Strengths
- Market leadership- Within the energy drinks market Red Bull is the industry leader throughout the world. Marketing Efforts- a lot of promotions and well targeted campaigns and sponsorship e.g. formula 1 helps to expand Red bull brand and increase consumer brand awareness.
- Marketing efforts- many promotions and well targeted campaigns and sponsorship.ex.formula 1 helps to expand Red Bull brand and increase consumer brand awareness.
- Strong , fresh & fashionable brand identity.
Weaknesses
- Above-average prices.
- Lack of innovation- there are a lot of competitors in the market and they have their own USP which leaves Red Bull behind.
- Reliant on small product base- The company only markets one branded product, Red Bull Energy Drink (along with a sugar free variety).
- Lack of patent on RB ‘s recipe means anyone can copy
- Extension of product line- this will help to retain market share.
- Hardcore Advertising and Promotions.
- Consumer recognition through sponsorship of sports events.
- New ventures like partnership with Facebook
- Health concerns- tougher rules from government on high caffeine content.
- Consumer awareness of health and well being- people may start to drink other alternatives as it is associated with healthier life style.
- Drinks might not be accepted in the new markets.
- Organic energy drinks might steal RB’s market share.
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