Year 12 IB Extended Essays 2018

Evidence of the companies unparalleled marketing strategy success can be seen in the impulse non-

alcoholic beverage category, where Dare and Red Bull where the only two company’s out of five (With

the other three being Coca Cola, V Energy and Ice Break) and to see a market share increase within the

6 year period from 2010-2016. This increase is no coincidence, but in fact the rewards from two

extremely successful marketing strategies, that have been the foundation to the rise and dominance of

both Red Bull and Dare in the Australian non-alcoholic beverage market.

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