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Redbull Case

In: Business and Management

Submitted By roozy
Words 1392
Pages 6
20 Most Relevant Facts from this case:

1) Red Bull original formula was developed in 1962 by Chaleo Yoovidhy.
2) In 1982, Dietrich Mateschitz and Yoovidhya decided to start an energy drink company together. Each contributed approximate $500,000 capital
3) Johannes Kastner (who was Mateschitz friend) came up with the slogan "Red Bull- gives you wings"
4) Roman Rauch, the leading soft drink bottler in Austria, agreed to produce the drink. All production is currently done in Austria
5) Mateschitz founded everything with outside capital
6) When it expended to Germany, Mateschitz could not get enough aluminum to produce the cans and sales dropped fast.
7) Red Bull's first marketing trials failed miserably.
8) In 1995 Red Bull hit Britain. In 1997 it expanded to USA, starting in California. They hired students to drive around in liveried Minis with a Red Bull can on top
9) In most country and regions, Red Bull was the first energy drinks brand and, as a result, is the leading brand in almost all regions where it is sold.
10) In 2010, 4.2 billion cans sold worldwide
11) Outstanding markets include: Turkey, Japan, Brazil, Germany, and USA
12) Employed 758 people in 161 countries
13) Subsidiaries: Europe: Germany, Switzerland, Ireland, Italy, and Netherlands Outside Europe: Australia, NZ, and UAE
14) Red Bulll targets young adults (16-29), young urban professionals, post secondary students, and club goers. The target market also includes truck drivers since they need an energy boost before or while hitting the road.
15) Red Bull threw the traditional marketing book out of the window. Its strategy is described as: guerilla, grassroots, word-of-mouth, viral marketing, underground, and buzz marketing.
16) In May 2009, food regulators from Germany discovered trace amounts of cocaine in Red Bull Cola. Even though the amounts were very small (not enough to…...

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