Red Bull Case
1) What is unique about the RED BULL product?
Create the new category: the energy drink.
2) Why do people buy it?
It is not an efficiency product. It can improve endurance,
concentration, reaction time, speed, vigilance, and emotional status.
3) What are the characteristics of Mateschitz?
Creative, Ability to receive the new things, Insist, Serious,
Visionary, Talent.
4) How did Mateschitz decide to become an entrepreneur?
A change trip to Thailand is a turning point in Mateschitz’s life.
He found a local drink and he wanted to know why this drink
attracted the natives. At the same time, Japan introduced this drink.
Therefore, he decided to sell the stuff in the West.
5) What was the Pricing strategy?
High price. It is $2 a can.
6) In your opinion, how has it become successful? Why are they
creating the brand?
Mateschitz had a talent to find a new thing. He made the
brand to sell some new products related to the energy drink.