Up until a decade ago, the concept of energy drinks wasn’t present in consumers’ minds. However, the idea of people flying via wings after consuming a drink certainly caught everyone’s attention and that first mover advantage has been priceless for Red Bull. With the energy drinks market now more developed than ever, Red Bull can stretch its wings far by developing its own markets further.
Brand positioning and competitive advantage
When Red Bull first came out in the market such a product was very new for consumers and at that time it could have been called as breakthrough innovation since most of the world was ...