Red Mango Marketing Strategy

RED MANGO

Current Marketing Strategy

As a private company, Red Mango's current strategy can only be ascertained by analyzing its corporate communications, its past and current business moves, and media reports.

The company appears poised to become the next "hot franchise." There has been open speculation about an eventual initial public offering of stock, with The New York Times describing a stock offering as "seemingly inevitable."

Red Mango continues to expand in greater Los Angeles and New York City. Not incidentally, these are the two largest media markets in the United States. Los Angeles and New York are populated with many upscale, media-centric trendsetters who relish being on the cutting edge of retail, cultural and fashion concepts and who tend to generate publicity. Both markets also have high concentrations of celebrities whose patronage can drive brand awareness.

Clearly, Red Mango has intentionally and successfully drummed up a lot of free publicity