Representative offices Red Bull there are in 167 countries, the total number of employees is more than 10 thousand. The Russian office of the company is located in Moscow not far from the Taganskaya metro station. Red Bull is located on the fourth floor of the Stanislavsky Factory business center. Next door to them is the Harley-Davidson office, the work of which we have already discussed.
The largest departments are the sales and marketing departments. There are also logistics, finance, personnel, administrative, commercial, legal and information technologies. From time to time, Red Bull athletes come to the office to discuss upcoming competitions and receive branded clothing, which is produced in limited editions especially for athletes. The Village visited and found out how it works at Red Bull's Moscow headquarters.
Red Bull
energy drink manufacturer
The number of employees: 200 people in Russia, 167 of them in the central Moscow office
Office area: 1,496 m2
Interview
All company vacancies can be found on the official website and on HH.ru. Employees learn about them on the internal Workbench portal. They can not only apply for a new position themselves, but also recommend a friend.
The interview takes place in several stages. Their number depends on the position level. Typically, this is a meeting with HR, the hiring manager, and the department head. If the position involves constant communication with headquarters, then the candidate also communicates with a representative of the international team via Skype. To assess how well an applicant fits into the spirit of the company and fits into the team, a manager of a parallel function is sometimes invited to an interview.
The company says that competition for vacancies is high. For example, Red Bull was recently looking for an event manager, and the HR department received about 500 resumes. There are some candidates who want to work for the company so much that they send their resumes to all vacancies in a row. Some are willing to work for free.
During interviews, candidates will be asked questions related to their past experience. For example, about how people made decisions about changing jobs or how they parted ways with their previous employer. Personal questions are also asked - for example, to what extent does the Red Bull philosophy and lifestyle that the company promotes correspond to the candidate’s habits. For the sales department, recruiters can arrange role-playing game. It is based on cases close to life. The headquarters has developed specialized tests for management personnel.
Beginning of work
On the first day in a new position, an employee goes through a standard paperwork procedure. The next day, the newcomer gets acquainted and meets both with those with whom he will communicate at work, and with parallel functions. A representative from each function tells the newcomer how his department is structured and what he does. On the same day, the employee meets with an HR specialist, who talks about the company’s operating principles and values, shows how internal information and training portals work, and introduces them to further work.
During the first working week Each employee, together with his supervisor, must draw up a plan of tasks for the probationary period. Then, when the probationary period comes to an end, new employee and the manager meet to discuss the results of the work. In a special form, the manager writes “I recommend” or “I do not recommend.” The company says that over the past five years there has not been a case at Red Bull when an employee did not complete the probationary period.
Education
Red Bull does not have a mandatory training plan that every employee must complete. The company is building on the goals that Red Bull faces for the next year. Therefore, the decision on training is made after the business plan is approved. For example, a year and a half ago, employees of the marketing team, on their own initiative, underwent training in project management.
If an employee has recently received a promotion and in his new position he will have to communicate more with headquarters, but he does not know well enough English language, then Red Bull can pay for language courses. Sometimes the company fully reimburses the costs, and in some cases the employee pays half the cost himself.
IN Lately Increasingly, employees from the Austrian headquarters are organizing WebEx sessions to which all interested colleagues can join. Sessions are held in a workshop format where you can learn new skills.
Office work
For most employees, their working day begins at 9 am. But it is possible to shift it an hour later in agreement with the manager. Red Bull does not adhere to a strict dress code; smart casual style is encouraged.
The office has a kitchen with a coffee machine and a vending machine with snacks. Each employee can take an unlimited amount of Red Bull energy drink from branded refrigerators throughout the day. There is a table football table in the office, a horizontal bar, and in the summer, work meetings are often held in the courtyard of the office center. You can also communicate with clients in three meeting rooms in the office.
The company not only compensates for the costs of mobile communications, but they also allow the use of company cars on weekends.
Events
The company names several of the most important events in the life of the corporation. One of them is the annual conference for all Red Bull employees, which takes place at the end of January. The conference lasts three days: the first two are spent summing up the past year and discussing business plans for the next, and on the last day, as a rule, everyone goes in for sports. For example, this year the conference was held in Sochi. And the last day began with a three-kilometer run at 08:45 in the morning, and then everyone could engage in the sport that they liked: someone went to the pool, someone went skiing, snowboarding or tubing. The conference ends with a costume party. In 2015, the event was themed after the James Bond saga. The company says that everyone had a very different presentation about agent 007. The employees wore both formal classic suits and more informal clothing; There was also a place for massive military equipment and strange hats. A year earlier, the topic was broader - “Costumes of the peoples of the world.” Then, the one who walked unrecognized for the longest time was Red Bull photographer Denis Clairo, who was in full Muslim attire with a slit for the eyes - a niqab.
Each month, the company selects a Bull of the Month, an employee who has demonstrated outstanding performance and demonstrated commitment to the company's values that month. And at the end of the year, Bull of the Year is chosen among them and awarded with a cup with wings.
Every year the company hosts the Red Bull Copa Del Toro - a global football tournament between the teams of all the company's offices. Only those countries that fulfill the sales plan take part in it. In addition to the matches, the tournament features a cheerleading competition. The Russian office has participated in Red Bull Copa Del Toro three times. And if the football team could not boast of any special achievements, the girls from the cheerleading group stood on the podium all three times.
The office often hosts outdoor creative events. Last year the entire marketing department went to the Nikola-Lenivets art park, and this year to Ethnomir. Sometimes employees organize holidays themselves: in winter they went ice skating, in summer and spring - on bicycles, and in June they rafted down the rivers of Karelia.
Red Bull GmbH is an Austrian company producing energy drinks. It is widely known as a sponsor and organizer of numerous sports competitions and competitions in motorsports, cycling, snowboarding, motorsports and other sports.
History of the company:
Inspired by the functional drinks of the Far East, Dietrich Mateschitz founded Red Bull in the mid-1980s. He created the energy drink Red Bull and developed a unique marketing concept Red Bull. On April 1, 1987, the Red Bull energy drink first went on sale in Dietrich's homeland - Austria. This was not just the beginning of sales of new products, it was the birth of a completely new category of drinks.
Red Bull is currently sold in 171 countries; To date, more than 68 billion cans of the drink have been sold. 6.302 billion cans of Red Bull were sold worldwide in 2017, up 4% on an already very successful 2016. Taking into account price fluctuations, the company's turnover increased by 4.2% - from 6.029 to 6.282 billion euros. In terms of sales, revenue, productivity and operating profit, these indicators reached record levels in the entire history of the company. The main reasons for the success are excellent sales in Turkey (+34%), India (+15%), the Netherlands (+15%), Northern Europe (+13%) and the UK (+13%) coupled with very effective management costs and constant investments in brand promotion.
Red Bull is targeting key markets to expand Western Europe and USA, increasing market share Far East, as well as the continued promotion of the Red Bull Organics range following the apparent success of trial deliveries in Austria, while concentrating on the continued mass production of Red Bull Editions.
At the end of 2017, Red Bull employed 11,886 people in 171 countries. Red Bull's headquarters are located in Fuschl am See, near Salzburg, Austria.
But Red Bull is not only the production and sales of an energy drink, it is the world of sports, music, and art. The company is the owner of the Red Bull Racing and Scuderia Toro Rosso teams in Formula 1, football clubs Red Bull New York and Red Bull Salzburg, organizer of the Red Bull Air Race World Championship, Red Bull BC One Breakdancing World Championship, Red Bull Cliff Diving World Series, DIY Festival aircraft Red Bull Flugtag, Red Bull Crashed Ice World Downhill Skating Championships, Red Bull Music Festival and many more events.
Official site.
Under the leadership of Austrian brand owner Dietrich Mateschitz, the Red Bull brand's epic involvement in cultural events, famous races, flights and even space programs has made the brand a global phenomenon. In terms of experience and communications, Mateschitz's company has become simply invaluable to the brand. The energy drink logo design has also become a critical element of the brand's success. The logo practically added value to the brand. His story is a vivid example of how, without interfering with magic, you do the magic itself.
Under the leadership of Austrian brand owner Dietrich Mateschitz, the Red Bull brand's epic involvement in cultural events, famous races, flights and even space programs has made the brand a global phenomenon. In terms of experience and communications, Mateschitz's company has become simply invaluable to the brand. The energy drink logo design has also become a critical element of the brand's success. The logo practically added value to the brand. His story is a vivid example of how, without interfering with magic, you do the magic itself.
Red Bull - Thai logo
In the 1970s, Red Bull entered the consumer market of farmers, construction workers and truck drivers in Thailand. Krating Daeng ("Red Bull" in Thai) was a popular drink for the working man. It allowed me to overcome fatigue, and as a result, pull two shifts, or turn the wheel all night long.
Red Bull has a long association with Muay Thai (Thai kickboxing), which gave the drink its fame. Powerful connection sugar, caffeine and taurine, packaged in a small medicinal brown glass bottle with a bright, colorful label, became a symbol of success among the working class.
It all started with Dietrich Mateschitz's everyday work trip to Thailand. He came across the drink and discovered that it was an excellent remedy to cure a person from the unpleasant effects of jet lag. Partnering with Thai inventor Chaleo Yoovidhya, they began producing a Thai drink slightly modified to suit European tastes. The rest, as they say, is history.
The evolution of Red Bull from exotic local drink to global mega-brand is a master class in how to connect brilliantly. marketing strategy with big and significant events. But it's also a lesson in valuing restraint and sensitivity in identity. When Mateschitz decided to produce Krating Daeng in Austria, he was careful to develop a European brand identity, maintaining the brand's core iconography while leaving the image of the famous bulls virtually untouched. It left a feeling of foreign exoticism - whimsical and carrying positive associations in the design of the brand of the new energy drink.
A designer's image is not built overnight, and the ability to sense when it needs to be changed or not changed is a valuable skill. As a result of a successful branding policy, the world has only become richer for the fact that there are two Red Bull brands in it, which are one and the same, but at the same time different.
Did you know?
Thanks to Red Bull, its co-owner, Dietrich Mateschitz, is the richest man in Austria.
Red Bull is the owner of four football clubs - Leipzig, Salzburg, New York and Campinas (Brazil) and two Formula 1 teams. His F1 teams cost the company half a billion dollars annually.
