Year 12 IB Extended Essays 2018

locate data on the year by year

growth of Red Bulls market share,

this is likely due to Red Bull being

a private company and not wanting

to release the data.

However the data from the impulse

buying market does show a

marginal increase in market share

of 0.4% for Red Bull as it

overtakes V Energy and becomes

the leading impulse beverage

purchase. While Red Bull does not

seem to have a significant increase

Market Share Impulse Non-Alcoholic (Effie, 2017)

this is likely due to an increase in

competitors to the industry making it more challenge to increase market share.

Dare begun their Jumble Campaign in 2010 with the objective to increase market share and overtake

Ice Break in the Australian Ice Coffee market. They began the campaign with a 16% market share

(Effie, 2017) and quickly overtook Ice Break to take a commanding hold of the market with a 29%

share in 2016. They identified that their

consumers were after a desired ‘pick me

up,’ which is gained through the caffeine

in coffee. Dare then aimed to create a

habitual loop, “When you’re head is all

over the place, a dare fix’ll fix it.” This

created a unique link between not being

able to think straight, and Dare as a

solution, much like popcorn and the

movies or KitKat and a break. They

implemented this through the use to TV

ads, billboards and social media.

Market Share Iced Coffee (Effie, 2017)

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