Price Tm\\ Total Revenue Ps ACs Normal Prot- Loss Detrich Mateschitz, an Austrian, was a salesperson. He sold the toothpaste for a German company in East Asia. Being tired from the long trips between Germany and East Asia, he noticed that there were energy drinks all over East Asia but no such drinks in the West. He "took" the formula for one of the drinks and adapted it. The formula was for a drink from Thailand named Kating Deng, or red water buffalo. He named his drink Red Bull. He marketed his "Energy Drink "rst in Austria and then over much of the rest of Europe. He aimed his advertising at younger people and the drink was a big success. Red Bull came to America in 1997 and by the early 21St century, Red Bull was selling over one billion can a year. The success of Red Bull has created many imitators (substitutes) who entered the market. At last count, th were over 150 compwgproducts. Coca Cola and Pepsi Cola have created products to compete with Red Bull. lmitators will continue to enter until the economic prots have returned to zero. But in the meantime, Detrich Mateschitz is a billionaire Red Bull is sold in a competitive market with many substitutes (150) according to the article, yet the brand name Red Bull is often used to describe ALL energy drinks. Examples of products whose Brand is recognized for the market. - "l need a BandAid." bandage - "I'll have a Coke" used for any cola beverage. - "I'm looking for an iPhone," meaning any smart phone