Red Bull

Topics: Marketing, Red Bull, Marketing strategy Pages: 3 (1115 words) Published: January 29, 2011
Q1 – How will you characterize Red Bull’s overall global marketing strategy (global, glocal or local)? Ans 1 – It is my opinion that Red Bull has a global marketing strategy which it implements in all the markets in enters into. Red Bull has built its name as a trendy energy drink, catering to young adults (aged 16-29), young urban professionals and post secondary school students. Also it targets young club-goers and private parties to spread its name as an active and stylish drink. Red Bull believes that it is not selling a beverage, but it is selling a ‘way of life’. With their catchy slogan, ‘Red Bull gives you wings’; Red Bull has dominated the energy drink markets of a decade now. These strategies are not doctored for different markets. Red Bull does not follow a glocal marketing strategy because they do not tweak their marketing campaigns for specific countries. All over the world they cater to the same crowd, using the same entry channels and use the same methods of promotion/advertising. Also Red Bull does not use local marketing strategies as they do not alter their product or alter the look of the product for different countries. The do not use two independent marketing strategies for two countries. Red Bull believes in keeping one brand image all over the world and does not conform to local considerations. Q2 – Argue for the most relevant segmentation (screening) criteria to be used in the International Market Selection (IMS) process. Ans2 – The most relevant segmentation criteria to be used in International Market Selection for Red Bull would be the percentage of population within the age group of 16 to 29 years and the per capita income of this group of people. If the number of people within this age group is a small fragment of the country’s overall population, then entering into that market would be too risky and might not be lucrative enough. Red Bull has classified itself as a young persons’ energy drink and it can only be successful in markets...
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