Red Bull Marketing Analysis
Contents
Introduction
1. Why did we choose Red Bull
2. Executive summary
I) Company presentation
II) Macro Analysis
1. Market Descriptions
2. PESTLE
3. Five Porter Forces
III) Micro Analysis
IV) Objectives & Strategy
1. Customer Analysis
2. Segmentation
3. Targeting
4. Positioning
5. Marketing Mix
V) Financial Statement
VI) Recommendations
Conclusion
Reference
Introduction
Red Bull is the leader of the energy drink market. This company created in 1984 by Dietrich Mateschitz performs an annual turnover of more than 3 billion Euros. As we will see in this report, polemics, nonconformist, genius marketing are, among others, the ingredients that made Red Bull the star product of Energy Drink Segment in the world. For more than 20 years, Red Bull has managed to establish itself brilliantly in the world, which, despite the widespread economic gloom, has always taken a growing interest for this new drink.
In this report, we will analyse Red Bull and the environment in which the company evolves, its target and positioning trough marketing tools. It will enable us to understand how Red Bull managed to reach its leader position and to think about some recommendations to further improve its strategy.
Why did we choose Red Bull?
Most of the people have one day see or heard about the brand Red Bull. Red Bull is an energy drink that comes from the adaptation of the Thai energy drink “Krating Daeng”, which means "Red Bull". There are several reasons that explain why we choose Red Bull Company.
The first reason of our choice results in a cultural factor. In fact Red Bull is a product that is targeting young customers. It means that, students are the most concerned by Red Bull so this is a product that can affect any of us. Besides it is a “trendy product” in others words a fashionable product: nowadays everyone has already tasted a Red Bull.
The second reason that pushes us to choose Red Bull Company was because of their Marketing communication, which is
Introduction
1. Why did we choose Red Bull
2. Executive summary
I) Company presentation
II) Macro Analysis
1. Market Descriptions
2. PESTLE
3. Five Porter Forces
III) Micro Analysis
IV) Objectives & Strategy
1. Customer Analysis
2. Segmentation
3. Targeting
4. Positioning
5. Marketing Mix
V) Financial Statement
VI) Recommendations
Conclusion
Reference
Introduction
Red Bull is the leader of the energy drink market. This company created in 1984 by Dietrich Mateschitz performs an annual turnover of more than 3 billion Euros. As we will see in this report, polemics, nonconformist, genius marketing are, among others, the ingredients that made Red Bull the star product of Energy Drink Segment in the world. For more than 20 years, Red Bull has managed to establish itself brilliantly in the world, which, despite the widespread economic gloom, has always taken a growing interest for this new drink.
In this report, we will analyse Red Bull and the environment in which the company evolves, its target and positioning trough marketing tools. It will enable us to understand how Red Bull managed to reach its leader position and to think about some recommendations to further improve its strategy.
Why did we choose Red Bull?
Most of the people have one day see or heard about the brand Red Bull. Red Bull is an energy drink that comes from the adaptation of the Thai energy drink “Krating Daeng”, which means "Red Bull". There are several reasons that explain why we choose Red Bull Company.
The first reason of our choice results in a cultural factor. In fact Red Bull is a product that is targeting young customers. It means that, students are the most concerned by Red Bull so this is a product that can affect any of us. Besides it is a “trendy product” in others words a fashionable product: nowadays everyone has already tasted a Red Bull.
The second reason that pushes us to choose Red Bull Company was because of their Marketing communication, which is
References: P.E.S.T.L.E Porter’s Five Forces (1979) Articles, Books: Kotler et al, (2009) « Marketing Management »