Red Bull Marketing Assignment Help

What segmentation base has red bull adopted to target customers? How should red bull further segment the market in the future?

For a brand like Red Bull, the global marketing strategy that it use is not similar to any other brand in the market neither any of its competitors. Redbull hasa  global marketing strategy that it uses to enter all markets, on hearing the name of the brand Red Bull one can easily have an image of trendy energy drink catering to young adults aged between 16 – 29, that mainly belongs to the category of young urban professionals and post secondary school students.

Its main segmentation is based on people going to night clubs, private parties so that the brand Red Bull is marketed properly among the active and stylish drinkers. For Red bull, it is not selling a normal beverage but it is selling a ‘way of life’ with their catchy slogan ‘Red Bull gives you wings’.

Red Bull has been in the industry for more than two decades now and it has never used any glocal marketing strategy, because they do not tweak their marketing campaigns for specific country, rather they have the same market segmentation approach.

For Red Bull, one of the most relevant segmentation criteria that it can use in international market , is to target the population within the age group of 16 – 29 years and the per capita income of this specific group. If people within this group is comprised on a small fragment than there’s no point of entering in to that market.

How does red bull arouse the motivations of consumers to purchase its energy drinks?

Regardless of the nature of the product consumers needs are the basis of modern marketing, successful companies/brands like Red Bull define their market in terms of the needs they presume to satisfy, rather than in terms of the products they sell.

Unlike any other competitor in the market, from the beginning Red Bull has its own strategy of approaching and targeting its consumers, from organizing sporting events, to hand out free 250ml cans of red bull to youngsters outside colleges, gyms and clubs. Many believes that in order to achieve success the new marketing approach is to build a brand and not a product – to sell a life style or a personality that can eventually appeal to the consumer emotional.

For any individual a need becomes a motive when it is aroused to a sufficient level of intensity, that’s what Red Bull is doing at the moment. Various companies uses various arousal of motives that can further be categorized under the section of physiological, emotional, cognitive and environmental. Red bull focus more on emotional and physiological arousal to motivate its consumers to consumer more of its energy drink.

Red Bull hardly use any print media form of advertising or rather any TV commercial, rather their main force is through the use of guerilla marketing strategy to motivate its consumers. Engaging customers in various activities and then converting those customers to consumers is what Red Bull is good at. Though Red Bull real product benefits justified by its premium price, it is by far the most expensive non – alcoholic drink in the market, saying that Red Bull is 3 – 6 times more expensive than coke. One good thing about the brand is that, its target group is not determined by a demographic, but by a ‘state of mind’. Most of the red bull consumers are active, have drive and most importantly they are dynamic. Their main priority is to be physically and mentally fit and wide-awake.

Red Bull communication concept is completely different.

They are actively involved in above the line advertising, to build up awareness and image. Opinion leader marketing to be able to support credibility of the product and the brand, opinion leaders especially in the sport and cultural areas, are a perfect target group for Red Bull. 

Event marketing, to be able to prove that the brand is up to date and different from others, Red Bull ́s event marketing also covers both areas, sports and culture, through a variety of events like Flugtag, Creative Contest, Music Academy, Local Hero Tour and many more.

Describe the brand personality of red bull. Why do you think the concept of brand personality is so important to red bull?

Brand personality is generally defined as the brand’s values, beliefs, gender, age, and numerous other qualities that associate the brand with a “person”. Brands are associate with personalities by knowing the fact that how positive or negative our experiences with the brand are.

Brand personality is inferred via the typical user, the endorser, the logo, the price and the style of its advertising. The launch of Red Bull has been the most successful beverage launch of the last decade. Red Bull vitalize the body and mind, this than became the basis for the unique brand personality of Red Bull.

Innovative, Self-Ironic, Intelligent

A brand like Red Bull, tries to position itself as the athlete/hero/outstanding personality between both the genders. By encouraging people to utilize their energy drinks before any sporting activities and at the same time with the help of attractive, scantily clad female promotion girls, the company is trying to communicate that they are more macho than any other competitor in the market.

According to Aakers model the attributes of Red Bull include:

Rugged, tough, outdoorsy, active, strong, fast, adventurous and excitement.

With Red Bull its just one brand – one product, the company just put its entire focus on just one product, this one can, this one brand. Such personality is what makes Red Bull different from its competitors in the market.  All the other brands in the market have various products; all products are available in different sizes trying to capture more and more market.