The company that I have choose to do the work is Red Bull. Red Bull is an energetic drink delivery by the company Red Bull GmbH. It was created by the Austrian Dietrich Mateschitz, that he founded in the 80´s developing an unique concept of Marketin.
The first can, was sold the first of April in the year 1987, in his native country, Austria. Red bull, was not only being a totally new product, also it was the beginning of the energetic drinks.
This brand, nowadays, it is present in 165 different countries, and they have been consuming until the year 2004, more than 35.000 millions of cans of Red Bull.
This energetic drink is made mainly with water, sugar, caffeine and with different vitamins. According to the manufacturer, the drink has a revitalizing and detoxifying scientifically proven effect and properties that increase the physical abilities and mental speed. It is a functional drink; it is not to quench thirst, which was invented for consumption in times of high physical and mental demands; like for example, in very large highways that you can be tired, in busy days, before practice an activity of a lot of physical wear or before one exam.
In the cans of Red Bull, appeared, recommended by the European rules, “Elevate in caffeine content”. Saying in other way, that the content of caffeine in one can of Red Bull, is more or less similar to a 80 milligrams o caffeine, or the same as 1 cup of coffee of percolator.
Red Bull GmbH was founded in the year 1984, by the Austrian Dietrich Mateschitz and Thai businessman Chaleo Yoovidhya. In 1982, Mateschitz, travelling to Thailand to meet with Chaleo, he found the energy drink of Chaleo´s company during the 70´s, and he realized that it helped his jet lag. After seeing market potential in the drink, he partnered with Chaleo in bringing it to Europe and under their agreement, each partner invested US $ 500,000 for founding Red Bull GmbH. In return, each one would received the 49 percent stake in the company, with the remaining 2 percent stake to Chaleo´s son Charlem. They also agree that Mateschitz would run the company.
In 1976, Chaleo Yoovidhya introduced a drink called Krating Daeng in Thailand, which means “red gaur” in English and was inspired in a product whose the main ingredient was taurine. After visiting Thailand in 1982,Dietrich Mateschitz discovered that Krating Daeng helped cure his jet lag. In 1984, Mateschitz co-founded Red Bull GmbH with Yoovidhya and turned it into a global brand. They invest US$ 500,000 each partner to found Red and taking a stake in the new company. Yoovidhya and Mateschitz, both of them have the 49 percent share of Red Bull, and the rest 2 percent was to Yoovidhya’s son, Chalerm, but it was agreed that Mateschitz would run the company. The product was launched in Austria in 1987.
After that, regarding price, Red Bull positioned in the first position, as a premium drink, whereas Krating Daeng like a low cost one.
The slogan of Red Bull is “It gives you wins”, and the international marketing of Red Bull related this brand with the extreme sports. These range from mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, rowing, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, to breakdancing. Red Bull uses music and videogames, and has enlisted celebrities, such as Eminem.
I take this company because I think that it is a big brand and he has a lot of marketing and he wanted to related with young people, so for that they use a lot social programs.
One of the competitors of Red Bull is Monster.
Monster Energy is an energetic drink that was found by Hamsen in the year 2002. It is marketed and distributed by Hansen Natural Corporation, a company in Corona, California. Althaugh, Monster Energy is not widespread in the media, it gets a lot of recognition for exercising their sponsorship in various sporting events.
Hansen Natural Corporation had announced that they have an agreement of distribution with Anheuser-Busch in the United States and with Grupo Jumex in Mexico. Recently, Hansen Natural Corporation announced also another distribution agreement with PepsiCo Canada.
The regular flavor comes in black can with a green tear-shaped M logo. As I said before, the company is also known for supporting many extreme sports event such as BMX, Motocross, Speedway, skateboarding and snowboarding, as well as eSports. In addition, Monster Energy promotes a number of music bands around the world like Asking Alexandria, The World Alive, Maximum the Hormone and Shinedown.
There are 34 different drinks under the Monster brand in North of America, including its core Monster Energy line, Java Monster, Extra strength, Import, Rehab and Muscle Monster.
The caffeine content of most Monster Energy drinks is approximately 10 mg/oz. The packaging usually contains a warning label advising consumers against drinking more than 48 oz per day. Europe does not have these warning labels. The drinks are not recommended for pregnant women or people sensitive to caffeine. It has other ingredients like sucrose, glucose, citric acid and taurine among others.
I take this competitor of Red Bull, because I think that more or less the marketing that Monster Energetic uses is similar from Red Bull, both of them wanted to relate with young people through the extreme sports and music.
Regarding to the social media, the next one is the social media marketing of Red Bull.
Red Bull has the base of his social media marketing in Facebook, but connecting with the YouTube channel, and also twitter is used by Red Bull as a multimedia. The videos are the basic social media marketing of Red Bull, they publicise these YouTube videos in Facebook. This started in the beginning of the year 2001 that Red Bull changed completely the social media marketing view that they had before and they started concentrating in the multimedia, this is to say in the videos and the images. With this change Red Bull win a lot of followers in Facebook and they continue increasing with the videos via YouTube.
Also, an important social media for the marketing as we are saying until now is the YouTube channel that they have. This is the base of all the social marketing, from here they took the videos and they publicise in the other social Medias that they have. In YouTube, Red Bull is the leader one.
Other social channels that use Red Bull are Pinterest, Flickr, Tumblr and FriendFeed. But the most important one is the Facebook via YouTube.
In the other hand we have Monster Energy. This one doesn´t base as much in the videos like Red Bull, there are important but they use more photography’s than videos. Also they have an YouTube channel and Facebook. Apart from that they have also Instagram, twitter and Tumblr. And they have also a website page that is mentioned in all Social Medias to attract people to it.
Now we are going to compare one of the social media that they use both of them, for that we are going to take twitter.
In twitter we said that both of them they like to attrack people people, Red Bull more with videos and Monster Energy more with photos. This as the results of each one in Twitter:
We can see that Red Bull has more account reached than Monster Energy.
Also impressions, Red Bull has 181,915 whereas Monster Energy has 131,749. Here what that means each column is who has those tweets appeare to people in their timeline whith the followers that put it under the columns. So is better to have a big number in the right part, so like this, if they like it and they do retweet, more people is going to see than if they do the left columns ones. But all of them are important.
Regarding the activity, Red Bull has much more activity than Monster Energy. Red Bull, in 21 minutes has more contributions (99) than Monster Energy (85) in 6 hours. Also, the retweets they have the same, but Red Bull in less time. And Monster Energy has more tweets, but in more time also.
Now we will compare also the Facebook page:
We can see that in Facebook Red Bull also has more impact than Monster Energy. Red Bull has around 45 million of follower in his facebook page, whereas Monster Energy has around 24 millions. As we can see in the photo that they has in the top side of their pages, we can see in both of the cases a car with the name of their brands in an extreme sport.
Also we can see that in the facebook profile of Red Bull we can see that appears videos and photos. However, In the Monster Energy profile there is photos and promotions instead of videos.
As a result, we can see that Red Bull has more impact in the society with his social media than Monster Energy. Maybe, Monster Energy can start with the YouTube channel uploading more videos instead so much photos, because as we can see in the case of the Red Bull, it has been a good result.