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Red Bull
Richard R. Johnson, Jordan Mitchell, Paul W. Farries, and Ervin Shames University of Virginia
1. What created Red Bull's success? Where is the core franchise and benefit? Has the product's positioning changed over time? What is the role of alcohol mixing to Red Bull's success?
2. 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?
3. Why did the first U.K. launch go awry? What changes were made for the U.S. market? Should other changes be considered?
5. Assume tough competition is coming. How can Red Bull protect its franchise? What actions would you recommend?
6. What should Red Bull's competitors do? Coke? Pepsi? Anheuser-Busch?
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