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Marketing 14Red Bull

Red bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987.

The company was founded by Thai national ChaleoYoovidhya and Austrian national Dietrich Mateschitz.

Red Bull is the highest selling energy drink in the world, with 5.387 billion cans sold in 2013.

Company Overview

“It gives you wings"

Red Bull's slogan

Red Bull

• It claims to boost metabolism, improve performance, improve emotional status increase concentration and reaction speed, and increase endurance.

Physical need

Social need

Individual need

Basic Human Needs:

Physical need

Social need

Individual need

Basic Human Needs:

Physical need

Social need

Individual need

Basic Human Needs:

Physical need

Social need

Individual need

Basic Human Needs:

BIKING

WINDSURFING

SNOWBOARDING

SKATEBOARDING

MOTOCROSS

SURFING

CLIFF DIVING

WINGSUIT FLYING

They could attract not only the people who love sports but also those who are not engaged in sports.

They manage to retain the interest of the customers.

Positive Attributes:

Benjamin Careathers, a regular consumer of the fizzy drink, sued the company for false advertising, arguing that after 10 years drinking Red Bull he neither had wings nor enhanced athletic or intellectual performance.

Old Ox Brewery VS. Red Bull

Jayde Dinsdale, 18, her heart stopped three times after downing 10 Jagerbombs mixed with Red Bull.

Chloe Leach drank four cans of the energy drink Red Bull before she collapsed and died

The French Health Authority has gone one step further by not approving the Red Bull product for sale in France believing it is not in compliance with the country’s health and food regulations.

http://abcnews.go.com/WNT/story?id=130751

http://www.news.com.au/finance/small-business/an-ox-is-a-castrated-bull-red-bull-files-trademark-dispute-with-old-ox-brewery/story-fn9evb64-1227214505828

http://www.ukessays.com/essays/business/marketing-management-systems-at-red-bull-business-essay.php

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