The story of a drink like no other
The origin of this strange brew goes back to the 80s, when a certain Dietrich Mateschitz [1] discovered in Asia's "energy drinks". This young Austrian entrepreneur who used to go on professional trips to Southeast Asian realized one day that Asian businessmen and drivers in Thailand consumed a kind of energizing potion before important appointments or trips to stay awake and alert for a longer time. This potion was called the "Krating Daeng" [2] .This discovery fascinated the Austrian businessman who decided to create a drink inspired by the Thai formula. For this, he refined the recipe of Krating Daeng and the syrup turned into a sparkling soda. The aim of Dietrich Mateschitz's marketing is clear: create an unusual drink and open a market that does not exist yet. His targets were many. They included managers, athletes, doctors, nurses and or course, the people who go to nightclubs In short, all age groups in need of energy and concentration were included. Its selling point was infallible: revitalize both body and mind with a product that can be drunk anytime and gives extraordinary energy and capacity.
To market his new novel potion, the businessman founded the company Red Bull GmbH in 1984, with headquarters in Fuschl am See, some twenty kilometers from Salzburg. It is 51% owned by TC Pharmaceuticals which produces the drink, and 49% by Dietrich Mateschitz himself. Red Bull GmbH launched the energizing potion in blue and silver cans in Austria in 1987. It was an instant success; sales doubled every year in Austria and in 1992, the product was exported. It became a leading seller in Hungary who saw the product conquer the market, followed by many other countries that were targeted such as Switzerland, where in 1998, four years after its launch, 25 million cans were drunk by a population of 7 million! However, these exports were not made without difficulty. Indeed, in early 1990, while the product was ready for distribution beyond Austria's borders, many European countries refused to allow the import of Red Bull. The reason was that the composition of soda with caffeine and taurine /among other substances had uncertain effects. Yet today, although it is always declared as prohibited distribution in France (excluding bars and nightclubs), the product is distributed in nearly 150 countries worldwide and about 2.5 billion cans are consumed each year [3] .
Here we focus specifically on the product launch in the UK market.
The specifics of a controversial product
Red Bull is an energy drink which is an isotonic drink and not recommended for athletes like Gatorade or Isostar. This soda is sold in a can of 250 ml with an elongated shape, which contains many ingredients [4] such as sugar, taurine, caffeine, vitamins or coloring agents. It provides the body with all the elements that constitute a unique composition, having never been experienced before. Although the product is legal in many countries, high levels of stimulants contained in a can, especially when combined with alcohol, may seem like a concern. Indeed, Red Bull would increase physical endurance, improve reaction time, would help one stay awake, improve a sense of well-being or stimulate the metabolism. Two ingredients are particularly singled out. On the one hand, since the caffeine in the drink contains a concentration 2.5 times that of Coca-Cola, we consider that a can of Red Bull has the effect of a liter of coffee swallowed in one gulp. Moreover the substance ‘taurine' is still poorly known and has unknown effects. Artificially reconstituted here, and originally discovered in the bile of the bull (and not as is the rumor, the hormones in the animal) it would favor transmission between neurons in the brain.
Tags: Red Bull, Energy drink, history of Red Bull
[...] It became a leading seller in Hungary who saw the product conquer the market, followed by many other countries that were targeted such as Switzerland, where in 1998, four years after its launch million cans were drunk by a population of 7 million However, these exports were not made without difficulty. Indeed, in early 1990, while the product was ready for distribution beyond Austria's borders, many European countries refused to allow the import of Red Bull. The reason was that the composition of soda with caffeine and taurine /among other substances had uncertain effects. Yet today, although it is always declared as prohibited distribution in France (excluding bars and nightclubs), the product is distributed in nearly 150 countries worldwide and about 2.5 billion cans are consumed each year . [...]
[...] Co-author of the book Marketing Communications, Pearson Education, UK Appendix 8 Appendix Glocalization is the ability to deliver a marketing strategy and a global brand recognition locally.It is now necessary to customize the information making it as much as possible relevant to local audiences. (Kiefer and Carter, 2005) 13. Chairman of Desgrippes Gobe Group, a branding company based in New York and as a customer account and other Godiva, Versace and Starbucks. Through this quote, the author wanted to explain that Red Bull was not a brand like any other.Indeed, whatever the means employed marketing, it remains underground or atypical positioning themselves outside the "felt beaten" in trade, which is the brand an unwavering attraction to young people. [...]
[...] the "Krating Daeng" Dietrich Mateschitz, the richest man in Austria. 3.Exponential increase in sales of Red Bull between 1987 and List of ingredients of Red Bull and Red Bull Sugarfree The two cans of Red Bull Non-exhaustive list of competitors of Red Bull Some examples of sponsorship Advertisement in the UK The Red Bull Music Academy A brilliant communication idea from a brand of energy drink, the Red Bull Music Academy (RBMA) aims to bring together each year, in a place, at any given time, artists who are “Beginners” (without one pen of discography) and established “artists” and “stars”. [...]
[...] For this, he refined the recipe of Krating Daeng and the syrup turned into a sparkling soda. The aim of Dietrich Mateschitz's marketing is clear: create an unusual drink and open a market that does not exist yet. His targets were many. They included managers, athletes, doctors, nurses and or course, the people who go to nightclubs In short, all age groups in need of energy and concentration were included. Its selling point was infallible: revitalize both body and mind with a product that can be drunk anytime and gives extraordinary energy and capacity. [...]
[...] Jeff Mills, King Britt, Mark Rae, and the list goes on . In the October of 2004, it was in Rome that the appointment was given with other famous names: Arto Lindsay, Cut Chemist, Digital, DJ Radar . all come from musical horizons that were as wide as they were sharp. Indicative bibliography by Oboulo http://www.redbull.com/ http://www.redbull.co.uk/ http://en.wikipedia.org/wiki/Red_Bull http://www.insidetucsonbusiness.com/business/how-businesses-are-creating- their-own-buzz-marketing/article_b1f1812a-d75a-11e1-84d0-0019bb2963f4.html Annex 1. Appendix 2. Appendix 3. Annex 4. Appendix 5. [...]
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