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Word Count: 702
How should Red Bull market its brand in the future I think although Red Bull has been extremely successful in the past times have changed and we should change with it otherwise we probably lose market share to the tremendous increased number of competitors in no time My conclusion is that we should focus more on older consumers and different market segments than we do now Red Bull always marketed its product to appeal to a broad range of consumers and to be appropriate in a variety of usage occasions But the vast majority of Red Bulls business still comes from the youth market Red Bull used as a mixer in bars and nightclubs And this is the big issue because it is easy to lose market share to other mixer beverages like competitive energy drinks or sodas in bars and nightclubs I am sure that people are less loyal to Red Bull as a mixer beverage than to Red Bull as a pure energy drink A mixer is just a mixer and easy replaceable but an energy drink that really works is exclusive Thats why Red Bull should be regarded as much more than a mixer beverage Of course it is very pleasant that our product is sold massively as a mixer but we can lose this position so easily which would result in a dramatic decrease in sales So apparently in the marketing program of Red Bull there is too much emphasizing on the youth market and the mixing business which extremely under valuates the image and competitiveness of Red Bull Until today our brand strategy has been very successful Red Bull is known for its nutritional quality especially in mature markets In the youth markets the product is very much a status symbol The slogan Red Bull gives you wiings is short memorable and it says something meaningful about the product The price is more expensive than competitors products which makes consumers
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