Evaluate the case and respond to each of the questions below using both theory and practical managerial thinking as well as supporting research.

Red Bull (pp. 581–582)

1.       What are Red Bull’s greatest strengths as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share? What are the risks to their brand equity of competing against such powerhouses?

2.       Discuss the pros and cons of Red Bull’s nontraditional marketing tactics. Should the company do more traditional advertising? Why, or why not?

3.       Discuss the effectiveness of Red Bull’s sponsorships, advertisements, personal selling strategies, promotion, events, and public relations. Where should the company draw the line in terms of risk?

4.       Recommend the next steps for Red Bull with respect to their marketing and advertising strategies.

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