Greta ŪzaitėJustė VaišnoraitėVytautas Sriubas

Edvinas VyšniauskasAleksandras Čičasovas

About Company

• In 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East.

• In 1984, Mateschitz founded Red Bull. He fine-tuned the product, developed a unique marketing concept and started selling Red Bull Energy Drink on the Austrian market in 1987.

• However , such energy drinks was first-time invented in Thailand.

• Today Red Bull has become the worlds leading energy drink, selling more than 4.6 billion cans in 2011.

Marketing Mix: Product

• Red Bull is a sweet, caffeinated drink aimed to give consumers the high energy kick. Available only in rather expensive 250ml cans, 350ml bottles, with 4 packs and only two flavours (original or sugar-free). It contains caffeine, taurine, and B vitamins.

Marketing Mix: Promotion

• Strategy called word-of-mouth or “Buzz-Marketing”

• “We do not take product to customer. We take customer to the product” Mr. Dietrich Mateschitz

• Promotion job for youth• Promotion through lifestyle

Marketing Mix: Price

• Price of RedBull is premium price all over the world.

• Highest in the market.• Varies from 2 to 4 dollars per can.

Marketing Mix: Place

• RedBull are using tactic not to have official shops of their production. Instead of that, company are cooperating with local markets and exporting production by minimalizing sales cost to a minimum.

Product Categorization

Soft drinks

Hot Cold

Alcoholic Non-alcoholic

Juice Milk Energy Water Etc.

Red bull Monster Burn Battery Etc.

Segmentation / Target Market

• Age criteria:

Redbull users

14-16

16-25

25-39

39-55

The Student

The Fan of Extreme sports

The Clubber

The Careerist

Target Market: 16-25Type DescriptionThe Student This group includes all the current students, especially during the

examination time, who are staying late to study and need additional energy to finish their tasks.

The Fan of Extreme sport

This group consist not of actual athletes, but of those, who are extremely into this kind of sport, including motorsport, skiing, windsurfing and all other areas, which are promoted by “Redbull“ brand. They do not miss any competition and for them drinking energy drink is like alternative of being in the real action.

The Clubber This group includes young and active urban youth, who spend most of their leisure in variety of clubs, therefore they need plenty of energy to party all night long. What is more, there was discovered, that “Redbull“ goes perfectly with alcohol in a lot of cocktails.

The Careerist This group includes all the new entrants in the business who have a lot of potential as well as are hardworking persons, and need some additional energy while staying late after working hours

Redbull37%

Monster27%

Burn15%

Battery14%

Other7%

Market Share / Competitorsin Lithuania

Direct and indirect competitors

BatteryBurn

MonsterOther energy

drinks

Energetic gum “Blitz”, “Gerimax”Energy ice-cream “ENERGY DRIVE”

Coca-colaPepsi Cola

SpriteFanta

Coffee “Jacobs”Chocolate “Karūna”

Direct Indirect

Direct Indirect

SWOT analysisStrengths

Market leadership

Marketing efforts

Red Bull brand

Weaknesses

Lack of patent

Only one item

Above – average price

Opportunities

Extension of product line

New ventures

Threats

Health concerns

Can be stolen

Differential advantage

• Promotion

• Brand

Summary

• “Red Bull” - well-developed company, undisputed leader in the market of energy drinks.

Recommendation• To expand taste assortment of drinks.