Marketing Test: Case Study on Red Bull Company 
Case study 2 19 marks (Red Bull)
Question 1
Discuss 2 red bull greatest strength and 2 risks? Pros and cons
Although Red Bull is a fairly young brand, it is currently the worldwide market leader in energy drinks. Today, Red Bull sells more than 4 billion cans of energy drinks each year in more than 160 countries. Red Bull’s success over the past 20 years can be attributed to the company’s ability to highlight its strengths and minimize its weakness
Strengths
1. Red Bull’s marketing strategy
Red Bull’s marketing strategy is vastly different from other companies in the beverage industry. Rather than employing traditional marketing techniques, Red Bull has adopted “anti-branding” and “anti-marketing” strategies. They have used no print, billboards, banner ads, or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red Bull products into trendy shops, clubs, and bars.
2. Effectively align with its distributors
Another significant strength that Red Bull has demonstrated is its ability to effectively align with its distributors. Red bull builds buzz about the product through grassroots starting with its “seeding program”. Once Red bull has gained some momentum its next moves are prime location and target audience of men and women aged 16 to 29.
Despite its significant strengths, Red Bull also has weaknesses that it must overcome to remain successful in the highly-competitive energy drink industry. Red Bull’s small product base, lack of innovation, and significant marketing expenses present opportunities for competitors to overtake Red Bull as the market leader
Weaknesses
1. For years, Red Bull only offered one product, Red Bull Energy Drink, in one size, 250ml. In the last ten years, they have created two additional product offerings, Red Bull Energy Shots and Red Bull Cola. Each of these new products is just a slight variation from the original Red Bull drink. During
Question 1
Discuss 2 red bull greatest strength and 2 risks? Pros and cons
Although Red Bull is a fairly young brand, it is currently the worldwide market leader in energy drinks. Today, Red Bull sells more than 4 billion cans of energy drinks each year in more than 160 countries. Red Bull’s success over the past 20 years can be attributed to the company’s ability to highlight its strengths and minimize its weakness
Strengths
1. Red Bull’s marketing strategy
Red Bull’s marketing strategy is vastly different from other companies in the beverage industry. Rather than employing traditional marketing techniques, Red Bull has adopted “anti-branding” and “anti-marketing” strategies. They have used no print, billboards, banner ads, or Super Bowl spots, and minimal television ads. Instead they focus on viral marketing based on word of mouth and a “seeding program” focused on getting Red Bull products into trendy shops, clubs, and bars.
2. Effectively align with its distributors
Another significant strength that Red Bull has demonstrated is its ability to effectively align with its distributors. Red bull builds buzz about the product through grassroots starting with its “seeding program”. Once Red bull has gained some momentum its next moves are prime location and target audience of men and women aged 16 to 29.
Despite its significant strengths, Red Bull also has weaknesses that it must overcome to remain successful in the highly-competitive energy drink industry. Red Bull’s small product base, lack of innovation, and significant marketing expenses present opportunities for competitors to overtake Red Bull as the market leader
Weaknesses
1. For years, Red Bull only offered one product, Red Bull Energy Drink, in one size, 250ml. In the last ten years, they have created two additional product offerings, Red Bull Energy Shots and Red Bull Cola. Each of these new products is just a slight variation from the original Red Bull drink. During