Red Bull is best known as the forerunner in the energy drink group across the world. Founded in 1984 by Dietrich Mateschitz in Austria, the product was formally launched in 1987. Mateschitz initially learned about products called "tonic drinks" in Asia and brought this effective product to Austria, developing a unique marketing strategy for the organization . The drink itself is mainly focused on young students and professionals. It is produced exclusively in Austria and then distributed throughout the world through the channels of 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 in target communities to carry the brand's message. This unique branding plan in selling the product helped maintain the authority and distinctive nature of the brand. A brand image was cultivated that associated the drink with younger culture, along with extreme, adrenaline-filled sports, such as motocross, mountain biking or snowboarding. By 2004, Red Bull had achieved a significant market leadership position, with a 70% market share. The attraction of rapidly growing profits in the market and the growing success of Red Bull have brought many competitors into the useful beverage industry, including global powerhouses such as Coca-Cola and Pepsi. Several competitors have begun emulating Red Bull's marketing strategies to take market share away from the energy drink favorite. Red Bull soon lost its individuality and began to suffer from a decline in its perceived value in the eyes of consumers. They were also hit by the negative publicity associated with taurine-based energy drinks, which were in... middle of paper... strategy, Red Bull should maintain the same tactics but also try to reach new sets of customers. For example, while Red Bull-sponsored events are primarily associated 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 browse daily. Red Bull should therefore advertise on appropriate websites in different countries, which students and business people are familiar with. Although Red Bull may have a higher price than its competitors, we recommend that it remains the same to maintain the image of a high quality product. The high price also limits frequent use, thus maintaining the product's image as “intended for special occasions”.