We don’t think that Red Bull will have to branch out beyond its target market unless the company creates a new product. An energy drink with high caffeine and sugar only appeals to a specific target audience. If the company developed a drink that did not have high caffeine and sugar then Red Bull would have to branch out its target market. Although, the drink would have to be considered a healthy option with no artificial ingredients in order for it to sell well. Additionally, the company would have to create a completely different promotional mix that would appeal to a more health conscious individual. The promotional mix would be so different from the company’s current mix that I think it would hurt the brand’s perceived image