Red Bull Cloning

Paper Summary:

This paper discusses Red Bull's marketing strategy as it relates to new product development and research and development. Particularly it examines Red Bull's unique relationship with the alcoholic beverage industry and its viral marketing techniques within the establishments that sell and market alcoholic beverages associated with Red Bull's product.

From the Paper:

"The beverage industry is largely an industry that lives or dies by identifying each next fad or trend and then developing a product to match that need. 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"). 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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