RED BULL

Arrangement

● History● Company Owner● Brand worth● Selling Number● Marketing

History

● In 1982 Dieter Mateschitz discovered on a business trip in the east of Asia the Energy Drinks, which were at that time very popular there. He acquired the license for the brand Krating Daeng (engl. Red Bull), from the Japanese Company Taisho Pharmaceuticals.

● In 1984 Dieter Mateschitz formed the

company Red Bull GmbH

Company Owner

Mateschitz has through the Distribution & Marketing 49% of the Energy Drink Producer. Other 49% are owned by the Hong Kong T.C. Agrotrading Company Limited. This company is in the Hand of Yoovidhya Chaleo. The remaining 2% are in the holding of Yoovidhya Chaleo’ son, the Bangkok businessman Chalerm Yoovidhya. Consequently the Family Yoovidhya has the majority of the Red Bull GmbH. This is the official version. Among experts it’s much disputed, that Mateschitz is only minority owner.

Brand worth

The trademark Red Bull had the current value of 7,96 billion Euros in July 2005. That was a raise from 21,6% against the year before. The Revenue in 2002 was about 626 Million Euros, 2004 it was 1,668 Billion Euros. The benefits after taxes mannered in the year 2002 were about 87 Million Euros.

Selling Number

In the first 9 months of the year 2005 the energy drinks outmatched the diet Coke and the diet Pepsi the first timein the sales at the Convenience Stores in the USA.

Marketing

● Expenses for marketing: 600 million € (2005)

● Marketing campaign Free Red Bull for students’ parties

Increasing sales and popularity

● MET (Mobile Energy Team) Students „bring energy to where it's needed“

(sport events, companies, ...)

Images of MET cars

Marketing (2)

● Motor sports: DTM

Moto GP

World Rally Championship

Formula One● Red Bull Racing● Scuderia Toro Rosso

NASCAR

Champ Car World Series

Marketing (3)

● Extreme sports sponsoring Over 480 sponsored sportsmen

● Extreme sport events Red Bull Air Race Series

World Stunt Awards

Red Bull Dolomitenmann

Red Bull X-Alps

Marketing (4)

● Sport teams Soccer

● Red Bull Salzburg (former SV Austria Salzburg)● New York Red Bulls (former MetroStars)

Ice hockey● EC Red Bull Salzburg

Basketball● Red Bull Barako (Philippines)

Marketing (5)

● Art-related Red Bull Music Academy

● Workshops for singers, dancers, ...● Free flight and accomodation

Red Bull Art Of The Can Contest● Sculptures, photos, etc.● Exhibited in Atlanta, Dallas and Minneapolis

Sources

● www.wikipedia.org● www.redbull.com● www.redbullmusicacademy.com