Red bull Essay

actuate by of importstream drinks from the Far East, Dietrich Mateschitz created violent pig bed in the mid 1980s. He produced the recipe of ruby Bull Energy drunkenness and established the distinctive grocery storeing idea of Red Bull. Red Bull Energy Drink was sold for the first time on 1st April 1987, in its place marketplace Austria. This was not only the introduction of an entirely fresh and variant merchandise, in fact it was the birth of a completely tender product type. Today Red Bull exists in more than 166 countries and about 40 billion cans of Red Bull have been consumed so far. By the remainder of 2013, Red Bull has employed 9,694 people in 166 countries with the company perturbation exceeding the five billion euro mark for the first time. SWOT psychoanalysisStrengthsMarket Leadership within the pushing drinks market Red Bull is the life force drink pioneer entirely over the human beings. Marketing Efforts unspoiledly designed promotions, localise ed campaigns and sponsorships for example Formula 1, Red Bull revolution of sound and Red Bull music academy. WeaknessHigh prices.No new innovation in all these years to compete with new comers. Opportunities appendage of product line to help retain market shargon.Consumer recognition through and through more sporting events.New ventures like main stream sports sponsorships to target alldemographics and partnership with social media sites. ThreatsCompetition from other health think organic drinks which boost energy. Change of rules from government health departments (especially first world countries) on high caffeine products. Low acceptance in the market due to cheaper options available. Health and fitness awareness in customers.Another thumping threat to energy drink industry in general including Red Bull is the growing industry of specialty coffee in Australia. challenger Analysis In many surveys it is said that people use energy drinks for various reasons, but main reason being energized instantly. In Australia the main competitive threat to Red Bull is from energy drink brands such as Monster, Mother, Rockstar and v. Other market competition includes sports drinks and soft drinks. Coca-Colas sales in energy and sports drinks led in Australia in 2012. The company runs two products, Mother and Powerade. Powerade was the top brand in sports drinks in 2012, accounting for 50% of off-trade volume, while Mother was the third leading competitor in energy drinks, accounting for 22% of off-trade volume. Target MarketCore target market segments for Red Bull consists of the core age group of 15 40. early days people feel more need of energy drinks due to perish pressure, extended energy levels, multiple jobs and work and personal life balance. Consumers are inclined towards Red Bull because the shear name and position of the brand, and the brands acquaintance with some well-known athletes, extreme sports such as motorsports, bike, surfing, skateboardin g and more. Red Bulls association with exclusive music scene all over the globe provides young people with another reason to be a part of the brand.ReferencesArmstrong, G. Adam, S. Denize, S. and Kotler, P. Principles of Marketing, 5th edition., Pearson, Australia Red Bull. Company and Product Overview. 2014 purchasable http//energydrink.redbull.com (accessed 25 March 2014).