Red Bull Essay Example | Topics and Well Written Essays - 1000 words

expiration Bull - Essay ExampleRed Bull founded after an Asian locally-brewed tonic in Thailand presently markets its eponymous functional energy drink in more than 100 countries. (Wikipedia)Red Bull is a non-alcoholic drink contains the amino acid taurine, B-complex vitamins, caffeine and carbohydrates. Red Bull claims that the body needs more taurine, an amino acid than is produced normally during the physical exertion of the human body. The drink has grown quickly worldwide capturing most 80 percent of the worlds energy drink market. Although the companionship is of Austrian origin, the recipe for the drink Red Bull is said to come from Thailand. (Red Bull Company Profile- yahoo Finance)The berry-flavored beverage is spiked with additives like taurine and glucuronolactone. And at $2 for an 8.3-ounce set up, Red Bulls retail price is at least double what youd pay for a 12-ounce can of Coke. But it does pack some energy. Red Bull, with 80 milligrams of caffeine, has more than double the dose found in the larger Coke serving, and it has 110 calories per serving versus Cokes 140.The drug addiction of Red Bull was 1.9 billion cans of in the year 2004, generating just ab come to the fore $2 billion in revenue. In some countries Red Bull commands an 80% market share. In the U.S., where Red Bull enjoys a 47% share of the energy drink market, sales are growing annually at a 40% clip. In the year 2004 it sold 700 million cans in the U.S. and in 2005 it hoped to sell 1 billion. (Kerry A. Dolan 2005) CustomersRed Bull is popular with college student and nightclubbers, whom the company sharply targets. But its most public tactic has been to wrap the drink in the sweaty mantle of extreme sports. To that end, Red Bull sponsors its own stunts and competitions in relatively tangled disciplines like street luge, waterfall kayaking, and freeskiing. (Rob Walker 2002) MarketingSince introducing Red Bull in 1987, Red Bull has invested heavily in building the brand. In 20 04 the company spent $600 million, or 30% of revenue, on marketing. (Coca-Cola spends 9%.) But unlike rivals who pay millions of dollars for superstars like Britney Spears, Red Bull relies on cheaper talent hip youngsters, students and a legion of fringe athletes. Red Bull sponsors some 500 athletes around the world, the type who will surf in Nova Scotia in January or jump out of a plane to fly across the English Channel. Every year the company stages dozens of extreme sporting events, like the climbing of iced-down silos in Iowa or kite sailing in Hawaii, as well as cultural events like break-dancing contests and rock music jam sessions. Then there is Hangar-7, an eye-popping structure of glass and steel that the company Red Bull erected next to the airport in Salzburg, Austria. The building serves as a chic eatery for club crawlers and provides shelter for the loyal Bulls, a fleet of 15 show planes that appear at air shows around the world. Red Bull has purchased a Formula One r acing team, an fanaticism that will absorb $100 million a year to keep on the track while generating only $70 million in revenue. all these activities are geared to achieve the objective of expanding Red Bulls presence amid a deluge of new energy drinks being introduced by upstarts and beverage behemoths like Pepsi and Coke. (Kerry A. Dolan