Red Bull Energy Drink Essay -- Business Marketing Case Study, solution

redness bastard is an energy drink that doesnt do well in taste tests. Some say its overly sweet. Others just shake their heads, saying, No. Its contents are non patented, and exclusively the ingredients are listed on the divulgeside of the slim silver can. Yet cherry-red squealer has a 70 to 90 percent market character in over 100 countries planetary. During the past 15 years, the drink has been copied by more than 100 competitors, but such companies as Coca-Cola and Anheuser-Busch have been futile to take market share away from Red red cent.Says Red prick founder Dietrich Mateschitz, If we go intot create the market, it doesnt follow.Mateschitzs closed book to creating a $1.6 billion worldwide stampede for Red Bull lies in a highly ingenious buzz-marketing strategy that herds consumers to exclusive and exciting events that enchant high media coverage. Red Bull supports close to 500 world-class constitutional sports athletes that compete in spectacular and often re cord-breaking events across the globe. Mateschitz explains, We dont bring the product to the consumer, we bring consumers to the product.Today Red Bull is a powerful global brand and very few customers eff the story of the highly sharp, creative and determined salesman, publicity-shy Dietrich Mateschitz. Tiny Austrias further billionaire, Mateschitz located his office in the quaint lakeside village of Fuschl, near Salzburg, Austria. His architect is currently create a new office building in the shape of two volcanoes. His collection of 16 airplanes is located in a steel and glass hangar, which serves as an aviation museum and the home of the evanescent Bulls at Salzburg Airport. He tries to keep it d proclaim to working three years a week. He equals to keep things simple. The size of his headquarter staff is only 200. Mateschitz farms out the production and distribution of the 1.5 billion cans sold worldwide. The total number of employees worldwide is only 1,800, which bring s the sales volume per employee close to a million dollars. Mateschitz not only generates brilliant sales and marketing ideas, he is equally talented in the execution of the biggest and boldest business ideas. His latest project involves a $1 billion motor sport and aviation theme park in Styria, Austria.Dietrich Mateschitz founded the Red Bull company. According to company legend, the idea for Red Bull came about as Mateschitz sat at a Hong Kong hotel bar in 1982... ...key to remaining market leader in the energy-drinks business. Last year, Coca-Cola, PepsiCo and Anheuser-Busch, an American brewer, each(prenominal) launched an energy drink, attempting to get a slice of the market in which Red Bull currently has a 70-90% share. Mr Mateschitz is not worried. The market isnt generic it doesnt exist if we dont create it. Its a branded market, he says.Keeping coolMr Mateschitz straight off plans to spend two days a week coming up with wacky ideas to promote Red Bull. Already, the com pany sponsors an annual Flugtag, when contestants build their own flying-machines and leap off a parapet into water, true to the Red Bull slogan It gives you wings. His latest project is to build a long glass hangar at Salzburg airport to house his collection of superannuated aircraft, including a DC-6 that once belonged to Marshal Tito, and to host airshows.That will change. We have to go for diversification and acquisitions, and we are investing lots in R&D. We already have concepts and brand formulations for five years time, says Mr Mateschitz. But if Red Bull becomes a sort of Austrian Coca-Cola, that carefully cultivated ethos will vanish like bubbles in the brew.