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…show more content… Firstly, Red Bull has developed a very strong brand recognition, from its unique and memorable name, its instantly recognizable can, to the logo, which consists of bold graphics. Its slogan ‘Red Bull gives you wings’ has been reinforced with consumers by repetition, consistently making it instantly recognizable by all.
Red Bull segmented the market and positioned the brand very effectively, with its controversial and anti-establishment status. Red bull is not viewed as being just a product, it is a “Way of Life” which is associated with energy, extreme sports and danger, very appealing to its core audience.
Even though Red Bull has been followed and copied several times by similar products, due to its consistent and unique communications strategy Red Bull has managed to stay “fresh and relevant” (how?) and still maintain a leading position in a very crowded market. (how?)
Red Bull’s unique and extremely well coordinated marketing repertoire is without a doubt one of the key factors for its success. Red Bull’s strategy to target its audience with non-traditional ads, made the brand more believable for its “No brands” followers. For a brand such as Red Bull, marketing communications are deemed to be so important that 35% of its turnover goes to communications and events. Through this manner of communication, Red Bull avoids traditional media channels by making the product readily available –