BY Javier Bermejo

Type: Energy drinkDietrich Mateschitz an Austrian

entrepreneur developed the Red Bull Energy Drink brand

Manufacturer: Red Bull GmbHCountry of origin:  Austria Introduced in 1987 Colour: Amber Variants: Original Sugar free Related products: Red Bull Cola

From the makers of one of the original energy drinks comes Red Bull Cola, a new cola with a twist.

It's the first major brand extension for the company and they're setting it apart from other similar soft drinks and from Red Bull itself by taking pride in being "strong and natural."

Red Bull targets young people and athletes, two market segments that are attractive but hard to conquer.

That also the one’s who fall within the age line of 16 to 24 yrs.

And also as it is a premium and costly drink so it targets people with high income.

Red Bull contains Taurine, glucuronolactone, caffeine, B-vitamins, sucrose, and glucose. 

Cocaine was also listed unofficially as an ingredient in Red Bull Cola in an incident in Germany, where after a small amount of cocaine was discovered in Red Bull cola sold in there, the country reacted by issuing a full Red Bull Recall in several states.

Red Bull operates in more than 100 countries, and as it was the one who brought the concept of energy drinks, it leads the table in the market followed by this 3 competitors.

The Coca Cola companyThe Gatorade companyAnd PepsiCo, Inco…

In association with Renault Co. which manufactures car engines for sports cars, Red Bull is also into Formula 1 racing.

Red Bull has a higher stake in comparison to Renault.

Red Bull brand equity is the strong, favourable and unique brand associations in the memory of customers.

Two sources of brand equity for Red Bull: 1.) Brand Awareness; and 2.) Brand Image. Red Bull has well defined tactics for both sources.

1.) Recognition; and 2.) Recall.The buy decisions are made at the

point of purchase, then brand name, logo, packaging and the other elements of brand recognition are important factors.

If the buy decision is made before arriving at the point of purchase, then brand recall is centrally important.