Introduction to Red Bull Marketing1. The Product/Competitors/Industry1.1 ProductRed Bull is a sweet caffeinated drink intended to give consumers a boost of energy. Only available in quite expensive 250ml cans, 350ml bottles, with 4 packs and only two 'flavours' (original or sugar free). Contains caffeine, taurine, glucuronolactone and B vitamins. Founded in 1984 by Austrian businessman Dietrich Mateschitz, Red Bull has become the world's leading energy drink, a staple in the lives of many young, active people.1.2 CompetitorsLarge global companies such as Coca Cola and Pepsi have introduced their own versions of energy drinks into their core products. Mother (from Coca Cola), Amp (Pepsi), V, Battery, 180, RedEye and Bennu are just a few examples of the ever-growing energy drink market. Competition also appears in original sports drinks, such as Gatorade (Pepsi) and Powerade (Coca Cola). Additionally, pre-mixed alcoholic drinks such as the Smirnoff range are part of the competition.1.3 IndustryRed Bull has been hugely successful and operates in the global soft drinks market. In the soft drink industry its niche is the "energy drink" market, for the creation of which Mateschitz was largely responsible. Red Bull is currently the leading energy drink worldwide. It holds 70% of the world market (Gschwandtner, 2004). After the drink was approved by the ministries of health, Red Bull entered the Austrian market, before moving to Germany, the United Kingdom and the United States in 1997.2. Needs, Wants and Demands Met by Red Bull2.1 NeedsThere are three basic human needs that Red Bull satisfies: physical, social and individual needs. 'Human needs have been states of felt deprivation... marketers don't invent these needs; they are a fundamental part of the human structure... People in industrial societies might try to find or develop objects that satisfy their needs.' (Kotler et al. 2006) First, a physical urge occurs when tired drivers feel the need to fall asleep due to tiredness; and this can compromise their safety. A driver must remain awake and alert while driving to avoid danger and this need is met by Red Bull. In fact it has become a "popular item among tired motorists stopping at gas stations." (Gscwandtner 2004). A social need, for example, is one in which “human beings have a social need to belong” (Kotler. 2004) and this need is satisfied by belonging to a group. A group could be made up of people with the same interests, such as extreme sports. Red Bull associates itself with energy, danger and youth culture and markets its product through sponsorship of youth culture and extreme sporting events.