Motivated by mainstream drinks from the Far East. Dietrich Mateschitz created Red Bull in the mid 1980’s. He produced the formula of Red Bull Energy Drink and established the typical selling thought of Red Bull. Red Bull Energy Drink was sold for the first clip on 1st April 1987. in its place market Austria. This was non merely the debut of an entirely fresh and different merchandise. in fact it was the birth of a wholly new merchandise type. Today Red Bull exists in more than 166 states and about 40 billion tins of Red Bull have been consumed so far. By the terminal of 2013. Red Bull has employed 9. 694 people in 166 states with the company turnover transcending the five billion euro grade for the first clip. SWOT Analysis

Strengths
•Market Leadership – within the energy drinks market Red Bull is the energy imbibe pioneer all over the universe. •Marketing Attempts – Well designed publicities. targeted runs and sponsorships for illustration: Formula 1. Red Bull revolution of sound and Red Bull music academy. Failing

•High monetary values.
•No new invention in all these old ages to vie with new comers. Opportunities
•Extension of merchandise line to assist retain market portion.
•Consumer acknowledgment through more clean events.
•New ventures like chief watercourse athleticss sponsorships to aim all
demographics and partnership with societal media sites. Menaces
•Competition from other wellness focused organic drinks which boost energy. •Change of regulations from authorities wellness sections ( particularly foremost universe states ) on high caffeine merchandises. •Low credence in the market due to cheaper options available. •Health and fittingness consciousness in clients.

•Another large menace to energy drink industry in general including Red Bull is the turning industry of forte java in Australia. Competitor Analysis In many studies it is said that people use energy drinks for assorted grounds. but chief ground being energized immediately. In Australia the chief competitory menace to Red Bull is from energy imbibe trade names such as Monster. Mother. Rockstar and v. Other market competition includes athleticss drinks and soft drinks. Coca-Cola’s gross revenues in energy and athleticss drinks led in Australia in 2012. The company runs two merchandises. Mother and Powerade. Powerade was the top trade name in athleticss drinks in 2012. accounting for 50 % of off-trade volume. while Mother was the 3rd prima rival in energy drinks. accounting for 22 % of off-trade volume. Target Market

•Core mark market sections for Red Bull consists of the nucleus age group of 15 – 40. •Young people feel more demand of energy drinks due to work force per unit area. extended energy degrees. multiple occupations and work and personal life balance. •Consumers are inclined towards Red Bull because the shear name and place of the trade name. and the trade names association with some well-known jocks. utmost athleticss such as motorsports. motorcycle. surfing. skateboarding and more. Red Bull’s association with sole music scene all over the Earth provides immature people with another ground to be a portion of the trade name.

Mentions
Armstrong. G. Adam. S. Denize. S. and Kotler. P. Principles of Marketing. 5th edition. . Pearson. Australia Red Bull. Company and Product Overview. 2014
Available: hypertext transfer protocol: //energydrink. redbull. com ( accessed 25 March 2014 ) .