To have some information about the potential market demand for your new energy drink, we made a short online survey of 10 questions. The survey was sent by email and put on the blog https://redbull.wordpress.com/. We received responses from 35 persons living in France.  

 The youngest person questioned  is 16 and the oldest 58. We have questioned a large population with different ages because there is no age to appreciate a drink. 1 is under 20. 23 are between 20 and 30 years old. 8 are between 30 and 40 years old and 3 are over 40.

Moreover, 22.9 % of the respondents are males, whereas 77.1 % are women. However, the market of energy drinks is opened to both sexes.

68.6 % of the people polled have already tasted an energy drink. Therefore we can easily see that that the majority knows what an energy drink is and has drunk it. The energy drink market is known by the consumers.

• The competitive market

The energy drinks’ market proposes the following drinks: Red Bull, Dark Dog, Burn, Red Devil, Extreme energy, Shark, Boo.Koo, Power Trip, Go Go, Start me up, Hype and others. The best known beverage is Red Bull: 88 % of the respondents  have tasted it and the majority of these people find it good (41 %). The other data we have had are not significant, because the percent of the people who tasted the other drinks is almost zero.

•  How often do you consume energy drinks?

The most common consumption rate for energy drinks is occasional: 89.7 % drink occasionally an energy drink and 11.7 % frequently.

•  What may influence you to buy an energy drink?

36.4 % of the total respondents are influenced to buy an energy drink by word of mouth. On the contrary, value for money does not seem to have so much importance, given though that only 9.1% are influenced by it. 27.3% buy energy drinks because they have seen ads and 27.3% buy the products of the brand. Consequently, it is necessary to invest a large budget in the marketing campaign: not only about the product, but about the brand too. People who responded “other” to the question “what may influence you to buy an energy drink?” are influenced by habit (“to buy always the same thing”), sports events, the taste or the energy given by the drink. Only 15.2 % buy an energy drink if the price is cheap. The design of the can does not influence so much consumers: 9.1%  buy a drink because of the design.

 For 58 % of the people polled, the taste of the beverage is an extremely important criteria. The smell and the energizing properties are very important (with respectively 45 % and 42 %), the design of the can and the brand are somewhat important, whereas the range is not very important.

•  As to you, what should be improved for a new energy drink?

As to the people asked, two characteristics of the energy drinks should be improved: the taste (65.6 %) and the energizing properties (40.6 %)  

•  Do you prefer a fizzy drink?

The majority of the respondents to the question « Do you prefer a fizzy drink ? » answered positively. 48.5 % prefer a fizzy energy drink and 24.2 % have no preference.   

• The price for a new energy drink

If you want to launch a new energy drink, the price must not be over 2 euros. The average price we obtained from people was 2.04€ max.

For more information, please contact us: 

Redbull market research organization

Tel : 00.00.00.00.00

Email : redbulldrink@gmail.com

 The team previously sponsored the Sauber Formula One team, the Red Bull Cheever Racing Team in the IRL, and in 2007 will sponsor a Toyota in NASCAR’s Nextel Cup.

Also Red Bull is now sponsoring the Cyberathlete Professional League. They have since extended their presence to purchasing and entirely re-branding a number of sports teams. These teams include the Red Bull Racing (previously Jaguar) and Scuderia Toro Rosso (Italian for Red Bull Team) (previously Minardi) Formula One teams. Red Bull Racing had a competitive first season in Formula One in 2005, and Scuderia Toro Rosso made its debut in 2006. Red Bull also has sponsored various racing drivers including NASCAR driver Robby Gordon and Formula One drivers Christian Klien, Vitantonio Liuzzi and Scott Speed. On April 6, 2005 Red Bull also bought the Austrian football (soccer) club SV Austria Salzburg and renamed it to Red Bull Salzburg, a move which has been heavilly criticised by supporter groups within Austria and across Western Europe. The MetroStars Major League Soccer team, who are based in New Jersey, were purchased from former owner Anschutz Entertainment Group and renamed Red Bull New York. AEG and Red Bull are building Red Bull Park for the team in Harrison, New Jersey, to be completed in 2007-2008, which would likely remain in AEG’s control.” (src.: Wikipedia)

People don’t buy Energy drinks because they need it. The need has be created by the fabricants. It is the big advertising campaign which has convinced people to adopt these beverage. Red Bull has been the first energy drink in the market. The first time Red Bull decided to internationalise itself was in 1992 in Hungarian. Today, Red Bull is in more than 60 countries in the world.

Red Bull’s target is people who needs energy and concentration: sportsmen. For that reason, the company sponsors numerous sports events: Formula 1, Xtreme competition. “Red bull gives you wings” is the famous slogan which significates that consuming a Red Bull permits to have more energy than usually… like the Panoramix’ magic potion in our comics “Astérix et Obélix”.

The company made also advertising in a Playstation play “Wipeout2”, putting the name of Red Bull on virtual billboards in this play. The result is that the beverage has quickly got success by young people. Actually, Red Bull keeps on marketing by this generation in being in Techno parties and night-clubs.

Just Marketing …

Red Bull Limited Company

Identity Card

Red Bull, exclusively made in Austria  is a softdrink sold as an energy drink. The beverage is censed to vitalize body and mind. Its creator is Dietrich Mateschitz, an Austrian who has been inspired by a drink he discovered during a travel in Asia. Red Bull has its success in the market in the world, but in France the commercialization of the well-known Red Bull is banned. The reason? France considers that the drink contains too much caffeine (80 mg per can). More than a billion cans of Red Bull are consumed each year.

The main ingredients of this drink are: taurine (an amino acid present in our body), caffeine and sugar.

It exists two sorts of Red Bull. On one hand, the basic Red Bull. On other hand: a sugar-free Red Bull. To recognize this one, the colour of the pakaging is blue sky.

You can not find Red Bull in shops here in France, but you can buy it in frontalier countries. The price of a Red Bull is generally 1.60 € per can or more , it depends. The cheapest Red Bull I found was in Carrefour in Belgium  (I don’t exactly remember the price, sorry. Maybe 1.30€)

For more information, go on this link http://en.wikipedia.org/wiki/Red_bull

There I enjoyed a lot: I met students like me from parts of the world and at nights I used to go out and to taste all sorts of drinks. That is where I discovered the energy drink named “Red Bull”.

Because I’m “fan” of it, I have chosen to develop this subject and to present this drink to people who live in a country where sales of Red Bull are considered as illegal.