Friday, September 23, 2011

Ch. 5 - Developing a Global Vision

"You don't have to twirl a red cape in front of this bull to get a charge out of it! Red Bull markets its eponymous energy drink around the globe".
In 2010, more than 4.204 billion cans were sold in over 161 countries. 7,758 employees generated 3.78 billion euros in turnover.Red Bull holds a 70 percent share of the world market for energy drinks, or functional beverages, a category it was largely responsible for building.
Red Bull's distribution expanded into neighboring countries Hungary and Slovenia in 1992. Red Bull was introduced in Germany in March 1994. By June, it was claiming a quarter of the sports drink market there, reported the Associated Press, putting it ahead of Gatorade. Red Bull was introduced in the United Kingdom in 1994 and marketed there as Red Bull Stimulation after 1996. Red Bull entered the United States in 1997, focusing at first on four western states: California, Oregon, Texas, and Colorado. It was marketed to Americans as a non-corporate alternative to Coke and Pepsi, and both packaging and pricing helped set it apart. The drink was sold in unique, narrow 8.3-ounce cans for $2 a pop.
Worldwide sales were logged at 300 million cans in 1998 by Beverage World. By the end of 1999, Red Bull was sold in more than 50 countries, and sales estimates varied between 600 million and one billion cans worldwide. Red Bull led the energy drink category in the United States and the United Kingdom, where it displaced the venerable Lucozade brand owned by pharmaceutical company SmithKline Beecham (later GlaxoSmithKline).
 Recently Red Bull has begun to market towards India. Being a country with huge economical potential, due to the fact that India has one of the two largest geographical areas,greater linguistic and sociocultural diversity than any other country in the world but among the highest levels of income disparity in the world. Red Bull marketed towards India in 2003, the brand can be viewed as a pioneer in India becuase it was the brand that created the energy drink category. According to the Economic Times the Indina energy drink market is estimated to be about 100 crores(a unit in the Indian/Pakistani number system equal to ten million).Red Bull is talking about a volume of 15,000 cans a month in 2007 according to 'Rediif India Aboard'' a internet website for Indian news in New Delhi.
In order to get thier product into so many countries and sell at large quantitities Red Bull uses intensive distribution-A marketing strategy under which a company sells through as many outlets as possible, so that the consumers encounter the product virtually everywhere they go. If one were to be looking to purchase Red Bull he/she could find it in any one of the listed places below-
*Super markets
*Coffe Houses
*Convience Stores

*Pizza outlets and ext.

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