Q. 1. Illustrate what created Red Bulls success? Where is the core franchise and benefit? Has the products positioning changed over time? Illustrate what is the role of alcohol mixing to Red Bulls success?

2. Illustrate what is Red Bulls success formula? For which kind of product/beverage categories will this formula work? Explain how does Red Bull know when to turn on the advertising? Illustrate what metrics would you use to make this judgment?

3. Explain why did the first U.K. launch go awry?

4. Illustrate what changes were made for the U.S. market? Should other changes be considered?

5. Assume tough competition is coming. Explain how can Red Bull protect its franchise? Illustrate what actions would you recommend?

6. Illustrate what should Red Bulls competitors do: Coke, Pepsi, Anheuser-Busch?

7. If you were an investor in Red Bull, would you take your money and run or stay for the long haul?