Red Bull took inspiration for its most of the ads and fixing thoughts from a famous caffeinated drink providing company in Thailand called Krating Daeng (1970). An Australian Organization visionary developed the Red Bull Energy Drink mark. Creation was impelled during the year 1987, in an effervescent configuration different taste from Krating Daeng. Company pierced its first remote business sector in 1992 and continuously the US in 1997. In the year 2008 Forbes publication recorded together like the 260th wealthiest people on earth with expected aggregate assets of $4.0 billion. The company drove to Germany in 1994 in awaken of meeting with massive accomplishment, it was sent off universally in 1997.

The sans sugar Red Bull was introduced in the business sector in 2013. Due to its popularity, the company’s employee strength was 10,997 individuals in 169 nations in comparison to 2014 when they had only 10,410 individuals in 167 nations (Website, 2016).

Keeping the overall cost and currency variation, association earnings still adage a 15.5% growth to EUR 5.903 billion. The fundamental clarification at the back such optimistic statistics integrate extraordinary agreements in the Red Bull markets as a value expansion in the USA the weaker standard, profitable value administration and succeeding trademark hypothesis.

Aim and Objective

Red Bull has face decrease in the evident estimation of the product due to the fact that Red Bull has contention concerning regarding the wellbeing of customers with it. Because of a large amount of caffeine and taurine the drink has been denied in most of the countries. The Red bull failed to target to women, youngsters and elders as these meeting won’t compensate for a drink that does prohibits the fixings they require nor set apart for their strategy for presence ordinary expenses with the absence of advancement reliant on little thing base as the association currently advertises single observable thing. Furthermore, the company focus focal points that don’t vigorous into novel prototype, there are fresh blueprint to concentrate to focus extra on being usual, hard novel outline towards improving corpse and cerebrum plus reminiscence, knowledge, lower nervousness and melancholy as necessities be Red Bull shows up not to draw in the general population to come (Susan Strongman, 2015).

In NZ individuals burn through 1.2 billion a year on non-mixed refreshments that incorporate juices, cool beverages and caffeinated drinks The purpose is to understand the competitive market of the energy drinks and provide the best health drink in the market so that the customer will totally satisfied from the quality of the product. The health drink must be clear all the parameters related to health, safety, Affordability and Hygine.

Project Methodology

Distinctive sort of procedure used to comprehend the focused business sector of the health beverages and client showcasing study will be arrange to comprehend the perspective about the clients identified with the caffeinated drinks health issues and the necessity or requirements of general society identified with the best health drink (Venu S.,2016)

The project detail incorporates Client reaction and mindfulness towards the make, products and management of company. The outcomes be constrained by the example dimension 100 statistics and thusly the sentiment of just chose clients is contemplated.

The examination will be completed in different stages that constitute a methodology of working from entire to part. It incorporates ensuing stages attempting to go further into the client’s mind and build up an exhaustive comprehension of what a client searches for while purchasing a caffeinated drink. The primary stage is totally inward where it is raged over the best course of activity, considering that it is item with negligible standard promoting. The second stage is with a few respondents who will be met in view of the assistance of poll keeping the time and cost imperatives.

The data important for study was drawn from Primary information gathered through overview technique, which alone was not adequate. Consequently Secondary information was gathered to concentrate effectively.

• Primary information: It will be gathered utilizing a survey. A well laid out survey will be intended for this reason. Likewise individual meetings will be led with individuals in association and also purchasers and prospective purchasers.

• Secondary information: This data will be acquired from auxiliary sources which incorporate daily papers, magazines, solid sites, inward reports and other published sources.

The examination was done in different stages that constituted a methodology of working from entire to part. It included ensuing stages attempting to go further into the client’s mind and build up an exhaustive comprehension of what the client searches for while purchasing a caffeinated drink. For the consumer loyalty concentrate on a specimen of 100 persons was picked. The example was judgmental and technique was advantageous irregular testing.

Analysis Scheduling:

1. Basic chief information gathered through survey. Simple information classified assistance of board. From the slab, idea, examination and deductions are attracted which revolve was utilized for analysis.
2. From the arrangement of derivations and elucidation, conclusion have been drawn which is trailed by proposals, remembering the targets all through the study

Data Analysis & Interpretation

A questionnaire (Annexure 1) is generated for the survey and according to the categories in the questionnaire few data collection is done in different categories and with the help of these categories we interpret that whether the company product awareness, usage, available, customer satisfaction, new need etc in the market or not.

• Age Category:

The Above detail shows about the age group who are using red bull drink. According to the above data it shows that maximum consumption is done at the age of 20-24. It means all young people population consumes this drink.

• Gender Analysis:

Gender Analysis is done just to know about which gender maximum utilize the Red Bull Drink maximum in the market and as per above detail it is clear that mostly males using this drink.

• Occupation Detail:

In the occupation detail it shows that the students utilizing the health drink in utmost quantity in the market.

• Annual income category:

Annual income of each person was analyzed and according to the data utmost that less than $30,000/- income group utilize this drink.

• Extracurricular Activities:

Extracurricular activity data shows that the numbers of people who are doing extracurricular activities not using this energy drink.

• Energy Drink Consumption in the market:

Maximum population drinks Red bull in the 2-3 weeks time period or in a month’s time.

• Awareness in the market:

The Red Bull awareness increase due to the different promotional techniques and the uppermost name is through magazines and friends network or you can say that through social group.

• Why people drink Red Bull:

People are using Red Bull drink due to different reason which is shown bitterly in the above table.

• Reason of Choose and Purchase of Red Bull Drink:

Maximum population use this drink to become active and take energy to do the activity or work work.

• Cost analysis of Red Bull drink:

Red Bull drink is comparable costly as per the clients demand or expectations.

• Opponent product utilization:

Little number of people shifted from this energy drink to the other health drinks because of better price or due to health issues.

• Best part of the Drink:

This drink best part is the taste. Mostly people drink it only just to change the taste or they like the taste of this drink.

In the last people give the suggestion to create a health drink by the company at the best rate so that maximum people consume the product and become away from different health problems.

Contingency and Risk Management

We use the SWOT analysis to understand the opportunity and risks ratio in the market related to the energy drink (Dr. Poonam Kumar, 2016)

Strength:

1. Red Bull is rising as the leading company in the continuously developing business sector of caffeinated beverages.
2. They have a strong circulation concurrence with Cadbury Schweppes: which certainly indicated the overall development of the brand.
3. The Red Bull has brought power in the caffeinated market and leads the path through the international market.
4. Huge advancements and all around focused combat and finance.

Weakness:

1. Ever since company is a privately owned business, it has not extremely much cause to create funds for global development and inner extension in correlation with its open rivalry.
2. It has an absence of expansion in its beverages, in spite of the fact that it released its sans sugar adaptation in 2003. Consequently, organization is mislaid out on prospective benefits that survive in further soda sub segments.
3. Firm concentrates on caffeinated drinks, and consequently, if there were drop in popularity of the product later on it would be left exceptionally defenseless
4. Absence of patent on Red Bulls formula implies anybody can duplicate it.
5. Firm loses out on ladies, children and Elders as these gatherings won’t disburse for a beverage that doesn’t incorporate the fixings they requires nor marked for their lifestyle.

Opportunities

1. Promoting examines exhibits that Middle East and Africa express the biggest development of caffeinated beverages utilization by 255% 2007 – 2011, chiefly by youthful clients who might pick not to drink alcohols owing to societal and spiritual cause in cafe’s and melody site.
2. The novel social movement towards heaviness reduction and having healthy as a swindle cadaver would be an unlock door. Red Bull accessible a short calorie thing/Sugar frees invention.
3. The shoppers are value delicate; presenting a brilliant item contrasted with contenders with marginally brings down costs would be exceptionally successful.
4. Firm is still a significant novel item in the developing utilitarian beverages market, which leaves a considerable measure of space for improvement in real market.

Threat

1. The company can expect harder tenets from the government due to the high caffeine in the drink.
2. Buyers who pay attention to their health and prosperity may begin to prefer other options as they can connect with more beneficiary way of life.
3. The fruit beverage buyers may take Red Bull as a piece of the pie.
4. The mindfulness regarding health and cleanliness has encouraged many natural juice providing companies in the country. As a result, the competition has increased in the market.

Project Cost

Red Bull New Zealand Ltd, is known as the world’s leading power drink creator placement a 7.5 per cent in sales in 2010. The result was the second the best since commencing a decade ago. (Jonathan Underhill, 2011).

In the previous year, New Zealand citizens have spent around $30.3 million on the Red Bull. The drink fulfils the caffeine requirement of the user with taurine an amino acid that is collected from the bull bile hence leading toward its name. According to the company’s records the sale has been increased by $ 28 million in 2009.

Currently, the company is competing with another drink company known as Freucor who domains around 60% of the market and brags guarana and taurine, a strong foundation of caffeine.

Equally, are not opened up about their financials. The Frucor’s 2010 result won’t be placed in a company’s workplace before June. The local representative of the company won’t talk about regarding the company (Simon Evans, 2016).

The product cost of drink vary if the single can buy by the user i.e. $1.99. Average cost of 24 packing is $65.99 but it also changes distributor to distributor. Different brand has different cost related to the energy drink but if you talk about Red bull it is the same i.e. $1.99.

We are very much sensitive about the survey and the best cost is $1.99 and customer is willing to purchase at this cost (Tirup Patel and team, 2012).

Conclusion

The above project detail shows that the high demand of the red bull energy drink in the market. The product is utilize due to the taste develop by the company in the population and done the huge advertisement for selling of his product. As the population getting aware related to the health problems generated due to the caffeine and other toxic contents in the health drink they reduce the habits of this energy drink and like to develop a different taste for betterment for their health. Because of this a healthy drink demand generates in the market and if the company produces a healthy product at reasonable cost then it has defiantly become the market leader in this global drink environment.