Red Bull Energy DrinkThe product chosen by the group was the Red Bull sports energy drink. Initially at first glance the marketing mix of this product was considered usual, however as will be demonstrated Red Bull's marketing is anything but standard. Red Bull was founded by Dietrich Mateschitz in Austria in 1984 and is now available in over 80 countries worldwide, including Trinidad and Tobago. With global sales exceeding 1.5 billion cans, its annual revenue exceeds $300 million.1 Red Bull is a disruptive product, that is, a product that ultimately overturns the existing dominant technology or product in the market2. It created a new category in the market, finally filling the need for a legal yet "trendy" stimulant. Its taste is slightly unpleasant (it got a D plus from BevNet4) and it was the first in a larger soft drinks category to not give importance to taste. It even created an ultra-premium price (the retail price of a product, usually when viewed as one of a number of possible competitive prices) approximately 8 times higher than that of Coca Cola without any third-party approval of efficacy for justify the high margin. PromotionRed Bull belongs in the marketing hall of fame for its enigmatic miracles, as it has thrown conventional marketing wisdom overboard and developed a powerful new go-to-market model. The promotion of Red Bull throughout Trinidad and Tobago has contributed to its popularity as an efficient source of energy drinking within the party and work environment. They are mainly aimed at young adults (18-30 years old). This is demonstrated by the strong promotion of the product on the University of the West Indies campus. By offering sponsorships and giveaways, the product's popularity and sales increased. This year alone (2006) Red Bull hosted two competitions on the University of the West Indies campus, one of which was the Red Bull Paperwings competition (for the longest flying paper airplane) and the of the Red Bull tricycle. Provides sponsorship for numerous parties. and social events, where they provide free and discounted Red Bull as a quick energy booster and alcoholic beverage chaser (vodka or Guinness) using attractive women and sex appeal to encourage sales. The use of a Volkswagen painted with the product logo is also a means of public advertising. Promotional skills were showcased once again when the Red Bull Music Academy was held in Trinidad on 17 May 2006, giving up-and-coming DJs and musicians the opportunity to showcase their skills.