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

inflammation darn - Essay Example tearing Bull founded after an Asian locally-brewed tonic in Thailand straightway markets its eponymous functional energy drink in more than 100 countries. (Wikipedia) ruby-red Bull is a non-alcoholic drink contains the amino group acid taurine, B-complex vitamins, caffeine and carbohydrates. reddish 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 rough 80 percent of the worlds energy drink market. Although the lodge 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 lot, Red Bulls retail price is at least double what youd pay for a 12-ounce can of Coke. But it does pack somewhat energy. Red Bull, with 80 milligrams of caf feine, has more than double the dose found in the larger Coke serving, and it has 110 calories per serving versus Cokes 140.The consumption of Red Bull was 1.9 billion cans of in the course of study 2004, generating just ab away $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, gross revenue are growing annually at a 40% clip. In the year 2004 it sold 700 one thousand 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 crisply targets. But its most public tactic has been to wrap the drink in the sweaty mantle of peak sports. To that end, Red Bull sponsors its own stunts and competitions in relatively obscure 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 2004 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 good as cultural events like break-dancing contests and rock music jam sessions. Then there is Hangar-7, an eye-popping body 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 Flying Bulls, a fleet of 15 show planes that expect at air shows around the wo rld. Red Bull has purchased a Formula One racing team, an prodigality that will absorb $100 million a year to keep on the track magic spell 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