Red Bull Gives You Wiiiings

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Case Details:

Case Code : MKTA019
Case Length : 12 Pages
Period : -
Pub Date : 2005
Teaching Note :Not Available
Organization : -
Industry : -
Countries : Australia

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

The Brain behind the Drink

Mateschitz, 60, typified a new class of billionaires who got rich not by inventing a new product but by selling an ordinary one inventively.

It was reckoned that Mateschitz's 49% share of the business was worth $2 billion.

In an interview, Mateschitz recalled:

"When we first started, we said there is no existing market for Red Bull. But Red Bull will create it. And this is what finally became true.”

All his rivals admitted that Mateschitz had grabbed the energy drink market by the horns when he introduced Red Bull more than a decade ago, and he hadn't let go. The growth of the product showed similarities with the Spanish game. Born to primary-school-teacher parents who separated when he was very young, the friendly Mateschitz took ten years to get through college.

After graduating with a marketing degree from the University of Commerce in Vienna at the age of 28, Mateschitz worked in various companies including Unilever and Germany's Jacobs Coffee. In 1979 he became the international marketing director for Germany's Blendax (later acquired by Procter & Gamble), where he pushed products like toothpaste, skin creams and shampoo...

The Initial Hiccups

For three years Mateschitz tinkered with the drink formula and developed a marketing strategy. The Thai drink was called Krating Daeng (translation: "red water buffalo"). But for Western markets Mateschitz preferred the name Red Bull. He decided to carbonate the drink to make it more familiar to Western palates and to package it in a slim blue-and-silver can. But he left in place three key ingredients found in the Thai drink: an amino acid called taurine, the caffeine, and glucuronolactone, a carbohydrate. Before launching the product, Mateschitz hired a market research firm to test Red Bull's acceptance...

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