Grace Neylan, Danielle DeVole, Laura Camera, Brian Carey, Matt Mattia

Grace Neylan, Danielle DeVole, Laura Camera, Brian Carey, Matt Mattia

Company Overview Founded by Dietrich Mateschitz in 1987 Sold in more than 167 countries 5.6 billion cans sold worldwide in 2014 Product Line: Original Red Bull, Red Bull Sugar Free, Red Bull Zero Calories, and Red Bull Editions

Mission Statement “We are committed to presenting Red Bull values, at the same time as maintaining the leadership place in the energy drinks category while delivering the best quality purchasers service in an extremely efficient and money-making manner. We build a way of life where workers share most excellent practices devoted towards coaching and building our organization like an employer of choice.”

Target Market Ages range from 21-27 “City startups” Potential target market reaches 5.8 million consumers

Product 12 oz slender cans 4 pack boxes 8% alcohol content by volume Inverted color scheme to differentiate

Price Selling price: 13.99 Pricing Strategy: Penetration pricing Sales oriented goal Competitors Twisted Teas, Four Lokos, Bud Light MixxTails, Mike’s Hard Lemonade

Place Distribution Same distribution methods that Red Bull currently uses Gas stations, convenience stores, supermarkets, etc.

Promotion Pull Strategy Use of flighted media schedule New forms of advertising media

Perceptual Map

Positioning Strategy Converting a popular bar drink into one that you can conveniently buy at any liquor store or beer distributer.