Currently Red Bull is targeting 16-29 year old young urban males, which is a limited market. Expanding the targeted market to other segments of the population would be a prolific move for Red Bull, expanding its horizon. The slogan “Red Bull gives you wings” is directed towards young people with active lifestyles interested in extreme sports and challenging recreational endeavors. It’s being marketed to combat mental and physical fatigue and to improve performance when it comes to sport, work, study and socializing. The market strategy of Red Bull gives the impression that it’s only targeting males and people who are interested in extreme sports. It could be interesting for Red-Bull to target different and untouched segments. First of all, in rural areas lay many jobs and activities that require intense amounts of energy, especially in countries where Red Bull is already well established (i.e. Europe and North America). These jobs include lumberjacking, construction, and others. A handy can of Red Bull will enable these types of people to endure physically demanding jobs in an affordable, easy, and effective way. Furthermore, in rural areas sports is a popular pastime, from jogging to tennis. Red Bull need not only be associated with the “fast-lane” type of lifestyle but also to include the calmer, though tiring, environment. On another hand, Red Bull should expand their target market to less extreme sport enthusiasts such as golfers, women, and health conscious consumers. Many women find themselves in challenging situations, from active careers to housework and the raising of children. Between juggling all the above and trying to keep some energy stored to promote a healthy (possibly sports related) lifestyle, Red-Bull can advertise itself a health savvy choice that does not require time and miscellaneous expenses (such as stopping by cafes). Moreover, the age to which Red-Bull’s image is associated to could be expanded to fit a newer and aging generation, in which the elderly are now finding themselves more and more willing and able to engage in sports, frequent more outings, and remain engaged in the socio-culture spectrum. Ages of people from 30 to 50 are notorious for being constantly over-worked, stressed, fatigued, and lacking sleep. Red-bull will be able to provide boosts in dire situations near burn-out or provide a boost of energy required to engage in non-work related activities (such as sports and spending time with the kids). Furthermore, Red-Bull would be appropriate as a substitute for people who either dislike or do not have the time to drink tea or coffee. These people, just like most, would probably need a daily dose of caffeine (which has been proved rather healthy for the body and mind) and Red-Bull will offer a practical, and hopefully tastier, choice. Finally, some markets such as France and Denmark which have banned the sale of Red-Bull should be approached in a way that would allow entry and boosts sales. Potentially implying the possible economic benefits of such a move, alongside a more productive active youth, Red Bull could find itself in two or more countries which market share could be significant enough to boost sales.
Red Bull falls in-between the limited problem solving and the routine problem solving. People who never used Red Bull previously and have been influenced by the health concern wave would probably be reluctant to try Red Bull and would probably do some research about the side effects that can occur and thus would take more time to make the purchase decision. On anther hand, consumers who are familiar with Red Bull will use their cognitive learning and will be more at ease making the purchase decision. This being said, the consumer behavior influences may be elaborated as the following: Psychological influences:
All Red Bull consumers have an extrovert and extreme personalities. They view themselves as action-oriented people who are at the same time impulsive, enthusiastic...
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