Mateschitz knew that if Red Bull was to be measured against expectations and criteria for soft drinks, the product stood no chance compared with the big players. The odds were against them as newcomers to a vertical already teeming with competition. The competition was cutthroat, and the market was already saturated. In the 80s, there was no “energy drink” category in the market-and competing with soft drinks and sodas was like jumping into a sea full of hungry sharks.
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