RED BULL

SLOGAN

“Vitalizes body and mind”

VISION STATEMENT
"We are dedicated to upholding Red Bull standards, while
maintaining the leadership position in the energy drinks
category when delivering superior customer service in a
highly efficient and profitable manner. We create a culture
where employees share best practices dedicated to
coaching and developing our organisation as an employer
of choice."

MEANING Of RED BULL

Red Bull is the brand name of an energy drink that originated
in Thailand and, in a version adapted to Austrian tastes, is now
popular throughout the world. Sold by Red Bull GmbH as an energy
drink to combat mental and physical fatigue, it contains, per 250 ml
(8.3 U.S. fl. oz.) serving, about 27 g of sugar, 1000 mg of taurine, 600
mg of glucuronolactone, B-complex vitamins and 80 mg of caffeine.
The caffeine in one serving is less than that found in an average cup
of coffee (typically 100 mg/250 ml cup) or twice as much as found in
a can of Coke (40 mg/330 ml can.) A sugar-free version has been
available since the beginning of 2003 . Sugar-free Red Bull is
sweetened with aspartame, as opposed to sucrose and glucose.

HISTORY OF RED BULL

 In 1982, Dietrich Mateschitz learned about so-called
“tonic drinks”, which enjoyed wide popularity in Asia.
While he was sitting sitting in the bar at the Mandarin
Hotel in Hong Kong he got the idea of marketing those
particular functional drinks outside Asia. This was not a
new idea, but a variation on the Lucozade theme,
another popular energy drink marketed by Smith Kline
Beecham. However, Red Bull included other ingredients
to achieve a different flavour.

So it was that in 1984, Mateschitz founded the Red Bull

GmbH company. He fine-tuned the product, developed a
unique marketing concept and started selling Red Bull
Energy Drink on the Austrian market in 1987. Red Bull
rapidly gained in popularity, giving people wings right
from the start. In 1992, Red Bull touched down in its
first foreign market, in Hungary. Today, Red Bull is
energizing over 100 countries around the globe, such
that many superstores have copied the idea with their
own brand products, which invariably are inferior in one
aspect or another.
Red Bull Energy Drink Red Bull Energy Drink
Category: US Energy Drinks; Packaging: 8.3 oz can
While our opinion on Red Bull's flavor hasn't
changed -- it is truly painful to drink -- we will give
Red Bull credit where credit is due. Namely, the
brand power that this product has created is truly
amazing. Many people in the industry may hate Red
Bull, but without Red Bull there wouldn't even be a
market for the other 150+ products currently
crowding the shelves. However, Red Bull faces some
potential bumps in the road in the coming 24
months. First, the product has completely
oversaturated the market -- Red Bull is in just about
anywhere that you can fit a mini-cooler as well as
mass merchandisers, bike shops, bars, etc, etc, etc.
This could result in Red Bull becoming passe by
removing the "cool" factor that made the brand so
successful. Second, while other companies are
improving formulations, flavors, and packaging, Red
Bull stays the same. Will consumers find something
that truly works better? Third, from our point of
view Red Bull has a less-than-stellar industry
reputation -- and many people are praying for their
demise as a result. Finally, given that Red Bull is a
one trick pony (compared to others such as Coke
and Pepsi), the party is in serious jeopardy if sales
start to slump, a price war starts, or press over
energy drink health concerns start to proliferate
(hypothetically speaking). Overall, tremendous
brand power right now, but does it have true
staying power to last another 5 years as number
one?

Ingredients: carbonated water, sucrose, glucose,

sodium citrate, taurine, glucuronolactone, caffeine,
inositol, niacin, D-pantothenol, pyridoxine HCL,
vitamin B12, artificial flavours, colors

Nutrition Facts: Serving Size: 8.3 fl. oz Servings per

Container: 1 Amount per serving: Calories: 110
Total Fat: 0g Sodium: 200mg Protein: 0g Total
Carbohydrates: 28g Sugars: 27g

Red Bull Sugar Free

Category: US Energy Drinks; Packaging: 8.3 fl oz
can

When we first heard about Red Bull Sugar Free we

were extremely intrigued. First of all, this is a real
test for Red Bull in that this is their first product
extension in the US. Second, when you take the
sugar out of a medicinal tasting beverage like Red
Bull, we weren't quite sure what to expect. The
flavor is basically the same as the original but with
artificial sweetener. Not very exciting. In addition,
they used the same packaging as the original. Not
very innovative. Overall, it's the same old stuff, but
with a different sweetener. This being said, we don't
think Red Bull passed the product extension test.

Ingredients: carbonated water, sodium citrate,

taurine, glucuronolactone,caffeine, acesulfame k,
aspartame, inositol, xanthan gum, niacinamide,
 calcium pantothenate, pyridoxine hcl, vitamin b12,
artificial flavors, colors

Nutrition Facts: serving size 1 can; calories 10; fat

0g; sodium 200mg; total carb 3g; sugars og;
protein less than 1g; niacin 100%; vitamin b6
250%; vitamin b12 80%; pantothenic acid 50%

Company Description
Hoover's coverage by Barbara Murray
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 functional energy drink
around the...
Key Red Bull Financials
Company Type Private -
Main Headquarters
Fiscal Year-End December
2004 Employees 1,850
Competition
Competitive Landscape for Beverage Manufacture and
Bottling
Demand for non-alcoholic beverages is driven by consumer
tastes and demographics. The profitability of individual
companies depends on effective marketing. Large
manufacturers have economies of scale...
Read more about Red Bull's competition across multiple
industries
Top Red Bull Competitors
Coca-Cola
Gatorade
PepsiCo

ACQUISITIONS

Popular myth would have it that acquisitions activity must be slowing

down in the new economic climate. Yet I find new announcements
almost every day, many gaining very little coverage and some of real
significance. Often they involve companies stretching out into new
geographies or market sectors in very enterprising ways. Here is a
selection I have noted in the past three months. The Japanese seem
particularly active. Feb 09

• Water - Coca-Cola and Coca-Cola FEMSA buy Agua Brisa from

SABMiller in Colombia $92m
• Beer - SABMiller and China Resources to buy 3 breweries in
China
• Water - UAE Jeema buys Aquafina plant
• Beer - Kirin from Japan buys 43% of San Miguel in Philippines
• Food - Otsuka from Japan to buy Nardobel in France

Jan 09

• Spirits - Access from US to buy 50% of Diamond Wodka in

Benelux
• Beer - SABMiller buys 71% of Bere Azuga in Romania $25m
assets
• Dairy - Japan’s Snow Brand to merge with Nippon Milk $5.7bn
combined sales
• Beer - Asahi from Japan buys 20% of Tsingtao in China from
Anheuser-Busch in US $666m
• Water - UK Lomond Hills buys Nestlé Waters Powwow
• Ingredients - Danisco from Denmark buys stake in GraceLinc of
New Zealand
• Dairy - Germany’s Uckermarker buys plant from
FrieslandCampina
• Dairy - Emmi from Switzerland buys Roth Kase in US Est $45m
• Nutrition - Otsuka from Japan to buy Nutrition & Santé in France
€260m sales
• Ingredients - Frutarom from Israel to buy Oxford Chemicals in
UK $12m
• Spirits - South Korea’s Lotte Chilsung buys spirits arm of Doosan
$386m