5. At some point, will Red Bull have to branch out beyond its target market? Will it need to alter its promotional strategy in order to do so?
As I said earlier, changing its strategy to become more traditionally marketed or to target new people could confuse existing customers. I believe the strong current marketing strategy is enough to create word of mouth outside the target audience and actually attract new customers without really changing the marketing strategy to target them directly. I believe most of the people over 30 year-old have seen the space jump and are aware of the Red Bull brand, even if the space jump did not target them directly. I believe in positive externalities without mass marketing.