ng energy drink in the world as it first entered Australian markets in 1999. It is the second leader in this energy drinks market after Frucor Beverage's "V". The company, Red Bull GmbH was founded by Dietrich Mateschitz in Austria in 1984 due to his observations on the popularity of these functional drinks in Asia and wanted to introduce this to the world. Since the introduction, Red Bull has become wildly popular for teenagers and young adults especially in clubs and bars in recent years. Red Bull's main competitors include V, Red Eye, Lift Plus and Lucozade. There have been many other rival drinks competing in the market but have failed with only having a few months of its introduction into the Australian market because of a lack of advertising and promotional support. Its indirect competitors comprise of sports drinks such as Gatorade, Powerade, Lucozade, coffee and other beverages which could be substitutes providing extra boost components for consumers. Using different marketing strategies
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