Red Bull is mainly known as the forerunner of the energy drinks group across the world. Founded in 1984 by Dietrich Mateschitz in Austria, the product was officially launched in 1987. Mateschitz initially became aware of products called "tonic drinks" in Asia and introduced this effective product to Austria, developing a unique marketing strategy for the organization. The drink itself is aimed primarily at young students and professionals. It is exclusively produced in Austria and then distributed worldwide through local companies and external importers and distributors. The key factor in the brand's success is Red Bull's marketing strategy, known as buzz marketing, which involves trendsetters from target communities to convey the brand's message. This unique branding plan in selling their product helped maintain the authority and distinctiveness of the brand. A brand image has been cultivated, associating the drink with younger culture, as well as extreme and adrenaline-rich sports, such as motocross, mountain biking or snowboarding. By 2004, Red Bull had achieved a leading position in the market, with a market share of 70%. The attraction of rapidly growing profits in the market and the ever-increasing success of Red Bull have brought many competitors into the healthy drinks sector, including global giants such as Coca-Cola and Pepsi. Several competitors have begun to imitate Red Bull's marketing strategies in order to take market share from the energy drink leader. Red Bull quickly lost its individuality and began to suffer from a decline in its perceived value in the eyes of consumers. They were also affected by the negative publicity associated with taurine energy drinks, which were in...... middle of paper ......g strategy, Red Bull should keep the same tactics but also try to reach new sets of customers. For example, if Red Bull's sponsorship events primarily associate with extreme sports played by men, the brand could also focus on other sports more popular with women, such as dancing, horse riding and tennis. The company should also increase the level of its Internet advertising, since most of its current and potential customers surf daily. So Red Bull should advertise on appropriate websites in different countries, which students and businessmen are familiar with. Even though Red Bull may have a higher price than its competitors, we recommend that it remains the same in order to maintain the image of a high quality product. product. The high price also limits its frequent use, thus maintaining the image of the product as being "for a special occasion ».”.