Red Bull is currently experiencing the maturity stage in its product life cycle.
Launched in 1987, that period will be classified as the introduction stage. It was at this stage that heave promotions were done to make the buyers aware of this new product in the market. Distribution at this stage was selective and scattered. Promotion was done with intention to build brand awareness.
The next few years post the introduction (probably in the early 90’s) would define the growth stage for Red Bull. Distribution became more significant with the increased demand and acceptability of product. More channels were added for intensive distribution in order to meet increasing demand. Along with maintaining the existing quality, new features and improvements in product were done
The late 90’s and early 2000’s is when the maturity stage began. It continues to exist till this date. Red bull added features and modify the product in order to compete in market and differentiate the product from competition (a new sugar free version was also introduced). New channels are being added to face intense competition and incentives are offered to retailers to get shelf preference over competitors.