Samantha Fechter CS110 Fall 2015 Continue to Homepage INDEX What is RedBull? Company History RedBull Products RedBull Can Lifecycle RedBull Competitors Red Bull Market Positioning Map What is RedBull? Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987 Red Bull vitalizes body and mind. The formula of Red Bull Energy Drink contains a unique combination of high quality ingredients: - Caffeine - B-group vitamins - Sugars - Taurine - Alpine Spring Water COMPANY HISTORY In 1982 Mateschitz went to Thailand and discovered the energy-drink Krating Daeng. He brought bottles of the Thai drink back to Vienna to deal with his jet-lag. Krating Daeng is known to be a drink very popular amongst blue collar workers. In 1984 Mateschitz founded the Red Bull GmbH in Austria, which he owned 49% of. The other 51% were owned by the Thai manufactures of Krating Daeng. Krating Daeng formula was then changed slightly for Western consumers. In 1897 the first Red Bull drink was launched and in the same year they sold 1 million cans of the famous energy drink. In 1992, the drink was launched in Austrias neighboring countries Hungary, Slovenia and then in 1994 Germany. By June 1994, Red Bull gained more popularity in the sports drink industry, over-taking Gatorade. The UK launched the product in In 1997, the product was launched in the US, specifically in California, Oregon, Texas and Colorado. At this time, Red Bull was still considered to be a drink made for club-goers. Nevertheless, the drink started gaining more and more popularity in the sports drink industry. After the launch In the US, Red Bull started association itself with extreme sports, especially snowboarding, free-skiing and flugtag. RED BULL PRODUCTS RedBull Energy DrinkRedBull Sugar-FreeRedBull Zero CaloriesRedBull Cola Continue to more RedBull Products Clicking on the drinks will provide customers with add. Info. RedBull Energy Drink Vitalizes Body and Mind . HOW IT WORKS Red Bull Energy Drink is a functional beverage providing wings whenever you need them. WHATS inside Caffeine + Taurine + B-Group Vitamins + Sucrose & Glucose + Alpine Spring Water. Red Bull Energy Drink's special formula contains high quality ingredients. HOW IT WORKS Red Bull Sugarfree is Red Bull Energy Drink without sugar. It is a functional beverage with only 3 calories per 100 ml. No Sugar. 100% Wings Red Bull Sugarfree gives you wings while balancing a busy day between work and gym or during fun nights out with your friends. Whenever you are in need of a boost. WHATS inside Red Bull Sugarfree's special formula contains high quality ingredients. Red Bull Zero Calories Zero Calories. Zero Sugar. 100% Wiiings. How it works Red Bull Zero Calories - Vitalizes Body and Mind . Red Bull Zero Calories is a functional beverage and is for anyone who needs wings but not the calories and sugar. Zero Calories. Zero Sugar. Red Bull Zero Calories gives consumers the choice between our original Red Bull Energy Drink and a zero calories, zero sugar product. It offers zero calories, zero sugar and provides you with the same wings you get from Red Bull Energy Drink. Red Bull products are appreciated worldwide by top athletes, students, and in highly demanding professions as well as during long drives. Whats Inside Red Bull Total Zero contains zero calories and zero sugar. As Red Bull Energy Drink, it is made of high quality ingredients. Red Bull believes that cola should be made from all natural ingredients only. The result is Red Bull Cola: strong & natural. With a special formula that gives it its all natural taste that's typically strong and not too sweet. 100% STRAIGHT UP COLA All natural ingredients. Red Bull Cola is a member of the Red Bull family, but it is not an energy drink Red Bull Cola All natural. All Cola. The Cola from Red Bull. MORE REDBULL PRODUCTS RedBull Special Editions RED BULL CAN LIFECYLE Naturally, Red Bulls production and global distribution needs energy and thus causes an environmental impact. Red Bull is very aware of its environmental responsibility and is constantly striving for improvement. Recycling a can takes 95% less energy than producing a new one. The Red Bull Cans light in weight and 100% recyclable To find out how Red Bull is going to great lengths to ensure its carbon footprint stays as small as possible, follow:lifecyclehttp://energydrink-us.redbull.com/can- lifecycle RED BULL COMPETITORS MARKET POSITIONING Strong Brand Awareness Weak Brand Awareness Quality Lack of Quality