Red Bull

3982 Words Sep 3rd, 2014 16 Pages
9. Using the product/market expansion grid (Ansoff Matrix), how would you go about expanding the sales of Red Bull? Criteria: Market Penetration , Market Development, Product Development, Diversification. (10)

Market Penetration:
An increase in sales can be made through new promotions or a wider range of adverts and advertising platforms, that will increase the consumption of Red Bull. With minor changes to their product, for example the taste, different flavours, Red bull will also meeting their consumers need for variety. Although I believe that Red Bull already has a very firm market share, as Red Bull was the highest selling energy drink in the world, with 5.387 billion cans sold in 2013, there is still a lot of competition in the
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This is where Red Bull plays a very important role. Students are a very clever consumer group to target, especially to promote Red Bull at parties, they can be seen as “student brand managers”. Doing these promotions they can collect important information and can report back to Red Bull on their market research.
3. Sports Athletes and sports enthusiasts
Red Bull is greatly involved with extreme sports, sports athletes and sports enthusiasts as can be seen from their sponsorship of sporting events such as the Red Bull Dolomite Man. Sports athletes obtain physical exertion from Red Bull. Some of the popular sports athletes that has been sponsored by Red Bull includes David Coulthard , one of the most popular racers on the F1 circuit.
4. Households
Taking the above into consideration, one could say that Red Bull is possibly a drink that can be part of every household, whether it be the youth full teenager or student needing extra energy for exams, a working father or mother that needs to perform at their best at their workplace or a sports enthusiast that wants to obtain the best physical exertion that can be obtained from using Red Bull...it revitalizes body and mind!

(WPS Prenhall )
The fall 2009 MRI study nearly 225,887,000 adults in the United States. Of those, nearly 16,550,000 adults drank Red Bull at least once. That makes up nearly 7.3 % of the total population of the United States! WOW!
In further detail, the information shows that men ages

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