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. ...
Starting from distributing free cases of the energy drink at gyms, schools and different buildings where they could find their consumer base, the Red Bull started with a viral advertising policy. The success of the viral advertisement resulted in rapid growth in sales. The motivations of consumers were based on their own needs, or their own needs as shown by the company. The need to re energize at work, gym, construction sites and other advertised areas has shown to be a consumer need by the Red Bull and often the Red Bull consumers are compared with non consumers in advertisements. The comparison often either implies the lack of energy in the individual and the inability to perform properly without re energizing or shows extra abilities in the individual consuming the product. The moto “No Red Bull, No Wings” clearly backs up this concept. Furthermore, by sponsoring highly thrilling race competitions, both on air and ground, the motivation to use the product is further aroused in the consumer base, both psychologically and as a way to try the product for the new consumers by creating a ‘buzz’. Describe the Brand Personality of Red Bull. Why do you think the concept of brand personality is so important to Red Bull? Being an energy drink aimed at the youth, Red Bull has developed a bold brand personality of a strong bull as depicted by its logo. The brand personality of the energy drink implies the traits of the type of boost it claims to give the consumers; strength, energy, physical resistance, quicker reaction time and improved mood. Giving an emotional character and association to the brand’s image, the company has devised a strategy ...
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