The Success of Red Bull

The success of Red Bull
  With the remarkable improvement of people’s living standard, the advanced science and technology adds much spice to our daily life, especially, it applies on food and beverage. Red Bull is familiar to people as an energy beverage, and it’s one of the most sell well drink all over the world. It is commonly believed that it can bring energy and also it allows people are full of energy. It has aroused wide public concern. There is no doubt that Red Bull brings plenty of economic benefits from the world. But at the mean while, the company is still facing many challenges that they need to solve it.

The definition of Red Bull
What does exactly Red Bull mean? And compare with other products, what special features that Red Bull has? Red Bull is the earliest energy drink as people know, and it was a carbonated fluorescent yellow liquid. The main ingredients were taurine, caffeine, glucuronolactone, Vitamin B and sugar. Red Bull’s retail price was $2 per can and it sold for up to $6 in bars, much higher than competing soft drinks. Its benefits were to increase physical endurance, improve concentration and reaction speed, improve vigilance and stimulate the metabolism, thus, more and more people to purchase it that can gain more energy when their tired.

First of all, this tonic drink was created by a Thai who named Chaleo Yoovidhya in 1966. Until 1982, Dietrich Mateschitz became aware of products called "tonic drinks", which enjoyed widespread popularity throughout the Far East. In 1984, Chaleo Yoovidhya and Dietrich Mateschitz decided to establish Red Bull Company. After few years later, they expanded their brand to other countries; meanwhile Red Bull is present in 164 countries. (Bized, 2005) Interestingly, initial market research results were far from promising. Mateschitz (Red Bull founder) did not see early consumer reactions as a failure, there are 50 percent people think it taste crazy and the other think that it taste...