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Red Bull: Marketing Strategy

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1. What are Red Bull's greatest strengths as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? What are the risks to their brand equity of competing against such powerhouses?

2. Discuss the pros and cons of Red Bull's nontraditional marketing tactics. Should the company do more traditional advertising? Why, or why not?

3. Discuss the effectiveness of Red Bull's sponsorships, advertisements, personal selling strategies, promotion, events, and public relations. Where should the company draw the line in terms of risk?

4. Recommend the next steps for Red Bull with respect to their marketing and advertising strategies.

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Solution Summary

The response provides you a structured explanation of the four issues related to marketing strategy of Red Bull. It also gives you the relevant resources.

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1.
Strengths & Risks:
Red Bull's greatest strengths a more companies such as Coca Cola, Pepsi, and Monster enter the energy drink category. Currently, Red Bull is being sold in all 28 member states of European Union and in more than 167 countries around the world. Red Bull is created its own category and is associated with it. It has continued developing its brand equity through promotional activities, has strong global presence, and quality compares favorably with those of other brands. Red Bull is well known as the original power drink and has a strong market share. Not only does Red Bull have strong market leadership, It also has strong visionary leadership. The financial position of Red Bull is strong. Red Bull is the category leader, has a successful marketing strategy, and global brand recognition.
The main risks for the brand equity of Red Bull are that the company has limited product portfolio, has high price, and has relatively weak patent protection. There is a perception that Red Bull products are unhealthy(1). Also, the manufacturing facilities of Red Bull are limited. When compared with large competitors, Red Bull has limited financial strength, lack of new products ...

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  • MBA, Eastern Institute for Integrated Learning in Management
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