Marketing Mix

ESTABLISH AND ADJUST THE MARKETING MIX

(BSBMKG 502B)

RED BULL

STUDENT NUMBER: 20343

NAME: KUNSOO JUNG(JACK)

TRAINER: FRANCIS RIBEIRO

DATE: 15/10/2014

INTRODUCTION 2

HISTORY 3

MISSION STATEMENT (GOALS AND OBJECTIVES) 3

4Ps (PRODUCT, PRICE, PLACE, PROMOTION) 4

PEST ANALYSIS 6

SWOT ANALYSIS 7

Competitive analysis 8

The Challenge 8

Adjust the Marketing Mix 9

Conclusion 10

RED BULL

INTRODUCTION

These days, many people are enthusiastic about sports and the people need to drink energy drinks. And also, there are many energy drink companies which have released newly.

Even though there are many competitive companies, Red bull is the leader of energy drink companies in the world. Red bull I have chosen is still the first and best energy drink company. As I have chosen the company, Red bull, I have covered the brief history of the company, goals and objectives of the company, PESTLE and SWOT analysis, future growth and further marketing plans and strategies from the point of view of a marketing planner of the Red bull.

HISTORY

How it all began

Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. In terms of market share, Red Bull is the highest selling energy drink in the world, with 5.387 billion cans sold in 2013.

Inspired by functional drinks from the Far East, Dietrich Mateschitz founded Red Bull in the mid 1980's. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the very first time in its home market Austria. This was not only the launch of a completely new product, in fact it was the birth of a totally new product category. Today Red Bull is available in more than 166 countries and more than 40 billion cans of Red Bull have been consumed so far.

MISSION STATEMENT (GOALS AND OBJECTIVES)

“We are dedicated to unholding Red Bull standards, while maintaining the leadership...