Red Bull Market Analysis

The atom exclusively occupied 1% of the Australians non-alcoholic deglutition market (in 2004). However, it is dominate by 2 main companies that are redness diddley and its refer V. The following table is the actual volume and value of this segment. Figure 1 Energy sup Segment actual volume and value surface The energy drinks market after initial fast growth gave signs of some(prenominal) declines. This is most likely to be reversed, with growth coming back in Energy Drink Segment.Figure 2 Australians non-alcoholic beverage growth rate In comparison with other segments, the Energy Drink appears to have rather high growth rate (13. %) seconds only to harvest-time and tea drink. Both market leaders invest heavily in marketing, said Red tinkers damns Ms Aldridge. In fact, Red Bulls marketing investment for 2007 will reach bear witness highs and will be increased to $33 million. This is an increase of 38% on 2006 and 65% on 2005. As well as above-the-line advertising, Red B ull marketing dollars are continuously invested into consumer-focused events such as F1 and the Red Bull Air Race. It also invests in a sampling program and has fix multi-buy promotions, whereby customers might buy twain Red Bull cans for $5, or two Red Bull bottles for $6, to be highly effective.Ms Aldridge also hopes that the soak up of the Red Bull 355ml can earlier this year will advance increase convenience store gross sales and profits. Red Bull is consumed throughout the day and night with a higher proportion in the afternoon and evening, so it is a good idea for store owners to check their depot levels at this time to avoid potential out of stocks and missed sales opportunities, Ms Aldridge said. Despite only occupying only a small segment in the beverage market, this is an interesting segment to be considered for investment.