1. 49069 Leadership & Responsibility
Mr. Chaleo Yoovidhya
The Charismatic Leader & Originator of Red Bull
Sirikorn Phanthabut – 10373912
Kittikun Sangnin – 11307345
Group Presentation - Autumn 2012

2. Red Bull - Quick Facts
 Originated in Thailand in 1976 by
TC Pharmaceuticals
 Krating Daeng = Red Bull
 Discovered by Dietrich
Mateschitz in 1982
 $500k + $500k = 49% + 49% + 2%
 Sold ~4 billion cans
worldwide each year

3. Chaleo Yoovidhya - Quick Facts
 Owner of TC
Pharmaceuticals, etc.
 Originator of Krating Daeng
(i.e. Red Bull)
 Third richest man in Thailand
 205th richest person in the
world
 Estimated net worth =$5
billion

4. Chaleo Yoovidhya & Red Bull
 Born in 1923 in Thailand
 Scraped a living by duck farming & fruit selling
 Education level = primary school
 Shopkeeper > tradesman > salesman in chemist shop
 Started TC Pharmaceuticals in the 1960s
 Born of Krating Daeng in 1976
 2nd most popular energy drink in Thailand within a
year
 Marketing strategy/brand positioning = free samples +
inexpensive + hard-working labourers

5. Nature of Chaleo Yoovidhya
• Forward looking • Intelligent
• Strengths & • Honest
Weaknesses
• Charitable
• Optimist
• Respectful &
• Committed & diligent Reserved

6. Model of Leadership Types (Pearce, et
al., 2002)
Relevant Theories Relevant Theories
 Theory X  Expectancy
(McGregor, 1960)
 Exchange
 Initiating
Structure Directive Transactional  Reinforcement
 Task oriented  Reward
(Podsakoff, et al.,
 Punishment 1982)
Leadership
Types
Relevant Theories Relevant Theories
 Charismatic  Behavioural self-
leadership management
Transformational Empowering
 Sociology of  Social cognitive
charisma  Participative
 Transformational management &
leadership goal setting

7. Power Taxonomy (French & Raven, 1959)
Reward Power • Comply to obtain rewards
Coercive Power • Comply to avoid punishments
Legitimate • Comply because of obligation
Power
• Comply because of trust in
Expert Power expertise
Referent Power • Comply because of admiration

8. Conclusion: Nature of Chaleo’s influence
 Trust
Expert power
 Confidence
+
 Respect
Referent
 Brand
power loyalty
(French & Raven, 1959)
“a man’s determination will conquer his destiny”

9. References
• Krating Daeng, http://www.kratingdaeng.com.
• Red Bull, http://www.redbull.com.
• The New York
Times, http://www.nytimes.com/2012/03/19/business/chaleo-
yoovidhya-dies-created-red-bull-energy-drink.html.
• Pearce, C.L., et al., 2002, Transactors, transformers and beyond: A
multi-method development of a theoretical typology of
leadership, Journal of Management and Development Vol. 22, No.
4, pp. 273-307, MCB UP Limited.
• French, J., Raven, B.H., 1959, Power Taxonomy, Studies of Social
Power, Institute for Social Research, Ann Arbor, MI.

10. Thank you