Red Bull History

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Red Bull History

Red Bull, the beverage that “gives you wings,” is based in Fuschl am see, Austria. They manufacture drinks that are labeled as, “functional beverages providing various benefits, especially in times of increased performance” [Red Bull, 2013]. The company claims the benefits of the beverage are that it improves concentration, awareness and reduces weariness and exhaustion. The business currently employs over 8,900 employees [Red Bull, 2013] and has sold over 35 billion cans of Red Bull in 165 countries around the world.

Red Bull is a company that has been quite constant with product and packaging for about 32 years. However, since 1984, the launch of the company, the brand vision and strategy has been everything but consistent, as the market has seen the company evolve and become one of the top companies in the energy drink market. [Turner, 2008] The original Red Bull, originated in Thailand under the name Krating Daeng. Krating Daeng was marketed to truckers, farmers, and construction workers
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Not only does he use social media, publicity stunts and sporting events and acquisitions, but also “We don’t bring the product to the people. We bring people to the product. We make it available and those who love our style come to us,” says Mateschitz. [Economist, 2002]

The company’s brand strategies are based on pushing their limit and generating ideas that are quirky, innovative and beneficial. When Mateschitz first launched the company he asked students to drive around in Minis and Beetles with a Red Bull can strapped on top and persuaded students to throw Red Bull parties with weird and wonderful themes. The only other way he promoted Red Bull was through a series of whimsical TV cartoons. [Economist, 2002] Currently, Mateschitz uses premium positioning, sport events and acquisitions, media use, consumer interaction, publicity stunts, and many

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