According to AMA, Product
mix is defined as: “The full set of products
offered for sale by an organization. The product mix includes all product lines
and categories. It may be defined more narrowly in specific cases to mean only
that set of products in a particular product line or a particular market”.
Every
company’s product mix has a certain width, length, depth. In case of red bull,
since it makes only beverages, there will be no width of the product; however
the rest will look as follows:
Product Hierarchy
Need family
|
Revitalizing
drinks
|
Product
family
|
Beverages
|
Product
Class
|
Caffeine drinks
|
Product
Line
|
Energy drinks
|
Variants
|
Energy Drinks and Colas
|
Items
|
250 ml, 500 ml, 750
ml
|
Red Bull
product Mix:
a) Variety :: Red Bull's portfolio consists
of 4 different products - Energy Drink, Sugar Free, Cola and Energy Shot. In
the Singapore market, Red Bull currently only provides the Energy Drink and
Sugar Free product.Apart from its red and royal blue can, it also has red, blue
and silver edition.
Building on
their momentum of the Red Bull Editions, the energy drink manufacturer will
launch a new flavor exclusive to 7-Eleven locations in Canada and the U.S.
Aptly named the “Summer Edition”, the drink’s packaging is a sunny-yellow
colored 12oz (355ml) can. The tropical fruit-flavored drink adds to the
Red Bull Editions line-up of the Red (cranberry), Blue (blueberry), and Silver
(lime) flavor offerings.
Red Bull has
launched a range of products, including Red Bull Cola in 2008 and Red Bull
Energy Shots in 2009.
b) Design : Red Bull's design is very simple. It is a cylindrical shaped can,
light in weight and very sturdy. A can is easy to transport because of its form
and low weight. Thus, it can be said that the can is an ideal transport
packaging, especially when compared to other forms of packaging: it saves about
40% in truck loads compared to glass bottles and about 30% compared to PET
bottles
Since the
cans are compact in shape and light in weight, they are a more efficient
transport packaging than PET or Glass Bottles.
Glass
Bottles: need 40% more space
PET
Bottles: need 30% more space
Our
Can: light and compact
c)
Ingredients :
Taurine: – amino acid that supports the heart, brain, and nervous
system. Reduce stress levels and improve althetic performances.
Inositol: have similar vitmain properties to treat various
health issues such as diabetic nerve pain, high cholesterol, insomnia, cancer,
depression,Alzheimer’s disease, and more…
Caffeine: About 76mg of caffine is in a can of Red Bull. Caffine
can definitely increase your metabolism and attentiveness.
Guarana: A study in the journal Appetite showed
that people showed less sign of fatigue and faster reaction time with this
ingredient.
d)
Features: Red bull has a
unique taste. it one whole can makes a person highly energetic and revitalises
the body.
e) Brand name
: It is the top most brand in the energy drink category. the brand
loyalty is very high seeing the no. of cans sold each year.
f)
Packaging :Packaging the
finished mix is packaged into cans, bundled into cartons, and sent to
distribution. This is a highly capital intensive operation that requires
specialized high-speed lines. Red Bull is packaged at its Austrian Plant.
It has the red and blue packaging with its famous logo in centre. Red
Bull has come up with various variant which differ in their
packaging.