Progress of Red Bull (4)

Grudgingly Caroline had to accept this explanation. She did in fact admit that without Simon's help she would have never achieved such a huge success. This in turn further worsened her mood a little, because she was still highly dependent on her little brother in business.

Even the new strategic direction was still implemented according to his idea. But complaining wouldn't help and after regaining her composure she asked for further instructions from the youngest sibling of the Smith family.

"I understand the investment in sports entertainment, and we already have the next goal determined, the Chicago Bulls. It won't be easy, but I am confident we can finish this project within one year.

But what do you want me to do about the second brand in Asia? Do we have to create a new independent company? Is the strategy completely different to Red Bull?"

Of course, Simon didn't expect his sister to immediately comprehend his thoughts. In his past life it would take a very long time for this development direction to appear. Red Bull of his past life already had immense influence in Asia due to the Thai businessman who owned 51% of Red Bull. Spreading Red Bull and the concept of energy drinks in Asia was therefore a lot easier.

But they were lacking this influence right now. This forced Simon to globalize Red Bull a lot earlier and faster, before future opponents could rival him in Asia. In the next hour Simon slowly started to explain the concept of the new brand he wanted to establish in Asia bit by bit.

The company would belong to the Red Bull group but would have their own CEO and different style and company strategy. Red Bull would be the high-end product on the market, even in Asia, while the new brand would try to establish a leading role in Asia and among the younger customer group.

Simon copied the company philosophy end strategy of Red Bull's biggest opponent in the energy drink industry of his last life, Monster Energy.

Monster Beverage is the second-largest energy drink maker in the world behind Red Bull and has market share of about 26%.

Overall, Monster Energy's brand identity is a carefully crafted combination of its association with extreme sports and its distinctive logo and design. By aligning itself with the world of extreme sports, the brand taps into the passion and enthusiasm of its target audience. The visually striking logo and packaging design further reinforce the brand's image as a powerful and energetic lifestyle brand. Through these elements, Monster Energy effectively communicates its message of living life to the fullest and embracing the excitement that comes with it.

One key area where Monster Energy has excelled in sponsorship is in the music industry. By sponsoring music festivals and events, the brand not only gains visibility but also aligns itself with the energy and excitement associated with live performances.

Caroline was very excited about this description and delighted by the design drawings Simon painted. Creating his own opponent and targeting the middle and low-end sector was a brilliant idea in her opinion. Red Bull generally sells for almost double the price of Monster Energy per fluid ounce, a typical high-end good. The strategy of Red Bull would therefore have a lower turnover and larger profit, while Monster would have a large turnover in the Asian market but a lower profit.

Simon further explained that he wanted Monster Energy to focus on the female customer group, at least in the western market. Flavors like White Peach would help the brand be more attractive for the pallet of young woman.

Energy drinks have a predominantly male consumer base, which Monster is trying to change in the future.

"Your main tasks in the next few months will be to increase production and sales as much as possible and set up the framework and product design for the Monster Energy company. If you can be successful in those two tasks before the negotiations for the first round of financing begin, we will achieve even greater success.

Just by relying on the future market potential and vision of Monster Energy, we will be able to raise the valuation of the Red Bull Group by a large margin. Creating a design bottle and a new flavor for the Asian market, as well as the female customer market in America and Europe, will strengthen our position even more.

It might not be a dream to reach a valuation of 400 million $ for the whole Red Bull Group. Just imagine how far we could develop the group if we receive 120 million $ in financing. It would take around two years and you will be in control over a large company worth over one billion $ and belong to the most influential and richest woman in all of America."

The dream of creating such a huge company and becoming a famous and powerful woman known around the world truly fascinated Caroline. No matter how smart, educated, or elegant you are, being in such a position created a huge desire for power. In the 1970s feminism wasn't as powerful as in Simon's previous life, but many outstanding representatives of woman in power already existed, like the Queen of England or the future Iron Lady of England, Margaret Thatcher.

Caroline would become an idol for many women in America that wanted to achieve the American dream and a superstar in New York. It took her nearly a minute to escape this fantasy and focus back on the conversation.

"You don't have to attract me with some hopes and dreams, as one of the largest shareholders it is my duty to improve the Red Bull group, don't worry. I agree with the two strategic plans you proposed and will make sure we can achieve satisfying financing results in a few months.

You just must make sure that Atari keeps improving and the partnership between both companies can go on in a positive direction. As long as this cooperation stays healthy, we can keep the top position in the market, even if competitors like Coca-Cola develop their own energy drinks in the future."

Of course, Simon would make sure Atari would keep improving and stay at the top of the gaming market for the next few decades. Game develop was his biggest passion and the major source of funds for his future investments.

After having some random conversations with his sister and making sure everything else at Red Bull was in place and she didn't need any of his help, Simon was finally relieved and left the production base in New Jersey in the evening.