Product Mix

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.