Promotion and Price Analysis of Red Bull

Paper Summary:

This document discusses Red Bull Energy Drink and how this product is being actively marketed through three marketing outlets: publicity, point of purchase, and television. According to this paper, their publicity method is closely associated with viral marketing principles for Red Bull and has been especially successful in establishing market buzz for Red Bull's product in all its markets.

From the Paper:

"Red Bull energy drink has taken advantage of several innovative marketing techniques to keep it positioned within the growth phase of the product life cycle and product maturity is still many years off. Red Bull Energy Drink Red Bull is the world's largest energy drink company owning approximately 70% of that market, is privately owned, and has annual sales estimated in excess of $1 billion (Red, 2005). Since the company's main line of business is centered in one sector of the beverage industry, energy drinks, and almost exclusively confined to a single product, its flagship Red Bull Energy Drink, it must focus its current strategy on two key, inter-related areas: research and development (R&D) and marketing. "

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