MARKETING

Red Bull



Contents

Executive Summary1

Introduction1

Discussion2

Segmentation , Targeting & Positioning2

External Factors5

Buying Process5

Marketing Mix5

Promotional Strategy5

Product Strategy6

Pricing Strategy6

Distribution Strategy7

Communication Strategy7

Conclusion7

Recommendations8

Red Bull

Executive Summary

Red bull is the known energy booster that claims to stir up the mind and body to keep you up and going. With this unique selling proposition the brand has become big and is still growing. It has taken over a 70% of market share all over the globe. The segmentation that it has done is also very interesting and well thought out. It has used the multi segmentation approach for its segmentation in which through the same brand you can target different segments and develop a separate market mix for each one. This Red Bull does my offering the various sub brands it has. But the best thing will be by coming up with a different diversification adding up an ingredient to the brand for boosting more energy to bring about a twist in the brand. The low price brand will be another great attraction for those even who have not even as yet tried the brand (Ravi

& Kotler , 1999, Pp. 89-99).

Introduction

Red Bull is a private company that has gained a lot of popularity by producing and marketing energy drinks that lie under the brand, Red Bull. The products it offers are Red Bull Energy Drink, Red Bull Sugarfree, Red Bull Cola and Red Bull Energy Shots. Dissimilar to its major competitors which include Coca Cola and Pepsi, Red Bull does not believe in having numerous products within the beverage classes like water, soft drinks, electrolytes. It thinks that having only one product is something positive as it can concentrate 100% on its solo brand and not get distracted by numerous other influences. While on the other hand, the downside of it is that if the market share of the product goes down in the future, it wouldn not have a back up product to cover any loss that it faces. The unique selling proposition (USP) of the brand is “With Red Bull You Get Stimulation of Mind And Body”. Its value proposition is the energy boost that it provides you to keep your body and mind up and awake. Red Bull energy drink is a great help in times of augmented physical or mental stress, for example, on such says when there is a lot of work, when travelling for a long period, prior to exhausting workouts and even before competitions and final examinations. To feel the effect of Red Bull, one may take Red Bull Energy Drink before periods of augmented mental and physical exertion. It will just take a 30 minutes, and the ingredients of Red Bull energy drink will start working within the body to stir you up(Thompson & Strickland, 2003, pp. 23-30).

The Customers of the brand are much educated within the market place today; they know how to research on products before making a purchase. The customers know very well when to have this energy booster. To be mentally and physically fit and have a good ...