Red Bull drink was originally developed in Thailand by Bangkok-based TC Pharmaceutical Industry Company Ltd. by Mr. Chaleo Voovidhya in 1962 and sold under the name of Krating Deang (Red Bull).
Krating Deang was brand to compete with Lipovitan from Japan. Krating Deang also dominated Thai people for along time, especially among blue collar workers such as taxis, truck drivers, construction workers and farmer. Krating Deang was hit up on top of energy drink Thai market by below the line marketing strategy. Krating Deang (Red Bull)’ working class image was boosted by sponsorship of Thai’s boxing matches. At the same time, logo of the two red bulls charging each other was displayed.
After Krating Deang (Red Bull) was very successful in Thailand market; in 1982 Krating Deang was transformed into global brand by Mr. Dietrich Mateschitz, an Austrian businessman. Mr. Dietrich Mateschitz had come to Thailand. He drank krating Deang to relieve sickness; he felt like and interested to take Krating Deang to sold at European market
In 1987 Mr. Dietrich Mateschitz worked with TC Pharmaceutical to adept the taste of Krating Daeng for European customers. Subsequently, Mr. Dietrich Mateschitz and Mr. Chaleo Voovidhya Founded Red Bull GmbH in Austria and began to produced and sold in Europe; Mr. Chaleo Voovidhya, Thai owner had 51% of the share while Mr. Dietrich Mateschitz had 49%, together with Mr. Voovidhy’s son with a 2%.
Red Bull GmbH launched new formula Red Bull which is carbonated and not sweet as the original Thai recipe as Austrian version and Austrian formula has taken almost half of the US market for energy drink. Also Chaleo and his son continue to market Red Bull’s original formula into Asia market.
Nowadays Krating Daeng or Red Bull has shown to around the world to accept in 20 years of success. Red Bull GmbH expands market into 108 countries around the world and Red Bull can claim that it is leading energy drink of the world. In 2007 years ago, Red Bull had 9 plants in 7 countries such as Thailand, China, Malaysia, Austria, Switzerland, Indonesia, and Vietnam to distribute worldwide. Also Red Bull GmbH produces a billion cans a year and holds 70 percent share of the global market for energy drinks. Red Bull has become a case study in the United States, United Kingdom and other countries. Marketing is aimed at young people with active lifestyles.
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