Red Bull

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... [continues]

Read full essay