Red Bull is an energy drink sold by Red Bull GmbH, an Austrian company created in 1987. Red Bull has the highest market share of any energy drink in the world, with 7.5 billion cans sold in a year (as of 2019).
Austrian entrepreneur Dietrich Mateschitz was inspired by an existing energy drink named Krating Daeng, which was first introduced and sold in Thailand by Chaleo Yoovidhya. He took this idea, modified the ingredients to suit the tastes of Westerners, and, in partnership with Chaleo, founded Red Bull GmbH in 1987 in Chakkapong, Thailand. In Thai, daeng means red, and a krating (known in English as a gaur or Indian bison) is a large species of wild bovine native to South Asia. Yoovidhya’s heirs own majority stakes in both brands, and they both use the same red bull on yellow sun logo while continuing to market the separate drinks to the respective Thai and Western markets.
Red Bull is sold in a tall and slim blue-silver can. Originally only available in a single nondescript flavor and regular or sugar-free formulas, a line of “color editions” with artificial fruit flavors were added to the line beginning in 2013. The Red Bull company slogan is “Red Bull gives you wings”, occasionally “No Red Bull, no wings”. Rather than following a traditional approach to mass marketing, Red Bull has generated awareness and created a ‘brand myth’ through proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice and stand-out stunts such as the Stratos space diving project.
Red Bull’s marketing also includes multiple sports team ownerships (Formula One teams Red Bull Racing and Scuderia AlphaTauri, football clubs RB Leipzig, FC Red Bull Salzburg, FC Liefering, Red Bull Brasil and New York Red Bulls), celebrity endorsements, and music, through its record label Red Bull Records.
Energy drinks have been associated with health risks, such as masking the effects of intoxication when consumed with alcohol, and excessive or repeated consumption can lead to cardiac and psychiatric conditions. However, the European Food Safety Authority (EFSA) concluded that a moderate consumption of Red Bull and other popular energy drinks is safe and that the amount of caffeine in a standard Red Bull can is unlikely to interact adversely with other typical constituents of energy drinks or with alcohol. Energy drinks have the effects that caffeine and sugar give, but there is no distinct evidence that the wide variety of other ingredients has any effect.
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About Red Bull
n 1987 Red Bull the energy drink is created by Austrian company in term of market share. By 4.6 billion cans sold during 2011 this made Red Bull the most widely held energy drink in the world. Krating Daeng was an energy drink which was firstly made-up and sold in Thailand that energy drink inspired Dietrich Mateschitz the Austrian entrepreneur tom take the idea of the energy drink and with his partner Chaleo Yoovidhya they founded Red Bull with the taste of western. Red Bull is sold in a tall and thin blue-silver can; featuring in Thailand and in several parts of Asia it is sold in a wider gold can with the title of Krating Daeng or Red Bull Classic. The two are dissimilar goods, produced individually.
“Red Bull gives you wings” this is Red Bull’s slogan and the product is marketed via advertising, events (Red Bull Air Race, Red Bull Crashed Ice), the ownerships of sports team (Red Bull Racing, Scuderia Toro Rosso, EC Red Bull Salzburg, FC Red Bull Salzburg, Red Bull New York, RB Leipzig, Red Bull Brasil), superstars endorsements, and music, in its record brand Red Bull Records. It has been the target of analysis concerning the likely health risks related together with the drink. An analysis by the European Food Safety Authority (EFSA) over and done with the intention of in the levels used in common energy drinks, like Red Bull, the level of taurine and glucuronolactone are not dangerous.
Positioning Strategy
R&A Group will carry on arranging Red Bull and Red Bull events as a rare, off the radar subculture. Focusing on the Red Bull vehicle will be an event in itself, making buzz on roads. With using Red Bull to direct drinkers to Red Bull events Red Bull will achieve something in rising drinking and awareness in lagging markets and continue reliable across the Egypt. The events will be a put where likeminded people are able to came jointly, enjoy, be inspired, and sense enjoy a part of the special Red Bull family. R&A Group will not modify Red Bulls active tagline, Red Bull “Gives You Wings”, as Red Bull believe the company has by now recognized a tag line that numerous people previously familiar with. R&A Group will maintain to operate the tag line on products and only make the tag line extra clear on products, like on the giveâ€aâ€ways that the university Reps will be giving out.
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