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2 pages/≈550 words
1 Source
Business & Marketing
English (U.S.)
MS Word
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Red Bull Energy Drink: Caffeine (Coursework Sample)


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Red Bull Energy Drink
Institutional Affiliation
Red Bull Energy Drink
The popular energy drink company, Red Bull, was created in 1987 with much inspiration coming from the Far East and Thailand to be in particular. The first drink of the company was sold on April 1, 1987 in Austria, which is also the location of the headquarters. In the process, the company introduced an entirely new product category. Since then, the company is present in about 171 countries and to date, customers have consumed close to 75 billion cans of Red Bull. Its rise to prominence in the energy drinks industry compels the evaluation of the industry in which it operates, its competitors, target market, positioning, marketing mix, and the competitive advantage it holds.
Red Bull is in the broader beverages industry and precisely, in the subsidiary energy drinks sector. The energy drinks sector consists of beverages such as energy drink mixes, energy shots, and energy drinks. Energy drinks purposely provide the user with extra energy boost. Most of them are high in caffeine. Even though Red Bull has managed to become successful in the market, it has faced stiff competition from Monster and Rockstar. The three companies are the major players in the market. There are other upcoming start-ups that are also making significant sales. Red Bull successful market strategy is a significant factor in the growth of the company.
The brand is keener to embody a distinct lifestyle and audience, which has fundamentally increased customer loyalty. Its target market comprises of 18 to 34 year

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