Analysis of

Marketing
Strategy of
Redbull in
India

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STUDENTS CERTIFICATE

Certified that report is prepared based on the term paper undertaken

by me in analysis of marketing strategy of redbull in indiaunder the
able guidance of Dr..Sunit Balani in partial fulfillment of the
requirement for award of degree of B.Com (H) from Amity
University, Uttar Pradesh.

Date 31-10-2014

Harsh Kumar Lalwani

(Student Name )

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Dr..Sunita Balani
(Faculty Guide Name)

P rof.V.P.Sahi
(Director ABS)

FACULTY CERTIFICATE

Forwarded here with a term paper report on general marketing

strategy of red bull submitted by Harsh Kumar Lalwani Enrollment
No.A7004613066, student of B.Com (H)
III Semester (2013-2016).

This project work is partial fulfilment of the requirement for the

degree of B.Com (H) from Amity University Lucknow Campus, Uttar
Pradesh.

Dr. Sunita Balani

Amity University,
ABS
Lucknow Campus

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ACKNOWLEDGEMENT

I wish to express my sincere gratitude to Prof.V.P.SAHI, Director

ABS, Amity University Uttar Pradesh, Lucknow for providing me an
opportunity to do my project onMarketing Stratey of red Bull. I
sincerely thank my faculty guide Dr.. Sunit Balani(ABS), Amity
University Uttar Pradesh, Lucknow for the guidance and
encouragement in carrying out this term paper. Last but not least I
wish to avail myself of this opportunity, express a sense of gratitude
and love to my friends and me beloved parents for their manual
support, strength, help and for everything.

Harsh Kumar Lalwani

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Table of Content

1. Chapter 1 Introduction
About Red Bull
Company Profile
SWOT Analysis
Strength
Weakness
Opportunity
Threats
Current Situation
Products
Market Share
Financial Postion
Current Strategy
Publicity Stunts
Social media
Word of mouth
Sampling
Point of Purchase
Events and Acquisition
Strategy Challenges
Vital challenges
Focused Pricing
Keeping up an edgy brand image
Stretching I the soft drink Industry
2. Chapter 2 research methodology
3. Chapter 3 result recommendation and dscussion
4. Conclusion
5. Bibliography

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Chapter -1About Redbull

Red Bull is a caffeinated beverage sold by Austrian organization Red Bull Gmbh, made in
1987. Regarding piece of the overall industry, Red Bull is the most astounding offering
caffeinated drink on the planet, with 5.387 billion jars sold in 2013.

Austrian business person Dietrich Mateschitz was motivated by a current caffeinated

beverage named Krating Daeng which was initially developed and sold in Thailand. He took
this thought, adjusted the add-ins to suit the tastes of westerners, and, in organization with
Chaleo Yoovidhya, established Red Bull Gmbh in Austria. In Thai, daeng means red, and
krating is the ruddy tan muscle-bound ox-like called a "Gaur", a creature somewhat bigger
than the buffalo. Red Bull is sold in a tall and thin blue-silver can; in Thailand and in a few
parts of Asia it is sold in a more extensive gold can with the name of Krating Daeng or Red
Bull Classic. The two are diverse items, created independently. The Red Bull organization
motto is "Red Bull provides for you wings and the item is showcased through publicizing,
occasions (Red Bull Air Race, Red Bull Crashed Ice), games group proprietorships (RB
Leipzig, FC Red Bull Salzburg, Red Bull Brasil, New York Red Bulls, Red Bull Racing,
Scuderia Toro Rosso), superstar supports, and music, through its record mark Red Bull
Records.

Red Bull has been reprimanded for its promoting with compelling games pictures, including
those of no less than six known fatalities.[9] Red Bull was scrutinized for wellbeing dangers
previously; then again, the European Food Safety Authority (EFSA) inferred that the levels of
taurine and glucuronolactone utilized as a part of Red Bull and other famous caffeinated
beverages are protected.

Company Profile
Motivated by practical beverages from the Far East, Dietrich Mateschitz established Red Bull
in the mid 1980's. He made the recipe of Red Bull Energy Drink and created the special
promoting idea of Red Bull. In 1987, on April 1, Red Bull Energy Drink was sold for the first
run through in its home market Austria. This was not just the dispatch of a totally new item,
actually it was the conception of a completely new item classification. Today Red Bull is
accessible in more than 166 nations and around 40 billion jars of Red Bull have been
expended in this way.
As of the end of 2013, Red Bull utilized 9,694 individuals in 166 nations - contrasted with the
end of 2012 when we had 8,966 representatives in 165 nations. As far as further extension,
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Red Bull is focusing on the center markets of Western Europe and the USA and development
advertises in the Far East, while likewise concentrating on the continuous overall take off of
the Red Bull Editions. Disregarding the still questionable monetary and worldwide financial
atmosphere, our arrangements for development and interest in 2014 stay extremely
aggressive, imagine a proceeded with upward pattern, and as dependably at Red Bull will
be financed from the agent money stream. An aggregate of 5.387 billion jars of Red Bull
were sold worldwide in 2013, speaking to an increment of 3.1% against an effectively
extremely fruitful 2012. Organization turnover surpassed the five billion euro mark
surprisingly, expanding from EUR 4.930 billion to EUR 5.040 billion. Regarding deals,
incomes, gainfulness and working benefit, the figures were up by and by and speak to the
best in the organization's history in this way. Such positive figures can be credited to
remarkable deals in the Red Bull advertises in India (+55%), Japan (+32%), Turkey (+18%),
Scandinavia (+16%), Russia (+13%) and Brazil (+12%), proficient expense administration
and continuous brand vent

SWOT Analysis
Strengths

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strong authority ,the organization has kept up a solid worldwide picture over
the world. Red Bull is thought to be proportional to caffeinated beverages in
numerous nations.
the organization's advertising methodology has been effectively executed
through limited time exercises like games sponsorship which bring along a
solid personality of the brand and thus makes a client reliability for the brand
red Bull has a solid geographic vicinity which prompts positive long haul
development for the organization while alternate marets can reach to a
development stage.
strong markets impart as the organization has figured out how to win itself as a
force beverage market.
the organization union with Cadbury Schweppes has served to stretch the
business appropriation by arriving at to portions like sustenance court , candy
machines, doctor's facilities and other voyaging offices guaranteeing an
expanded client base.
strong brand value.
the target business sector of Red Bull tails them aimlessly.
advertising crusades of Red Bull are discovered to be exceptionally engaging
for consumers

Weakness

The organization needs in delivering creative items as they depend principally on one
single item i.e. Red Bull not at all like its rivals who have a gigantic product offering
in the business sector.

Market change likewise happens as the organization has a little base item
particularly in the vitality and games drink class .

Change in the buyers taste can likewise debilitate the organization's business income
as more purchasers have gotten to be more wellbeing cognizant and may diminish the
utilization of perk which is the essential add-in of Red Bull caffeinated beverages.

Far reaching promoting cost is needed for the organization

Higher costs than different contenders.

The utilization of high juice in the Red Bull drinks has made the brand presented to
administrative control

The organization has a restricted item portfolio

The formula of Red Bull item does not provideany patent.

Opportunities

The organization needs to adjust an item broad so as to hold the piece of the overall
industry
The organization's drive of distributing can help to expand the deals. The utilization of
distributing may speak to the organization's dedication to differentiate its
appropriation system
Extension it land markets , the new developing markets hold a guaranteeing
development for Red Bull.
Red Bull has another creation office in Brazil which means to make retail transform
more aggressive than other foreign item costs.

Threats
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Intense rivalry in the business sector. Contenders like Monsters , Pepsi and Coca Cola
are always trying to recover the most noteworthy piece of the overall industry by
acquainting vitality frinks with contend straightforwardly with Red Bull.

In numerous parts f he world like France , the result of the organization has not been
affirmed and announced as a negative brand picture. The negative brand discernment
is focused around the utilization of perk in the caffeinated drink as undesirable for
buyers.

The organization can confront a he risk of getting to be stale in the business sector. As
the organization's business gets to be immersed it will be harder to draw in the center
shoppers further on.

Current situation
Products
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Red Bull has extended their product offering from the first Red Bull Energy Drink to Red
Bull Sugarfree, Total Zero, Energy Shot, and most as of late, Red Bull Editions. Red Bull
Editions is
their line of soil grown foods enhanced beverages which incorporate cranberry, lime, and
blueberry. Red Bull items keep on gainning prevalence with an increment in item offers of
12.8% in 2012, ensuing in 5.226 billion jars sold around the world (Red Bull, 2013). The key
fixings in Red Bull are stimulant, B-Group vitamins, sucrose, glucose, taurine, and Alpine
spring water. With add-ins like taurine and perk and the expansion of caffeinated beverage
utilization, Red Bull and the whole caffeinated beverage industry have gone under
investigation because of wellbeing concerns. Therefore, new regulations on the offer of
caffeinated beverages are a progressing sympathy toward organizations like Red Bull. Red
Bull's product offering has additionally enlarged to incorporate stock that is embellished with
the organization name, for example, hoodies, caps and shirts, because of their contribution in
supporting competitors and occasions.

Market share
By making an item that had never been seen previously, Red Bull has made their name
synonymous with the statement caffeinated beverage. With Red Bull items sold in 165
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nations, the organization holds an expected worldwide piece of the pie of 43% starting 2012
(Marketline, 2012). This detail gets to be much more amazing when you consider that their
closest rival, Monster Energy Drink, just holds an expected 16% piece of the overall industry
(Marketline, 2012). This piece of the overall industry and brand distinguishment has
permitted Red Bull to hold their ground and battle off bigger drink organizations like CocaCola and Pepsico. Indeed with such a prevailing position in the caffeinated beverage business
sector, Red Bull proceeds to develop.
50
45
40
35
30
25
20
15
10
5
0
redbull

human natural

pepsico

rockstar

coca-cola

Figure :Market share for the top energy drink of 2011

Financial Position
!In 2011, Red Bull had offers of $2.93 and made $3.06 billion in working income. This
prompted benefits of $402.4 million an increment of 35% from 2010. With $1.15 billion in
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present resources and $220.5 million in present liabilities, this results in a noteworthy current
proportion of 5.22. Table 1 beneath goes into further detail on the money related execution of
the organization since 2007.

USD

2011

31 Dec
2010

31 Dec
2009

31 dec
2008

31 dec
2007

2060854

107958

1862165

1787651

1498173

Shareholder 1606122
Equity

1243655

1136385

1040675

1065000

Operating
Revenue

3064169

2874063

2729063

2776285

2854004

Cash & cash

Equivalent

383590

129

10281

36

35

Net income

402390

298797

177368

181971

345273

Total assets

31 dec

Red bull financial Summary

Current strategies

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The high sales volume of Red Bull is largely dependent on their extensive and well
recognized marketing strategies. The brand continues to be successful by pushing boundaries
and implementing campaigns that are unique and impactful.

1. Publicity stunts
In spite of the fact that attention tricks are nothing but the same old thing new in the business
sector, the furthest point of Red Bull stunts have earned viral consideration and unparalleled
reputation. The Red Bull Stratos occasion in October 2012 was an aggressive trick that
subsidized Felix Baumgartner's record-setting bounce from the stratosphere.
As the backer, it was a demonstration of Red Bull's restless brand through relationship with
great occasions and their eagerness to go out on a limb. This trick created a media storm, with
in excess of 7.3 million live viewers on Youtube, and a large portion of the overall Twitter
patterns being joined with the occasion (Mcnaughton, 2012). By exploiting these open doors,
Red Bull has possessed the capacity viably expand its brand mindfulness through informal.

2. Social media
With in excess of 36 million "preferences" on their Facebook fan page, Red Bull is one of the
Top 10 most preferred partnerships on Facebook. Despite the fact that they produce different
redesigns for every day, it is an uncommon sight to find a post that is devoted to its items.
Rather, Red Bull's corporate procedure is to concentrate on advancing the players and
occasions that they support. This fortifies the thought of Red Bull being a direction for living
as opposed to simply a caffeinated beverage. Further, not at all like different brands, Red Bull
does not react to client remarks on Facebook and just answers to somewhere around 10 and
40 tweets for every day, which elevates a subtle measurement to the brand (Moth, 2013).

Facebook
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We all realize that Facebook promoting isn't pretty much piling on heaps of 'preferences',
however 36m fans is still an exceptionally great number. This is the quantity of "preferences"
collected by its primary record, however Red Bull additionally has various committed
Facebook pages for its different activities including the Stratos blow up bounce (850,000
fans), X-Fighters (940,000) and its Music Academy (112,000). The primary Facebook page
for the most part posts one or two upgrades for every day, except you'd be hard pushed to
discover any that really incorporate a picture of a Red Bull can.
Rather the divider posts concentrate on pictures and features of great games and competitors
supported by Red Bull. It fits with the brands general technique of advancing itself as a
direction for living as opposed to a basic, stimulated beverage.
As an aftereffect of posting these eye getting pictures, the post habitually clock up a huge
number of "preferences" and many remarks, significantly more than any of alternate brands
I've take a gander at.

Twitter
As a global brand, Red Bull has many Twitter encourages spreading over the globe.
Sadly I don't have sufficient energy to examine accounts from areas including Tampa
Bay, Panama and UAE, so for this post I'll simply take a gander at its principle
corporate bolsters, of which there are still a colossal number.
Similarly as with its Facebook vicinity Red Bull has committed bolsters for all its
distinctive occasions and undertakings, including Red Bull Stratos, Racing, Crashed
Ice, Studios and Gaming.
The authority Red Bull account has a little more than 900,000 supporters and it by and
large simply tweets out connections to pictures and features of its supported
competitors, however there are infrequent inquiries and remarks on present events.red
Bull is positively better at reacting to clients on Twitter than on Facebook, yet it still
just answers to somewhere around 10 and 40 tweets for every day.

Youtube

Red Bull is a Giant on Youtube. Truth be told, Red Bull makes a marvelous showing
of re-purposing its substance. Red Bull makes long-structure substance and features
chronicling how these stunning competitors plan to participate in their exercises. This
is for the no-nonsense great games fans that need to take in more about these
competitors and how they prepare for and perform these stunning hops, tricks and
traps.
At that point Red Bull takes the genuine footage from the occasion and reveals to it
without anyone else's input, furthermore lives up to expectations it into its plugs too.
Red Bull got a huge amount of reputation from Felix Baumgartner's 'freefall from
space'. The brand partitioned footage from that astonishing occasion into a highlight
feature that right now has just about 36 MILLION perspectives. Moreover it posted
features from test bounced Baumgartner made, and obviously his fruitful space
freefall finishes off the show business above.
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3. WORD OF MOUTH (WOM):

Red bull maintain their marketing momentum through their marketing program.
The strategy involved micro-targeting hip and cool location and hangouts and flooding them
with opportunities for influencers to consume Red bull. After consumption these influencers
would start the world of mouths campaign.

4. SAMPLING:
Redbull employs sampling teams or red bull student brand managers throughout the world
that setup sampling programs in strategic location inculuding sporting events concert or any
place where people are tired.

5. POINT OF PURCHASE:
1. Setting up Red Bull refrigerators and other signage in many night clubs and bars .
2. Teams of dedicated red bull with vehicles covered with the redbull logo and
servicing targeted locations to ensure they not lack of stock nd make sure all necessary
advertising is up.

6. Events and Acquisitions

Dissimilar to other soda organizations who just support occasions, Red Bull additionally
actualizes an imaginative technique where they create and run an extensive variety of
compelling brandishing occasions themselves.
This included contribution in the occasions give Red Bull included control and
adaptability, serving favorable element. By really buying the groups and important
resources, for example, stadiums and specialized gear, Red Bull expects to keep these
groups over the long haul with expectations of accomplishing future achievement. Cases
incorporate Red Bull's Formula 1 dashing group, which happened to be one of the best
financed groups, and soccer groups which helped accumulate a bigger standard gathering
of people (Marketline, 2012). These speculations draw in goodwill from games fans, and
supporters who are more prone to beinfluenced by brand distinguishment when selecting
caffeinated beverages.

Red Bull Events around the Globe

Street Luge Racing - Red Bull Streets of San Francisco
POROROCA Surfing the Amazon Amazon Delta, Brazil
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Red Bull Big Wave Cape Town, SA

Rail sliding Queenstown, New Zealand
Mountain bike free-ride rivalry Utah
Motocross Freestyle Red Bull X-Fighters, Madrid, Spain
Red Bull Race Down to the Middle of the Earth Germany
Paris-Dakar Rally Senegal, Africa
Red Bull Flugtag USA
Red Bull Music Academy
Remote ocean Diving without Oxygen Monaco

Acquisitions
Teams owned by Redbull

Barako Bull Energy Boosters (200011)

EC Red Bull Salzburg

EHC Mnchen

FC Red Bull Salzburg

RB LeipzigNew York Red Bulls

New York Red Bulls Reserves

Red Bull Brasil

Red Bull Ghana

Red Bull Junior Team

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Sponsorships

Abt Sportsline for the TT DTM

Audi Sport for the A4 DTM

Cac Bueno's speed record Vectra

Carlin Motorsport Dallara-Renault

Citron C4 WRC

Citron DS3 WRC

Hyundai Genesis Coupe Pikes Peak edition

Hyundai Veloster rallycross car

Iveco Dakar rally trucks

JMB Racing Maserati MC12 GT

KTM road and Dakar rally bikes

Peugeot 208 T16

Sauber F1 team from 1995 to 2004

SEAT Sport WTCC team

koda Fabia S2000

Volkswagen
Challenge edition

Passat DARPA

Grand

Volkswagen Polo R WRC

Volkswagen Race Touareg Dakar edition

Volkswagen V10 TDI Touaregs Pikes Peak edition

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Endorsements
In 2009, Red Bull added mainstream sport athletes to its
roster of sports endorsements.

Reggie Bush US NFL athlete announced at

the 2009 Super Bowl.

Dani Pedrosa, Marc Mrquez and John Reynolds.

Red Bull Junior Team, a program which sponsors

young drivers competing in single seater racing.
Since 2001 many young drivers developed careers in
professional motorsport, with 13 participants having
competed in Formula One, including quadruple F1
world champion Sebastian Vettel.

Skijumper Adam Maysz, snowboarders Mark

McMorris, Torah Bright and Nathan Johnstone, and
skiers Kaya Turski, Lindsey Vonnand Alexis
Pinturault.

Red Bull is active in eSports, endorsing the

Korean StarCraft II team StarTale,[50] and individually
sponsoring former StarTale player Bomber.

Dion Phaneuf NHL defenseman - Captain of

the Toronto Maple Leafs.

Red Bull has also sponsored Call of Duty

player Matt Haag known as 'NaDeSHoT' since 2013
as part of their eSports sponsorship program.

Young professional golfer Rickie Fowler.

Racing driver Andrew Jordan

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Strategy Challenges
Vital Challenges
Keeping up Market Leadership in a Growing Competitive Market
As indicated by a worldwide study in 2011, Red Bull is heading the caffeinated
beverages market with a piece of the overall industry containing 43% of the world's
worth, and 21.5% of the world's utilization Meanwhile, Hansen Natural Corp, Red
Bull's heading rival just holds 16% and 14% of the world's worth and deals
individually. Nonetheless, Red Bull's agreeable lead in the caffeinated beverage
business is prone to diminish because of the two soda powerhouses, Coca-Cola and
Pepsico, as of late focusing on the caffeinated beverage market. Particularly Coca-Cola
has framed organizations with Hansen Natural Corp, and Pepsico has shaped
associations with Rockstar Energy. Keeping in mind the end goal to keep up its
strength in the caffeinated beverage market it is significant that Red Bull builds their
deals volume and keeps up its restless brand picture.

Focused Pricing
Producing just from a solitary Australian site, Red Bull was offering its item at a
premium (Passport, 2012). Regularly estimated twice as high as their heading
substitutes, games beverages and utilitarian filtered water, Red Bull's premium
estimating has obstructed their accomplishment in focusing on a bigger purchaser base.
Likewise, Red Bull's premium valuing has gotten to be even less legitimized because of
caffeinated beverages getting to be more undifferentiated from and upholds the idea of
bringing costs down to engage more value touchy shoppers. To lower costs and build
deals volumes, it is critical for Red Bull to consider building all the more assembling
plants at key areas, for example, Asia, and that it guarantees the accomplishment of the
new assembling plant in Brazil. On the other hand, the passing of a premium cost and a
bigger customer base may have adverse consequences for Red Bull's present tense
brand picture.

Keeping up an Edgy Brand Image

Red Bull's present achievement and worldwide vicinity is because of its brand picture.
Using upwards to 40% of its aggregate deals on publicizing, Red Bull has adequately
publicized its brand as being tense also "cool" to more youthful crowds through an
extensive variety of exercises from apparel lines to game occasions . Nonetheless, as
Red Bull endeavors to enlarge its advertised group of onlookers through focused
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estimating, it may have antagonistic consequences for its tense brand picture. This is
because of the way that Red Bull may get to be seen as being "uncool" and regular spot.
Luckily, Red Bull's becoming vicinity in the dance club scene may help Red Bull stay
important as a restless brand among its center gathering of people.

Stretching in the Soft Drink Industry

The soda pop industry incorporates the caffeinated beverages
fragment and is lead by Coca-Cola and Pepsico. Positioned seventh regarding world
esteem, and unranked in volume deals, it is improbable that Red Bull will have the
capacity to break into the main five of soda organizations unless it grows its portfolio .
Notwithstanding stretching the measure of items it brings to the table, it is vital that
Red Bull successfully deals with its advertising among its items. The late horrifying
execution of Red Bull's new item Red Bull Cola rather than its present principle item,
underscores the need to viably allot assets. What's more, Red Bull's very jazzed
beverages may put its item at danger of regulation and hinder its worldwide
development.

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Chapter-2Research methodology

Objective

To study the marketing strategy of red bull in India

Their advertising
Reason behind their success
To analysis market opportunities and drawback

Sampling:Secondary data has been collected from:

Book
Journals
Newspaper
Internet
Having a well-defined purpose a clear understanding of why you are collecting the data and
of what kind of data you want to collect, analyze, and better understand will help you
remain focused and prevent you from becoming overwhelmed with the volume of data.

Data analysis
An Austrian energy beverage company, Red Bull, is challenging both companies worldwide,
including their own home turf. Last year, for instance, Red Bull sold a total of 4.631 billion
cans worldwide, an 11.4% increase over 2010. Company turnover increased by 12.4%
from EUR 3.785 billion to EUR 4.253 billionfar better than the low single digit growth
experienced by the two giants.

The main driver for Red Bulls growth, which comes from a single product rather than a
portfolio of products, is an aggressive expansion in mature market like the USA (+11%),
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Germany (+10%), Japan (+62%), France (+35%), and Scandinavia (+34%), and in emerging
markets like Turkey (+ 86%).

Red Bulls secretThe Mastery of the buzz. The enlisting of the right messengers to spread the companys
brand to the right audience in the right context, the place and time the message is launched.
Red Bull messengers are usually extreme sports professionals. The context is well-known
landmarks where they perform Red Bull sponsored events.

Because of unique marketing strategies of Red Bull and being the least carbonated
drink, Red Bull is preferred all over the world.

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Conclusion
.
Red Bull's advertising is about telling a story. It's about individual accomplishment, about
pushing the envelope and going more remote than you suspected you could. These beliefs
address the heart of great games and these exceptional and brave players.
Yet what makes this advertising so convincing is that Red Bull is telling a story where the
client is the saint. The substance is situated so that the client sees these competitors
performing these astounding exercises yet feels motivated to drive themselves to go more
distant.
The substance moves you to accomplish more and to perform more than you suspected
you could.

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Chapter-3RESULT,DISCUSSION AND
RECOMMENDATION
Event and sports sponsorship have been key elements of Red Bulls marketing
strategy for many years. Indeed, the brand has achieved a remarkable global
success due, in part, to the reinvestment of 30 to 40% of its sales back
to marketing and promotional activities.
Red Bulls strategy has historically been divided into three kinds of approaches that
are slightely connected between them:

Buzz marketing

TV advertising.

Sponsorship
Buzz marketing, includes handing out free samples at campuses and events where
young people generally gather. As seen in the Wings Team article, this approach is
often used as a way of initially raising consumer awareness.
In recent years, Red Bulls TV commercials promoted, in a funny way, the fact that
Red Bull allows anyone to do surprising things, that no one expected. Of course, the
message of those advertisings perfectly fitted with the slogan Red Bull gives you
wings

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More recentlty, the brand has focused its TV commercial strategy to provide the
image of an extreme sports drink, associated to the idea that anything is possible .
Sponsorship represents the major part of Red Bulls communication strategy. For the brand,
this activity is not simply a mean to reflect a young and dynamic image to its audience, it is
also a way to state a strong identity advocating the outperforming of oneself. That is way Red
Bull is very present in extreme sports sponsorships and athletes endorsements.

Recommendation
Red bull is recommended to work on following particulars:

Red bull should try to reduce its price as it is high priced and middle class groups
dont have access to it . To increase its market share and sales Redbull should work
upon reducing prices .A major sector includes lower class and middle class

that prefers low priced drink.

Red Bull should work on its taste or it should work on adding more flavors. The taste
of red bull is not traditional (taste of Indians) , it should add more flavor so that it
can be preferred by people having traditional taste.

Red bull should try to reduce caffeine content .The amount of caffeine in Redbull is
80 mg per can. On one part Red Bull claims to be healthy and least carbonated and
at the same time it is having caffeine content as a cup of coffee .

Red Bull should work on its distribution strategies so that it can reach to mass.

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http://wearedevelopment.net/2011/12/28/red-bull-a-brandbuilt-on-marketing/
http://www.sfu.ca/~sheppard/478/syn/1131/Group_4.pdf
http://www.sellingpower.com/content/article/index.php?
a=9437/the-powerful-sales-strategy-behind-redbull&page=7
https://econsultancy.com/blog/62178-how-red-bull-usesfacebook-twitter-pinterest-and-google#i.1espc1tp6udzir
http://en.wikipedia.org/wiki/Red_Bull#mediaviewer/File:
RedBullEnergyDrink.svg
http://energydrink-in.redbull.com/
http://en.wikipedia.org/wiki/Red_Bull

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