REDBULL ENERGY DRINK

RedBull Energy Drink



RedBull Energy Drink

Background??

RedBull founded by Dietrich Mateschitz?in in the year 1984. The energy drink was first sold in Austria in?1987. Red?Bull?expanded to foreign?markets?in?the year 1989. The year 2008 saw the launch of RedBull's cola, called RedBull?Simply Cola.

The Redbull's cola, however, is made from all fresh ingredients is thus 100% natural. In 2009, RedBull further expanded its product line to include RedBull Energy Shits. Today, the energy drink, is present in 160 countries and on average, daily 4 billion cans of RedBull is consumed.

RedBull is a highly popular energy drink and is the market leader with a 43 percent market share in the energy drinks industry. The company's revenue in 2010 was $5.12 billion, which was 15.58% higher than the last year's revenue. Now RedBull has a multinational presence and is sold across the Europe. The energy drink is produced in Austria and exported globally. According to an estimate some 300 million cans of RedBull are sold in the UK alone (Brol, 2011, p. 10).New Market Segment for RedBull

In this project, we propose that RedBull moves to a new segment together and tries to replace coffee. The beverage market in the UK is highly competitive, with several powerful famous brands who spend billions on advertising to snatch the market share. So in order to increase sales and revenues of the company it has become necessary that RedBull explores new market segments to serve. For this purpose, we plan to launch RedBull as the alternative to coffee in order to ensure the brand's continuing success.Target Market

Under this plan, the market segment that RedBull will be aiming to target is working people from all ages between adolescence and middle age. This proposal aims to launch RedBull for the office going people who have to do tedious tasks and have trouble staying alert and lose focus easily. The important thing to note here is that most of the working people are faced with this problem. Thus, if RedBull succeeds in attracting this segment it can shoot off to success and secure itself a big chunk of market share.

According to a survey, at times even coffee is not effective for staying alert. Consumers down as much as 4-5 cups a day and still cannot concentrate. This is in part due to our stressful lifestyles and, in part our system has become immune due to overdose through the years. Moreover, several studies have proven coffee to be very harmful for health for this reason we propose we will launch RedBull with 100% natural ingredients. Thereby, making it a healthy product for staying alert. In this manner, RedBull will be able to attract the coffee drinkers, as well as health conscious segment (Delaney, 1994, p. 86).

Market Segmentation

1. DemographicsMen and women aged 21-45

2. GeographicPeople living in the urban areas, and who make a daily trip to the city as their offices are based there.

3. PsychographicsWorking people who are exhausted at the end of the day and are stressed at work so have trouble staying alert, and wish to able to concentrate on their work.

4. BehaviouralProfessionals seeking to boost their level of energy during the long working ...