LIMITATIONS

Though there were lots of short comings in conducting the research work
from which some of them could be listed:

o Secondary data can be general and vague and may not really help
companies with decision making.

o The information and data may not be accurate. The source of the
data must always be checked.

o The data maybe old and out of date.

o The company publishing the data may not be reputable.

 FINDINGS

 Red Bull’s messaging strategy revolves around their tagline, “Red Bull

gives you wings.” It focuses on the idea that their product gives people

the “wings” or energy they need to do whatever they want when they

want.

 Their values play a role in their content as well. They center around one

core phrase “giving wings to people and ideas.” Everything that the Red

Bull team communicates revolves around that tagline and their values.

 Publishing awesome content: The content that the Red Bull marketing

team creates is on the same level as other major media outlets that their

audience might consume content from.

 Colossal publicity stunts: Red Bull takes “Go Big or Go Home” to the

next level by producing massive stunts that cause everyone to freeze and

watch what happens.

 Sponsoring or creating events: Red Bull proved its marketing prowess by

taking their product and associating it with things their audience loves by

sponsoring or creating events for them.

 It covers topics that interest their audience. Extreme sports, concerts and

music festivals are just a few of the topics covered on the Red Bull

website. Picture anywhere you might see someone enjoying (or needing)

a Red Bull and their content will cover it.

 Is their ability to sell their brand but not push their product. Their content

focuses solely on the enjoyment of the reader, not selling Red Bull. In

turn, their audience begins to associate their product with content that

they love to consume.

 CONCLUSION

 Red Bull has demonstrated a novel approach to marketing and has introduced a
new product to the market that has spawned an entire new category of product.
Through its actions, the company has become very successful and has become
the market leader in its sector. Its use of a marketing message that is light on
selling the product but heavy on building the brand image and associating it
with extreme sports and other activities of interest to its target audience has
possibly shown the future direction of much marketing effort.

 The current position of Red Bull remains strong in its market sector. However,
as it is now the leading brand in many markets, it will find it difficult to
maintain its position due to increased competition from other brands that have
seen the opportunities offered by the sector. The growing age of its original
target audience may also prove a factor; the company has deliberately
addressed a youthful market and as these original customers grow older, it
remains to be seen whether the product will continue to appeal to newer
generations. However, the company can n develop new markets, and it can
potentially reduce costs by focusing on domestic production. These new
markets may allow the development of complimentary new products. It is
possible that these could then be sold in its mature markets, widening its
product portfolio.

 Whether the company remains successful will depend on a number of factors.

Primarily, there is a question of whether the brand can continue to be trendy
now that it is well established in the market. It faces increasing competition in
its sector, and this will affect sales unless the company can successfully fend it
off. However, it can still expand into new markets and streamline its
production facilities to allow the business to continue to grow.

SUGGESTIONS

 The company should come up with new, better and attractive flavours to
attract all segments of the market.

 The company can come up with different beverages other than energy
drinks.

 The company can reduce prices and introduce promotional campaigns so

larger mass can try the product.

 Red Bull is affiliated with caffeine industry, which might help them exploit
coffee industry.

 The packaging should help retain the chillness of the drink without which it
is tasteless.