yeah

1. Why did RedBull succeed
in the world market?

2. What is RedBull ?
・It’s an Energy Drink
・Sold by Austrian Company, RedBull.

4. RedBull’s History

5. ！！！
Dietrich Mateschitz Krating Daeng

6. Krating Daeng
modified the ingredients to
suit the tastes of Westerners
RedBull

7. • 1987 Red Bull Sales begins in Austria
• 1992 First Foreign Market – Hungary
• 1994 Enters Germany and UK
• 1997 Enters US
• 2016 Red Bull in 171 Countries , Sold 6 Billion cans!

8. Red Bull’s Strategy

9. 1. Large Advertising Costs
Advertising and branding costs
Other companies
10~15%

10. For example…
• In 2011, total sales are 4.25 billion euros
• Advertising and branding costs are 1.4 billion euros
• Sports marketing cost are 450 million euros
30%
30%

11. 2, Become part of sports

14. Red Bull nurtures new sports and
made a leap with new sports

15. Extreme Sports
• Sports competing for dangerousness, extremism, brilliance of
skills
• Red Bull became the main sponsor of Extreme Sports events
and competitions since the late 1980s when Extreme sports
was born.

23. For free

24. The strcture of the Red Bull’s company
• Unlisted Public Company
• Shareholding ratio
-Mateschiz has 49% shares of Red Bull Company
• Principle not to borrow money
-Debt to banks is always 0 euros

25. • No stakeholders such as banks and shareholders
• Red Bull can do thorough marketing strategy
• Red Bull can use huge cost for advertising expenses

26. Conclusion
Why did Red Bull succeed in the world market ?
⇒ Improvement of brand value through aggressive sports
marketing
⇒ The structure of the company that supports thorough
activities

27. Question
• What kind of image do you have about Red Bull or Red Bull
drink?
• Do you think the success of Red Bull will continue ahead?
Why do you think so?