What are Red Bull?s greatest strengths and risks as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share?/Should Red Bull do more traditional advertising? Why or why not?/Discuss the effectiveness of Red Bull?s sponsorships, for example, Bull Stratos. Is this a good use of Red Bull?s marketing budget? Where should the company draw the line?/Kotler, P., & Keller, K. L. (2012). Marketing management

Red Bull?s integrated marketing communications mix has been so successful that the company has created an entirely new drink category?functional …