Exam reading:

Johnson, R$.,$ Mitchell, J$.,$ Farris, P$.,$ and Shame, E$.($Rev$.2013).$ Red

Bull, $($UVA$-$M$-0663)$ Darden Business Publishing.

PMD $64$

Question $1$

Analyse the US Market at the time of Red Bull entering it$.$ What changes did Red Bull make

when entering the US market?

Support your answer and make use of the relevant Macro and Micro level analyses

frameworks.

Question $2$

Evaluate and comment on how Red Bull's Positioning has evolved over the different eras.

How has this benefited Red Bull, if at all?

Substantiate your answer and draw from relevant Positioning strategies, processes and

evaluation from the module.

Question $3$

Use the relevant Marketing Communication models and frameworks to discuss and evaluate

the different Red Bull marketing communications at the time of the case.

Have these campaigns been successful? Justify your answer.

Question $4$

Marks:

$25$

How can Red Bull protect its performance against imminent competitors? What actions would

you recommend?

Support your answer by drawing on the discussions around branding, brand equity, brand

and trade support.