Place is the consideration of where the product should be available, in brick-and-mortar stores
and online, and how it will be displayed.The term placement also refers to advertising the
product in the right media to get the attention of consumers.
Since Red Bull Drink are very common now a days and majorly consumed by the Sportsman,
Red Bull doesn’t give you wings literally, but they sure stayed true to their slogan by sponsoring
extreme events to establish powerful brand awareness and imply that their energy drink gives
you incredible, out-of-the-world performance.
In 2012, they organized and sponsored a unique event called Stratos, in which Austria’s Felix
Baumgartner did a parachute jump from the edge of space in front of millions of people
watching live from all around the world.
The mission was more than successful – it not only broke multiple Guinness World records,
such as registering the first freefall to break the speed of sound barrier, but it was also a huge
boost for Red Bull Marketing.
While the estimated cost of the Marketing stunt was about $30 million, Felix’s jump led to
breaking over $500 million in sales for the company. Talk about a good campaign!
And this wasn’t the only event like this organized and sponsored by Red Bull. In 2021, Dario
Costa became the first person to fly an aircraft through a tunnel, seriously pushing the limits of
what’s possible.
Now talking about Promotion of Red Bull in our country Pakistan, They are mostly major
sponsorship holders for any sports event organized within country. For Example: They were the
sponsor of our biggest sports event in Pakistan Called Pakistan Super League (PSL) in 2022. Not
only that they target bigger events, they also sponsors small sports activities like a Futsal
Tournaments in different cities. They are also involved in fitness related events and activities all
over the globe.

Promotion: