For a successfulrnbusiness, a marketing plan plays a major role. It is a part of the biggerrnbusiness plan. The marketing plan helps the business to focus on the goals andrnobjectives. It varies depending on the type of business and the objective onrnwhich it focuses. Before designing the marketing plan, the marketing managerrnneeds to accumulate enough information about the competitors and the customersrnso that they can target the right market segment with appropriate strategy.rnThis study aims at guiding organisations to create and sustain a strategicrnmarketing plan using the 4P’s of innovation: with reference to Red Bull EnergyrnDrink Company. The paper reveals the hidden mission and vision statement of RedrnBull Energy Drink Company, its marketing strategies, and objectives. In thisrnstudy, the internal and micro-environment of Red Bull were analysed using thern3C’s and PESTLE analysis. The results were used to identify the strengths,rnweaknesses; opportunities and threats (SWOT) of Red Bull Company. The studyrngives full details about the company’s segmentation plan, targeting, position,rnethical issues and evaluation of success. Findings indicate that organisationsrnwith challenges from the growing competition and competition from emergingrnproducts, new trends in products demand, and alleged adverse health &rnpatent issues can adopt the 4P’s of innovation to create and sustain arnstrategic marketing plan. . It was discoveredrnfrom the studies that improving the process end up giving better products.rnBetter products also results in better position and better position result inrnbetter paradigm. The method used in this study was mainly secondaryrnThe method used in this study was mainly secondary.