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Consumer Behaviour- Redbull Case Study questions
Pages 4 (1004 words)
Redbull Case Study questions 20-3-2013 What segmentation base has Red Bull adopted to target customers? How should Red Bull further segment the market in the future? The company has spent millions of dollars on its strategy of guerrilla marketing that started from word of mouth driven advertisement and then moved on to the high cost sponsorships.
Through the marketing strategy of employing thrill into the advertisements, the company targets the young generation to consume the drink as a supplement to the adrenaline inducing sports. Such market segmentation has allowed the company to merge its natural consumer base with its targeted market. In the future, Red Bull’s most beneficial marketing strategy would be to segment the market based on consumers and innovation specifically rather than brute sponsorship based advertisement. Targeting a behavioural segment that is divided in to the groups of those who regularly, for example, go to gym or those that work in tough environments in the same age limits; it would be wiser, as per Walker’s (2006) research, to spend more marketing funds on those who are behaving in a more favourable way to consume the product. For example a 20 year old who goes to gym is more open to Red Bull’s advertisements than a 20 year old who works in a print shop. By specifically targeting behaviour based market segments, Red Bull’s future marketing can further be optimized in line with the company’s current policy without interfering with other policies like those of thrill based advertisement. ...
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