This case (a shortened version of the UVA rays-M-0663) history of the brand Red Bull and described how the company operated and stimulated word-of-mouth to build a new product category (functional energy drinks) and franchise record. The case concludes by asking the reader to wonder where Red Bull have their brand, product range, and the next marketing year, in light of the many challenges of competition in the United States. The case was written to encourage the discussion of strategies to strengthen the non-traditional brand and the increasing globalization of brands and products aimed at younger consumers.
by
Paul W. Farris,
Ervin R. Shames,
Jordan Mitchell,
Richard R. Johnson
Source: Darden School of Business
8 pages.
Date Posted: May 24, 2013. Prod #: UV6672-PDF-ENG
Red Bull (short) Case Solution
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