ANJUMAN-I-ISLAM ALLANA INSTITUTE OF

MANAGEMENT & STUDIES

MMS – I (YEAR) – BSUBJECT : PERSPECTIVE MANAGEMENTPROF : LESLIE REBELLO

CREDITS

SALMAN

ARAFAT

SHADABANUSHREE

SHARIQUE

Juice Base Drinks Soft Drinks Sp Alcoholic Beverages Coffee Tea Dairy Products Orts & Energy Drinks

BEVERAGES

DEVELOPMENTAL FACTORS IN BEVERAGE SECTOR

Economic growth

Population growth

Competition for Raw materials

Power of retailers

Globalization / Regionalization

Research & Development

Technological Developments

Food safety and regulation

Consumer Demands and trend

KEY RISKS IN BEVERAGE SECTOR

1. Scarcity of Water

2. International Issues

3. Pollution through Bottles

FUNCTIONAL BEVERAGES Non alcoholic Ready to Drink This includes herbs, vitamins, minerals, amino acids or additional

raw fruit or vegetable ingredients

INDUSTRY PLAYERS IN FUNCTIONAL SECTOR

Traditional Non-alcoholic Beverage companies Including PepsiCo Inc., Fuze Beverage and Coca-cola Co.

Another type consists Of major food companies such as Nestlé, Altria Group, Kraft Foods Inc., General Mills Inc., Campbell Soup Co.

Smaller Scaled Private Companies, like the NOVA Group, Austria and Traditional Medicinal And POM Wonderful.

Growers' Cooperatives such As Ocean Spray and Sun Sweet Growers

REDBULL PROFILE

Founded: 1987

Founder: Dietrich Mateschietz

Headquarter: Fuschl am See, Austria

Facts Red Bull has taken almost the half of the US market for energy

drinks and up to 70% of the market globally, in more than 100 countries.

ORIGIN The original drink Red Bull was developed in 1962 by Chaleo

Voovidhya, a Thais businessman and sold under the name Kraeting Daeng. The recipe was based on Lipovitan, an early energy drink that had been introduced to Thailand from Japan Kraeting Daeng spread across Asia in the 1970s and 1980s The Thai product was transformed into the global brand by Dietrich Mateschitz, an Austrian entrepreneur

REDBULL ENERGY DRINK INGREDIENTS

• B-GROUP VITAMINS• SUCROSE & GLUCOSE• ALPINE SPRING WATER

TAURINE

CAFFEINEGLUCURONOLACTONE

PRODUCT PORTFOLIO

RED BULL ENERGY DRINKRED BULL SUGAR FREE RED BULL COLA

RED BULL’S MARKETING STRATEGY

• WORLD WIDE EXPANSION

• COMPANY FIGURES

A total of 4,204 billion cans of Red Bull were sold worldwide in 2010, representing an increase of 7.6% against 2009. Owing to currency and price factors, however, company turnover increased by 15.8% from EUR 3.268 billion to EUR 3.785 billion.

Red Bull Marketing Background

1. Company and Product

2. Pricing

3. Sales and Market Share Analysis

4. Competitive Analysis

5. Product Awareness and Attributes

6. Demand Analysis

7. Problems and Opportunities

SWOT Analysis

1. Strengths

2. Weaknesses

3. Opportunities

4. Threats

BCG MATRIX-RED BULL

PRODUCT LIFE CYCLE

Redbull Is At Maturity Stage Of Product Life Cycle.

REDBULL EVENTS

• Red Bull Road Rage• Crashed Ice• Red Bull X-Fighters• Red Bull Air Race• Red Bull Flugtag• Red Bull Paper wings

PROMOTION & ADVERTISING

• SPORT SPONSORSHIP• SPORT OWNERSHIP• ASSOCIATION FOOTBALL• ICE HOCKEY• PROMOTIONAL CARS• CHARITABLE PATRONAGE• PROMOTIONAL AIRCRAFT

MARKET SHARES

CONTROVERSY

Caffeine Content

Heart Attack

Chechnya: Red Bull Energy Drink Is "Comparable To Beer," And Therefore Un- ISLAMIC

CONCLUSION