Author: Julia Teigeler
Publisher: GRIN Verlag
ISBN: 3656660506
Category : Business & Economics
Languages : en
Pages : 35
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Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Essen, language: English, abstract: In this second assignment named „Product and Price Analysis of Red Bull in Central Europe” the goal is to analyse the “product” and “price” strategy and to give a short overview of their “place” and “promotion” strategy. Red Bull as company was founded in 1987 with its slogan “Red Bull gives you wiiings”. The firm developed by Dietrich Mateschitz sold more than 35 billion cans until now and is available in more than 165 countries. The product is developed from a Thai energy drink and includes caffeine, taurine, B-Vitamines, saccharose, glucose and water, what can be consumed by people in many situations for their physical and social needs and Red Bull created an emotional binding. The product is only available in six different types but because of the well established brand and its young and modern image people have a positive association with it and so buy it. The Company has worldwide steady growth rates although it is sold at a very high price level with compared to that low production costs. In contrast to that the competitors’ products are much cheaper, but Red Bull sticks to their prices even many competitors entered the market.. But it can be said that Red Bull is aiming for an abnormal profit and concentrating on internal and marketing orientation when setting their prices. The consumers are paying for the “way of life” and the quality. To the place and promotion strategy can be said that Red Bull is available in 165 countries (in nearly ever little shop) but produced only in Austria and Switzerland. The company is widespread represented in sports sector where they are sponsoring much sportspersons and events. To summarize that it can be said that Red Bull is a very successful and powerful company and the world’s market leader in the energy drink sector but the challenge will be how to maintain the constant growth in revenue and market share. The authors hold the opinion that Red Bull should maintain developing their extreme sport sponsoring and should develop some new products as well as produce them from natural resources.
Author: Julia Teigeler
Publisher: GRIN Verlag
ISBN: 365666045X
Category : Business & Economics
Languages : en
Pages : 32
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Book Description
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Essen, language: English, abstract: In this assignment named „Market Analysis of Red Bull based on the countries Germany, Switzerland and Austria” the goal is to analyse the market of Red Bull with its competitors, customers and market position. Red Bull is a company and brand founded in 1987 with its slogan “Red Bull gives you wiiings”. The company launched by Dietrich Mateschitz sold more than 35 billion cans until now and is available in more than 165 countries. The brand is well known because of the large amount of athletes in sports and extreme sports sector they are supporting. They are having their own sport events and additionally teams in such different sectors like e.g. football, formula 1 or flying. The biggest event they were supporting in the last years was the jump up from stratosphere of Felix Baumgartner. Red Bull had also had some problems in the past not only with new out coming competitors. But in some countries are legal requirements to enter the market and health concerns are producing negative publicity because they were warning customers that the drink can harm healthiness. Other points which are influencing the market position are that the price is very high and the competitive prices compared are much cheaper. Positive points to mention are that Red Bull helps it’s customers to overlap working much hours and to support them doing diet or sports more effective. Another important point is that the company is always using newest technology. The disadvantage is that there are many competitors with cheaper prices and Red Bull itself has a small product portfolio (only six different drinks). All in all it can be said, that they are the market leader with a big growth in other countries and are seen as unique by the consumers. They have an attractive image and they are offering not only a drink but an experience. This is what creates their unique selling proposition in a way with a clear brand personality combined with an emotional binding and a high public interest. Their positioning in the market is very high levelled what is caused by the “old” but also “modern” slogan, that’s a high premium drink and not linked to a specific activity. But to bear in mind is that it would become more difficult to hold the market leadership and justify premium pricing as well as their production methods.
Author:
Publisher: GRIN Verlag
ISBN: 3346793974
Category : Business & Economics
Languages : en
Pages : 32
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Seminar paper from the year 2022 in the subject Business economics - Review of Business Studies, , language: English, abstract: Red Bull GmbH is one of the largest companies globally in terms of innovation. It is this competitive edge in innovation that enabled the company to transition its product from an unstable drink to a leading energy drink globally. The Austrian company was founded in 1987 and has so far grown to occupy the largest share of the energy drink market, selling 7.5 billion cans in the year ending 2019. Red Bull’s main strength is in its marketing campaigns. Instead of following a traditional approach to mass marketing, Red Bull generates brand awareness through the creation of a brand myth by engaging customers in multiple activities and experiences, including extreme sports events. Red Bull also owns sports teams such as Formula One team, football clubs such as Red Bull Salzburg and so on. Other marketing activities include music engagement through Red Bull Records, as well as celebrity endorsements. Apart from its sports-centred marketing being innovative, the cost of this approach is lower than the conventional methods used by other beverage companies such as Coca-Cola. Despite its marketing success, the company faces the problem of lacking a patent for the company’s product formula. As such, many companies used Red Bull’s secret ingredients to develop competing products. Furthermore, Red Bull has received negative press regarding the potential health risks associated with some of its products.
Author:
Publisher: GRIN Verlag
ISBN: 3656763887
Category : Business & Economics
Languages : de
Pages : 22
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Essay aus dem Jahr 2012 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,7, Universität Hohenheim, Sprache: Deutsch, Abstract: Auf dem globalen Getränkemarkt herrscht ein verschärfter Wettbewerb. Insbesondere große Unternehmen haben Strategien entwickelt um langfristig Marktanteile und große Skaleneffekte zu realisieren um wettbewerbsfähig zu bleiben. Der Eintritt in die Getränkeindustrie ist durch Gründung eines neuen Unternehmens, durch Diversifikation existierender Unternehmen oder durch die komplette Übernahme eines existierenden Unternehmens möglich. Weitere internationale Expansionsmöglichkeiten sind der Aufbau eigener Produktionsstätten oder Tochtergesellschaften im Ausland, Exporte sowie die Vergabe von Lizenzen. Der Markt für Energy Drinks ist bis heute relativ stabil, da der Konsum durch den modernen Lebensstil, durch den Preiswettbewerb und durch die verschiedenen verfügbaren Größen der Dosen nicht abgenommen hat. Nicht nur die Qualität, der Preis oder das Design der Verpackung spielen für den Absatz des Energy Drinks eine wichtige Rolle. Ebenso die Positionierung des Produkts bzw. der Marke ist gerade auf gesättigten Märkten von großer Bedeutung. Beispielsweise kann gezielt durch Marketingaktivitäten Markenaufbau betrieben und vor allem die Bekanntheit der Marke gesteigert werden. Auch ein großes Portfolio an Marken und Produkten kann strategisch sinnvoll sein um die Bedürfnisse und Wünsche aller Konsumenten befriedigen zu können. Das untersuchte Thema in dieser Arbeit zeigt auf, wie der österreichische Energy Drink-Hersteller Red Bull versucht seine internationale Präsenz zu erweitern und in welchem Verhältnis er dabei zu wichtigen Wettbewerbern steht. Besonders interessant ist die Tatsache, dass Red Bull ein einfaches internationales Konzept verfolgt. Im Rahmen dieser Arbeit soll die Frage beantwortet werden, inwiefern Red Bull Erfolg mit diesem Konzept hat.
Author: Martin Pruschkowski
Publisher: GRIN Verlag
ISBN: 3668750920
Category : Business & Economics
Languages : en
Pages : 25
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Book Description
Seminar paper from the year 2014 in the subject Business economics - Miscellaneous, University of applied sciences, Nürnberg, language: English, abstract: The objective of this work is it to introduce and apply one of the most renowned strategic instruments in the portfolio analysis for the company's management – the BCG Matrix. By applying the BCG Model to the Red Bull Company current strength and weaknesses of the portfolio will be uncovered and based on the analysis a decisions can be made about selection, prioritization and alignment of SBU ́s to create a balance between risk and performance. Even Red Bull has already started to diversify into other businesses, rather than limiting itself to energy drinks the diversification strategy has not yet success so far, hence it can be expected an unbalanced and therefore risky portfolio.
Author: Sabine Buchholz
Publisher: GRIN Verlag
ISBN: 3638906027
Category : Business & Economics
Languages : en
Pages : 13
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Book Description
Essay from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Southampton (University of Southampton - Centre for Language Study), course: Intermediate English for Business, language: English, abstract: The high energy drink Red Bull has been profitably sold since 1987. The company’s figures confirm its success around the world. Red Bull’s secret is an extraordinary marketing consisting mainly of the organisation of fun sport events to create a cool image and make teenagers loyal costumers. With this unique concept the enterprise will go on governing the growing energy drink branch.
Author:
Publisher:
ISBN:
Category : Alcoholic beverage industry
Languages : en
Pages : 196
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Author: William T. Vollmann
Publisher: Penguin
ISBN: 0143036599
Category : Fiction
Languages : en
Pages : 834
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Book Description
A daring literary masterpiece and winner of the National Book Award In this magnificent work of fiction, acclaimed author William T. Vollmann turns his trenchant eye on the authoritarian cultures of Germany and the USSR in the twentieth century to render a mesmerizing perspective on human experience during wartime. Through interwoven narratives that paint a composite portrait of these two battling leviathans and the monstrous age they defined, Europe Central captures a chorus of voices both real and fictional— a young German who joins the SS to fight its crimes, two generals who collaborate with the enemy for different reasons, the Soviet composer Dmitri Shostakovich and the Stalinist assaults upon his work and life.
Author:
Publisher:
ISBN:
Category : Chemical industry
Languages : en
Pages : 1418
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Book Description
Vols. include the proceedings (some summarized, some official stenographic reports) of the National Wholesale Druggists' Association (called 18 -1882, Western Wholesale Druggists' Association) and of other similar organizations.
Author:
Publisher:
ISBN:
Category : Flour industry
Languages : en
Pages : 1370
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Book Description
