IntroductionRed Bull is an energy drink produced, distributed and marketed by Red Bull GmbH, an Austrian company. The company was founded in 1987 in Austria and reached global markets in 1996. Red Bull is the most popular energy drink in the world selling approximately 5.2 billion cans in 2012, as reported by Symphony IRI. The company has a 50% and 46% market share in the energy drink industry in Canada and the United States, respectively. The brand is also marketed in Europe, Asia and recently ventured into the African market with the opening of a distribution depot in South Africa. Additionally, in 2012 the company generated approximately $400 million in sales in America and Canada alone. Since its inception, the company has always embraced aggressive promotions and marketing campaigns that have allowed it to remain competitive in the energy drink industry. The company targets active males in the age group of 18-35 according to O'Brien (2012) as the target market. Over time, the company developed various slogans to market its products, although the logo remained unchanged. The most famous slogan "Red Bull gives you wings" has been used to market the Red Bull brand in various English- and German-speaking countries over the past decade. The company continued to expand its marketing strategy through innovation to reach new markets and maintain its leadership. current customers. Recently the company has sponsored various sporting events such as the World Rally Car Championships in the United States. The company has also purchased some sports clubs around the world in an effort to further establish its brand. The company purchased SV Austrian Salzburg and renamed it Red Bull Salzburg in Austria, and New Jersey Soccer Te...... middle of paper ......capital resources such as distribution vehicles and storage warehouses would have to be outsourced to help reduce the high operating cost which in turn can lead to the reduction of the price of its products. The company should focus on product development and evolution and delegate distribution roles to outsourced companies. Such initiatives have worked well in the new Indian market and should be implemented in other areas. References Cateora, P. & Ghauri, P. (2005). International marketing management. NewYork: McGraw-Hill Education.Kotler, P. & Armstrong, G. (2004). Marketing principles. New Jersey:Pearson Education.Lancaster, G., & Reynolds, P. (2004). Marketing. New York: Palgrave Macmillan.O'Brien, J. (2012). How Red Bull takes content marketing to the extreme. Available at: http://mashable.com/2012/12/19/red-bull-content-marketing/ (accessed December 4 2013)