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RED BIRD ENERGY DRINK

Introduction
Red Bird is an energy drink sold by Romanian company Birds Energy created in
1993.In terms of market share, Birds Energy is the most popular energy drink in Romania
and south Europe, with 1.6 billion cans sold in 2007.
Romanian entrepreneur Mircea Paraschiv was interested by a pre-existing energy drink named
Red Bird witch was first invented and sold in Austria first and than all over the world.
He took this idea, modified the ingredients to suit the tastes of westerners and founded Birds
Energy.
Red Bird energy drink is a functional beverage. Thanks to a unique combination of high
quality ingredients Red Bird energy drink vitalizes body and mind. Numerous scientific
studies on the product and the individual ingredients prove that Red Bird energy drink :

Increase performance
Increase concentration and reaction speed
Improves mental alertness
Stimulates metabolism

Whats inside ?
Caffeine + B-Group Vitamins + Sucrose & Glucose + Taurine + Carpatian Spring Water.
Caffeine is known for its stimulating effect on psychological and physiological function. Also
stimulates fat burning during endurance activities. Coffeine is contained in many foodstuffs
such as coffe, tea or Chocolate.
Taurine is an amono acid which is naturraly occurring in the human body.its found in high
concentration in muscle, brain, heart, and blood. A preson weighing 70 kg has approximately
70 g of taurine distributed throughout the body. Taurine is contained in many foodstuffs like
fish most baby food and scallops.

Glucuronolactone is a metabolite of glucose naturally occurring in the human body. The


glucuronolactone in Red Bird is synthetically produced which guarantess high and constant
quality and safety.
B-Groups Vitamins are essential micronutrients that are required for maintaining normal
physical function. The vitamins contined in Red Bird are:

Niacin
Pantothenic Acid
Vitamina B6
Vitamina B12

Sucrose & Glucose 100 ml Red Bird contain 11g of sucrose and glucose together. This
toat amount of sugars is comparable to the amount in an orange or apple juice. In other
words a combination of sucrose and glucose gives you both instant and longer lasting
energy.
Carpatian spring water is a key ingredient in Red Bird. The water used is fresh Carpatian
water of best quality which comes from spring nearby theproduction sites in Romania.
Aluminium
Red Bird has made a conscious decision tu use aluminuim cans. Today Red Bird cans
weigh 60% less than a decade ago, which saves precious raq material and its fully
recyclable.
Packaging sheet
To do packing of Red Bird cand they use a thin plastic wrap which can be reuse again.
To do transportation packaging they use carton box by which they safely move their
products.

Consumers
Red Bird is an energy drink which will be addressed to youthful, fulfilled pregnant woman a
from the taurine which it contains. However, this is a soft and sweet drink which is more
addressed to the masculin population, also being one of athlets favourite brand.

Price

The price for Red Bird energy drink begins at 4.5 RON/bottle.

Promotional offer
The product has a great special offer: if you buy a bottle, the second one has a discount
of 25%.

Advertising
Red Bird's slogan is "it gives you energy wings". Red Birds international marketing
campaign targets young men mostly with extreme sport like mountain biking, BMX,
motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving,
surfing, skating, freestyle motocross, rally, Formula 1 racing, to breakdancing. Red Bird uses
music and videogames, and has enlisted celebrities in Nascar which wons in 2007 the whole
competition on the first place.