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1. Market Segmentation
1.1 Introduction
Red Bull is a non-alcoholic energy drink and therefore falls under the category of soft drinks. Soft drinks can be divided into sub-segments and one of these segments is energy and sports drinks. These can be divided again into three different categories:
• Glucose energy drinks
• Sport drinks
• High energy stimulation drinks
Since 1996 the market of soft drinks has grown by 5% and by 1997 it reached a total amount of £6.896bn, which is an equivalent of 10bn liters. Moreover we can say that the segment of energy and sports drinks represents 2.6% or £177m of the overall soft drink market. Since 1992 an increase of 64% in volume sales can be found within this very young market of energy and sports drinks.
The main differences of the three above mentioned sub-segments of soft drinks are as followed:
1.2 Glucose Energy Drinks
These drinks provide physical energy through glucose or a mixture of sugars. Originated from the......

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Approximate Word Count: 4150
Approximate Pages: 17 (250 words per double-spaced page)

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