5 things you didn’t know about RedBull, PepsiCo, LG Electronics, and DHL...

5 things you didn’t know about RedBull, PepsiCo, LG Electronics, and DHL Express!

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5dc483bf89c177e52a3c9be1e803b631_largeRed Bull:

  • Red Bull was originally a Thai Energy drink that was invented in the 1970s by Chaleo Yoovidhya.
  • At first, it was a “tonic” that was developed to keep factory workers and truck operators awake and productive, presumably for incredibly long shifts.
  • Called “Krating Daeng,” at its inception, which is basically Thai for “Red Bull,” the drink contained sugar, water, caffeine, everyone’s favorite Taurine, Inositol (an anxiolytic), and some B vitamins.
  • While on holiday in Thailand, Austrian entrepreneur Dietrich Mateschitz found the bizarre energy formula and became fond of it, as a hangover cure. He reached out to the Thai company’s founders and offered them a 49 percent share in the company if they were willing to let him tweak the formula and expand it internationally. They accepted, and the Austrian company known today as Red Bull GmbH opened for business in 1987.
  • The company reworked the drink’s recipe, reducing the ultra-sweet taste of the original and carbonating it to better suit the taste of the Western audience that the drink was marketed to.

Red Bull never sold a product. They still don’t. They sell an image, with lifestyle-oriented branding and social media input, and just casually make the product part of that image. Red bull is the best example of the word of  mouth marketing strategy.

Apart from that, as part of their marketing strategy Red Bull has associations with extreme sports which has helped boost credibility:

  • To add to this is the alcoholic angle—one that Red Bull doesn’t actively promote, or deny. Red Bull and Vodka has been a favourite in the U.S. since the early 2000s, and now across the globe. The basic idea is that the caffeine in Red Bull will keep you going despite the intake of alcohol. The caffeine (each can contains 80 milligrams, about as much as a cup of coffee) will probably keep you from noticing if you’re too drunk, or even impaired.

LG-Logo-aa-600px-2LG Electronics:

  • LG Electronics Inc. is a South Korean multinational electronics company headquartered in Yeouido-dong, Seoul, and a member of the LG Group.
  • LG Electronics was founded in 1958 as GoldStar . It was established post the Korean War to provide the rebuilding nation with domestically-produced consumer electronics and home appliances. LG Electronics produced South Korea’s first radios, TVs, refrigerators, washing machines, and air conditioners. GoldStar was one of the LG group with a sister company, Lak-Hui ; pronounced “Lucky”,  Chemical Industrial Corp. which is now LG Chem and LG Households.
  • GoldStar merged with Lucky Chemical and LG Cable in 1995, therefore the corporate name was changed to LG Electronics (Lucky-Goldstar).
  • In order to create a holding company, the former LG Electronics was split off in 2002, with the “new” LG Electronics being spun off and the “old” LG Electronics changing its name to LG EI. It was then merged with and into LG CI in 2003 (the legal successor of the former LG Chem), so the company that started as Goldstar does not currently exist.

DHL transport aircraft and delivery vehicleDHL Express:

  • DHL , a division of the German logistics company Deutsche Post DHL which providing international express mail services. Deutsche Post is among the world’s largest logistics company operating around the world, particularly in sea and air mail.
  • Originally founded in 1969 ,to deliver documents between San Francisco and Honolulu, the company expanded its service round the globe by the late 1970s. At its inception the company’s primary interest was in offshore and inter-continental deliveries, but the success of FedEx prompted their own intra-US expansion starting in 1983. DHL expanded to countries that could not be served by any other delivery service, including Cuba, the Soviet Union, Eastern Bloc, Iraq, Iran, China, Vietnam and North Korea.
  • Larry Hillblom was studying law at University of California, Berkeley’s Boalt Hall School of Law in the late 1960s and had little money. He started running courier duty between San Francisco and Los Angeles, picking up packages for the last flight of the day, and returning on the first flight the next morning, up to five times a week.When he graduated, Hillblom decided to get into the courier business as a career. He found a niche that no other company was filling, to fly bills of lading from San Francisco to Honolulu!  By flying the documents ahead of the freight they could be processed prior to vessel arrival and save valuable time after arrival.
  • Hillblom put up a portion of his student loans to start the company, bringing in his two friends Adrian Dalsey and Robert Lynn as partners, with their combined initials of their surnames as the company name (DHL).
  • They shared a Plymouth Duster sedan that they drove around San Francisco to pick up the documents in suitcases, then rushed to the airport to book flights using another relatively new invention, the corporate credit card. As the business took off, they started hiring new couriers to join the company.
  • Their first hires were Max and Blanche Kroll, whose apartment in Hawaii often became a makeshift flophouse for their couriers.

pepsico1-70PepsiCo:

  • Pepsi’s story started with Caleb Bradham, a North Carolina industrialist, who developed the first Pepsi recipe as early as the 1880s. The recipe earned popularity and Bradham registered a patent for the recipe in 1903. In the very same year, Caleb advertised the drink as “Exhilarating, Invigorating, Aids Digestion” and sold 7,968 gallons. Encouraged by the popularity, he collaborated with two investors to bottle Pepsi in 1905.
  • The Pepsi-Cola Company was established in Delaware in 1919 which went bankrupt in 1931. However, Charles Guth purchased the trademark and the recipe and moved the company to New York City.
  • In 1965, Pepsi-Cola and Frito-Lay merged together and were renamed as PepsiCo, Inc. The company’s headquarters were also relocated to Purchase, New York in 1970. During the 1990s, Pepsi-Co expanded its business outside its primary brands.
  • Company and Brands like Pizza Hut, KFC, Taco Bell, and Stolichnaya were all once a part of PepsiCo, but the company later sold some and spun off some into Tricon Global Restaurants. However, PepsiCo started to purchase brands and businesses again. The company purchased Tropicana Products in 1998. The company also merged with Quaker Oats in 2001.
  • PepsiCo is among the most valuable business enterprises in the world. Its namesake brand, Pepsi is also one of the most recognized brands globally.

Started by the passion and innovation of a single individual, PepsiCo’s success story along with its business strategy of adapting to the change in market is one of the most valuable lessons for aspiring entrepreneurs across the globe.

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