The marketing strategy of Red Bull showcases the product as a hero and the content as a king. Red Bull considers the non-traditional ways to achieve its targets. They also use unique and innovative approaches to create brand equity. The critical thinking issues raised in this case is that the brand focuses more on music academy and the intensity of the marketing campaign which is obvious in the music academy. The risks that Red Bull is taking to promote its products and weather it is necessary for red bull to use such strategy. What Red Bull is doing to overcome its negative publicity regarding the possibility health hazards which is also another statement to take order consideration. Thus, Red Bull needs to think on these aspects and properly make marketing strategies appropriately to overcome the critical thinking issues raised.   

14-11. Summarize the different types of marketing communications that Red Bull uses. Are these “traditional” or “non-traditional”?

The marketing strategy of Red Bull showcases the products as a hero and the as the King as mentioned above. Red Bull considers the non-traditional way to achieve its targets. They also use unique and innovative approaches to create brand equity. The company portrays a very clear picture about the product functionality to its existing and potential customers. To create a premium brand mindset to its customers, the price of the product is kept 10% of the upper segment of the competition. People are also influenced by not coming up with sample beverage drinks. Red Bull uses advertising which is based on large outdoor ads, magazine ads and TV ads.