RED BULL KATELYN GALLO

THE RED BULL STORY…  While traveling in Thailand, Austrian entrepreneur, Dietrich Mateschitz, was intrigued by the benefits of popular energy tonic, Krating Daeng  He wanted to create something suited for western taste, so he partnered with the creator of Krating Daeng, Thai billionaire, Chaleo Yoovidhya  In 1984, the two business partnered and created Red Bull GmbH  The name Red Bull comes from Krating Daeng which means Reddish Brown Water Buffalo “

 Mateschitz and Yoovidhya both invested $500,000 each taking ownership of 49% of the company with the remaining 2% given to Chaleo’s son, Chalerm  It was agreed that Mateschitz would run the company  From 1984 to 1987, the two worked on developing the taste and the marketing strategy for Red Bull to enter the European market  In 1987, Red Bull Energy Drink was launched in Austria  Red Bull was introduced to the U.S. in 1997

THE BRAND  According to Red Bull, there are two things that make up the Red Bull brand: the product & how it is communicated to the consumers  The Product:  Benefits received from quality ingredients  “Premium” Positioning  Price Point  Exclusive Brand Image  Logo  Communication of the product to consumers:  The brand, “The World of Red Bull”  Red Bull Events  Sampling in the field

THE PRODUCT  Ingredients:  Taurine (1000mg):  An amino acid naturally found in the human body as well as red meat, fish and poultry  Helps to regulate stress levels, body temperature and increases performance of the heart  Glucuronolactone (600mg):  A Carbohydrate found in the body  Aids in the detoxification process  Caffeine(80mg):  Positive effects on mental and physical performance  B-Complex Vitamins:  Known for helping the body produce energy and maintaining the body’s normal physical functions  Glucose & Sucrose:  Simple Sugars make it easier for the body to breakdown

RED BULL VITALIZES THE BODY & MIND  Benefits:  Improves performance, especially during times of increased stress  Increases concentration and improves reaction speed  Increases Endurance  Stimulates the metabolism …Red Bull Gives You Wiiings!!!!

THE WORLD OF RED BULL  Sponsored Teams:  New York Red Bulls (Soccer)  Team Red Bull (Stock Car Racing)  EC Red Bull Salzburg (Hockey)  Infiniti Red Bull Racing (Formula One Racing)  Endorsements  Reggie Bush (Football)  Sebastian Toutaut (Snowboarding)  Ryan Sheckler (Skateboarding)  Sally Fitzgibbons (Surfing)  Lindsey Vonn (Skiing)  Paul Steiner (Skydiving)  Gabor Kezi (Paragliding)  Tobais Wicke (BMX)  Red Bull Events  Red Bull Thr3e Style  Red Bull Air Race  Red Bull Crashed Ice  Red Bull Flugtag  Red Bull X-Fighters  Red Bull Chariot Race  Red Bull Stratos Red Bull Stratos

THE WORLD OF RED BULL

OTHER FORMS PROMOTION  Wiiings Team  What is the Wiiings Team?  Field Marketing Team  What do they do?  Offer target consumers a cold can of Red Bull in times of needed energy  What is the purpose?  To engage with the consumer to create positive and personal experiences with the product  Other Forms of Promotion  Cartoon Commercials  Student Brand Manager

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