Brand Marketing
Qili vs. Red Bull: How Should Qili Really 'Qili'?
Qili, Lehu, and Dongpeng Special Drink have failed to challenge Red Bull's dominance in the energy drink market, not because of product or corporate strength, but because Red Bull has firmly occupied the position of 'authentic' energy drink in consumers' minds. The article suggests that Qili could reposition Red Bull by leveraging the negative perception that Red Bull contains hormones, proposing a strategy of 'no hormones, safer refreshment'.
柯磊