4.1. Recommendations for Red Bull to Sustain Their Marketing Momentum Essay Example

as well as to create entry barriers against other competitors through product diversification. They can introduce new kinds of drink with more vitamin plus or more flavours but they have to make sure that the new kinds are also energy drinks to maintain the relationship between the word “energy” with Red Bull. Creating Red Bull scholarship: due to the fact that students are considered as an important part in Red Bull’s target market, it is good for Red Bull to build their good image among students through granting three to five scholarships each year on their brand name to the students who get excellent results despite of difficult living conditions. ?Sponsoring charity activities: Red Bull also need to sponsor the charity activities relating to supporting people to overcome serious diseases or athletes to recover after injury.This action together with the above action of granting scholarships not only helps Red Bull gain positive thinking from the public but also create a good link to the brand name “Red Bull gives you wings”.

In sum, to maintain their marketing momentum, Red Bull needs to do all the necessary activities to strengthen the attachment between the word “energy” and the brand name Red Bull. Then whenever customers think about energy drink they will think about Red Bull.