Red Bull Marketing/Segementation/Pricing
You are asked to address the following questions:
1. Who are the principal target segments for Red Bull and how are they positioned towards these target segments?
2. Analyse the Red Bull brand using any frameworks you judge appropriate.
3. Comment upon Red Bull’s pricing approach
4. Evaluate Red Bull’s distribution channel strategy
5. Would you describe Red Bull as a national, a European or a global brand – give reasons?
6, What marketing strategy would you recommend that Red Bull should adopt over the next 5 years?
Who are the principal target segments for Red Bull and how are they positioned towards these target segments?
Red Bull has an aggressive international marketing campaign that targets young males. These customers are often similar in their tastes for extreme sports, either as spectators or participators. Its numerous sponsored activities range from extreme sports like mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, and breakdancing to art shows, music, and video games. It is this range of activities that enable the brand to be relevant to a huge collective of audiences across the globe.
These target consumers use Red Bull to replenish energy levels. The high caffeine content of the energy drink is the key influence behind the target segments for Red Bull. The ‘Anti-establishment, premium end, positioning is aimed at capturing brand loyalty from young, Generation Y males, or students aged 16+ who feel the need to re-energise. The need for caffeine is associated with being active, whether physically: nightclubbing, playing sports or mentally: working long hours, driving or studying.
Positioning
Red Bull is positioned towards two major market segments at present:
The Primary Market
Red Bull is marketed at students, via student ‘Brand Managers’ in on-campus buzz marketing promotions, at drivers in
1. Who are the principal target segments for Red Bull and how are they positioned towards these target segments?
2. Analyse the Red Bull brand using any frameworks you judge appropriate.
3. Comment upon Red Bull’s pricing approach
4. Evaluate Red Bull’s distribution channel strategy
5. Would you describe Red Bull as a national, a European or a global brand – give reasons?
6, What marketing strategy would you recommend that Red Bull should adopt over the next 5 years?
Who are the principal target segments for Red Bull and how are they positioned towards these target segments?
Red Bull has an aggressive international marketing campaign that targets young males. These customers are often similar in their tastes for extreme sports, either as spectators or participators. Its numerous sponsored activities range from extreme sports like mountain biking, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, wakeboarding, cliff-diving, surfing, skating, freestyle motocross, rally, Formula 1 racing, and breakdancing to art shows, music, and video games. It is this range of activities that enable the brand to be relevant to a huge collective of audiences across the globe.
These target consumers use Red Bull to replenish energy levels. The high caffeine content of the energy drink is the key influence behind the target segments for Red Bull. The ‘Anti-establishment, premium end, positioning is aimed at capturing brand loyalty from young, Generation Y males, or students aged 16+ who feel the need to re-energise. The need for caffeine is associated with being active, whether physically: nightclubbing, playing sports or mentally: working long hours, driving or studying.
Positioning
Red Bull is positioned towards two major market segments at present:
The Primary Market
Red Bull is marketed at students, via student ‘Brand Managers’ in on-campus buzz marketing promotions, at drivers in