Red Bull may be the finest example of a major brand that built its business and following primarily through non-traditional marketing strategies and tactics (similar, in part, to Starbucks success) Custom Paper

Red Bull may be the finest example of a major brand that built its business and following primarily through non-traditional marketing strategies and tactics (similar, in part, to Starbucks success). As a group, these tactics are referred to as BTL (Below the Line) programs.

The written assignment is to provide the student’s summary point-of-view of the meaning of the core values of Red Bull in the context of determining how to plan the brand’s future at the time of the case. Red Bull has faced a number of challenges along the way to developing category dominance, including governmental regulations and the rise of competition. Red Bull needs to plan how to manage the timeless and timely aspects of its positioning and relationship with customers.

The paper should be divided into three sections: a recap of the overall issue Red Bull is confronting, a detail of the situation as revealed in the history of Red Bull’s creation and success, and a summary point of view as to how Red Bull can extend its brand relationship with current customers, attract new customers, and continue global expansion.

The Issue: How would you state the question that captures the issues the Red Bull brand needs to address as the plan for the future is created?

The Situation Analysis: Describe the development of Red Bull as a global phenomenon. Concentrate on how the brand values brought to life in the minds of the market and the customers. Of special importance are the connections Red Bull seems to have made with basic human emotions and values. The critical points are reflected in an appreciation of the power of Below-the-Line (BTL) marketing strategies and tactics.

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