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Marketing Management - Case Analysis Direction Red Bull The Red Bull case describes the history of the Red Bull brand with an emphasis on how the...

1. What created Red Bull’s success? Where is the core franchise and benefit? Has the product’s positioning changed over time? What is the role of alcohol mixing to Red Bull’s success?

Marketing Management - Case Analysis Direction - Red Bull The Red Bull case describes the history of the Red Bull brand with an emphasis on how the brand had stimulated and harnessed word-of-mouth to build a new category (functional energy drinks) and a brand franchise. Assignment Use the Red Bull case as a vehicle for discussing: 1. Non-traditional brand building strategies; 2. The growing globalization of brands and products targeted toward younger consumers; and 3. How traditional media and advertising strategies may accelerate growth created by nontraditional means. 4. How Red Bull should react to current competitive challenges in the United States. Questions / Suggestions to aid in analysis: Following is a list of questions to consider as you analyze the Red Bull case: 1. What created Red Bull’s success? Where is the core franchise and benefit? Has the product’s positioning changed over time? What is the role of alcohol mixing to Red Bull’s success? 2. What is Red Bull’s success formula? For which kind of product/beverage categories will this formula work? How does Red Bull know when to turn on the advertising? What metrics would you use to make this judgment? 3. Why did the first U.K. launch go awry? 4. What changes were made for the U.S. market? Should other changes be considered? 5. Assume tough competition is coming. How can Red Bull protect its franchise? What actions would you recommend? 6. What should Red Bull’s competitors do? Coke? Pepsi? Anheuser-Busch? 7. If you were an investor in Red Bull, would you take your money and run or stay for the long haul?
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