{"id":246436,"date":"2026-03-24T15:30:00","date_gmt":"2026-03-24T15:30:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=246436"},"modified":"2026-03-24T15:30:00","modified_gmt":"2026-03-24T15:30:00","slug":"povestea-omului-care-a-inventat-una-dintre-cele-mai-cunoscute-bauturi-din-lume-si-a-construit-pe-baza-ei-un-imperiu-mondial-de-miliarde-de-euro","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=246436","title":{"rendered":"Povestea omului care a inventat una dintre cele mai cunoscute b\u0103uturi din lume \u015fi a construit pe baza ei un imperiu mondial de miliarde de euro"},"content":{"rendered":"<p>\n<strong>C\u00e2nd deschizi o doz\u0103 de Red Bull, vezi un brand global, un simbol al energiei \u015fi al sporturilor extreme. \u00cen spatele lui st\u0103 \u00eens\u0103 povestea unui antreprenor care nu venea din lumea b\u0103uturilor, ci din marketing. Dietrich Mateschitz a construit unul dintre cele mai recognoscibile branduri din lume pornind de la o observa\u0163ie f\u0103cut\u0103 \u00eentr-o c\u0103l\u0103torie de afaceri \u00een Asia: oamenii aveau nevoie de energie, iar marketingul putea transforma aceast\u0103 nevoie \u00eentr-un fenomen global.<\/strong><\/p>\n<p>\n<img 01=\"\" 1.tur=\"\" appdata=\"\" box:=\"\" c:=\"\" file:=\"\" local=\"\" msohtmlclip1=\"\" temp=\"\" text=\"\" users=\"\" \/>Povestea lui Dietrich Mateschitz \u00eencepe \u00een 1944, \u00een Sankt Marein im M\u00fcrztal, un mic ora\u015f din Austria. P\u0103rin\u0163ii s\u0103i erau profesori, iar copil\u0103ria sa a fost marcat\u0103 mai degrab\u0103 de curiozitate \u015fi independen\u0163\u0103 dec\u00e2t de o disciplin\u0103 academic\u0103 rigid\u0103. Spre deosebire de al\u0163i antreprenori tech sau industriali, Mateschitz nu a fost considerat un copil-minune.<\/p>\n<p>\nA studiat economie la Vienna University of Economics and Business, dar a absolvit relativ t\u00e2rziu, la aproape 28 de ani, dup\u0103 mai multe \u00eencerc\u0103ri \u015fi perioade \u00een care a preferat s\u0103 c\u0103l\u0103toreasc\u0103 sau s\u0103 lucreze. Cariera sa a \u00eenceput \u00een marketing, lucr\u00e2nd pentru companii interna\u0163ionale precum Unilever \u015fi ulterior pentru Blendax, un produc\u0103tor german de produse cosmetice \u015fi dentare. La Blendax a devenit director de marketing \u015fi a \u00eenceput s\u0103 c\u0103l\u0103toreasc\u0103 frecvent \u00een Asia. \u00cen timpul unei vizite \u00een Thailanda, la \u00eenceputul anilor \u201980, a descoperit o b\u0103utur\u0103 local\u0103 numit\u0103 Krating Daeng, creat\u0103 de antreprenorul thailandez Chaleo Yoovidhya. B\u0103utura era popular\u0103 printre muncitori \u015fi \u015foferi pentru efectul s\u0103u energizant.<\/p>\n<p>\nMateschitz a observat rapid ceva ce al\u0163ii nu v\u0103zuser\u0103 \u00eenc\u0103: poten\u0163ialul global al unei categorii de produse care aproape nu exista \u00een Occident \u2014 b\u0103uturile energizante. \u00cen 1984, el \u015fi Chaleo Yoovidhya au fondat \u00eempreun\u0103 compania Red Bull GmbH. Mateschitz a adaptat formula pentru gustul occidental, a creat identitatea vizual\u0103 \u015fi sloganul devenit celebru: \u201eRed Bull gives you wings\u201d. Lansarea oficial\u0103 a b\u0103uturii Red Bull a avut loc \u00een 1987, \u00een Austria.<\/p>\n<p>\nProdusul era diferit de orice exista pe pia\u0163\u0103: cutie mic\u0103, pre\u0163 ridicat \u015fi un marketing complet neconven\u0163ional. \u00cen loc s\u0103 investeasc\u0103 masiv \u00een publicitate tradi\u0163ional\u0103, Mateschitz a creat un model care avea s\u0103 devin\u0103 studiu de caz \u00een marketing: asocierea brandului cu aventura, performan\u0163a \u015fi cultura alternativ\u0103. \u00cen anii \u201990 \u015fi 2000, Red Bull nu a devenit doar o b\u0103utur\u0103, ci un ecosistem de evenimente, sport \u015fi media. Compania a investit \u00een sporturi extreme, a organizat competi\u0163ii spectaculoase \u015fi \u015fi-a construit propria platform\u0103 media, Red Bull Media House.<\/p>\n<p>\nDe la curse de avioane \u015fi competi\u0163ii de skating p\u00e2n\u0103 la saltul stratosferic realizat \u00een 2012 de Felix Baumgartner \u00een proiectul Red Bull Stratos, marketingul Red Bull a redefinit modul \u00een care brandurile pot crea experien\u0163e, nu doar produse. Mateschitz a \u00een\u0163eles c\u0103 publi\u00adcitatea nu trebuie doar s\u0103 vorbeasc\u0103 despre produs, ci s\u0103 creeze o cultur\u0103 \u00een jurul lui.<\/p>\n<p>\nCompania a investit \u015fi \u00een sporturi tradi\u0163io\u00adnale, devenind proprietarul echipei de Formula 1 Red Bull Racing \u015fi al cluburilor de fotbal precum RB Leipzig \u015fi Red Bull Salzburg. \u00cen c\u00e2teva decenii, Red Bull a devenit unul dintre cele mai valoroase branduri din industria b\u0103uturilor. Compania vinde miliarde de doze anual \u00een peste 170 de \u0163\u0103ri, iar modelul s\u0103u de marketing este studiat \u00een universit\u0103\u0163i \u015fi \u015fcoli de business din \u00eentreaga lume. Dietrich Mateschitz a r\u0103mas \u00eens\u0103 o figur\u0103 discret\u0103 toat\u0103 via\u0163a sa (a murit pe 22 octombrie 2022), evit\u00e2nd apari\u0163iile publice \u015fi prefer\u00e2nd s\u0103 construiasc\u0103 brandul mai degrab\u0103 prin pove\u015fti \u015fi experien\u0163e dec\u00e2t prin propria imagine.&nbsp; &nbsp;<\/p>\n<p>\n&nbsp;<\/p>\n<p>\n<strong>Cinci lec\u0163ii din povestea lui Dietrich Mateschitz:<\/strong><\/p>\n<p>\n<span style=\"color:#3399ff;\"><strong>1. O idee global\u0103 poate veni dintr-un loc nea\u015fteptat<\/strong><br \/>\nMateschitz nu a inventat b\u0103utura energizant\u0103. A descoperit-o \u00eentr-o pia\u0163\u0103 local\u0103 din Thailanda.<\/span><\/p>\n<p>\n<span style=\"color:#3399ff;\"><strong>2. Marketingul poate fi la fel de important ca produsul<\/strong><br \/>\nRed Bull nu a c\u00e2\u015ftigat pia\u0163a doar prin gust sau formul\u0103, ci prin povestea din jurul brandului.<\/span><\/p>\n<p>\n<span style=\"color:#3399ff;\"><strong>3. Creeaz\u0103 o cultur\u0103, nu doar un brand<\/strong><br \/>\nRed Bull a devenit sinonim cu sporturile extreme \u015fi cu ideea de energie \u015fi aventur\u0103.<\/span><\/p>\n<p>\n<span style=\"color:#3399ff;\"><strong>4. G\u00e2nde\u015fte pe termen lung<\/strong><br \/>\nLa \u00eenceput, produsul a fost considerat ciudat \u015fi prea scump pentru pia\u0163\u0103. Ideile noi au nevoie de timp pentru a crea o categorie de pia\u0163\u0103.<\/span><\/p>\n<p>\n<span style=\"color:#3399ff;\"><strong>5. Uneori discre\u0163ia este o strategie<\/strong><br \/>\nSpre deosebire de mul\u0163i antreprenori celebri, Mateschitz a evitat expunerea public\u0103. Liderii nu trebuie \u00eentotdeauna s\u0103 fie \u00een centrul aten\u0163iei pentru a construi un imperiu.<\/span><\/p>\n<p>\n<strong>Traducere \u015fi adaptare:&nbsp;Ioana Matei <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>C\u00e2nd deschizi o doz\u0103 de Red Bull, vezi un brand global, un simbol al energiei \u015fi al sporturilor extreme. \u00cen spatele lui st\u0103 \u00eens\u0103 povestea unui antreprenor care nu venea din lumea b\u0103uturilor, ci din marketing. Dietrich Mateschitz a construit unul dintre cele mai recognoscibile branduri din lume pornind de la o observa\u0163ie f\u0103cut\u0103 \u00eentr-o [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510,7211,512],"tags":[7179,31819,62906,150,7178,13707],"class_list":["post-246436","post","type-post","status-publish","format-standard","hentry","category-actualitate","category-comert","category-revista-bm","tag-brand","tag-capitalistul-saptamanii","tag-dietrich-mateschitz","tag-energie","tag-marketing","tag-red-bull"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/246436","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=246436"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/246436\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=246436"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=246436"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=246436"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}