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2 1./Company & product 2./ Market of the energy drinks 3./ Communication strategy 4./ The Red Bull’s controversy PLAN

3 Product presentation 1./ Company & Product Logo: Two charging bulls Colors: Red, blue, white/silver, yellow Slogan: “Red Bull gives you wiiiings”

4 The product name, Red Bull, implies dominance and aggression. Many people are drawn to this idea and believe that the energy drink can satisfy their lack of these attributes in their lives. Red: energy, strength, and power Yellow: energy Blue: confidence White: perfection All four of these vibrant colors combine to form an energetic and powerful image for Red Bull Product presentation : symbolism 1./ Company & Product

5 Product presentation Functional beverage with a unique combination of ingredients (Taurine, Caffeine, B-Group vitamins, Sucrose, Glucose) made by a recognized pharmaceutical Firm Red Bull Energy Drink - increases performance - increases concentration and reaction speed - improves vigilance - improves the emotional status - stimulates metabolism 1./ Company & Product

6 Company history 1982 Dietrich Mateschitz had the idea to create his own “energy drink” (inspired from the Asiatic Krating Daeng, bought the licencing law. Chaleo Yoovidhya)1982 Dietrich Mateschitz had the idea to create his own “energy drink” (inspired from the Asiatic Krating Daeng, bought the licencing law. Chaleo Yoovidhya) 1984 Red Bull GmbH was founded1984 Red Bull GmbH was founded 1987 Red Bull Energy Drink was launched on the Austrian market1987 Red Bull Energy Drink was launched on the Austrian market 1992 Red Bull entered for the first time a foreign market, in Hungary1992 Red Bull entered for the first time a foreign market, in Hungary Today Red Bull is present in over 146 countries around the globeToday Red Bull is present in over 146 countries around the globe 1./ Company & Product

7 Key figures 2006 “Every second 60 cans Red Bull are drunk all over the world” 1./ Company & Product

8 Target group: Appeals to very specialized market segments Overworked executives/businessmen People “on the go” Truck drivers Sportsmen & athletes “Hip”, younger generation - 65% of US teenagers (7.6 million teens) say they drink energy drinks -Number of teenage consumers has increased by 3 million over the past 3 years Clubbers 1./ Company & Product

9 Market of the energy drinks: Sales-Growth worldwide: Sales-Growth worldwide: On the energy drink market: 50% On the energy drink market: 50% of growth each year since 5 years of growth each year since 5 years 2./ Market of the energy drinks2007 $ 17 billion 2010 $ 39.2 billion

10 Main competitors in France Coca Cola: Burn Coca Cola: Burn Pepsi: Pure rush / Pepsi X Pepsi: Pure rush / Pepsi X Danone: V buy over from a hollandisch Cy Danone: V buy over from a hollandisch Cy Karlsbrau: Dark Dog Karlsbrau: Dark Dog 2./ Market of the energy drinks

11 4. Target group 3./ Communication strategy

12 4. Target group 3./ Communication strategy

13 Event marketing  Aim: To support credibility of the product and the brand SPORTS: - Red Bull Flugtag - Air Race World Series CULTURE:- Art of Can - Red Bull Music Academy 3./ Communication strategy

14 Event marketing “Red Bull Air Race” 3./ Communication strategy

15 Thank you for your attention!