What created Red Bull's success? Where is the core franchise and benefit? Has the product's positioning changed

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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?
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?
Assume tough competition is coming. How can Red Bull protect its franchise? What actions would you recommend?
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Marketing Real People, Real Choices

ISBN: 978-0134292663

9th edition

Authors: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

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