Explain in some detail how Red Bull has used MPR to maintain a sizeable share of the energy drink market

What will be an ideal response?

Red Bull has succeeded in establishing a strong brand culture, using the Web to create social networking sites that keep customers engaged with each other. Red Bull does use traditional advertising, but it has been through a worldwide buzz-marketing strategy that the beverage has attracted consumers to exclusive events with high media coverage. The company accomplished this by appealing to consumers not just as a soft drink marketers. The company continuously interacts with its core consumers in order to cultivate relationships that transcend the energy drink category. Red Bull has partnered with traditional and extreme sporting events through sponsorships and sometimes team ownerships. The company has also built a strong Web presence through Web sites that serve as social networking platforms for fans of these various sports. In this way, Red Bull has branded itself as a lifestyle product associated with different types of sports. Red Bull has also relied on virtual interaction between the company and its audiences. For example, Red Bull has developed a social networking site targeted at young consumers who want to share and develop their innovative ideas. The company also relies on traditional and new media to influence its target markets. In one instance, a controversial television advertising campaign in Italy outraged the Catholic Church. Although Red Bull pulled its ad from television, the resulting media coverage prompted thousands of consumers to search for the ad on YouTube.