This case (an abridged model of UVA M 0663) describes the history of the Red Bull brand and how the business excited and used word-of-mouth to construct a brand new product type (functional energy drinks) and brand franchise.
The case concludes by requesting the reader to consider where Red Bull will take promotion next, product line, and its brand, in light of several challenges that are competitive in the United States. The case was written to cultivate discussion of nontraditional brand-building strategies and the growing globalization of products and brands targeted toward younger consumers.
Red Bull (Abridged) Case Study Solution
PUBLICATION DATE: May 24, 2013 PRODUCT #: UV6672-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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