Read the Red Bull Case (file uploaded). Use the case as a starting point but be sure to incorporate updated information in your responses. The evaluation should be typed and organized by the outline and questions listed below. 6 pages singled spaced.
Read the Red Bull Case (Case 13) Use the case as a starting point, but be sure to incorporate updated information in your responses.
Marketing Analysis
1. Describe Red Bull’s product strategy. What differentiates Red Bull from its competitors?
2. Does Red Bull have brand equity? Explain your answer using the five elements of brand equity as an outline (Figure 6.1 file will be uploaded)
3. What brands are considered to be Red Bull’s competition? How does market share break down for Red Bull vs. its competitors today?
4. Discuss the ways that promotional efforts by Red Bull differ from traditional media.
5. Describe Red Bull’s target audience. Are Red Bull’s promotional techniques consistent with that audience?
6. Visit the company website at http://energydrink-us.redbull.com. What new information did you learn from the website that was not in the case? What did you learn specifically about distribution of Red Bull products (from the website)?
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