How should Red Bull market its brand in the future? I believe that, although Red Bull has been hugely successful in the past, times have changed and we should change with them, otherwise we will likely lose market share to the dramatically growing number of competitors in no time. My conclusion is that we should focus more on older consumers and different market segments than today. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essayRed Bull has always marketed its product to appeal to a wide range of consumers and to be appropriate in a variety of usage occasions. But the vast majority of Red Bull's business still comes from the youth market (Red Bull used as a mixer in bars and nightclubs). And that's the big problem, because it's easy to lose market share to other mixable drinks, like competing energy drinks or sodas in bars and nightclubs. I'm sure people are less loyal to Red Bull as a mixed drink than to Red Bull as a straight energy drink. A blender is “just” a blender and easy to replace, but an energy drink (that actually works) is exclusive. This is why Red Bull should be considered more than just a mixed drink. Of course, it is very nice that our product is sold massively as a blender, but we can lose this position very easily, which would lead to a dramatic drop in sales. Apparently, in Red Bull's marketing program there is too much emphasis on the youth market and the mixing sector, which significantly underestimates Red Bull's image and competitiveness. So far, our branding strategy has been very successful. Red Bull is known for its nutritional quality, particularly in mature markets. In youth markets, the product is primarily a status symbol. The slogan “Red Bull gives you wings” is short, memorable and it says something meaningful about the product. The price is higher than that of competing products, which encourages consumers to believe in the energy properties of Red Bull and provides a unique territory in the beverage market. Red Bull's flavor is sweet and gassy, ​​but also has a "medical taste." The strong taste indicates to consumers that the product is more than just a refreshment. The silver and blue 250ml can signals to consumers that the contents are different and stronger than traditional soft drinks. The logo depicts two red bulls, about to collide. Under the logo, the words “Energy Drink” communicate the benefits of the product. The two bulls give the product an image of power and vitality. We must not change the slogan, the price, the logo, the taste or the packaging. This definitely gives the product an image of exclusivity. We use word of mouth marketing and limited availability at the beginning of entering new markets, which is the main driver of awareness. This works very well even if it goes slowly and also gives competitors time to gain market share. But as long as competitors are using the same strategy and it is obviously the most effective, we should not change it. However, the promotion should be more focused on consumers over 25 years old. This is why we can better sponsor, for example, concerts rather than rave parties and sponsor more traditional sporting events rather than extreme sporting events (which have a.