This essay takes Red Bull's current marketing strategies and make changes to improve quality of the product and company.

Essay by lolliegagindeUniversity, Bachelor'sA+, September 2004

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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 the company and products should change with it, otherwise we probably lose market share to the tremendous increased number of competitors in no time.At the height of early mornings and late nights, Red Bull energy drink became the fuel of choice for people from all walks of life. So how is Red Bull marketing its brand to meet the changing needs and budgets of its customers? How will the privately owned Austrian company expand its product line beyond the silver-bullet beverage that "gives you wings"? My conclusion is that we should focus on what the consumers want, need, and can afford and different marketing techniques.

Red Bull founder, Dietrich Mateschitz, introduced his "tonic drinks" to the Austrian market in 1987. "Red Bull got off the ground in no time flat, giving people wings right from the start."

It wasn't until ten years later, Red Bull charged into the United States, launching a new category of non-soda energy drinks aimed at burned out high school kids, college students, and overworked individuals. In my opinion Red Bull should focus not only on low cost marketing, but also areas of mass marketing. Red Bull is an energy drink with an amazingly clever marketing strategy, but could use an extra shove in areas.

Since its inception, Red Bull has shunned print advertising in its marketing strategy. Red Bull has also chosen to eliminate billboards, banner ads, taxicab holograms, blimps, and Super Bowl spots as a form of advertising.

It has not created one web-marketing campaign, and it hasn't nipped or expanded its product line. This could be a good area to begin. Promoting the drink with prints...