Interesting Brand Stories

5 Unknown Facts About RedBull

2021-05-30T13:23:00.005+05:30

It is not the tastiest of the drinks, it is not the sweetest and certainly not the healthiest of the beverages available on the planet. But still, it manages to generate over a billion dollars every year, and it sold 7.5billion can units in 2019, that’s probably one can for every human being present. And it doesn’t come cheap either.

So what is it, that’s going so well for RedBull, that the normal eye is not able to perceive..
Lets’ check that out!!!

In this blog we will list out 5 most unknown facts about RedBull.

1. Why is "wiiings", spelt incorrectly?

After running the tagline, “It gives you wings” for almost 2 decades, the company was sued by one of its consumers, for false advertising.
He claimed that even after consuming the beverage for years, neither had he developed wings nor enhanced athletic or intellectual performance.
Red Bull agreed to pay out up to $13 million US in compensation to settle a class-action suit.
The brand also agreed to change its advertising tactics.
As the tagline is a very famous and catchy now they made a slight change in their tagline, they added 2 more ii’s to their wings so, technically this word is not in the dictionary nor can be used for exact meaning for a wing but will sound similar.

So they started a new campaign with 3i’s in red bull.

2. There's more to RedBull, than just a beverage maker:-

Just go to the company’s website, and you would find ,RedBull – the beverage , just restricted to a corner section named "Products", that captures only one fifth of the part of their website.
The rest four fifth of the data is where the leads get generated from. It is basically more of a content management company that sells beverages as well.
Just have a look over their FB page, Instagram , YouTube channel, you will be amazed with the amount and variety of cool content that they create.
In 2005 Red Bull was one of the sponsors of the Formula 1 races. The Red Bull editorial team prepared stories about the pilots and the sport.
In 2007 Red Bull decided to transform that small guide into a lifestyle magazine for men. It was called Red Bulletin and it started to be distributed in five countries with 70% of shared content and 35% of local content.
Twelve years later two million copies of the Red Bulletin magazine are printed every month, including 550,000 for paid subscribers. The magazine is printed in five languages and distributed in ten countries.
What was once small a editorial team of Red Bull is today the Red Bull Media House, one of the most successful communication companies in the world.
It sells content to newspapers like The New York Times, produces TV series and music albums, organizes international events and even manages the Red Bull merchandising online store.

3. Story Performing more than StoryTelling:-

In today’s era of Storytelling, Redbull believes in story performing.
After becoming a household name in football leagues across the globe and becoming a force in F1 tournaments, redbull never looked back.

Red Bull prides itself on associating with exciting, action-packed, adrenaline-fuelled sporting action hence their involvement with extreme sports.

For example, Red Bull Air Racing sees pilots attempt to navigate aerial race tracks in the quickest possible time with races in Europe, America and the United Arab Emirates.
Also, Red Bull Crashed Ice takes ice-skating to an exhilarating new level with four-skaters battling it out on a steep downhill track at scary speeds of up to 80kph

Red Bull's rise in sport has been astronomical, now having an invested interest in over 15 sports teams across 11 sports.

4. The STRATOS:-

The world thought it to be a marketing gimmick , but it was a well planned and close knit strategy.
Redbull sent a man , Felix Baumgartner, to stratosphere, to break the record of highest free fall jump ever.

65 million dollars were spent in preparation and social media campaigns, and according to some reports the publicity they got out of it .....was worth 1 billion dollars .

Even the sales got pitched uo by 7 percent over the next six months.

They Generated:-

5. Wings for Life:-

In 2004 RedBull founder , Dietrich Mateschitz, established the not for profit foundation, Wings for Life, alng with the two time motocross world champion Heinz Kinigadner.
Its goal is to find a cure for spinal chord injuries and paraplagia.
Therefore, the foundation supports research and studies about spinal cord and spinal cord injuries financially.

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Chaayos : A Tale of 2 Chai Lovers

2020-08-29T01:27:00.030+05:30

Chaayos : A Tale of 2 Chai Lovers

We have all had those moments with our best buddies or office colleagues when we would jokingly convince each other of doing some business together, and would finally settle for opening a Chai Shop !!! The story below is of two such people in the country, who came across the same idea, but their joke has turned up into multi crore and well know business!! The story is about Chaayos!!

Nitin Saluja, The Founder of Chaayos , had never thought of opening a chai outlet, especially not after getting through IIT-Bombay, but life doesn’t play by the book, it has its own way of throwing opportunities disguised in troubles.

The Idea:-

In 2008, while he was living in Houston in the US, Nitin Saluja and his wife were craving a cup of tea after dinner but they couldn’t find a place that served a freshly-brewed cup of strong tea. That’s when the idea of starting a tea cafe came to him.

Two years later, Saluja returned to India and discussed the idea of starting a chain of tea cafes with his colleague and friend Raghav Verma. Both were Indian Institute of Technology (IIT) graduates who worked together at software company Opera Solutions LLC. Both were also tea lovers and realized that a potentially lucrative opportunity existed for “a good cup of tea outside of home".

The idea led to a lot of research on tea. The duo discovered that India was predominantly a tea drinking country, consuming 30 cups of tea for every cup of coffee. At the same time, they found that more than 1,500 cafes existed for coffee—and none for tea.

“The value of tea consumed in the country today can be estimated at roughly Rs1 trillion; yet, most of this was inconsistent or unhygienic and not what the customer was looking for. This was a market ready to be disrupted," says Saluja.

It was an idea whose time had come, given the sheer size of the opportunity. This was no easy task as it required the creation of a new category. The acceptance of tea outside of homes was a daunting task. It took two years of thorough research to figure out consumer preferences that included a survey of people on the ground

Saluja explains: “The basic premise was to do tea in a contemporary way so that modern audiences accept it. We created the “meri wali chai"—tea customized how you like it and how you make it at home so you can have a drak (ginger) wali chai or a combination of adrak, tulsi, saunf, kali mirch with less milk or more milk or more water or less water. We were able to latch on to that. This has found a lot of love with the customer—the fact that the customer does not have to settle for any tea and they can get a good cup of tea exactly to their liking. Added to that was the ambience and the snack items that we introduced."

Taste and Ambience:-

When we see Chai as a product, it is very simple. But in Chaayos, customers can get 25 variety of tea and those can be customized in 12000 different ways! “Experiments with Tea” – this is the tagline of Chaayos.

The versatility of tea with a wide range of flavors this is what their brand believes in.

They have presented very uniqueness in their tea menu or you can say they have bold enough to do an experiment.

Another most important feature they have added to their business is the ambiance of the outlets. The Chaayos café represents the “Chai way of life”.

The interior design of the café is as such that it relates the very core concept of tea; lamps made of cutting Chai glasses, kettles and Chai samples in taste tubes that show the experimental nature of the firm.

The Business Insight of Chaayos:-

Chaayos started its journey by opening its first and single store in Gurgaon Delhi in DLF cyber City.

Today they have approx 16 stores running in Delhi and Mumbai.

This year they are planning to open 50 Plus cafes in Bangalore, Mumbai, and Delhi. As of now, they have 200 plus working headcount for their firm and they sell approx 500 Plus order per day per outlet.

“We are a chai company, not a chai cafe. Whenever and wherever there is an opportunity to serve somebody ‘chai’, we want to be present.”
– Raghav Verma.

“Our aim is to deliver all across NCR in less than 20 minutes by August end. Chai is something for which people would not want to wait too long.” – informs Nitin.

The Financial Backing:-

The Highest selling outlet of Chaayos turned an annual income of Rs 1cr. This was the greatest milestone in the business journey of Chaayos.

The target market for Chaayos is the upcoming middle class that has money but is equally conscious of the value they get.

Chaayos has also been able to raise an angel round from the likes of Zishaan Hayath.

Chaayos also raised 5 million dollars from Tiger Global Management.

Chaayos is betting that the next phase of its growth will be powered by tea delivery services and packaged tea blend that it sells through its café as well as on online market places such as Amazon and Snapdeal.

Company Sells 10,000 cups of tea in a month and is targeting to sell three million cups of tea within 18 months with plans to open Chai on demand services. For this, they have tied up with many logistic companies to deliver Chai in 15 mins.

Nitin and Raghav have taken a simple concept to a very high height. But for them, this is just a beginning. They are all set with new ideas and concept and working on to mix these new ones with the already implemented new ones. There is no doubt that they have rivals too in the market like Chai Point and Chai Thela which are giving them a neck to neck competition!!

TATA to launch its Super APP

2020-08-28T05:03:00.002+05:30

TATA to launch its "Super APP"

Salt-to-software conglomerate Tata Group is planning to launch an all-in-one super app by the end of this year or early next year. The omnichannel digital platform, expected to bring together all the consumer-facing businesses of the group, is likely to be developed by the newly formed entity Tata Digital.

At present, Tata Group's online presence includes :-

e-grocery app StarQuik (over one million downloads on Google Play Store)
lifestyle shopping platform Tata Cliq (over 10 million downloads)
Online & offline electronics store Croma Retail.

The new digital platform, which is scheduled to launch in India in December or January, will bring together Tata’s various consumer businesses under one channel, offering health care, food and grocery ordering, and insurance and financial services among others, according to the Financial Times.

“It will be a super app, a lot of apps in apps and so on…We have a very big opportunity,” Natarajan Chandrasekaran, chairman of Tata Sons, the holding company of the $113 billion Tata Group, told the FT.

What are super apps?

A super app is a platform developed by a company offering various services under one umbrella.
For example, China’s WeChat, which started out as a messaging app, expanded into payments, cabs, shopping, food ordering, cab services to become a super app.
A physical world comparison of a super app would be a mall, which allows retail space to various brands and shops across businesses and verticals.

Who makes super apps?

Typically, companies that have a slew of services and products to offer tend to consolidate these offerings into a super app.
The concept first emerged in China and southeast Asia where internet companies like WeChat, GoJek, Grab leveraged the opportunity of customer traffic on their platforms that originally came for social media and communication needs by offering these customers additional services leading to increased revenue realizations.

Which companies in India are building super apps?

The Tata Group will be an entrant in an already crowded super app ecosystem of India.
Currently, Reliance Industries, under its Jio umbrella, is consolidated various services and offerings such as shopping, content streaming, groceries, payments, cloud storage services, ticket bookings, etc.
Further, Alibaba Group investee Paytmhas also brought together services like payments, ticket bookings, games, online shopping, banking, consumer finance, etc into one app.
FlipkartGroup-owned payments app PhonePe has tied up with companies such as Ola Cabs, Swiggy, Grofers, AJio, Decathlon, Delhi Metro, booking.com, etc to offer these services from within its own app.

Why a Super App Now?

The move is also being seen as Tata Group's answer to the retail juggernaut of its peers, Reliance Industries and Amazon India.
Despite being one of India's oldest and most valuable business empires, the $113-billion Tata Group's presence in consumer internet businesses have been muted so far.
This would definitely help the company grow its online presence many folds and with some big giant names in the competition , there would be much variety on the plate to choose, for the commons!!