Case Study Analysis: Red Bull
What created Red Bulls success?
Where is the core franchise and benefit?
Has the products positioning changed over time?
What is the role of alcohol mixing to Red Bulls success?
What is Red Bull’s success formula?
For which kind of product/beverage categories will this formula work?
How does Red Bull know when to turn on the advertising?
What metrics would you use to make this judgment?
Why did the first U.K. launch go awry?
What changes were made for the U.S. market?
Should other changes be considered?
Assume tough competition is coming. How can Red Bull protect its franchise? What actions would you recommend?
What should Red Bull’s competitors do? Coke? Pepsi? Anheuser-Busch?
If you were an investor in Red Bull, would you take your money and run or stay for the long haul?