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How should Red Bull market its brand in the future? I think, although Red Bull has been extremely successful in the past, times have changed and we should change with it, otherwise we probably lose market share to the tremendous increased number of competitors in no time. My conclusion is that we should focus more on older consumers and different market segments, than we do now. Red Bull always marketed its product to appeal to …

…do now. We have to make sure Red Bull is regarded not just as a mixer, which makes the consumer less loyal to the product. We have always tried to position our product into a variety of market segments, but apparently we have to focus even more on this. And the only reason for that is that the image of Red Bull energy drink is so much more competitive than Red Bull, the mixer beverage.