Group # 3

Sachira Choudhary B015

Nitin Jain B029
Ritika Johri B032
Nirmit Mehta B042
Pawan Pandey B049
Anshu Kumar Sinha B064
 INTRODUCTION

Dietrich Mateschitz
Thailand

Red Bull
Red Bull GmbH, Austria

1987
Krating Daeng
TC Pharmaceutical Co.
 Overview
• Largest Energy Drink Company in terms of
market share & volume

• Products available in 162 countries

• Approx. 5.5 billion cans sold in 2013

• World renown for their advertising campaigns

Tagline: ‘Red Bull Gives You Wings’

• Red Bull offers 4 Products

Reb Bull
Red Bull Sugar-Free
Reb Bull Cola
Red Bull Shots
 Market analysis
• Rs 700 crore Indian market

• 5% of soft drinks market

• Global CAGR 14%

Indian market CAGR 25%

• Coke buys 17% for

1.15 bn$ in monster
 Segmentation

Demographic Geographic Psychographic Behavioral

Age Region Lifestyle Occasions

Benefits
Gender Area Personality
Loyalty Status
Income City Attitude towards
Occupation product
 Targeting Consumption
Demographics Psychographics Usage Behavior Collection

Youth
Aged: 14-35 Image Sporting Events
Spending Power
Conscious

Sports Fan Influenced Youth Trends Eat Out

 Positioning
• Red Bull customers are always looking for new thrill
• Advertising Slogan- Red Bull gives you wings.
• Red bull maintains the brand personality of being pioneer in
extreme sports
 Extreme Sporting Events
• Red Bull Stratos
• Red Bull Flugtag
• X –Games

World wide product = Need for global attention

• Positioned the brand as an independent stimulating beverage

• Exposed to over 8 million people

• The actual jump created something interesting & contrasting

 Marketing mix
Product
Utility Drink- Medicinal Taste & Functional Energy
Improves Physical Endurance & Mental Alertness
Price
Premium Pricing
10 % above competitor price

Place
Grocery & conventional stores
Night clubs & Casinos

Promotion
Team Ownerships, Sponsorships, Endorsements
Events, Locations
 Consumer buying behavior
• All roles except Influencer Buying Decision Process
conducted by same person

• First 4 major lifestyle

groups
Aspirers
Succeeders
Transitionals
Reformers

• Criteria for Purchase

Technical
Economic
Social
Cultural
Personal factors
 Competitive analysis
• Red Bull – Leader in Global and Indian Market with 43% and
75% market share respectively
• Increasingly challenged by the likes of Tzinga, Cloud 9,
KamaSutra, Restless and Burn.
• Expected entry of numerous new players
Competitive analysis
 Swot analysis
•Category Leader
Strengths
•Broad Geographic Presence
•Buzz Marketing Strategy
•Strong alliance with major
distributors
Opportunities
•Emerging Markets
•New Production facilities
•New product categories
Weaknesses
•Product Category Limitations
•Controversial due to ingredients used
• Only 2 manufacturing facilities
worldwide
•Lesser price Competitors
•High Marketing Costs
•Strict Regulations against energy
drinks
Threats
•Premium pricing may not work in
Emerging Markets
 Survey results
• Only 57% respondents had tasted Red Bull, till now.
• 83% of respondents bought Red Bull from a Retail Outlet and
only 9% from Bars/Lounges.
• 54% of respondents were impulsive buyers. They bought Red
Bull just to quench their thirst. 25% of respondents agreed that it
revitalized their mind and body.
 Strategic challenges
Not easy at the top Health Regulators

Will Premium pricing work Breaking with tradition

in Emerging Markets?
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Thank You!