Kraihamer credited red bulls premium price as part of the brands success in the united kingdom. Red bull targets an active audience, especially those between the ages of 17 and 23, male and female. Their two main tools to promote the red bull products are sponsoring and free sampling. Target market statement red bull s target market are young, on the go people, who enjoy extreme sports and lead an active nightlife, anywhere from 18. Pdf this case describes the history of the red bull brand and how the company stimulated and harnessed wordofmouth to build a new. The content that the red bull marketing team creates is on the same level as other major media outlets that their audience might consume content from. Mar 10, 2017 red bull is the largest selling brand in the energy drink market across the india with 62% of the market. The positioning strategy used by red bull is mainly based on its image and product differentiation.
It is to believe that red bull is using globalization strategy in overall marketing strategy based on red bull had built an image as a trendy energy drink where approaching target are young adults and young professionals aged between 16 to 29 worldwide. Marketing mix of red bull 4ps of marketing mix of red bull. Marketing planred bulltariq hameed siddiquihafiz umair. Heightened health awareness and busy lifestyles coupled with increase in consumer awareness regarding health benefits of the product have helped in keeping the demand for energy drinks high in the u.
Red bull s international marketing campaign targets young men mostly with extreme sports. Dec 21, 2017 how red bull reaches its target market. More than a thousand of the million cans years are sold in nearly 100 countries. Jun 24, 2016 red bull is sold in more than 169 countries and about 60 billion cans of red bull have been consumed so far. In hong kong, red bull energy drink has been available since 1999.
The companys share has grown significantly in the past 14 years. Global energy drinks market growth trends forecast. In 2008 red bull created its own cola, red bull simply cola. Red bull international marketing plan business essay. The positioning strategy used by red bull is mainly based on. Red bull can be called as a pioneer in the energy drink category worldwide. Red bull is an energy drink sold by austrian company red bull gmbh, created in 1987.
Apr 28, 2017 red bull has since become known for its crazy marketing strategies targeting young urban professionals through various sports and entertainment based marketing campaigns. Red bull is so widely popular in sports and entertainment. Analyzing red bulls corporate branding strategy better. The target audience market at this point, the concept of market segmentation, targeting and positioning are key to the success of firms marketing efforts. April 1st 1987, red bull energy drink was first sold in austria, the energy drink is now sold in 171 countries and over 62 billion cans of red bull have been consumed so far. May 08, 2018 target market red bull mainly focus millennial, who are aged 18 to 34 years old that are active in their lifestyle and also prefer highadrenaline sports. This article talks about the marketing mix of red bull and explains how and the company managed to capture customers attention. As of 2020, there are several marketing strategies like productservice innovation, marketing investment, customer experience etc. Red bull send out their sampling girls and boys to deliver free red bull. Caffeine content the caffeine content is the same amount that is in a cup of coffee, however when mixed with the other ingredients and sugars it can be dangerous. Jun 06, 20 red bull defines the whole of these consumers as generation y because they are notonly active males but active students who need the energy to finish projects and study all night. Krating daeng, which translated into english is red bull. The north america energy drinks market has generated the largest turnover over the past several years.
Red bull energy drink has been developed for people who want to have a clear and focused mind perform physically, are dynamic and. The report illustrates the application of the major analytical strategic frameworks in business studies such as swot, pestel, porters five forces, value chain analysis and mckinsey 7s model on red bull. Mar 11, 2018 red bull and their marketing strategy. Apr 19, 2020 marketing mix of red bull analyses the brandcompany which covers 4ps product, price, place, promotion and explains the red bull marketing strategy. Red bull energy drink products vitalizes body and mind.
Red bull company marketing strategies report marketing. Red bull has an intimate understanding of who their target market is young men, what they watch sports, and what they like adventure, danger, pushing the limits. Sep 26, 2016 target for sales returns while exact effective is hard to measure, number dont lie, which is why in order to evaluate if their applied strategy is working, red bull sets a sales target at all of their promotional and sponsored events and aims to meet that target. By connecting to extreme sports, red bull gives off an exciting image to customers. Red bull is sold in more than 169 countries and about 60 billion cans of red bull have been consumed so far. Red bull energy drink official website energy drink. One of the strategy was to distribute the red bull for free of cost to the 2 rated. Red bulls brand resonates with its target audience, another key to their success. Countries like usa, new zealand, south africa, eastern and western europe. Red bull challenges faced by the management decision strategy 6. Although there is an abundance of energy drinks to choose from, table 2 shows that the majority of the market share comprises only a handful of va. Red bull was founded by dietrich mateschitz and officially launched in 1987. A can of red bull sugarfree is said to contain only 8 calories.
Being the highestselling energy drink as well as a famous brand all over the world, red bull have gathered enough reputation in the world market. Case study introduction red bull is the most popular drink in the world. Red bull mainly focus millennial, who are aged 18 to 34 years old that are active in their lifestyle and also prefer highadrenaline sports. Energy drinks market size, share industry growth report. Expanding the consumer base is a great, profitable opportunity for red bull. Red bulls international marketing campaign targets young men mostly with extreme sports. The tonic was supposed to help keep drinkers awake and alert. Marketing plan of red bull free college essay examples. Red bull has a dedicated sales team called red bull wings.
According to bized, red bull was able to build a strong brand image through. Red bull gmbh report constitutes a comprehensive analysis of marketing strategy and business strategy of red bull. The energy drinks market is saturated, making it hard for the new and small companies to compete. These range from mountain biking, bmx, motocross, windsurfing, snowboarding, skateboarding, kayaking, rowing, wakeboarding, cliffdiving, parkour, surfing, skating, freestyle.
The market share of the red bull is 71% of the world market of energy drink. In the 1989, the product was expanded to its first international markets. Red bull is an austrianproduced energy drink that competes in a very narrow niche of the carbonated soft drink market. And for red bulls target audience, being authentic means being a bit irreverent, a bit antiestablishment, and every bit different from your parents, says marc gobe, president and ceo of the. Red bull is the largest selling brand in the energy drink market across the india with 62% of the market. Red bull captured around a quarter of the energy drinks market in the united states in 2019. Red bull has since become known for its crazy marketing strategies targeting young urban professionals through various sports and entertainment based marketing campaigns. To understand red bulls corporate branding strategy, an understanding of its positioning, target market, and gaps between them if any. Monster beverage corporation, red bull, the cococola company, rockstar inc. Despite a flood of new products on the european market in recent years, red bull is still. In 2018, red bull held a carbonated soft drink csd market share of almost two percent in the united states. Red bull often gives free drinks to attract new costumers. Burt helm, the sport of extreme marketing, businessweek, march 14, 2005, p.
An austrian entrepreneur by the name of dietrich mateschitz. Red bull defines the whole of these consumers as generation y because they are notonly active males but active students who need the energy to finish projects and study all night. Expanding the market will increase red bulls market share of the drink market, but only if the company does research to understand what the new target audience is looking for in their drink i. In terms of further expansion, red bull is targeting the core markets of. Red bull took many marketing and ingredient ideas from an energy drink in thailand. Conclusion devi 2011 introduction it increases endurance, accelerates the ability. Energy drinks are not sports drinks and have not been formulated to deliver. Understanding red bulls positioning and target market.
Consumer buying decisions are based upon social pressures, trends, needs, and desires. Red bull even supplies a sugar free version for the average healthconcerned user. Red bull being an international company, there are no geographical limits to its own target market, which explain the large number of 171 countries red bull can be found. Red bull energy drink was first sold on the austrian market in 1987. Red bull racing, scuderia toro rosso, new york red bulls, fc red bull salzburg, rb leipzig, red bull brasil, ehc munchen, ec red bull salzburg, and red bull ghana. In geographic segment they target countries with no or negligible market for red bull. Red bull stomps all over global marketing where theory. Started by dietrich mateschitz in the mid 1980s, red bull has fast become the market leader in energy drinks. Red bull sells, red bull, sugar free red bull, red bull cola, and the newest edition the red bull energyshot, hoovers inc. Us companies, focused on personalization and convenience, need to consider the demand from the european consumers for healthy, zerocalorie, and lowsugar functional products, in. By sponsoring racing and extreme sports events, the brand is strongly associated with mental and physical performance. Red bull is an energy drink sold by red bull gmbh, an austrian company created in 1987. Segmenting, targeting and positioning red bull marketing diary. Red bull is an energy drink brand that is locally sold by the austrian company called red bull gmbh and was developed back in 1987.
Essay on red bull marketing problem 778 words cram. This has resulted in an increased dependence on energy. Oct 05, 20 in geographic segment they target countries with no or negligible market for red bull. Red bull first came to the market in 1987 after austrian toothpaste salesman dietrich mateschitz came to thailand and heard about an energy tonic, created by chaleo yoovidhya. Red bull being an international company, there are no geographical limits to its own target market, which explain the large number of 171 countries red bull can be found in. Due to rapid urbanization, many people live a very hectic lifestyle in the u. Target market statement red bulls target market are young, on the go people, who enjoy extreme sports and lead an active nightlife, anywhere from 18. Not to mention, the branding of bulls is an easy sell for the target market. Red bull has the highest market share of any energy drink in the world, with approximate revenue of 6. By the end of 2019, red bull employed 12,736 people in 171 countries.
The company is clearly seeking to tap into demand for sugar free drinks, and claims that 33 per cent of all softdrink products currently consumed in the us are of the sugar free diet variety. This strategy made red bull to be the market leader of 70% market in the energy drink market. In demographic segment their main target is the teenagers and college students to 21 years, young adults ranging from 21 years to 35 years or can also called as working professional. Marketing evaluation of red bull t2 2016 mpk732 marketing. Red bull and their marketing strategy entrepreneurship. Aug 10, 2018 the tiein of energy drinks to sporting activities which require energy use was perfect. The positioning strategy used by red bull is mainly based. Apr 07, 2020 in 2018, red bull held a carbonated soft drink csd market share of almost two percent in the united states. Oct 14, 20 timeline of red bull 1997 enters usa 2000 first competitor 2001 enters southern hemisphere 20 red bull in 165 countries 7. Target for sales returns while exact effective is hard to measure, number dont lie, which is why in order to evaluate if their applied strategy is working, red bull sets a sales target at all of their promotional and sponsored events and aims to meet that target. For example at universities or sport events because there are most of the people from the target group. Red bulls overall marketing strategy free case study. Red bull has the highest market share of any energy drink in the world, with 6.
Red bull send out their sampling girls and boys to deliver free. Red bull marketing presentation by ana anderson on prezi. Red bulls target market range from 1434 years of age. Inspired by an existing energy drink named krating daeng, red bull has the highest market share of any energy drink in the world. Red bull focuses on three significant tactics to attract its target audience. Timeline of red bull 1997 enters usa 2000 first competitor 2001 enters southern hemisphere 20 red bull in 165 countries 7. Positioning refers to the selection of the marketing mix the most suitable for the target customer segment. After three years of testing red bull launched in austria, but the two businessmen had doubters. Once you know who your audience is, you can speak their language and launch marketing campaigns that not only connect with them, but cement your brand as a part of their lifestyle.
Jun 28, 2016 red bull segmentation, targeting and positioning. Red bull segmentation, targeting and positioning research. Red bull marketing research essay 2481 words bartleby. Red bull also has a vague secondary target market of older consumers in general ranging from 25 to 45years old. Red bulls target market can be identified as young urban males that live on the edge or aspire to do so. On april 1, 1987, red bull energy drink was launched in austria. How did red bull build an unbeatable content marketing machine. Red bull reached its first foreign markets in 1989 in singapore and in 1992 in hungary. The brand image of red bull is one of its strongest competitive advantages.
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